Berlin, once again the travel capital of the world | News
As the doors of Messe Berlin open this week, the familiar ritual of early March returns: thousands of travel professionals converge on the German capital for ITB Berlin, the world’s largest travel trade fair. This year’s edition feels particularly charged. ITB Berlin 2026 not only marks the fair’s 60th anniversary, but comes at a time when global travel is vibrant yet uneasy – growing strongly, while navigating geopolitical tensions, technological disruption and a renewed debate over the role of tourism in the world.
For three days, from March 3 to 5, Berlin will become a microcosm of the travel industry as a whole: hopeful, innovative and pragmatic in equal measure.
Breaking Travel News and its team will be there all three days to discuss the latest stories as they happen and conduct live interviews in each sector.
A milestone moment for global tourism
Few events can claim the appeal of ITB Berlin. What started as a humble gathering of exhibitors in 1966 has grown into the industry’s most influential B2B marketplace, bringing together destinations, airlines, hotels, tour operators, technology providers and policymakers from all corners of the world.
The 2026 edition is an anniversary show in every respect. The official host country, Angola, takes center stage and uses the platform to present itself as one of Africa’s next emerging destinations – rich in culture, dramatic landscapes and long-term tourism ambitions. Across the halls, established tourism powerhouses sit alongside newcomers, reinforcing ITB’s unique role as a level playing field, where mature markets and emerging stars share the same spotlight.
But this is no nostalgia party. The dominant mood is future-oriented. Travel has recovered to near pre-pandemic levels, business travel and MICE are firmly back and demand for holidays remains resilient. At the same time, the sector is acutely aware that growth alone is no longer the benchmark that matters.
What visitors can expect this year
The trading floor reflects a sector in transition. Visitors can expect the following:
A sharper focus on balance and responsibility
Parallel to the exhibition, the ITB Berlin Convention sets the intellectual tone. Under the main theme ‘Balancing Tourism’, more than 400 speakers will explore how destinations and businesses can reconcile growth with climate responsibility, community impact and long-term resilience. Overtourism, biodiversity, climate adaptation and social inclusion are no longer peripheral topics; they are at the center of the conversation.
Technology that goes beyond buzzwords
Artificial intelligence is everywhere at ITB this year, but the discussion has matured. Rather than abstracting from the hype, sessions and booths focus on practical applications: smarter demand forecasting, AI-driven customer service, personalized marketing and operational efficiency. The question is no longer whether AI will reshape travel, but how to use it in a responsible and inclusive way.
A renewed business travel and MICE sector
Business travel, events and incentives have made a strong comeback, and ITB reflects that momentum. Expect busy forums on hybrid events, risk management, duty of care and the changing expectations of business travelers who increasingly combine work and leisure.
New voices and emerging destinations
From Africa and Latin America to parts of Asia, emerging destinations are more visible than ever. Many use ITB not only to sell holidays, but also to secure investment, airlines and long-term partnerships – signaling a shift from volume-driven tourism to strategic development.
Anniversary energy
Special exhibitions, tours and evening events underline ITB’s 60-year legacy. After closing time there is a festive atmosphere, but the conversations over coffee remain firmly anchored in the future.
The shadow over the show: conflict in the Middle East
No global travel meeting exists apart from world events, and this year ITB Berlin is set against the backdrop of an escalating conflict in the Middle East. The region is not only an important destination market, but also a crucial hub of global aviation. Airspace disruptions, flight diversions and increased security concerns have impacted the airline networks connecting Europe, Asia, Africa and beyond.
The immediate impact on ITB is nuanced rather than dramatic. The show is fully booked and the overall attendance remains high. However, there is a noticeable shift in the way some participants attend. A small number of delegations have experienced travel delays or last-minute route changes, and contingency planning is a recurring topic in corridors and conference rooms. Hybrid meetings, remote participation and flexible scheduling – skills honed during the pandemic – are once again proving their value.
More importantly, the conflict shapes the content of the ITB rather than undermines it. Geopolitics, aviation resilience and crisis preparedness feature prominently in conference sessions. Tourism leaders openly discuss how dependent the industry has become on stable global connectivity – and how vulnerable it is if that stability breaks.
There is also a deeper, philosophical undercurrent. Tourism has long been described as a ‘business of peace’, built on exchange, understanding and movement. At ITB, that idea feels less like a slogan and more like a challenge this year. How can travel promote dialogue and economic opportunity in a divisive world? How does the industry stay open and people stay safe?
Why ITB Berlin still matters
In uncertain times, the instinct may be to withdraw. ITB Berlin does the opposite. Its value lies precisely in bringing the industry together when circumstances are complex. Deals are still being made, routes are still being planned and campaigns are still being launched – but they are based on a more realistic view of risk and responsibility.
For first-time visitors, ITB 2026 provides a comprehensive overview of where travel is headed. For veterans, it offers reassurance that the industry has learned to adapt – again. And for Berlin it’s another week when the world arrives with suitcases, business cards and big ideas.
As the travel industry looks beyond recovery and reinvents itself, ITB Berlin this week is less a trade show than a mirror. What it reflects is an industry growing, questioning itself and learning – again – to navigate a complicated world while keeping the spirit of travel alive.
