ITB Berlin 2026: 60 years as an international platform for tourism, markets and innovation | News

On the day before the start of ITB Berlin 2026, the global travel industry turns its attention to the German capital for three days. From March 3 to 5, on its sixtieth anniversary, the World’s Leading B2B Travel Trade Show will gather nearly 6,000 exhibitors from more than 160 countries, underscoring its role as the premier marketplace for international dialogue, economic prospects and strategic tourism issues of the future.

Since its launch in 1966, ITB Berlin has evolved from a small trade fair to a global industry platform in strategically important markets. The ITB portfolio now includes five events in Europe, Asia and the Americas, promoting international networking and business along the entire tourism value chain. The anniversary edition represents a form of tourism that combines growth, innovation and responsibility – it does not shy away from global issues and instead includes them in the dialogue. In light of current developments in the Middle East, ITB Berlin maintains a close dialogue with its international partners and exhibitors and continuously monitors the situation.

“For 60 years, ITB Berlin has been the place where the international travel industry comes together to understand markets, identify trends and do business. This is where partnerships are formed, contracts are negotiated and strategic alliances are forged. Especially in times of global challenges, we need platforms that combine economic strength, innovation and responsibility,” said Dr. Mario Tobias, CEO of Messe Berlin.

Global markets and strong buyer demand
ITB Berlin 2026 is fully booked and showcases the global diversity of travel markets. More than 160 countries are represented, including Thailand, Egypt, Turkey and Italy, the largest exhibitors at the fair. It gives trade visitors the opportunity to analyze markets, strengthen partnerships and generate new business ideas. Demand is especially high in Asia, Central Asia and North and South America.

Among its visitors, the ITB Buyers Circle gathers senior international buyers from 63 countries, approximately 43 percent of whom are attending for the first time – every year ITB Berlin creates new business opportunities and its appeal as a B2B platform grows. In addition to Buyers Circle members, thousands of other high-caliber decision makers use this opportunity to do business, network and engage in strategic discussions.

Newcomer Angola increases awareness about Africa
Young, dynamic and confident and with the slogan ‘Visit Angola – The Rhythm of Life’, Angola is the host country of ITB Berlin 2026 and is exhibiting in Hall 21. The third African host country to date has a clear message and presents the continent and its diversity. Visitors can look forward to cultural highlights, impressive natural attractions, culinary specialties and lively encounters – from kizomba workshops to B2B speed dating sessions. In addition to tourist attractions, Angola highlights the spirit of optimism of a country that effortlessly combines tradition and modernity. Additional information can be found in the host country flyer and destination report.

ITB Berlin/IPK International: Stable international travel in 2025 – South America with strong growth
According to IPK International’s World Travel Monitor®, global international travel will increase by four percent by 2025, continuing the positive trend of previous years. Regionally, performance figures varied: growth in Europe was average (+4%), while in North America it showed a slight decline (-1%). Asia showed moderate growth (+5%), while South America made progress with an increase of 11%, mainly thanks to intercontinental travel. Leisure travel remained the dominant market. They accounted for almost three quarters of all leisure trips, mainly sun and beach holidays, city trips, tours and country stays. Business travel and MICE travel recorded above-average growth (+6% and +8%). The average number of overnight stays increased to nine, while travel expenditure increased by 5%, most of which related to accommodation. Experts expect demand to remain stable in 2026, while issues such as overtourism and sustainability open up new opportunities for innovative destination strategies.

Host country report: Angola – an insider tip for adventurers and Africa lovers
During the fair, Angola will provide a comprehensive insight into the country’s natural beauty, cultural diversity and hospitality, positioning itself as an authentic destination with great tourism potential for adventurers, nature lovers and culture enthusiasts. The host country report provides extensive background information on Angola’s diversity. Read the host country report here (PDF, 102 kB).

Additional information about the host country Angola can be found in the Host Country Flyer (PDF, 3.1 MB), ITB News & Insights and the ITB Navigator.

Innovation, technology and new business models
The exhibition halls reflect important developments in the sector: digital solutions, AI, new payment and distribution systems, as well as innovative hospitality and platform models dominate the displays. With more than six halls, Travel Technology is once again one of the strongest segments at ITB Berlin, demonstrating how data-based applications, automation and networking are changing daily operations in tourism.

The focus is also on specific future-oriented topics: the Talent Hub in Hall 4.1 promotes young talent and professional development in the industry, the Home of Luxury in the Palais am Funkturm presents exclusive travel products and first-class services, while the Medical & Health Tourism Pavilion in Hall 4.1 highlights the growing importance of health, longevity and regeneration in international tourism. The displays in Hall 4.1 also include the LGBTQ+ Tourism Pavilion, which focuses on safe, inclusive and diverse travel.

Traditional growth markets and business segments also remain strongly represented: MICE & Business Travel in Hall 7.2c brings together trade visitors, networking and inspiration for business travel, event management and corporate travel, while Adventure Travel in Hall 4.1, with more than 50 exhibitors from 27 countries, presents experiences ranging from outdoor and sports travel to eco and cultural tourism, responding to the demand for authentic adventures.

ITB Innovators: the thought leaders of digital tourism
Launched by ITB Berlin in 2023, ITB Innovators spotlights innovation leaders in the tourism sector. Selected companies will present groundbreaking solutions – many of which are AI-powered – that make key processes such as hotel operations, guest communications, marketing, service management, personalization and sustainability more efficient, digital and sustainable. Apaleo presents an AI-based property management system for hotels. DerbySoft relies on automated hotel telephony to optimize guest communications. The Trip Boutique AI enables personalized travel data integration via AI. Qualiday Travel showcases AI-powered live translations for the travel industry. The VOX Group presents VOX Aura, a multilingual AI-powered audio tour. Hotel Manager acts as a digital guest journey platform for optimizing the guest experience. The Trip.com Group is developing an AI-powered travel ecosystem. IDeaS presents Spotlight, a prediction-based solution for hotel marketing. Newhotel Software presents an integrated hotel management suite. Through Cause We Care, myclimate combines measurable climate protection integration with tourism products. Lato uses AI to automatically generate quotes for more efficient sales.

ITB Berlin Convention: Tourism in balance
Leading Tourism into Balance is the slogan of the supporting ITB Berlin 2026 Convention, which will answer the key question of how sustainable growth in tourism can be reconciled with economic stability, social responsibility and protecting natural ecosystems.

Over 17 thematic tracks and more than 200 sessions, more than 400 international experts will discuss the most pressing challenges and major opportunities facing the global tourism industry. Representatives from business, politics, science, technology and practitioners will highlight strategies for resilience, competitiveness and innovation in an increasingly complex environment. Key topics include overtourism and climate change, polycrises and geopolitical shifts, resilient destinations, data-driven business models and AI applications – including agentic commerce. Other topics include experiential travel, longevity and wellness, including travel, new payment systems and seamless travel ecosystems.

High-profile speakers include former German Foreign Minister Joschka Fischer, with a lecture on ‘Geopolitical Shifts & New World Order’, Nathan Blecharczyk of Airbnb with ‘Bet on Nature’, Dr. Stefan Ebener (Google) with ‘The Future with Agentic’, Nina Ruge with ‘Longevity Hotels’, Sarah Kopit (Skift) with ‘Travel’s Uneven Future’, and Dr. Frauke Fischer, who will ask ‘Can AI Save Nature?’. Major companies and organizations including UN Tourism, TUI, Ryanair, Mews, Skift, Phocuswright, G Adventures, TourRadar and a&o Hostels are also represented – Airbnb is the Official Premium Partner of ITB Berlin – along with numerous other international market players.

Anniversary edition looks to the future
On the occasion of ITB Berlin’s sixtieth anniversary, the 2026 event will accompany an extensive program with global appeal. More than fifteen interactive formats, exhibitions, networking events and digital services will look back on six decades of ITB while providing a clear picture of the industry’s future. Highlights include the ’60 Years Highlights’ installations, the ‘Destination Europe: A Journey in Posters’ exhibition, photo shoots in a VW bus, a journey through time in the ‘Back to the Future’ DeLorean, the ITB rocket and formats such as ‘Faces of ITB’ and ‘A 60-Second Cheer for the Travel Industry’.

Digital services play a key role in this anniversary year: the new 24/7 AI chatbot MIA is available 24 hours a day to answer any questions and provides quick and easy answers. The ITB Navigator provides a central platform for exhibitor, appointment and hall information and enables particularly efficient and targeted networking with an interactive hall plan, location-based services, intelligent matchmaking technology, lead scanning and sharing. Trade visitors can purchase a discounted public transport ticket (fare zones ABC) directly from the ITB Berlin online ticket shop. This was made possible through collaboration with Berliner Verkehrsbetriebe (BVG).

New networking hotspots such as the ITB Späti in Hall 7.2c bring Berlin’s neighborhood culture to the fairgrounds and serve as a meeting place for happy hours, destination and innovation pitches, guided tours and the ITB Americas Night.

Also part of the ITB Berlin support program are the ITB Chinese Night, ITB MICE Night, the ITB Afterwork Party on Tuesday (south entrance), the ITB Travel Massive Party and numerous other community events. The Street Food Market in Hall 8.2 and additional food trucks in Hall 24 provide a colorful range of international dishes, while running and walking tours at the Brandenburg Gate provide a sporty touch.