ITB Berlin 2026: The industry is an example for dialogue and resilience in uncertain times | News
On its 60th anniversary, the World’s Leading B2B Travel Trade Show gathered nearly 97,000 attendees from numerous source and destination markets. Despite the tense situation in the Middle East, which in some cases led to a lack of flights, the World’s Leading Travel Trade Show once again demonstrated the importance of trust, international cooperation and face-to-face meetings in the industry. Due to a one-off change in dates, the next ITB Berlin will take place from March 16 to 18, 2027.
A total of 5,601 exhibitors from 166 countries were represented at ITB Berlin. During the three trade visitor days, almost 97,000 visitors from all over the world used the fair to hold in-depth discussions and maintain networks and business relationships. Despite limited flight availability, in some cases due to the conflict in the Middle East, visitor numbers were virtually the same as the previous year. This once again demonstrates the importance of ITB Berlin as the leading international travel fair, especially in challenging times. At the same time, it shows how valuable personal contact, face-to-face meetings and direct dialogue are for the sector – especially at a time when orientation, trust and partnerships are more important than ever. 96 percent of visitors highlighted the high quality of the meetings and their intention to return, underscoring the continued international appeal of the World’s Leading Travel Trade Show in its anniversary year.
An important feature of ITB Berlin is its importance for direct business: deals and purchasing decisions worth 47 billion euros were made during the fair. This figure is based exclusively on transactions concluded at ITB Berlin and underlines the importance of the exchange as a reliable platform for relevant market decisions and successful business.
“In its anniversary year, ITB Berlin once again brought markets together, facilitated discussions on joint future business and demonstrated its importance for international dialogue and cooperation, especially in times of geopolitical tensions – especially in the Middle East. As a mirror of the industry, it provided a reliable framework for making contacts, exchanging ideas and doing business,” said Dr. Mario Tobias, CEO of Messe Berlin.
With more than 24,000 visitors from all over the world, the ITB Berlin Convention once again underlined its claim to be the sector’s leading international discussion and knowledge forum by 2026. Under the heading ‘Leading Tourism into Balance’ and participating in 200 sessions on 17 thematic tracks, more than 400 leading speakers discussed topics such as AI, sustainable growth, new market structures, resilience and the responsibility of companies and destinations. All sessions at the ITB Berlin Convention 2026 are available as videos on demand on the ITB Berlin YouTube channel. https://www.youtube.com/user/ITBBerlin
p>Key lessons from the ITB Berlin Convention 2026
The ITB Berlin Convention 2026 was characterized by adaptation and innovation in an increasingly uncertain world. Shaped by geopolitical tensions, climate risks and economic uncertainty, the industry discussed its role in what is often described as a ‘polycrisis’. Topics such as resilience, crisis preparedness and data-driven early warning systems increasingly came into focus. At the same time, artificial intelligence is driving profound changes, from personalized travel experiences to agent-based booking systems. Structural shifts also shaped the discussions: the gap between the premium and mass markets is widening, overtourism requires new forms of destination management and trust is becoming a central factor in communicating with travelers. At the same time, it became clear that tourism can also act as a driver of stabilization and reconstruction in times of crisis, as illustrated by the example of Ukraine. Overall, one message stood out: the industry is increasingly relying on data-driven decision-making, technological innovation and seamless travel experiences to meet the challenges of a fragmented world.
ITB Berlin and Green Destinations launch collaboration
Messe Berlin and Green Destinations – Good Travel Community have agreed a strategic partnership at ITB Berlin to strengthen sustainability, responsible tourism and destination development in the long term. The operational side of this partnership will be managed by the Good Travel Institute, which provides consultancy support to destinations around the world. The aim is to more strongly integrate sustainability principles into ITB Berlin programs and host country initiatives, share knowledge and support destinations in implementing credible, market-relevant strategies. The collaboration is strategic and advisory in nature, non-exclusive and does not include certification.
Leadership Exchange: Charting a strategic course for the next 20 years
During the Leadership Exchange, organized by Phocuswright and ITB Berlin, international industry leaders discussed key issues for the future of the global travel industry. In a closed, interactive format, the focus was not on short-term trends, but on long-term strategic decisions: who can be trusted in 2046? Where will value be created in an AI-driven industry? Is traveling a right or a privilege? Is the sector consolidating or fragmenting? In working groups, participants examined opportunities, risks, uncomfortable truths and priorities for the next three years. The event was a follow-up to the Global Travel Tech Think Tank in Singapore and provided a safe space for strategic thinking to shape an innovative, resilient and responsible travel industry for the next twenty years. A composite summary of the results will be published at the end of March.
Host country Angola at ITB Berlin 2026: focus on diversity, culture and sustainable tourism
With the slogan ‘The Rhythm of Life’, Angola impressively showed what the country in South West Africa has to offer: stunning natural attractions – from the Kalandula Waterfalls to the Atlantic coast – and a rich culture of music, dance and traditions. As the official host country, Angola gave new impetus to African tourism and attracted the attention of the international travel industry. With a wide-ranging programme, the country not only emphasized its tourism potential, but also sent a clear signal for sustainable development, the strengthening of local communities and international networks. Angola thus profiled itself as an authentic destination for adventurers, nature lovers and culture enthusiasts.
In addition to its economic function, ITB Berlin 2026 was again an important political and media forum. A total of 110 high-ranking representatives from politics, international organizations and institutions, as well as some 3,000 national and international media outlets and bloggers, used the fair to assess current developments. The focus was on discussing the role of tourism in times of geopolitical uncertainty and its future direction.
International ministers and CEOs discuss the future of tourism
Another highlight of ITB Berlin 2026 was the UN ministerial summit on March 2 in the CityCube Berlin. About 20 tourism ministers discussed sustainable growth, governance, skills development and social responsibility – key factors for a resilient and sustainable tourism sector – in a closed-door meeting with other industry decision-makers. The event made it clear that tourism has an impact that goes far beyond economic aspects: it connects cultures, promotes international dialogue and contributes to stability in challenging times.
Visit Maldives 2027: The Maldives is the official host country of ITB Berlin 2027
The official agreement was signed at ITB Berlin 2026. Visitors can look forward to a wide range of attractions – from luxury and boutique resorts, diving and water sports, wellness, cultural attractions to sustainable travel experiences. The campaign will focus on protecting sensitive marine ecosystems and promoting local communities, which play a key role in the island’s tourism success. With Visit Maldives 2027, the Maldives not only emphasizes their appeal as a dream destination, but also sends a clear signal for responsible and future-oriented tourism.
New dates for ITB Berlin 2027
ITB Berlin 2027 will take place from March 16 to 18, 2027. The one-time change of dates takes into account cross-cultural aspects and allows Muslim exhibitors and visitors to celebrate Eid al-Fitr at the end of Ramadan and then participate in ITB Berlin.
ITB Berlin is coming to an end – attention turns to ITB China
Once ITB Berlin comes to an end, the international travel industry will turn its attention to Asia. ITB China, the leading travel trade show for the Chinese travel market, will take place from May 26 to 28 at the Shanghai World Expo Exhibition & Convention Center, bringing together international suppliers and select Chinese buyers.
