ITB Berlin Convention 2026: Charting a course between crises and AI | News
This year, the Berlin ITB Convention focuses on political expertise: the era of the polycrisis and the impact of global tensions on travel behavior are the subject of a keynote speech by Joschka Fischer, former Foreign Minister of Germany, who will highlight how the tourism sector can position and assert itself in a world of increasing political uncertainty. The other events at the convention also offer first-hand international experience and insider knowledge in 17 themed tracks on four stages: Top executives from global companies – including Google, Microsoft, Expedia and this year’s Official Premium Partner of ITB Berlin and co-host of the ITB Berlin Convention, Airbnb – will provide practical information on current strategies and projects that will shape the world of travel in the long term.
Digital dynamics: how AI is redefining business models
The influence of artificial intelligence on process optimization and travel behavior, as well as on sustainability and diversity, will be an important topic discussed at numerous events covering a wide range of aspects. Exciting insights into Airbnb’s strategy will be provided by Nathan Blecharczyk, co-founder and Chief Strategy Officer of Airbnb, who reports exclusively on how nature tourism and short-term rentals could shape the next era of travel. Yannis Simaiakis and Anna Sawbridge will shed light on how travellers’ search and booking behavior is changing under the influence of AI. Google’s two top executives will demonstrate how tourism providers can survive and remain profitable in an AI-driven environment. The potential risks of AI-driven processes will be the subject of a panel discussion with AI expert Fevzi Okumus, who will use current research to explain how the use of AI can disadvantage marginalized travelers and limit the visibility of local travel providers.
How can tourism growth be managed responsibly?
The impact of tourism development on the environment and social cohesion is another topic on which conference participants can rely on the expertise of high-caliber speakers. From the perspective of major tour operators, Thomas Ellerbeck (TUI) and Ingo Burmester (DERTOUR Group) will discuss how tourism is becoming increasingly important for international cooperation and how it contributes to sustainable development in destinations by strengthening local economies. Hospitality expert Dr. Renée Nicole Wagner (Orascom Hotel Management) and other guests will discuss how hotels can work more closely with their neighborhoods and strengthen local communities. Biodiversity expert Frauke Fischer will ask what contribution AI can make to the conservation of ecosystems and biodiversity in holiday areas.
Innovation, trends and inspiration: where is the industry going?
Despite all the challenges, the ITB Berlin Convention 2026 will once again provide a comprehensive overview of an industry characterized by innovation and dynamism in 2026. The ITB Transition Lab promises deep insights into operational modernization strategies and provides compact and practical information on the possible use of key performance indicators. New insights into current leisure and holiday trends, such as longevity and encounters with little-known destinations, are promised by the convention’s various theme tracks. An excerpt from the program:
Tuesday March 3, 2026
In the Future Track, leading voices from politics, business, science and technology will discuss how the tourism sector can meet the challenges of AI, polycrises and global shifts between innovation, sustainability and resilience. Microsoft Advertising is the track sponsor of the Future Track.
Wednesday March 4, 2026
In the AI Track, experts explain how artificial intelligence is revolutionizing business models, customer interactions and distribution, ushering in a new era of future-oriented, sustainable travel. Travolution (Eventiz from Travelsoft) is the track sponsor of the AI Track.
In the Destination Track, global thought leaders will demonstrate how cities and regions can develop sustainable and resilient destinations through innovation, smart governance and value-oriented leadership. The Federal Ministry for Economic Cooperation and Development (BMZ) is a partner of the Destination Track.
The Marketing & Distribution Track offers compact insights into trends and strategies that are crucial for marketing, sales and commercial executives. Google is the track sponsor of the Marketing & Distribution Track.
In the Youth, Adventure & Outdoor Track, experts emphasize how adventure, outdoor and youth travel are adapting to new trends, sustainability requirements and safety aspects. As Adventure Travel Partner of ITB Berlin 2026, Peru is the track sponsor of the Youth, Adventure & Outdoor Track.
Thursday March 5, 2026
The Responsible Tourism Track shows how tourism can achieve a sustainable balance through adaptation, conservation and regeneration. Studiosus is the session sponsor of the Responsible Tourism Track.
Despite all the hustle and bustle in the exhibition halls, the fascination with traveling will not be neglected. A special highlight at the end promises to be the keynote speech by the Danish world traveler and author Thor Pedersen, who will talk about what it feels like to travel to every country in the world for ten years without using an airplane.
All events at the convention can also be followed via livestream on the ITB Navigator. Afterwards, the sessions will also be available on ITB Berlin’s YouTube channel.
