ITB Berlin 2026 marks 60 years as a global platform for tourism and innovation - Get updated on what's happening in tourism!

On the eve of ITB Berlin 2026, the global travel industry turns its focus to the German capital. From 3 to 5 March, the World’s Leading B2B Travel Trade Show celebrates its 60th anniversary, bringing together close to 6,000 exhibitors from more than 160 countries. The milestone edition highlights ITB Berlin’s role as the key marketplace for international dialogue, economic opportunity and forward-looking tourism strategies.

Since its debut in 1966, ITB Berlin has evolved from a modest trade fair into a global industry platform with strategically positioned events in Europe, Asia and the Americas. The 2026 edition underscores a tourism model that combines growth, innovation and responsibility. In view of developments in the Middle East, ITB Berlin remains in close contact with international partners and continuously monitors the situation.

“For 60 years, ITB Berlin has been the place where the international travel industry meets to understand markets, identify trends and do business. This is where partnerships are formed, contracts are negotiated and strategic alliances are forged. Particularly 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, reflecting the diversity and resilience of global travel markets. Thailand, Egypt, Turkey and Italy are among the largest exhibitors. Asia, Central Asia and North and South America are seeing particularly strong demand.

The ITB Buyers Circle welcomes senior decision-makers from 63 countries, with around 43 per cent attending for the first time. In addition, thousands of high-level trade visitors are using the platform to conduct business, network and engage in strategic discussions.

Angola as Host Country: Africa in focus

Under the slogan “Visit Angola – The Rhythm of Life”, Angola appears as the Host Country of ITB Berlin 2026. Exhibiting in Hall 21, it is the third African nation to take on this role. Cultural performances, natural attractions, culinary specialities and interactive formats such as kizomba workshops and B2B speed dating sessions showcase the country’s diversity and growing tourism ambitions. Angola presents itself as a destination where tradition and modernity meet with confidence and dynamism.

Global travel trends: steady growth, regional differences

According to the World Travel Monitor® by IPK International, international travel rose by four per cent in 2025, continuing the positive trajectory of previous years. Europe recorded average growth of four per cent, Asia increased by five per cent, while South America achieved a strong eleven per cent rise, driven mainly by intercontinental travel. North America saw a slight decline of one per cent.

Holiday travel remains dominant, accounting for nearly three-quarters of leisure trips. Sun-and-beach holidays, city breaks, round trips and rural stays lead the segment. Business and MICE travel outperformed average growth, rising by six and eight per cent respectively. The average trip length reached nine nights, and overall travel spending grew by five per cent, primarily on accommodation. Experts anticipate stable demand in 2026, with sustainability and overtourism shaping future destination strategies.

Innovation and technology reshape the industry

Digitalisation and artificial intelligence are central themes across the exhibition halls. Travel Technology, occupying more than six halls, demonstrates how automation, data-driven applications and networked systems are transforming operations.

Future-oriented segments include the Talent Hub in Hall 4.1, supporting professional development, the Home of Luxury at the Palais am Funkturm presenting exclusive travel products, and the Medical & Health Tourism Pavilion highlighting longevity and regeneration trends. The LGBTQ+ Tourism Pavilion in Hall 4.1 emphasises inclusive and diverse travel.

Traditional growth areas remain strong, including MICE & Business Travel in Hall 7.2c and Adventure Travel in Hall 4.1, where more than 50 exhibitors from 27 countries present outdoor, eco and cultural experiences.

ITB Innovators spotlight digital thought leaders

The ITB Innovators initiative highlights companies introducing AI-powered solutions across hotel management, guest communication, marketing, personalisation and sustainability. From automated property management systems and multilingual audio tours to climate integration tools and AI-generated quotations, exhibitors demonstrate how digital transformation is redefining tourism processes.

ITB Berlin Convention: Leading Tourism into Balance

Under the motto “Leading Tourism into Balance”, the ITB Berlin Convention addresses how sustainable growth can align with economic stability, social responsibility and environmental protection. Across 17 thematic tracks and more than 200 sessions, over 400 international speakers examine geopolitical shifts, climate change, overtourism, AI-driven business models, experiential travel, longevity and inclusive tourism.

High-profile contributors include Joschka Fischer, Nathan Blecharczyk (Airbnb), Dr. Stefan Ebener (Google), Nina Ruge, Sarah Kopit (Skift) and Dr. Frauke Fischer. Major global companies and organisations such as UN Tourism, TUI, Ryanair, Mews, Skift, Phocuswright and Airbnb participate in the discussions.

Anniversary programme looks ahead

To celebrate six decades of ITB Berlin, the 2026 edition features more than 15 interactive formats, exhibitions and networking events. Installations such as “60 Years Highlights”, “Destination Europe: A Journey in Posters”, and immersive experiences including a DeLorean time journey and themed networking spaces reflect on the past while looking to the future.

Digital services are expanded with the 24/7 AI chatbot MIA and the ITB Navigator platform, offering intelligent matchmaking, interactive hall plans and streamlined networking tools. Cooperation with Berlin’s public transport provider enables trade visitors to purchase discounted transport tickets directly through the online ticket shop.

New networking spaces such as the ITB Späti in Hall 7.2c add a Berlin-inspired touch, while established community events including ITB Chinese Night, ITB MICE Night, the ITB Afterwork Party and the ITB Travel Massive Party complement the programme. Culinary highlights range from the Street Food Market in Hall 8.2 to additional food trucks, while sporting running and walking tours near the Brandenburg Gate round off the anniversary edition.

With its 60th anniversary, ITB Berlin reinforces its status as the world’s central marketplace for tourism – a platform where markets converge, ideas take shape and the future of travel is actively shaped.

Image Credit: © ITB Berlin