ITB Berlin Convention 2026: Diverse Programme Sets New Trends for the Future of Tourism - Get updated on what's happening in tourism!

The ITB Berlin Convention will take place from 3 to 5 March 2026 as part of ITB Berlin, presenting an extensive and thematically diverse programme. Under the forward-looking motto “Leading Tourism into Balance”, the convention addresses the key challenges facing the global tourism industry and highlights future-oriented strategies. More than 400 speakers from business and academia will contribute to the three-day event, which now publishes its full programme online.

200 sessions across 17 theme tracks

Across 200 sessions and 17 theme tracks, the convention will explore sustainable business models, technological innovation and industry-defining megatrends. Discussions, case studies and panel debates will take place on four stages, offering both strategic perspectives and practical insights. Participants can attend sessions on site or follow them via live stream through the ITB Navigator, ITB Berlin’s central event platform. After the event, selected content will also be available on the ITB Berlin YouTube channel.

Artificial intelligence and the future of travel

Artificial intelligence once again plays a central role in the programme. On the eTravel Stage in Hall 6.1, and within the Travel Tech, AI and Tours & Activities Tracks, experts will examine how algorithms and data-driven systems are reshaping the travel industry. Topics range from automated booking processes to AI-supported customer journeys. Contributions from international industry leaders such as Martin Stoll, Alex Chen, Wendy Olson Killion and Alex Bainbridge promise in-depth insights into current developments.

Strategies for balance in a complex market

The Orange Stage in Hall 7.1a focuses on achieving balance within tourism systems. Sessions in the Marketing & Distribution, Future and Responsible Tourism Tracks address sustainable corporate strategies, evolving consumer behaviour and marketing trends in an increasingly volatile environment. Perspectives from analysts and industry observers such as Mitra Sorrells, Anke Hsu and Sarah Kopit provide data-driven context and strategic depth.

Compact knowledge and new formats

The Green Stage in Hall 3.1 highlights target group markets and special interest segments. Tracks including Hospitality, Diversity & Inclusion, Business Travel and Adventure, Youth & Outdoor examine issues such as inclusive travel, accessibility and evolving expectations among niche audiences. Practical perspectives are offered by speakers like Camilo Navarro, who addresses accessible travel, and Florian Größwang, who presents approaches to destination positioning. New formats such as ITB Deep Dives and ITB Tech Time deliver compact, practice-oriented knowledge tailored to industry professionals.

Destination management and market development

The Blue Stage in Hall 7.1b serves as a key forum for tour operators, airlines, cruise companies, destinations and the hotel sector. Tracks including Carrier & Cruise, Tour Operator & Travel Sales, Destination and Hospitality analyse market developments and strategic responses. Destination management approaches will be explored by speakers such as Maximilian Hillmeier, who shares insights from applied practice.

From strategy to implementation

Following its successful debut in 2025, the ITB Transition Lab returns with interactive 90-minute formats focused on implementation. Marketing experts from destinations and hospitality will present data-based recommendations and practical tools designed to translate strategy into action.

Tickets and participation

Access to the ITB Berlin Convention is included with exhibitor and trade visitor tickets as well as press accreditation. Tickets are available via the ITB Berlin online ticket shop.

Image Credit: © ITB Berlin