ITB Berlin Convention 2026 explores tourism between crises and AI

Germany

High-calibre programme examines a travel industry in transition

How will we travel in the future? The ITB Berlin Convention 2026, taking place from 3 to 5 March, addresses this question with a comprehensive programme reflecting a tourism landscape shaped by technological disruption, geopolitical instability, and sustainability challenges. Across 17 themed tracks on four stages, the convention gathers international decision-makers, industry leaders, and experts to analyse structural shifts and emerging strategies.

This year’s focus highlights the growing relevance of political and economic frameworks. Joschka Fischer, former German Foreign Minister, will deliver a keynote speech addressing the era of polycrisis and the implications of global tensions for travel behaviour and industry resilience.

Artificial intelligence reshapes the travel ecosystem

Artificial intelligence emerges as a central theme throughout the convention. Sessions will examine how AI influences operational efficiency, customer interaction, sustainability practices, and business models.

Nathan Blecharczyk, Airbnb Co-founder and Chief Strategy Officer, will provide insights into Airbnb’s evolving strategy, with particular attention to nature tourism and short-term rentals. Executives from Google, including Yannis Simaiakis and Anna Sawbridge, will explore how AI is transforming search and booking behaviour, while also outlining how travel providers can adapt to increasingly AI-driven environments.

The broader implications of AI deployment will also be scrutinised. Fevzi Okumus will address potential risks, drawing on current research into algorithmic bias and the possible disadvantages faced by marginalised travellers and smaller local providers.

Managing growth and sustainability pressures

The convention also addresses the complex balance between tourism growth and its environmental and social consequences. Thomas Ellerbeck (TUI) and Ingo Burmester (DERTOUR Group) will discuss tourism’s expanding role in international cooperation and destination development.

Hospitality specialist Dr Renée Nicole Wagner (Orascom Hotel Management) will contribute to discussions on how hotels can deepen engagement with local communities. Biodiversity expert Frauke Fischer will examine the intersection of AI technologies and ecosystem preservation.

Innovation and operational transformation

Despite global uncertainties, the programme emphasises innovation and forward-looking strategies. The ITB Transition Lab will focus on operational modernisation and the practical application of performance indicators.

The themed tracks cover a wide spectrum of topics. The Future Track addresses resilience, innovation, and sustainability in a polycrisis environment. The AI Track examines the structural transformation driven by artificial intelligence. The Destination Track explores governance and sustainable destination development, while the Marketing & Distribution Track analyses evolving strategies in customer engagement and sales.

Additional sessions, including the Youth, Adventure & Outdoor Track and the Responsible Tourism Track, reflect shifting consumer preferences and sustainability priorities.

Closing keynote highlights the enduring fascination of travel

A concluding keynote by Danish traveller and author Thor Pedersen will offer a personal perspective on global mobility. Pedersen will recount his ten-year journey to every country in the world without air travel, reflecting on endurance, cultural encounter, and the evolving meaning of travel.

All sessions will be accessible via livestream on the ITB Navigator and subsequently available on the ITB Berlin YouTube channel.

The full programme of the ITB Berlin Convention 2026 is available through the official ITB Berlin channels.