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Day 1 HIGHLIGHTS
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The World’s Leading Travel Trade Show®
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03-05
March 2026
Berlin ExpoCenter City
Messedamm 22, 14055 Berlin
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Happy 60th anniversary ITB Berlin ! ITB Berlin celebrates its 60th anniversary, a milestone truly worth celebrating.
Many tourism professionals who regularly attend one of the world’s leading
industry events certainly hold lasting memories of ITB: outstanding meetings
and conferences, successful contract signings, memorable celebrations, and
historic moments that shaped the industry. From the Fall of the Berlin Wall to
the COVID-19 pandemic and the opening of China to global travel, ITB Berlin
has remained a constant presence. In a rapidly changing world, ITB Berlin continues to serve as a key reference
point for the global tourism industry. Happy anniversary and best wishes for a successful show to all!
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Day 1 Highlights
Read our latest news from ITB Berlin 2026
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Costa Rica has firmly established itself as one of the world’s leading destinations for nature lovers and adventure travelers, combining breathtaking landscapes with a strong commitment to sustainability. Known for its remarkable biodiversity, lush rainforests, volcanoes, and pristine coastlines, the Central American country continues to attract visitors seeking meaningful and environmentally conscious travel experiences....
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Exely brings AI tools for smart insights and direct revenue growth to ITB Berlin 2026
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At ITB Berlin this year, Exely is showcasing its AI-powered solutions, a set of AI tools designed to help hotels grow direct bookings through smarter content, a better guest experience, and data-driven decisions. AI is one of the strongest trends in the hospitality industry today. While many AI tools focus on automatic routine tasks, Exely’s approach is different. Many hotels have already automated a large part of their daily operations, the next step is improving how they sell online and how effectively their website converts traffic into direct revenue.
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Exely does not build products to launch them then forget about them. The company’s focus has always been on direct bookings via Booking Engine and measurable revenue results for hotels. That...
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European awarded cities present Smart Tourism Solutions at ITB Berlin 2026
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The EU Smart Tourism project brings together destinations working on digital services, green mobility and visitor management. At ITB Berlin 2026, Tampere and Dubrovnik will set the tone by showcasing their approaches to smart and sustainable tourism.
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The two cities are the 2026 winners of the EU Smart Tourism competitions which recognises European destinations that are leading in innovation, sustainability, accessibility and digitalisation in tourism. Representatives from both cities can be met at the EU Smart Tourism stand in Hall...
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TOP MOMENTS AT ITB BERLIN 2026
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“For a property with such cultural and historical importance, we don’t see ourselves as just taking over the hotel."
Siradej Donavanik, Vice President Operations and Development, Dusit International
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Greece posted another strong year for tourism in 2025, with the balance of travel services reaching a surplus of €20.26 billion, according to provisional figures communicated by the Bank of Greece. The annual surplus rose from €18.79 billion in 2024, underlining the continued importance of tourism as a pillar of the country’s external accounts. Total travel receipts climbed to €23.63 billion in 2025, an increase of 9.4% compared with the previous year. Travel payments by Greek residents abroad also rose, increasing by 20.2% to €3.37 billion. Despite higher outbound spending, net travel receipts remained a major contributor to Greece’s services balance and helped offset nearly 60% of the country’s goods trade deficit. Tourism generated almost 89% of total net services...
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Hamburg will showcase a strong joint presence at ITB Berlin from March 3–5, 2026, with a redesigned exhibition stand at Hub27. The city’s participation is supported by a broad alliance of public and private tourism partners. A total of 36 companies and institutions are contributing to the Hamburg pavilion, making it an important meeting point for travel trade professionals. And one of the largest among German exhibitors. “The ITB presence is an important joint project for Hamburg. Our trade fair appearance reflects the close connection between Hamburg’s tourism industry and the city itself. Together with our partners, we present Hamburg to the travel industry as an attractive city-break destination with strong products and diverse travel motivations,” said Michael Otremba, Managing...
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Hotel industry professionals attending ITB Berlin 2026 will have the opportunity to join a networking event hosted by HotelPlanner.com and PayPal during the show. The HotelPlanner & PayPal Cocktail party will take place on Wednesday, March 4, 2026, from 5:00 pm. to 8:20 pm at Hall 8.1, Stand 105, offering attendees...
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With a rich culinary heritage, fresh local produce and a growing international reputation, Latvia offers visitors a uniquely high-quality gastronomic experience that bridges centuries-old traditions and modern creativity. Latvia’s food culture is a reflection of its land and history: simple, seasonal, and deeply connected to nature. Over centuries, Latvians have...
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Partners
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Hall 26 | 200
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Hall 22 | 200
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Hall 26 | 200
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Hall 9 | 219
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Interview : Siradej Donavanik, Vice President Operations and Development, Dusit International
Siradej Donavanik – For a property with such cultural and historical importance, we don’t see ourselves as just taking over the hotel. In contrary, we see ourselves as custodians. The Strand has a legacy of almost 150 years, and preserving that heritage and its values is something we take very seriously. Our goal is to maintain that legacy while operating it as a successful business that can benefit future generations of hoteliers.
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Costa Rica: Emotional connectivity in the spotlight at ITB Berlin
Costa Rica has firmly established itself as one of the world’s leading destinations for nature lovers and adventure travelers, combining breathtaking landscapes with a strong commitment to sustainability. Known for its remarkable biodiversity, lush rainforests, volcanoes, and pristine coastlines, the Central American country continues to attract visitors seeking meaningful and environmentally conscious travel experiences.
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