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Sustainability and inclusivity are the hallmarks of ITB Berlin Welcome to the second day of ITB Berlin 2026, where social sustainability takes center stage. ITB’s management has made this a strong focus, with conferences and events highlighting responsible practices across the travel industry. German tour operators are prioritizing supply chains that empower local communities, promote fair practices, and drive economic growth. Ensuring accessibility for all travelers remains a key goal, with innovations making destinations more inclusive for people of all abilities. Cultural experiences—spanning music, arts, and festivals—are powerful tools for destination growth, offering authentic engagement while supporting local talent. Together, these trends showcase an industry committed to innovation, ethics, and inclusivity. Have a successful time at ITB Day 2.
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Day 2 Highlights
Read our latest news from ITB Berlin 2026
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Destinations, partners and industry leaders gather at the hotel Metropol Berlin ahead of the Shanghai show. On the sidelines of ITB Berlin, the ITB China team hosted its annual ITB Chinese Night at the iconic hotel Metropol Berlin, bringing together partners, destinations and international travel professionals...
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With its new global campaign, Kenya provides a touch of magic to its promotion. Magical Kenya: Experience Wonder There is something about Kenya that refuses to leave you once you have been there. It is not simply the landscapes, though they are astonishing in their variety....
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Join HotelPlanner party at ITB Berlin and win €5,000 in hotel cash
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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.
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to 8:20 pm at Hall 8.1, Stand 105, offering attendees a relaxed setting to connect with industry peers and senior executives....
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Malaysia Tourism inaugurates its “Visit Malaysia 2026” at ITB Berlin
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At ITB Berlin 2026, during the inaugural of its pavilion, Malaysia delivered a confident and carefully coordinated message to the global travel industry: growth and responsibility go hand in hand. Opening its national pavilion, Malaysia underscored that tourism development is increasingly being shaped by sustainability, authenticity and long-term value rather than short-term gains.
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The country was represented by almost all of its states, each bringing a distinctive tourism proposition to Berlin and...
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Phocuswright research shows that over 60% of travel companies accelerate AI adoption
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At ITB Berlin 2026, the conversation around artificial intelligence will be intense and unavoidable. And with good reason, According to Phocuswright’s latest study Budgets, Barriers and the Race to Agentic AI, travel companies are not only adopting AI, they are beginning to operationalize it in ways that will define competitive positioning for years to come.
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After a year of rapid...
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Celebrate 60 years of ITB Berlin
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“Peru’s bold new vision for tourism: Regeneration, adventure, and community”
In this exclusive interview during ITB Berlin 2026, Erick Garcia Gonzalez, Director of PROMPERU in Germany, reveals how Peru is reshaping its tourism sector for a sustainable and thrilling future.
[Read more]
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South Africa arrives at ITB Berlin 2026 with renewed confidence as international tourism continues its strong recovery. The destination recorded a record 10.5 million international arrivals in...
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Prague remains one of Europe’s top tourism destinations for both leisure and MICE, and it is no surprise that many Prague exhibitors are returning to ITB Berlin....
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The latest findings from the World Travel Monitor by IPK International confirm the continued upward trend of recent years, with growth rates returning to single digits....
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Berlin, the host city to ITB, was not able to renew its 2024 tourism performance last year. In 2025, 12.4 million visitors traveled to Berlin and...
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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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