60 years of ITB Berlin: Dozens of special anniversary moments to enjoy

The coming ITB Berlin edition 2026 will turn special as one of the world’s largest travel fairs celebrates its 60th anniversary.

What began in 1966 as a small overseas import trade fair with just nine exhibitors from five countries (Egypt, Brazil, the Federal Republic of Germany, Guinea and Iraq) and 250 visitors has grown into the world’s leading travel trade show, now hosting more than 5,000 exhibitors.

Hundreds of milestones have shaped the history of ITB Berlin.

• In 1972, exhibition space tripled, marking ITB Berlin’s breakthrough as a major international trade show.

• For its 10th anniversary in 1976, ITB Berlin hosted its first two-day trade congress, attracting 6,000 industry professionals from 89 countries.

• At the 20th anniversary in 1986, the People’s Republic of China participated for the first time.

• In 1990, following the collapse of the Berlin Wall, suppliers from former East Germany were officially represented for the first time — a historic milestone for the show.

• In 2000, travel technology and the emerging mobile internet sector were given a dedicated exhibition area.

• In 2014, Messe Berlin opened the CityCube, expanding exhibition capacity to accommodate more exhibitors.

• In 2020, the Covid pandemic forced the cancellation of ITB Berlin, but a Virtual Convention was quickly launched. The 2021 and 2022 editions were held entirely online, before the show returned as an in-person event in 2023.

Sixty years on, ITB Berlin continues to stand for innovation, dialogue and the unifying power of travel. Under the anniversary theme “60 Years of Legacy,” the show blends business, networking, content and cultural exchange across the exhibition grounds, while highlighting the industry’s key future trends. A full program overview is available on the ITB Berlin anniversary website.

A time to celebrate and connect

ITB Berlin kicks off its anniversary celebrations on March 3 at 3 p.m. with the “60-Second Cheer for the Travel Industry,” inviting attendees to join a synchronized 60-second round of applause across the show floor. The initiative recognizes the people shaping the global travel sector and underscores the industry’s strong sense of community.

A new networking venue, the ITB Späti in Hall 7.2c, brings Berlin neighborhood culture to the trade show. Inspired by the city’s iconic late-night corner shops, the space will host guided tours, presentations, happy hours and daily bingo sessions. On opening day, visitors can watch a live tape-art installation created especially for the anniversary edition.

The first day concludes with the official “Cheers to 60 Years of Legacy” after-work gathering on March 3 from 5:30 p.m. to 7 p.m. at the south entrance. Attendees can enjoy a complimentary ITB signature drink while DJ Chris Bekker provides the soundtrack for the evening.

Interactive experiences and travel memories

The anniversary program features a range of immersive installations. In Hall 21e, “Back to the Future – Travel Through Time” showcases the iconic DeLorean from the cult film alongside a virtual journey through six decades of ITB history and a look ahead at future travel trends.

Also in Hall 21e, “Launch the Future – The ITB Rocket” invites visitors to share their vision of tomorrow’s travel industry. Selected ideas will be featured on ITB Berlin’s social media channels throughout the year.

Creativity takes center stage at “Community Painting – One Community, One Canvas” near the north entrance of Hall 19, where participants will contribute to a Berlin-inspired mural symbolizing six decades of collaboration.

In Hall 23, Stand 116, a vintage VW bus serves as a nostalgic photo backdrop for “60 Years on the Road – Vintage Photo Memories,” offering visitors a personalized trade show keepsake.

Additional highlights include the “Say ITB – Iconic Polaroid Moment” installation at the north entrance and the “Faces of ITB – 60 Years, One Community” portrait series, featuring instant photos of industry professionals displayed throughout the venue.

Visitors can also take part in the ITB Berlin Goodie Bag Hunt, a daily social media challenge.

Visitors can also recharge with Powered by ITB energy balls, available at entrances while supplies last. While a special curated “Songs for Weltenbummler” is provided on Spotify, providing a musical companion for ITB Berlin attendees visitors.

Special travel posters exhibition

At Hub27, the exhibition “Destination Europe: A Journey in Posters,” created in partnership with the Museum of Tourism and the European Travel Commission. A total of 35 posters, ranging from the 1920s to 2015, are on display, of which three come from the archives of the European Travel Commission (ETC) and 32 were provided by the members of the European Travel Commission or compiled with their support.

The exhibition is to be seen from March 3 to 5, 2026 with the official opening taking place on March 3, from 12.00 to 1.00 pm (Hub27-300). Participants at the official opening are Dr. Mario Tobias, CEO of Messe Berlin, Dr. Eduardo Santander, Executive Director and CEO of the European Travel Commission (ETC) and Alberto Bosque Coello, Coordinator of the Museum of Tourism. The Exhibition will then be hosted by the University of Extremadura in Spain.

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