Hamburg showcases major ITB Berlin 2026 tourism presence

New stand design and events

Compared with last year, the number of partners has increased and the exhibition space has expanded to 266 square meters. The new stand design features large-scale, vibrant Hamburg imagery that conveys the city’s distinctive atmosphere directly on the Berlin show floor.

A 10-square-meter LED screen will display dynamic content to create additional visibility and energy at the stand. A prominent Hamburg sign suspended above the pavilion will further enhance its visibility across the exhibition hall.

Hamburg Tourismus GmbH will host a Hamburg Partner Evening on the first day of the show at the stand. On Wednesday, Hamburg Airport will welcome airline partners for an informal networking session. On Thursday, Hamburg Tourismus GmbH and ATG Entertainment will host a dedicated event for group travel organizers.

Hospitality trainees support the stand

Hamburg is also highlighting the next generation of hospitality professionals by involving four hotel trainees who will assist the Hamburg team on-site.

The participating training hotels include The Westin Hamburg Elbphilharmonie, The George Hotel Hamburg, Kleinhuis Hotel Baseler Hof and Zollenspieker Fährhaus.

Partner companies and business meetings remain at the core of Hamburg’s ITB presence, with the aim of strengthening existing relationships and generating new business opportunities.

In total, 25 companies and institutions — including Hamburg Tourismus — will exhibit at the stand, supported by an additional 11 cooperation partners.

Hamburg remained essentially a domestic destination in 2025

Figures for the whole year 2025 have recently been released: Hamburg recorded last year 7.96 million arrivals, up 5.2%, generating 16.46 million overnights, up 2.1% over 2024.

The city remains however highly dependent of domestic tourism, which had a market share of 80% in arrivals (6.37 million, up 7.2%) and 78% in overnights (12.85 million, up 4%).

International tourist arrivals last year declined by -1.9% to 1.59 million while overnights dropped by 4.3% to 3.61 million. Top inbound markets were Denmark (0.197 million arrivals), Switzerland (0.129 million), Austria (0.122 million), the Netherlands (0.120 million) and the UK (0.114 million). From overseas the top markets were the U.S.A. (0.102 million) and the U.A.E. (0.59 million).

In December 2025, the city had a total of 411 hotels and various types of accommodation, offering a total of 81,135 beds. Average occupancy reached 55.95% last year with the peak month being July at 64.9%. (Source: Statistikamt Nord/ 24-02-26)