ITB Berlin 2026: an international platform for tourism dialogue with all its partners and exhibitors

Since its launch in 1966, ITB Berlin has evolved from a minor trade fair to a global industry platform in strategically important markets. The ITB portfolio now comprises five events in Europe, Asia and America, furthering international networking and promoting business along the entire tourism value chain. The anniversary edition stands for a form of tourism that combines growth, innovation and responsibility – it does not shy away from global issues and instead incorporates them in the dialogue. In light of current developments in the Middle East, ITB Berlin maintains close dialogue with its international partners and exhibitors and continuously monitors the situation.

“For 60 years, ITB Berlin has been the place where the international travel industry meets to understand markets, identify trends and do business. This is where partnerships are formed, contracts are negotiated and strategic alliances are forged. Particularly in times of global challenges, we need platforms that combine economic strength, innovation and responsibility“, said Dr. Mario Tobias, CEO of Messe Berlin at the official opening press conference. 

ITB Berlin 2026 is fully booked and showcases the global diversity of the travel markets. Over 160 countries are represented, including Thailand, Egypt, Turkey and Italy, the largest exhibitors at the show. It gives trade visitors the opportunity to analye markets, strengthen partnerships and generate new business ideas. Demand is particzularly high in Asia, Central Asia and North and South America.

Among the visitors, the ITB Buyers Circle gathers senior international buyers from 63 countries, around 43 per cent of whom are attending for the first time – each year ITB Berlin creates new business opportunities, and its appeal as a B2B platform grows. In addition to Buyers Circle members, thousands of other high-caliber decision-makers are taking this opportunity to do business, network and hold strategic discussions.

Young, dynamic and self-confident and boasting the slogan ’Visit Angola – The Rhythm of Life’, Angola is the Host Country of ITB Berlin 2026 and exhibiting in Hall 21. The third African host country to date, it has a clear message and is showcasing the continent and its diversity. Visitors can look forward to cultural highlights, impressive natural attractions, culinary specialties and lively encounters – from kizomba workshops to B2B speed dating sessions. As well as tourism attractions, Angola highlights the spirit of optimism of a country that effortlessly fuses tradition and modernity.

During the trade show, Angola will offer a comprehensive insight into the country’s natural beauty, cultural diversity and hospitality, positioning itself as an authentic destination with great tourism potential for adventurers, nature lovers and culture enthusiasts. The Host Country Report provides wide-ranging background information on Angola’s diversity. Read the Host Country Report here (PDF, 102 kB).

Additional information on the host country Angola can be found in the Host Country Flyer (PDF, 3.1 MB), ITB News & Insights and the ITB Navigator.

According to the World Travel Monitor® by IPK International, in 2025 global international travel increased by four per cent, continuing the positive trend of previous years. Regionally, performance figures varied: growth in Europe was average (+4 %), while in North America it recorded a slight decline (-1 %). Asia displayed moderate growth (+5 %), while South America forged ahead with an increase of 11 %, driven primarily by intercontinental travel. Holiday trips remained the dominant market. Experts expect demand to remain stable in 2026, while issues such as overtourism and sustainability are opening up new opportunities for innovative destination strategies.

The exhibition halls reflect key industry developments: digital solutions, AI, new payment and distribution systems, as well as innovative hospitality and platform models dominate the displays. Occupying more than six halls, Travel Technology is again one of the strongest segments at ITB Berlin, demonstrating how data-based applications, automation and networking are changing day-to-day operations in tourism.

The focus is also on specific future-oriented topics: the Talent Hub in Hall 4.1 promotes young talent and professional development in the industry, the Home of Luxury at the Palais am Funkturm presents exclusive travel products and high-class services, while the Medical & Health Tourism Pavilion in Hall 4.1 highlights the growing importance of health, longevity and regeneration in international tourism. The displays in Hall 4.1 also include the LGBTQ+ Tourism Pavilion, which focuses on safe, inclusive and diverse travel.

Traditional growth markets and business segments also continue to be strongly represented: MICE & Business Travel in Hall 7.2c brings together trade visitors, networking and inspiration for business travel, event management and corporate travel, while Adventure Travel in Hall 4.1, with over 50 exhibitors from 27 countries, presents experiences ranging from outdoor and sports travel to eco. and cultural tourism, catering to the demand for authentic adventures.

ITB Innovators, launched by ITB Berlin in 2023, puts the spotlight on innovation leaders in the tourism industry. Selected companies are presenting groundbreaking solutions – many of them AI-powered – which make key processes such as hotel operations, guest communications, marketing, service management, personalization and sustainability more efficient, digital and sustainable. Apaleo is showcasing an AI-based property management system for hotels. DerbySoft relies on automated hotel telephony to optimize guest communications.

The Trip Boutique AI enables personalized travel data integration through AI. Qualiday Travel is exhibiting AI-powered live translations for the travel industry. The VOX Group is showing VOX Aura, a multilingual AI-powered audio tour. Hotel Manager acts as a digital guest journey platform for optimizing the guest experience. The Trip.com Group is developing an AI-powered travel ecosystem. IDeaS is presenting Spotlight, a forecast-based solution for hotel marketing. Newhotel Software is showcasing an integrated hotel management suite. Through Cause We Care, myclimate combines measurable climate protection integration with tourism products. Lato uses AI to automatically generate quotations for more efficient sales.

Leading Tourism into Balance is the slogan of the supporting ITB Berlin Convention in 2026, which will address the key question of how sustainable growth in tourism can be reconciled with economic stability, social responsibility and protecting natural ecosystems.

At 17 theme tracks and over 200 sessions, more than 400 international experts will discuss the most pressing challenges and major opportunities facing the global tourism industry. Representatives from business, politics, science, technology will highlight strategies for resilience, competitiveness and innovation in an increasingly complex environment.

Key topics include overtourism and climate change, poly-crises and geopolitical shifts, resilient destinations, data-driven business models and AI applications – among them agentic commerce. Other topics are experiential travel, longevity and well-being, inclusive travel, new payment systems and seamless travel ecosystems.

High-profile speakers include former German Foreign Minister Joschka Fischer, with a lecture on ‘Geopolitical Shifts & New World Order’, Nathan Blecharczyk from Airbnb with ‘Bet on Nature’, Dr. Stefan Ebener (Google) with ‘The Future with Agentic’, Nina Ruge with ‘Longevity Hotels’, Sarah Kopit (Skift) with ‘Travel’s Uneven Future’, and Dr. Frauke Fischer, who will ask ‘Can AI Save Nature?’. Major companies and organisations including UN Tourism, TUI, Ryanair, Mews, Skift, Phocuswright, G Adventures, TourRadar and a&o Hostels are also represented – Airbnb is the official Premium Partner of ITB Berlin – along with numerous other international market players.

Click here for the fact sheet and main information on the ITB Travel & Tourism Report 2026/2027

To mark the sixtieth anniversary of ITB Berlin, a wide-ranging programme with global appeal will accompany the 2026 event. More than 15 interactive formats, exhibitions, networking events and digital services will look back on six decades of ITB while offering a clear view of the industry’s future.

Highlights include the ‘60 Years Highlights’ installations, the ‘Destination Europe: A Journey in Posters’ exhibition, photo ops in a VW bus, a journey through time in the ‘Back to the Future’ DeLorean, the ITB rocket, and formats such as ‘Faces of ITB’ and ‘A 60-Second Cheer for the Travel Industry’.

Digital services play a key role in this anniversary year: the new 24/7 AI chatbot MIA is available around the clock to answer any questions and offers quick and easy answers. The ITB Navigator provides a central platform for exhibitor, appointment and hall information, and with an interactive hall plan, location-based services, intelligent matchmaking technology, lead scanning and sharing, enables particularly efficient and targeted networking. Trade visitors can purchase a reduced-rate public transport ticket (fare zones ABC) directly from the online ticket shop of ITB Berlin. This has been made possible through cooperation with Berlin public transport company BVG.

New networking hot spots such as the ITB Späti in Hall 7.2c bring Berlin’s neighborhood culture to the exhibition grounds and serve as a meeting place for happy hours, destination and innovation pitches, guided tours and the ITB Americas Night.

Also part of the ITB Berlin supporting program are the ITB Chinese Night, ITB MICE Night, the ITB Afterwork Party on Tuesday (south entrance), the ITB Travel Massive Party and numerous other community events. The Street Food Market in Hall 8.2 and additional food trucks in Hall 24 will provide a colorful array of international cuisine, while running and walking tours at the Brandenburg Gate will add a sporting touch.