ITB Berlin 2026 is set to mark its 60th anniversary with a fully booked show with strong international participation. Taking place March 3–5 at the Berlin Exhibition Grounds, the event reinforces its position as the world’s leading B2B travel trade show.
With exhibitors from more than 160 countries, strong ticket demand, and a high-level convention program, this anniversary edition introduces new guided tours, special events, and MIA, a new 24/7 digital chatbot designed to provide instant information for attendees. Angola will serve as the official Host Country, highlighting Africa’s growing role in global tourism.
Growth is particularly strong among Asian and Middle Eastern destinations, as well as in the cruise, travel technology, adventure tourism, and health tourism sectors. Major national pavilions from Thailand, Egypt, Türkiye, and Italy further emphasize ITB Berlin’s role as a global marketplace for innovation, business development, and sustainable growth.
Europe: Strong Participation and New Attractions
European destinations remain a cornerstone of the exhibition. German-speaking regions and federal states will showcase diverse tourism offerings at hub27, with expanded displays from Bavaria and Hamburg. Neighboring countries including Austria, Switzerland, and Slovenia are also maintaining strong participation, alongside transportation partners such as Deutsche Bahn and regional airports.
Italy returns with a large presence led by ENIT, while Greece, Spain, Montenegro, Croatia, and Malta continue to showcase key tourism products. A new “Destination Europe: A Journey in Posters” exhibition will celebrate European tourism heritage.
Americas: Strong Momentum Ahead of ITB Americas
The Americas maintain a strong presence, reflecting growing regional importance and previewing the upcoming ITB Americas event in Guadalajara. The U.S. and Canada will feature a wide range of destinations and suppliers, including airlines, specialized tour operators, and tourism boards.
Caribbean and Latin American destinations also expand their participation, with Mexico increasing its footprint and several countries returning after short absences. Brazil, Peru, Argentina, and Venezuela represent South America’s diverse offerings.
Africa and Middle East: Expanding Presence
Host Country Angola headlines the African Travel Hub in Hall 21, showcasing cultural and natural diversity while highlighting the continent’s expanding role in tourism. Several African destinations are increasing their presence, including Madagascar and Cabo Verde, alongside returning exhibitors such as Sierra Leone and Senegal.
The Middle East remains a major driver of international tourism growth. UAE, Qatar, Saudi Arabia, Oman, and Jordan are among the countries presenting large-scale displays, while Egypt occupies an entire hall, underlining its continued appeal.
Asia-Pacific: Large National Displays and Growing Markets
Asian participation continues to grow significantly. Thailand leads as the largest exhibitor, joined by expanded showcases from Malaysia, Indonesia, Japan, China, and Hong Kong. Vietnam, Cambodia, the Philippines, South Korea, and Singapore further reinforce Asia’s strong presence.
Oceania highlights include Australia, New Zealand, Fiji, and Tahiti, while India, Nepal, Sri Lanka, Pakistan, and Bhutan expand South Asia’s visibility.
Cruise, Hospitality, and Travel Tech Take Center Stage
The cruise segment remains a key attraction, with major brands including Carnival, Royal Caribbean, MSC, Norwegian Cruise Line, and Disney Cruise Line.
Hospitality halls feature leading global hotel groups such as Accor, Radisson, and BWH Hotels, alongside major booking platforms including Booking.com, Airbnb, and Expedia.
Travel Technology continues to expand rapidly, occupying six fully booked halls. Key themes include hotel software, payments innovation, and AI-driven solutions, with industry leaders such as Amadeus, PayPal, VISA, Stripe, and Revolut participating.
New Focus Areas: Health Tourism, Talent Development, and Future Skills
The Medical & Health Tourism Pavilion reflects rising demand for wellness, longevity, and preventive travel, with international partners and the debut of the ITB Medical & Health Tourism Awards. Meanwhile, the newly branded ITB Talent Hub emphasizes workforce development and recruitment, offering networking, pitch competitions, and career-focused sessions.
Convention and Networking: Shaping the Future of Tourism
Under the theme “Leading Tourism into Balance,” the ITB Berlin Convention will host 400 speakers across 200 sessions. Topics include AI and agentic commerce, regenerative tourism strategies, inclusive travel, experiential tourism, and new payment ecosystems.
Attendees can also benefit from enhanced matchmaking tools, an upgraded ITB app with geo-location features, and a range of networking events celebrating ITB’s 60-year legacy.
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