ITB Berlin Convention 2026 unveils program on tourism’s future

The ITB Berlin Convention 2026 will deliver a wide-ranging and forward-looking agenda when it takes place from March 3 to 5 alongside ITB Berlin, one of the world’s leading travel trade show.

Under the theme “Leading Tourism into Balance,” the three-day convention will bring together more than 400 international experts to explore the most pressing trends, challenges, and opportunities shaping global tourism.

The full program, now available online, features around 200 sessions across 17 thematic tracks and four stages. Industry leaders from business, academia, and policy will address sustainable business models, technological innovation, destination management, and the growing need to balance economic growth with environmental and social responsibility.

A major focus in 2026 will once again be artificial intelligence. On the eTravel Stage in Hall 6.1, sessions within the Travel Tech, AI, and Tours & Activities tracks will examine how algorithms and data-driven systems are transforming travel planning, marketing, and booking. Speakers including Martin Stoll of Sparkloft Media, Alex Chen of Fliggy, Wendy Olson Killion of Rome2Rio, and Autoura CEO Alex Bainbridge will explore whether AI agents could soon become the primary interface for booking travel.

Questions of balance and resilience take center stage on the Orange Stage in Hall 7.1a. Within the Marketing & Distribution, Future, and Responsible Tourism tracks, experts will discuss sustainable corporate strategies, shifting consumer behavior, and tourism’s response to an increasingly volatile global environment. Contributors include Mitra Sorrells of Phocuswright, Chain4Travel’s Anke Hsu, and Skift Editor-in-Chief Sarah Kopit.

The Green Stage in Hall 3.1 highlights specialized markets and inclusive tourism. Sessions in the Hospitality, Diversity & Inclusion, Business Travel, and Adventure, Youth & Outdoor tracks address topics ranging from LGBTQ+ travel and accessible tourism to new approaches in destination positioning. Speakers include Wheel the World co-founder Camilo Navarro and TourCert Austria innovation specialist Florian Größwang. New formats such as ITB Deep Dives and ITB Tech Time will offer compact, practice-oriented insights.

Destination management and travel distribution will be the focus of the Blue Stage in Hall 7.1b, with dedicated tracks for airlines, cruise lines, tour operators, hospitality, and tourism boards. Among the presenters is Bad Hindelang tourism director Maximilian Hillmeier, who will share best practices in destination strategy.

Returning after its 2025 debut, the ITB Transition Lab will provide 90-minute interactive sessions translating strategy into action through data-driven marketing insights.

All sessions can be attended on site or followed via livestream through the ITB Navigator platform, with recordings later available on the ITB Berlin YouTube channel. The convention is included with exhibitor, trade visitor, and press tickets.

ITB Berlin 2026 will also mark the event’s 60th anniversary, reinforcing its global role on the tourism stage.

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