The Tourism Authority of Thailand (TAT) expressed its satisfaction following the presentation of the Kingdom’s latest world-class tourism positioning in Europe at ITB Berlin 2026.

Under the vision “The New Thailand,” TAT is reinforcing the country’s status as a premier global destination through the concept “Unforgettable Experience: Healing is the New Luxury.” The strategy highlights lesser-known destinations, sustainable travel routes and eco-friendly tourism products tailored to the European market.

Thailand’s presence was further elevated by the visit of Princess Ubolratana, who toured the Thailand Pavilion and prepared som tam thad, a signature Thai papaya salad served in a traditional sharing tray. The live culinary presentation showcased Thai gastronomy and cultural vibrancy, attracting strong attention from international trade partners.

Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand, said: “ITB Berlin 2026 is a strategic platform to communicate the New Thailand vision with clarity and purpose. Healing-led luxury reflects growing global demand for wellness and meaningful travel experiences, while sustainability and hidden gems strengthen Thailand’s competitive edge in Europe. Germany remains a key long-haul market with high expectations for quality, safety and responsible tourism.”

The Thailand Pavilion presents a refreshed, contemporary image under the Unforgettable Experience: Healing is the New Luxury concept, positioning Thailand as a restorative destination where well-being, culture and authenticity converge.

TAT was leading a delegation of 165 Thai tourism operators at the Thailand Pavilion in Hall 26B, facilitating high-level business meetings with international buyers and travel trade professionals. Among them, 89 operators hold recognized sustainability certifications, including the Thailand Tourism Awards, STAR certification, Green Hotel and CF Hotels recognition, highlighting the country’s progress toward stronger sustainable tourism standards.

TAT worked closely with partners including Thai Airways International, Bangkok Airways, Airports of Thailand, Sports Authority of Thailand and Designated Areas for Sustainable Tourism Administration, alongside provincial tourism associations. Together they present a unified national platform reflecting strong public-private collaboration.

The showcase highlights emerging destinations across Thailand, including Sukhothai and Nan in the north, Suphan Buri and Ratchaburi in central Thailand, and Satun and Trang in the south.

The Sustainable Thailand narrative is reinforced through initiatives such as “10 Krabi: Travel With Care” itineraries and 20 low-carbon travel routes, supported by TAT Certify standards including STGs STAR, Thailand Tourism Awards and CF Hotels. These initiatives aim to build confidence among environmentally conscious European travelers.

A highlight of the pavilion was the Saneh Thai Café, which presents wellness tourism through cuisine under the themes “Wellness on a Plate” and “Worth-Life Balance.” The concept features 20 curated routes linking gastronomy, regional identity and holistic wellbeing.

Eco-friendly products made from marine debris and recycled materials—including driftwood art, bead necklaces, art toys and footwear—are displayed alongside interactive DIY souvenir workshops such as keychains, phone straps and bracelets, reinforcing Thailand’s commitment to creative and responsible tourism.

Beyond the trade show, TAT is also boosting Thailand’s visibility across Berlin with Amazing Thailand Fest 2026 – The Wholesome Taste of Thai, taking place at Berlin prestigious department store KaDeWe from March 2–14. Organized in partnership with Central Group, the campaign transforms the luxury department store’s façade and window displays into a vibrant showcase of Thai cuisine and travel experiences.

Germany continues to play a key role in Thailand’s long-haul strategy. In 2025, Thailand welcomed 965,898 German visitors, a 10.6% increase compared with 2024. Momentum has continued into 2026, with 115,700 German travelers visiting Thailand in January, up 2.55% year-on-year.

German travelers stay an average of 15.6 nights per trip and show strong demand for beach vacations, family travel, wellness experiences, environmental conservation and slow travel. Safety also remains a major factor in travel decisions.

In 2026, TAT is strengthening the German market with targeted promotion across Sea–Sand–Sun, Leisure and Sports, Wellness, and Nature and Outdoor travel segments. Hidden-gem destinations are being positioned as attractive alternatives for sustainability-focused German travelers seeking authentic experiences.

Participation at ITB Berlin 2026 is expected to generate more than $155 million in economic value, reinforcing Thailand’s path toward a sustainable, high-value and truly unforgettable world-class destination.

The Maldives will take center stage as the Official Host Country of ITB Berlin 2027, showcasing the beauty, diversity, and renowned hospitality of the Indian Ocean island nation to the global travel industry at the world’s leading travel trade show.

The partnership was formally confirmed during ITB Berlin 2026, when Ibrahim Shiuree, CEO and Managing Director of Visit Maldives (MMPRC), and Dr. Mario Tobias, CEO of Messe Berlin, signed the agreement during an official ceremony at the Maldives stand in Hall 5.2.

“We are delighted that, 10 years after their first appearance as Host Country, the Maldives will once again take center stage at ITB Berlin,” said Dr. Mario Tobias. “This long-standing partnership highlights ITB Berlin’s importance as a global platform and underscores the Maldives’ prominent role in the international travel industry. In 2027, we look forward to showcasing the Maldives’ extraordinary beauty and diversity while demonstrating how tourism and sustainability can go hand in hand.”

Present at the signing ceremony were Abdulla Ghiyas, Chairperson of Visit Maldives Corporation, Ibrahim Shiuree, Deborah Rothe, Director of ITB Berlin, Dr. Mario Tobias, and David Ruetz, Senior Vice President of Messe Berlin.

A Global Stage for an Exceptional Destination

With more than 1,000 islands, turquoise lagoons, white-sand beaches, and vibrant coral reefs, the Maldives rank among the world’s most iconic long-haul destinations. The country is known for its exclusive resort experiences, authentic local island tourism, and warm hospitality.

As Host Country of ITB Berlin 2027, the Maldives will showcase the full diversity of its tourism offer—from luxury resorts and boutique hotels to diving adventures, water sports, wellness retreats, and cultural experiences. Sustainability remains a central pillar of the nation’s tourism strategy, with numerous initiatives dedicated to protecting marine ecosystems and supporting local communities.

“ITB Berlin provides the ideal platform to present the unique experiences our islands offer travelers from around the world,” said Ibrahim Shiuree. “We look forward to welcoming the global tourism industry in Berlin and highlighting the diversity, quality, and hospitality that define the Maldives as a destination.”

Just weeks earlier, Maldivian President Mohamed Muizzu visited Berlin, where he was received by German Federal President Frank-Walter Steinmeier. The historic visit underscored the strategic importance of the island nation for Germany and the wider international community.

Visit Maldives Year 2027

The year 2027 has also been officially designated “Visit Maldives Year,” a landmark national tourism initiative designed to showcase the country’s unique appeal on the global stage. Announced by President Mohamed Muizzu, the campaign highlights the Maldives’ commitment to sustainable growth, international collaboration, and the continued development of tourism as a key economic driver.

Through global marketing initiatives—including participation in major travel events, international roadshows, and targeted digital campaigns—the program will promote the islands’ natural beauty, cultural heritage, and world-class hospitality to travelers and tourism partners worldwide, reinforcing the Maldives’ position as a leading long-haul destination.

Strong presence at ITB Berlin 2027

As Host Country, the Maldives will host the official opening gala on March 15, 2027, at the ITB Berlin venue and present a dynamic program throughout the show from March 16 to 18, 2027.

Trade visitors can expect a large national pavilion, cultural performances, networking events, and media activities designed to place the Maldives firmly at the center of the international tourism conversation.

By taking on the Host Country role, the Maldives reaffirm their long-standing commitment to ITB Berlin and emphasize the importance of the German and European markets. ITB Berlin 2027 will provide the perfect platform to strengthen partnerships, inspire new travel demand, and spotlight the Maldives within the global travel community.

South Africa arrives at ITB Berlin 2026 with renewed confidence as international tourism continues its strong recovery. The destination recorded a record 10.5 million international arrivals in 2025, and tourism officials see the event as a key opportunity to convert growing global interest into measurable economic gains.

ITB Berlin offers South Africa a strategic stage to strengthen trade relationships, expand market access, and boost awareness across Europe and other key long-haul markets.

Germany continues to be indeed one of South Africa’s most valuable European source markets. German arrivals increased from 254,992 visitors in 2024 to 290,795 in 2025, representing year-over-year growth of 14%.

The South African delegation is led by Deputy Minister of Tourism Maggie Sotyu, alongside Shamilla Chettiar, Acting CEO of South African Tourism, and Corne Koch, Chief Convention Bureau Officer. A broad mix of tourism businesses will take part in structured meetings with international buyers and partners throughout the show.

A total of 49 exhibitors will be represented on the South Africa stand, showcasing a wide range of tourism products and services. Among them are 22 Small, Medium and Micro Enterprises (SMMEs) supported through the Department of Tourism’s Tourism Incentive Program, along with two additional SMMEs from Limpopo backed by the Limpopo Tourism Agency. Their participation highlights South Africa’s commitment to inclusive growth by helping emerging tourism businesses gain direct access to global distribution networks.

ITB Berlin essential to South African tourism development

Tourism remains one of South Africa’s most important economic sectors. Each additional international visitor contributes directly to foreign exchange earnings while supporting small businesses and jobs throughout the tourism value chain. This approach reflects the Department of Tourism’s vision of sustainable tourism development as a driver of inclusive economic growth.

 The steady increase reflects the effectiveness of targeted marketing campaigns and sustained demand for South Africa’s diverse mix of wildlife, culture, adventure and scenic experiences.

Through its presence at ITB Berlin, South Africa aims to increase visitor spending, extend average length of stay, and deepen long-term trade partnerships in this high-value market.

Deputy Minister Sotyu said ITB Berlin remains a critical platform for translating international interest into real economic opportunity.

“ITB Berlin allows South Africa to remain visible and competitive in the global marketplace as a value-for-money destination of choice,” she said.

South Africa will also promote its global campaign, South Africa Awaits – Come Find Your Joy, highlighting the country’s rich cultural heritage, diverse landscapes and growing culinary scene.

The country’s participation comes amid rising international confidence in South Africa as a major events destination. Following the successful hosting of the G20 Leaders’ Summit 2025, South Africa is preparing to welcome another major international gathering when the World Economic Forum stages a Special Davos Meeting in the country in 2027.

A New Campaign for Europe at ITB Berlin 2026

Places of Interest

The latest findings from the World Travel Monitor by IPK International confirm the continued upward trend of recent years, with growth rates returning to single digits. International tourism is steadily approaching pre-pandemic levels once again.

Stable demand from Europe – differing trends in the Americas

In 2025, international travel showed clear regional differences. European outbound travel increased by 4%, matching the global average. In contrast, North America recorded a slight decline, with outbound travel down 1% year over year. Despite this modest drop, the United States remained the world’s largest source market for international travel, ahead of Germany and the United Kingdom.

Outbound travel from Asia grew by 5%, representing moderate but slightly above-average growth. South America was the most dynamic region, with outbound travel rising by 11% — the strongest growth worldwide. This increase was driven primarily by a significant rise in travel within the region.

High satisfaction levels at Arab destinations

As part of the World Travel Monitor and IPK’s Destination Performance Index (DPI), traveler satisfaction, likelihood to recommend, and intention to return are analyzed for international leisure trips worldwide.

In 2025, Dubai once again ranked first, followed by Abu Dhabi, the Bahamas, and Brazil. Dubai received the highest ratings for service, accommodations, and weather. However, sustainability received the lowest ratings in both Dubai and Abu Dhabi.

In Europe, Switzerland ranked first, just ahead of Austria. Both destinations achieved above-average scores for landscape and nature.

Holidays dominate – MICE rebounds strongly

Holiday travel accounted for nearly three-quarters of all international trips worldwide in 2025, growing by 4% in line with the global average.

Sun-and-beach vacations remained the most popular type of trip, reflected in destination rankings, with Spain once again recording the highest number of international visits. Multi-destination trips and nature-focused travel posted above-average growth, while event travel and wellness trips declined slightly.

Business travel grew by an above-average 6% in 2025 and returned to 2019 levels for the first time. The MICE segment showed particularly strong growth, increasing by 8%.

Longer trips and higher spending

In 2025, the average length of international trips increased slightly to about nine nights. This was largely due to the high share of air travel and the continued recovery of long-haul trips. Rail travel also recorded above-average growth.

Average spending per trip rose by 5% year over year, representing above-average growth. Most spending went toward accommodations. Transportation accounted for roughly one-quarter of total travel expenditures, while smaller shares were spent on food and activities at the destination.

Positive outlook for 2026

There are strong indications that demand for international travel will remain stable in 2026. Available data suggests that travel behavior will remain largely unchanged and that growth rates will continue to align with pre-pandemic trends.

However, concerns about overtourism and sustainability remain important for travelers and are creating new opportunities for both smaller and larger destinations.

At the ITB Berlin Convention 2026, scheduled for March 3–5, industry professionals will gain practical insights into the future of tourism. Under the theme “Leading Tourism into Balance,” the convention will focus on balancing growth, innovation, and sustainability. Across 17 thematic tracks and four live stages, experts will present the latest trends, digital innovations, and sustainable strategies shaping the industry.

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.