ITB Berlin Convention 2026 to Spotlight Tourism Trends, Tech and Responsible Growth
A wide-ranging programme is set for the ITB Berlin Convention 2026, taking place from 3 to 5 March as part of ITB Berlin. Under the theme “Leading Tourism into Balance”, the convention will bring together speakers from across the global travel industry to discuss key developments shaping tourism, from technology and sustainability to shifting traveller expectations. The full convention programme is now available online.
With its updated theme and new elements in the format, the three-day convention will focus on how the tourism sector can respond to changing market conditions and long-term challenges. Across 200 sessions and 17 theme tracks, more than 400 speakers from business and academia will explore topics such as sustainable business approaches, innovation, and major industry trends across four stages.
All sessions can be attended on site or followed via live stream through the ITB Navigator, ITB Berlin’s event platform that includes exhibitor information, schedules and hall plans. After the event, selected content will also be available on the ITB Berlin YouTube channel.
17 Theme Tracks to Cover AI, Sustainability, Market Shifts and Destination Strategy
Artificial intelligence and travel technology in focus
The use of artificial intelligence in tourism will feature across several sessions, examining how algorithms and data-driven tools are influencing the travel journey. The topic will be explored on the eTravel Stage (Hall 6.1) through the Travel Tech Track, AI Track, and Tours & Activities Track.
Speakers include Martin Stoll (CEO, Sparkloft Media), Alex Chen (CTO, Fliggy), Wendy Olson Killion (CEO, Rome2Rio) and Alex Bainbridge (CEO, Autoura).
Tourism balance and responsible strategies
The Orange Stage (Hall 7.1a) will focus on how the industry can manage competing priorities, including growth, sustainability and resilience. Sessions under the Marketing & Distribution Track, Future Track and Responsible Tourism Track will address sustainable business planning, consumer trends and marketing shifts, as well as the impact of uncertainty on long-term decision-making.
Contributors include Mitra Sorrells (SVP Content, Phocuswright), Anke Hsu (Chief Growth Officer, Chain4Travel) and Sarah Kopit (Editor-in-Chief, Skift).
Target segments, inclusion and special interest travel
The Green Stage (Hall 3.1) will explore evolving traveller segments and niche markets through tracks such as Hospitality, Diversity & Inclusion, Business Travel, and Adventure, Youth & Outdoor. Topics include travel trends in the LGBTQ community, accessibility, and updated approaches to audience research and marketing.
Sessions include insights from Camilo Navarro, COO & Co-Founder of Wheel the World, and Florian Größwang (Innovation Ecosystem Builder, TourCert Austria), who will speak about destination positioning strategies.
Two new formats—ITB Deep Dives and ITB Tech Time—will also debut on the Green Stage, offering short, practical sessions aimed at actionable takeaways.
Destination management, airlines, cruises and hospitality
The Blue Stage (Hall 7.1b) will cover developments relevant to tour operators, airlines, cruise companies, tourism boards and the hotel sector. Tracks include Carrier & Cruise, Tour Operator & Travel Sales, Destination, and Hospitality, focusing on changing distribution models, travel demand trends and operational strategy.
Among the speakers is Maximilian Hillmeier (Director of Tourism, Bad Hindelang), who will share approaches to destination management.
ITB Transition Lab Returns with Interactive Sessions
Following its introduction in 2025, the ITB Transition Lab will return with a set of 90-minute interactive sessions. The format is designed to help participants move from strategy to implementation, with destination and hospitality marketing specialists sharing data-based recommendations and practical frameworks.
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