ITB Berlin Convention 2026 to Examine AI, Geopolitics and the Future of Travel
How will people travel in the years ahead? From 3 to 5 March 2026, the ITB Berlin Convention will bring together industry leaders, policymakers and technology experts to explore how tourism is adapting to political uncertainty, artificial intelligence and sustainability pressures.
Held alongside ITB Berlin, the convention will host around 400 international speakers under the theme “Leading Tourism into Balance.” Discussions will centre on how the industry can respond to global tensions, digital transformation and shifting traveller expectations.
Tourism in a Time of Political Uncertainty
A keynote address by former German Foreign Minister Joschka Fischer will focus on the impact of geopolitical tensions on travel behaviour and international cooperation. His session will examine how tourism businesses can navigate political instability while maintaining long-term planning and partnerships.
Across 17 themed tracks and four stages, executives from companies including Google, Microsoft, Expedia and Airbnb will outline current business strategies and operational approaches shaping the sector.
Artificial Intelligence and Changing Business Models
Artificial intelligence will be a central theme throughout the programme. Sessions will examine how AI is influencing search behaviour, booking patterns, distribution models and operational efficiency.
Nathan Blecharczyk, Co-founder and Chief Strategy Officer at Airbnb, will discuss how short-term rentals and nature-based travel are evolving. Representatives from Google will analyse how tourism businesses can adapt marketing and distribution strategies in an AI-driven environment.
At the same time, discussions will address potential risks. AI expert Fevzi Okumus will examine how algorithm-driven systems may unintentionally disadvantage certain traveller groups or reduce visibility for smaller, local providers.
Managing Growth Responsibly
Sustainability and community impact will remain key areas of focus. Thomas Ellerbeck of TUI and Ingo Burmester of DERTOUR Group will discuss tourism’s role in international cooperation and destination development. Dr Renée Nicole Wagner of Orascom Hotel Management will explore how hotels can strengthen ties with surrounding communities.
Biodiversity specialist Frauke Fischer will also consider how digital tools, including AI, may support ecosystem protection in tourism regions.
Programme Highlights
Tuesday, 3 March – Future Track
Industry representatives from politics, technology and business will discuss how tourism can respond to AI developments, economic uncertainty and sustainability requirements.
Wednesday, 4 March – AI, Destination and Marketing Tracks
Sessions will focus on AI’s impact on business models, destination governance and marketing strategies. Topics will include customer engagement, smart destination management and data-driven decision-making.
Youth, Adventure & Outdoor Track
Speakers will examine how adventure and youth travel segments are adapting to new safety expectations and environmental considerations.
Thursday, 5 March – Responsible Tourism Track
Discussions will explore how tourism can balance economic growth with conservation and regeneration.
The convention will close with Danish traveller and author Thor Pedersen sharing insights from his decade-long journey to every country in the world without flying.
All sessions will be available via livestream on the ITB Navigator, with recordings later accessible on ITB Berlin’s YouTube channel.
With its 2026 programme, the ITB Berlin Convention aims to provide a structured forum for dialogue on how tourism can adapt to technological change, political shifts and evolving traveller priorities.
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