ITB Berlin 2026 Opens in the German Capital, Marking 60 Years of Global Tourism Dialogue
The global travel industry gathers in Berlin as ITB Berlin 2026 opens today, marking 60 years since the trade show first began. From 3 to 5 March, the event brings together nearly 6,000 exhibitors from more than 160 countries, reinforcing its role as a meeting point for market exchange, business development and discussions on the future of tourism.
Since its launch in 1966, ITB Berlin has grown from a regional trade fair into an international industry platform. The ITB portfolio now includes events across Europe, Asia and the Americas, supporting networking and collaboration across the tourism value chain.
This anniversary edition focuses on balancing growth, innovation and responsibility. Organisers remain in close contact with international partners and exhibitors, including those from regions affected by geopolitical developments.
Dr. Mario Tobias, CEO of Messe Berlin, says ITB Berlin continues to provide a space where travel professionals analyse markets, identify trends and build partnerships, particularly during periods of global change.
Strong International Participation
ITB Berlin 2026 is fully booked, with representation from over 160 countries. Thailand, Egypt, Turkey and Italy are among the largest exhibitors this year. Demand from Asia, Central Asia, and North and South America remains steady.
The ITB Buyers Circle includes senior decision-makers from 63 countries, with around 43 per cent attending for the first time. Thousands of additional trade visitors are present for meetings, negotiations and strategic discussions.
Angola Takes Centre Stage as Host Country
Angola serves as the official Host Country for ITB Berlin 2026, presenting its tourism offerings under the theme “Visit Angola – The Rhythm of Life.” Exhibiting in Hall 21, the country highlights its landscapes, cultural heritage, cuisine and music, alongside business networking sessions and cultural showcases. Angola becomes the third African nation to hold Host Country status at ITB Berlin.
Travel Trends and Market Insights
According to findings presented by IPK International, global outbound travel continues to show moderate growth in 2025. Europe records stable performance, Asia shows gradual gains, while South America posts stronger growth figures. Holiday travel accounts for the majority of trips, particularly beach holidays, city breaks, and round-trip trips. Business and MICE travel also registers growth. Average trip duration stands at nine nights, with overall travel spending rising modestly.
Industry observers expect demand to remain stable in 2026, while topics such as overtourism, sustainability and destination management continue to shape planning strategies.
Focus on Innovation and Technology
Travel Technology remains one of the show’s central segments, occupying multiple halls. Exhibitors present AI-driven systems, digital booking tools, automation platforms and data-based solutions designed to support hotel operations, guest communication and distribution.
Dedicated areas include the Talent Hub, which addresses recruitment and professional development; the Home of Luxury, showcasing premium travel products; and the Medical & Health Tourism Pavilion, reflecting growing interest in health-focused travel. The LGBTQ+ Tourism Pavilion highlights inclusive travel initiatives.
Traditional segments such as MICE & Business Travel and Adventure Travel also maintain a strong presence, reflecting continued demand for experiential and corporate travel solutions.
ITB Berlin Convention: Leading Tourism into Balance
Running alongside the exhibition, the ITB Berlin Convention gathers more than 400 speakers across 17 thematic tracks. Discussions focus on sustainable growth, economic resilience, geopolitical change, AI applications, climate challenges, inclusive travel and emerging business models.
Speakers include policymakers, technology leaders, tourism executives and researchers. Companies and organisations participating in the programme include UNWTO, TUI, Ryanair, Airbnb, Skift, and Phocuswright, among others.
Anniversary Programme and Digital Tools
To mark its 60th anniversary, ITB Berlin features interactive installations, exhibitions, and networking formats that reflect on its six decades. Digital services also expand this year. The AI-based chatbot MIA provides real-time assistance, while the ITB Navigator app supports appointment scheduling, matchmaking and hall navigation.
Visitors can access public transport tickets through cooperation with Berliner Verkehrsbetriebe (BVG), helping streamline mobility during the event.
ITB Berlin 2026 runs until 5 March as a B2B event, continuing its role as a platform for global tourism exchange, dialogue and business engagement.
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