ITB Berlin 2026 Highlights Industry Dialogue and Cooperation
The 60th edition of ITB Berlin 2026 brought together nearly 97,000 attendees from source and destination markets worldwide.
Held at Messe Berlin, the event continued to serve as a meeting point for travel professionals to discuss industry developments, strengthen partnerships and conduct business.
Despite tensions in the Middle East that affected flight availability for some participants, attendance remained comparable to the previous year. Organizers noted that the strong participation reflected the value of in-person meetings and dialogue within the travel industry during uncertain global conditions.
A total of 5,601 exhibitors from 166 countries took part in the trade show. Over three trade visitor days, industry professionals used the event to hold meetings, build networks and explore business opportunities. Surveys conducted during the show indicated that 96 per cent of visitors were satisfied with the quality of meetings and expressed interest in returning for future editions.
According to organizers, transactions and purchasing decisions valued at approximately €47 billion were linked to discussions and agreements made during the event, underscoring the show's role as a platform for industry business and partnerships.
Mario TobiasDr. Mario Tobias said the anniversary edition once again brought together international markets and encouraged discussions about the future of travel and tourism. He noted that the event provided a framework for dialogue, networking and business cooperation at a time of geopolitical uncertainty.
Discussions at the ITB Berlin Convention
Alongside the trade show, the ITB Berlin Convention 2026 attracted more than 24,000 participants. Under the theme "Leading Tourism into Balance," the programme included 200 sessions across 17 tracks with over 400 speakers.
Industry leaders and experts discussed topics such as artificial intelligence, sustainable growth, changing market structures and crisis preparedness. Sessions also addressed how tourism businesses and destinations can respond to economic uncertainty, climate risks and geopolitical tensions.
A recurring theme was the role of technology and data in shaping the future of travel. Speakers highlighted how artificial intelligence is influencing personalised travel planning, booking systems and operational processes. Discussions also explored the widening gap between premium and mass travel segments, the need for new destination management strategies and the growing importance of trust in communication with travellers.
Cooperation on Sustainability
During the event, Messe Berlin announced a strategic cooperation with Green Destinations to promote responsible tourism and long-term destination development.
The operational side of the initiative will be supported by the Good Travel Institute, which provides advisory services to destinations worldwide. The collaboration will focus on integrating sustainability topics into ITB Berlin programmes, sharing knowledge and supporting destinations in developing practical tourism strategies.
Leadership Exchange on the Future of Travel
The Leadership Exchange, organized by Phocuswright and ITB Berlin, brought together senior industry figures for discussions on long-term developments in travel.
Participants examined questions about the role of trust in the travel ecosystem, the impact of artificial intelligence on value creation and whether the industry will become more consolidated or fragmented over the coming decades. A summary of the discussions is expected to be published later this month.
Angola as Host Country
Angola served as the official host country for ITB Berlin 2026 under the theme "The Rhythm of Life." The country presented its natural landscapes, culture, music and tourism offerings through exhibitions, performances and networking activities.
The host country programme highlighted tourism opportunities in Angola while also drawing attention to community development and environmental considerations.
Tourism and Global Dialogue
Beyond its business function, ITB Berlin also served as a forum for political and industry discussions. Around 110 representatives from governments, international organizations and institutions attended the event, along with approximately 3,000 media representatives and bloggers.
A key event was the UN Ministers' Summit held at CityCube Berlin. Around 20 tourism ministers discussed topics such as sustainable tourism growth, workforce development and governance, and the broader role of tourism in fostering international cooperation.
Maldives Announced as Host Country for 2027
During the event, the Maldives was announced as the host country for ITB Berlin 2027. The agreement was signed by Ibrahim Shiuree and Mario Tobias.
The Maldives plans to showcase a range of tourism experiences, including island resorts, diving, water sports, wellness activities and cultural experiences, while highlighting environmental protection initiatives and community engagement.
Next Edition of ITB Berlin
The next edition of ITB Berlin will take place from 16 to 18 March 2027 in Berlin. The change in dates was made to allow exhibitors and visitors observing Eid al-Fitr at the end of Ramadan to participate in the event.
As the Berlin event concluded, attention shifted to ITB China, which will be held from 26 to 28 May at the Shanghai World Expo Exhibition & Convention Centre. The event will bring together international travel suppliers and buyers from the Chinese market.