On the occasion of its 60th anniversary, the world’s leading B2B tourism trade show brought together around 97,000 participants from numerous source and destination markets. Despite the tense situation in the Middle East — which partly resulted in limited flight connections — the leading global tourism trade show once again demonstrated how important trust, international cooperation, and personal encounters are within the industry.
Due to a one-time adjustment in the schedule, the next ITB Berlin will take place from March 16–18, 2027.
In total, 5,601 exhibitors from 166 countries presented their offerings at ITB Berlin. During the three trade visitor days, around 97,000 participants from across the world attended the event to hold intensive discussions, strengthen networks, and advance business relationships.
Despite partially limited flight connections due to the Middle East conflict, visitor numbers were almost at the same level as the previous year. This highlights the strong relevance of ITB Berlin as a leading international trade show, particularly in challenging times.
At the same time, it demonstrates how valuable personal contact, direct conversations, and immediate exchangeremain for the industry — especially when orientation, trust, and partnerships are more important than ever.
The high quality of meetings and the strong intention to return — with around 90% of visitors planning to attend again— underline the continued international appeal of the world’s leading tourism trade show in its anniversary year.
Strong Economic Impact
Strong Economic Impact
A key characteristic of ITB Berlin is its direct economic relevance. During the trade show, business deals and purchasing decisions totaling €47 billion were made.
This figure refers exclusively to deals that were directly related to participation in ITB Berlin, highlighting the event’s importance as a reliable platform for market decisions and successful business transactions.
“Even in its anniversary year, ITB Berlin brought markets together, enabled discussions about shared perspectives, and demonstrated — especially during times of geopolitical tensions, particularly in the Middle East — its importance for international exchange and cooperation,” explains Dr. Mario Tobias, CEO of Messe Berlin.
“As a reflection of the industry, it provided a reliable framework where contacts could be established, ideas exchanged, and business opportunities initiated.”
ITB Berlin Convention 2026
ITB Berlin Convention 2026
The ITB Berlin Convention 2026 once again confirmed its position as the leading international discussion and knowledge platform for the tourism industry, with more than 24,000 visitors from around the world.
Under the theme “Leading Tourism into Balance”, more than 400 top speakers discussed topics such as:
- Artificial intelligence
- Sustainable growth
- New market structures
- Industry resilience
- Corporate and destination responsibility
These discussions took place across 200 sessions and 17 thematic tracks.
All sessions of the ITB Berlin Convention 2026 are available as Video on Demand on the ITB Berlin YouTube channel.
Key Takeaways from the ITB Berlin Convention 2026
Key Takeaways from the ITB Berlin Convention 2026
The convention focused on adaptation and innovation in an increasingly uncertain world.
Shaped by geopolitical tensions, climate risks, and economic uncertainties, the industry discussed its role in a so-called “polycrisis.”
Topics such as:
- resilience
- crisis preparedness
- data-driven early warning systems
moved increasingly into focus.
At the same time, artificial intelligence is driving a profound transformation, from personalized travel experiences to agent-based booking systems.
Structural changes also shaped the discussions:
- the gap between premium and mass markets is growing
- overtourism requires new forms of destination management
- trust is becoming a central factor in communication with travelers
At the same time, tourism has proven to be a driver for stabilization and reconstruction in times of crisis, as seen in the example of Ukraine.
Overall, the industry is increasingly relying on:
- data-driven decision-making
- technological innovation
- seamless travel experiences
to address the challenges of a fragmented world.
ITB Berlin and Green Destinations Launch Cooperation
ITB Berlin and Green Destinations Launch Cooperation
Messe Berlin and the Green Destinations – Good Travel Community agreed on a strategic cooperation at ITB Berlinto strengthen:
- sustainability
- responsible tourism
- long-term destination development
The collaboration will be operationally led by the Good Travel Institute, which supports destinations worldwide.
The aim is to integrate sustainability principles more strongly into ITB Berlin programs and host country initiatives, share knowledge, and support destinations in implementing credible and market-relevant strategies.
The cooperation is strategic and advisory in nature, not exclusive, and does not include certification.
Leadership Exchange: Strategic Direction for the Next 20 Years
Leadership Exchange: Strategic Direction for the Next 20 Years
During the Leadership Exchange organized by Phocuswright and ITB Berlin, international industry leaders discussed key future questions of the global travel industry.
In an interactive, closed format, the focus was not on short-term trends but on long-term strategic decisions, including:
- Who will hold trust in the industry in 2046?
- Where will value be created in an AI-driven industry?
- Is travel a right or a privilege?
- Will the industry become more consolidated or more fragmented?
Participants explored opportunities, risks, uncomfortable truths, and priorities for the next three years.
The event followed the Global Travel Tech Think Tank in Singapore and provided a protected space for strategic thinking aimed at shaping an innovative, resilient, and responsible travel industry for the next two decades.
A curated summary of results will be published at the end of March.
Angola as Host Country of ITB Berlin 2026
Angola as Host Country of ITB Berlin 2026
Under the motto “The Rhythm of Life”, Angola showcased what the country in southwest Africa has to offer:
- impressive landscapes — from the Kalandula waterfalls to the Atlantic coast
- a rich culture of music, dance, and traditions
As the official host country, Angola brought new momentum to African tourism and attracted the attention of the global travel industry.
Through a diverse program, the country highlighted not only its tourism potential but also sent a clear signal for:
- sustainable development
- strengthening local communities
- international networking
Angola presented itself as an authentic destination for explorers, nature lovers, and cultural travelers.
Global Ministers and CEOs Discuss the Future of Tourism
Global Ministers and CEOs Discuss the Future of Tourism
Another highlight of ITB Berlin 2026 was the UN Ministers’ Summit on March 2 at CityCube Berlin.
Around 20 tourism ministers, together with industry decision-makers, discussed:
- sustainable growth
- governance
- workforce development
- social responsibility
These are key factors for a resilient and future-oriented tourism sector.
The event highlighted that tourism goes far beyond economic aspects — it connects cultures, promotes international dialogue, and contributes to stability in challenging times.
Maldives Announced as Host Country of ITB Berlin 2027
Maldives Announced as Host Country of ITB Berlin 2027
At ITB Berlin 2026, the official agreement was signed.
Visitors can expect a wide range of offerings, including:
- luxury and boutique resorts
- diving and water sports experiences
- wellness tourism
- cultural and sustainable travel experiences
A key focus will be the protection of fragile marine ecosystems and the support of local communities, which play a major role in the tourism success of the island nation.
With Visit Maldives 2027, the Maldives not only highlight their attractiveness as a dream destination but also send a strong message for responsible and future-oriented tourism.
New Date for ITB Berlin 2027
New Date for ITB Berlin 2027
ITB Berlin 2027 will take place from March 16–18, 2027.
The one-time change of dates takes intercultural aspects into account and allows Muslim exhibitors and visitors to celebrate Eid al-Fitr at the end of Ramadan before fully participating in ITB Berlin.
After ITB Berlin Comes ITB China
After ITB Berlin Comes ITB China
As soon as ITB Berlin ends, the focus of the international travel industry shifts to Asia.
ITB China, the leading trade show for the Chinese travel market, will take place May 26–28 at the Shanghai World Expo Exhibition & Convention Center.
The event brings international suppliers together with selected Chinese buyers.
About ITB Berlin, the ITB Berlin Convention and ITB 360°
About ITB Berlin, the ITB Berlin Convention and ITB 360°
ITB Berlin 2026 took place from Tuesday to Thursday, March 3–5, as a B2B-only trade show.
Since 1966, ITB Berlin has been the leading trade show of the global travel industry.
In 2026, under the motto “Discover the stories behind 60 years of legacy,” the event celebrated its 60th anniversary.
For this edition:
- 5,601 exhibitors from 166 countries and regions presented their products and services
- to around 97,000 participants
At the same time, the ITB Berlin Convention gathered 400 top speakers from business, science, and politics, discussing the industry’s present and future challenges across 17 thematic tracks.
More than 24,000 visitors attended the convention.
As a year-round global innovation hub, ITB Berlin provides valuable insights for the tourism community through ITB 360°, including articles, podcast episodes, and other innovative formats.
back