ITB Berlin 2026 Marks 60th Anniversary With 97,000 Attendees and Major Industry Initiatives

ITB Berlin 2026, held March 3-5, celebrated its 60th anniversary by bringing together nearly 97,000 attendees and 5,601 exhibitors from 166 countries. Despite limited flight availability due to the conflict in the Middle East, visitor numbers were nearly equal to the previous year. The event continued to serve as a key platform for international cooperation and business networking in the travel industry.

During the three trade visitor days, participants engaged in in-depth discussions and established business relations. Event data showed that 96 percent of visitors reported high-quality meetings and expressed intentions to return for future editions.

Direct business remained a central feature, with deals and purchasing decisions at the event totaling 47 billion euros. This figure reflects transactions concluded during the trade show, underscoring ITB Berlin’s role as a platform for market decisions and business agreements.

The ITB Berlin Convention drew over 24,000 visitors and featured more than 400 speakers across 200 sessions and 17 theme tracks. Topics included artificial intelligence, sustainable growth, new market structures, resilience, and corporate responsibility. Sessions addressed the impact of geopolitical tensions, climate risks, and economic uncertainty on the travel industry. Key themes included resilience, crisis preparedness, data-driven early warning systems, and the influence of artificial intelligence on travel experiences and booking systems. Discussions also covered the widening gap between premium and mass markets, overtourism, destination management, and the importance of trust in traveler communication. Tourism’s role in stabilization and reconstruction during crises was highlighted, with Ukraine cited as an example. The industry’s shift toward data-driven decision-making and technological innovation was emphasized as a response to ongoing global challenges.

A strategic cooperation agreement was signed between Messe Berlin and Green Destinations – Good Travel Community to strengthen sustainability, responsible tourism, and long-term destination development. The Good Travel Institute will manage operational aspects and provide advisory support to destinations worldwide. The cooperation focuses on integrating sustainability principles into ITB Berlin programs and initiatives, sharing knowledge, and supporting credible, market-relevant strategies. The agreement is non-exclusive and does not involve certification.

The Leadership Exchange, organized by Phocuswright and ITB Berlin, brought together international industry leaders to discuss long-term strategic decisions for the travel sector. Topics included trust in the industry by 2046, value creation in an AI-driven environment, the status of travel as a right or privilege, and industry consolidation or fragmentation. Participants worked in groups to examine opportunities, risks, and priorities for the coming years. A summary of the discussions will be published at the end of March.

Angola served as the official host country for ITB Berlin 2026, presenting its natural attractions, culture, and traditions under the slogan “The Rhythm of Life.” Angola’s program emphasized sustainable development, local community engagement, and international networking. The event also functioned as a political and media forum, with 110 representatives from politics and international organizations and approximately 3,000 media outlets and bloggers in attendance. Discussions focused on tourism’s role during geopolitical uncertainty and its future direction.

The UN Ministers’ Summit took place on March 2 at CityCube Berlin, where around 20 tourism ministers discussed sustainable growth, governance, skills development, and social responsibility. The closed-door meeting included industry decision-makers and highlighted tourism’s broader impact, including cultural exchange, international dialogue, and stability.

During ITB Berlin 2026, it was announced that the Maldives will be the official host country for ITB Berlin 2027. The event will showcase attractions such as resorts, diving, water sports, wellness, and cultural experiences, with a focus on marine ecosystem protection and community involvement. The next ITB Berlin will take place from March 16 to 18, 2027, following a one-time date change to accommodate Eid al-Fitr and facilitate participation by Muslim exhibitors and visitors.

Attention in the industry now turns to ITB China, scheduled for May 26-28, 2026, at the Shanghai World Expo Exhibition & Convention Centre, where international suppliers will connect with Chinese buyers.

ITB Berlin 2026 maintained its position as a central platform for the global travel industry, enabling business transactions, strategic discussions, and international cooperation. The event addressed key challenges facing the sector, including geopolitical tensions, sustainability, and technological change, and set the stage for future industry developments and partnerships.