Charting a Course Between Crises and AI

How will we travel in the future? The ITB Berlin Convention 2026, which will take place from 3 to 5 March, will provide a wide range of answers with a high-calibre programme that looks at a travel world in transition. Artificial intelligence, geopolitical upheavals and the challenges of sustainable development call for new ideas and concepts in many areas.

This year, the ITB Berlin Convention is focusing on political expertise: The age of polycrisis and the impact of global tensions on travel behaviour are the subject of a keynote speech by Joschka Fischer, former German Foreign Minister, who will highlight how the tourism industry can position and assert itself in a world of increasing political uncertainty. The other events at the convention will also offer first-hand international experience and insider knowledge in 17 themed tracks on four stages: Top executives from global companies – including Google, Microsoft, Expedia and this year’s official Premium Partner of ITB Berlin and co-host of the ITB Berlin Convention, Airbnb – will provide practical information on current strategies and projects that will shape the world of travel in the long term.

From 3 to 5 March 2026, 400 international experts will gather at the ITB Berlin Convention to discuss how tourism can be shaped and renewed in the 21st century under the theme ‘Leading Tourism into Balance’. © ITB Berlin

Digital dynamics: How AI is redefining business models

The influence of artificial intelligence on process optimisation and travel behaviour, but also on sustainability and diversity, will be a key topic discussed in numerous events covering a wide range of aspects. Exciting insights into Airbnb’s strategy will be provided by Nathan Blecharczyk, Airbnb Co-founder and Chief Strategy Officer at Airbnb, who reports exclusively on how nature tourism and short-term rentals could shape the next era of travel. Yannis Simaiakis and Anna Sawbridge will shed light on how travellers’ search and booking behaviour is changing under the influence of AI. The two top managers from Google will show how tourism providers can survive and remain profitable in an AI-driven environment. The potential risks of AI-driven processes will be the topic of a panel discussion with AI expert Fevzi Okumus, who will use current studies to explain how the use of AI can disadvantage marginalised travellers and limit the visibility of local travel providers.

How can tourism growth be managed responsibly?

The impact of tourism development on the environment and social cohesion is another topic on which conference participants can count on the expertise of high-calibre speakers. From the perspective of major tour operators, Thomas Ellerbeck (TUI) and Ingo Burmester (DERTOUR Group) will discuss how tourism is becoming increasingly important for international cooperation and how it contributes to sustainable development in destinations by strengthening local economies. Hospitality expert Dr Renée Nicole Wagner (Orascom Hotel Management) and other guests will discuss how hotels can cooperate more closely with their neighbourhoods and strengthen local communities. Biodiversity expert Frauke Fischer will ask what contribution AI can make to the preservation of ecosystems and biodiversity in holiday regions.

Innovation, trends and inspiration: Where is the industry heading?

Despite all the challenges, the ITB Berlin Convention 2026 will once again offer a comprehensive overview of an industry characterised by innovation and dynamism in 2026. The ITB Transition Lab promises in-depth insights into operational modernisation strategies, providing compact and practical information on the possible uses of key performance indicators. New insights into current leisure and holiday trends such as longevity and encounters with little-known destinations are promised by the several themed tracks of the convention. An excerpt from the programme:

Tuesday, 3 March 2026

In the Future Track, leading voices from politics, business, science and technology will discuss how the tourism industry can master the challenges of AI, polycrises and global upheavals between innovation, sustainability and resilience. Microsoft Advertising is the track sponsor of the Future Track.

Wednesday, 4 March 2026

In the AI Track, experts explain how artificial intelligence is revolutionising business models, customer interaction and distribution, ushering in a new era of forward-looking, sustainable travel. Travolution (Eventiz from Travelsoft) is the track sponsor of the AI Track.

In the Destination Track, global thought leaders will show how cities and regions can develop sustainable and resilient destinations through innovation, smart governance and value-oriented leadership. The Federal Ministry for Economic Cooperation and Development (BMZ) is a partner of the Destination Track.

The Marketing & Distribution Track provides compact insights into trends and strategies that are crucial for marketing, sales and commercial executives. Google is the track sponsor of the Marketing & Distribution Track.

In the Youth, Adventure & Outdoor Track, experts highlight how adventure, outdoor and youth travel are adapting to new trends, sustainability requirements and safety aspects. As the Adventure Travel Partner of ITB Berlin 2026, Peru is the track sponsor of the Youth, Adventure & Outdoor Track.

Thursday, 5 March 2026

The Responsible Tourism Track shows how tourism can achieve a sustainable balance through adaptation, conservation and regeneration. Studiosus is the session sponsor of the Responsible Tourism Track.

Despite all the hustle and bustle in the exhibition halls, the fascination of travel will not be neglected. A special highlight at the end promises to be the keynote speech by Danish world traveller and author Thor Pedersen, who will report on what it feels like to travel to every country in the world over the course of ten years without using an aeroplane.

All events at the convention can also be followed via livestream on the ITB Navigator. Afterwards, the sessions will also be available on the YouTube channel of ITB Berlin.