ITB Berlin 2026 fully booked for milestone edition - Get updated on what's happening in tourism!

ITB Berlin 2026, taking place from 3 to 5 March, enters its 60th anniversary year at full capacity. With exhibitors from more than 160 countries, robust ticket sales and a high-profile convention programme, the event underscores its role as the world’s leading B2B travel trade show. Angola will appear as the official Host Country.

Major national presentations from Thailand, Egypt, Türkiye and Italy reflect the exhibition’s global reach. Growth is particularly pronounced in Asian and Arab markets, as well as in cruise, travel technology, adventure and health tourism.

Europe: stable presence and strategic shifts

European participation remains strong, with Germany, Austria, Switzerland and neighbouring destinations maintaining a broad footprint. Italy once again commands a significant presence, while Spain features prominently. Morocco joins new hall placements, aligning geographically with long-term international partnerships.

Across the Europe halls, established exhibitors are joined by new participants and evolving stand concepts, signalling shifts in product focus and market positioning.

The Americas: expanding visibility

North and South America present an extensive line-up of destinations, airlines and tourism boards. The strong showing also previews the upcoming ITB Americas format scheduled for later in the year. The Caribbean and Latin America segments demonstrate notable expansion, with Mexico increasing its visibility.

Brazil, Argentina and Peru highlight the diversity of South American offerings, while specialised operators and airlines broaden the range of products on display.

Africa: Host Country Angola in focus

African destinations gain increased visibility, anchored by Host Country Angola under the theme “Visit Angola – The Rhythm of Life.” Several countries expand their stand areas, while others return after recent absences. The continent’s growing significance within global tourism is reflected in both exhibitor numbers and programme integration.

Middle East and North Africa: continued momentum

Arab destinations maintain a strong presence. The United Arab Emirates, Oman, Qatar, Saudi Arabia and Egypt headline regional participation. Morocco relocates with an enlarged stand, supported by expanding international flight connectivity.

Asia and the Pacific: key growth driver

Asia remains one of the exhibition’s fastest-growing regions. Thailand retains its position as the largest exhibitor, while Malaysia, Japan, Indonesia, India and other destinations expand their presentations. Australia, New Zealand and Pacific island destinations round out the regional portfolio.

Cruise and travel technology: dynamic segments

The cruise segment consolidates its position with major global fleets represented. Travel Technology occupies multiple fully booked halls, reflecting continued innovation in hotel software, payments and AI-driven solutions.

New exhibitors and established players alike emphasise digitalisation, operational efficiency and evolving distribution models.

Future topics at the convention

Under the guiding theme “Leading Tourism into Balance,” the ITB Berlin Convention 2026 convenes around 400 international speakers across four stages. Key topics include artificial intelligence, sustainability, resilience, regenerative tourism, longevity and inclusive travel.

Anniversary events across the grounds

To mark six decades, ITB Berlin introduces a range of interactive installations and themed events designed to blend industry reflection with a forward-looking perspective. Networking formats, guided tours and new digital services – including the 24/7 chatbot MIA – complement the anniversary programme.

With its milestone edition, ITB Berlin positions itself not only as a marketplace, but as a barometer of structural change within global tourism.

Image Credit: © Messe Berlin GmbH