ITB Berlin 2026: Industry shows resilience and commitment to dialogue in uncertain times - Get updated on what's happening in tourism!

Celebrating its 60th anniversary, ITB Berlin 2026 once again confirmed its role as the world’s leading platform for the global travel industry. Around 97,000 participants from numerous source and destination markets attended the three-day event, using the opportunity to exchange ideas, strengthen partnerships and initiate new business. Despite geopolitical tensions, particularly in the Middle East, which in some cases limited flight connections, attendance remained close to the previous year’s level.

In total, 5,601 exhibitors from 166 countries presented their products and services at the show. Personal meetings and direct dialogue proved once again to be essential for the industry: 96 percent of visitors highlighted the high quality of business meetings and expressed their intention to return. During the event, deals and purchasing decisions worth around 47 billion euros were initiated, underlining ITB Berlin’s importance as a key marketplace for the global travel economy.

A global forum for dialogue and industry strategy

The ITB Berlin Convention once again reinforced its reputation as the industry’s leading international knowledge and discussion platform. More than 24,000 participants attended the convention, where over 400 speakers took part in around 200 sessions across 17 thematic tracks under the heading “Leading Tourism into Balance”.

Discussions focused on major challenges shaping the sector, including artificial intelligence, sustainable growth, resilience, changing market structures and the responsibilities of destinations and companies in a complex global environment.

“In its anniversary year, ITB Berlin once again brought markets together, facilitated discussions on joint future business and demonstrated its importance for international dialogue and cooperation, especially in times of geopolitical tensions – particularly in the Middle East. As a mirror of the industry, it provided a reliable framework for establishing contacts, exchanging ideas and doing business,” said Dr. Mario Tobias, CEO of Messe Berlin.

Sustainability and long-term industry transformation

During the event, Messe Berlin and Green Destinations – the Good Travel Community – announced a strategic cooperation aimed at strengthening sustainability, responsible tourism and long-term destination development. The partnership, supported operationally by the Good Travel Institute, will focus on integrating sustainability principles more strongly into ITB Berlin programmes and supporting destinations worldwide with advisory expertise.

Strategic industry questions were also discussed at the Leadership Exchange organised by Phocuswright and ITB Berlin. International executives debated long-term issues shaping the future of tourism, including the role of trust in a digital travel economy, the impact of artificial intelligence on value creation and the structural evolution of the travel industry over the coming decades.

Angola highlights tourism potential as host country

Angola was the official host country of ITB Berlin 2026. Under the motto “The Rhythm of Life”, the country showcased its diverse landscapes, cultural heritage and tourism potential – from the Kalandula Falls to the Atlantic coastline. The presentation also highlighted sustainable tourism development and the strengthening of local communities.

Beyond its economic role, ITB Berlin also served as an important political and media platform. Around 110 high-ranking representatives from governments, international organisations and institutions attended the event, alongside approximately 3,000 journalists, bloggers and media professionals.

Global leaders discuss the future of tourism

A major highlight was the UN Ministers’ Summit held on 2 March at CityCube Berlin. Around 20 tourism ministers met with industry leaders to discuss sustainable growth, governance, workforce development and social responsibility as key pillars of a resilient tourism sector.

The summit emphasised that tourism contributes not only to economic development but also to cultural exchange, international dialogue and stability in times of global uncertainty.

Outlook: Maldives to host ITB Berlin 2027

During ITB Berlin 2026, the Maldives were officially announced as the host country for the next edition of the show. The island nation plans to highlight luxury resorts, diving and water sports experiences, wellness offerings and sustainable tourism initiatives, with a particular focus on protecting marine ecosystems and supporting local communities.

The next ITB Berlin will take place from 16 to 18 March 2027. The one-off change of dates takes intercultural considerations into account and allows Muslim exhibitors and visitors to celebrate Eid al-Fitr at the end of Ramadan before attending the trade show.

Next stop: ITB China

As soon as ITB Berlin concluded, attention shifted to Asia. ITB China, the leading travel trade show for the Chinese market, will take place from 26 to 28 May at the Shanghai World Expo Exhibition & Convention Centre, bringing together international suppliers and selected Chinese buyers.

Image Credit: © ITB Berlin