ITB Berlin 2026: The industry sets an example for dialogue and resilience in uncertain times

On its 60th anniversary, the World's Leading B2B Travel Trade Show gathered nearly 97,000 attendees from numerous source and destination markets.

Scale & Impact
- Attendance: Nearly 97,000 visitors from around the world, despite flight disruptions linked to Middle East tensions.
- Exhibitors: 5,601 companies representing 166 countries.
- Business Volume: Deals worth €47 billion concluded during the show — underscoring ITB Berlin’s role as a decision‑making hub.
- Visitor Satisfaction: 96% praised the quality of meetings and confirmed plans to return.

Convention Highlights
- Theme: Leading Tourism into Balance — 200 sessions, 17 tracks, 400+ speakers.
- Focus Areas: AI in travel, resilience, crisis preparedness, overtourism management, and trust in traveler communication.
- Key Message: Tourism is adapting to a “polycrisis” world with data‑driven strategies, innovation, and seamless travel experiences.

Strategic Developments
- Green Destinations Partnership: Strengthening sustainability and responsible tourism practices.
- Leadership Exchange: Long‑term strategic debates on AI, trust, and the future of travel up to 2046.
- Political Forum: 110 high‑level representatives and 3,000 media outlets engaged in discussions on tourism’s stabilizing role.

Host Country Spotlight
- Angola 2026: Showcased diversity, culture, and sustainable tourism under the slogan “The Rhythm of Life.”
- Maldives 2027: Officially announced as next year’s host, with emphasis on marine ecosystem protection and community‑based tourism.

Looking Ahead
- Next ITB Berlin: 16–18 March 2027 (shifted to accommodate Eid al‑Fitr).
- ITB China: Scheduled for 26–28 May 2026 in Shanghai, focusing on the Chinese travel market.

This anniversary edition reinforced ITB Berlin’s reputation as the world’s leading B2B travel trade show, proving that face‑to‑face dialogue and trust remain irreplaceable in uncertain times.