ITB Berlin has seen a lot in its 60-year history. Indeed, the world’s largest travel show was born in the middle of the Vietnam War. This year, thousands of delegates scrambled to get to the show (if they could get there at all) due to the sudden outbreak of a new war in Iran and the Middle East.
Notwithstanding, its prelude of unexpected travel chaos, close to 6,000 exhibitors from more than 160 countries were expected descend on the German capital for the show (which starts today and runs until Friday) underscoring its role as the largest marketplace for international dialogue, economic prospects and strategic tourism issues of the future.
Since its launch in 1966 ITB Berlin – with only nine exhibitors from five countries – has evolved from a minor trade fair to a global industry platform in strategically important markets. The ITB portfolio now comprises five events in Europe, Asia and America, and this anniversary edition, say organizers, “stands for a form of tourism that combines growth, innovation and responsibility – it does not shy away from global issues and instead incorporates them in the dialogue.”
“For 60 years, ITB Berlin has been the place where the international travel industry meets to understand markets, identify trends and do business. This is where partnerships are formed, contracts are negotiated and strategic alliances are forged. Particularly in times of global challenges, we need platforms that combine economic strength, innovation and responsibility,” said Dr. Mario Tobias, CEO of Messe Berlin.
ITB Berlin 2026 is fully booked and showcases the global diversity of the travel markets. Over 160 countries are represented, including Thailand, Egypt, Turkey and Italy, the largest exhibitors at the show.
Among the visitors, the ITB Buyers Circle gathers senior international buyers from 63 countries, around 43% of whom are attending for the first time. In addition to Buyers Circle members, thousands of other high-calibre decision-makers are take the opportunity to do business, network and hold strategic discussions.
Newcomer Angola raises new awareness of Africa
Young, dynamic and self-confident and boasting the slogan ‘Visit Angola – The Rhythm of Life,’ Angola is the Host Country of ITB Berlin 2026. The third African host country to date, it has a clear message and is showcasing the continent and its diversity. Visitors will experience cultural highlights, impressive natural attractions, culinary specialities and lively encounters – from kizomba workshops to B2B speed dating sessions.
Tourism in Balance
“Leading Tourism into Balance” is the slogan of the supporting ITB Berlin Convention in 2026, which will address the key question of how sustainable growth in tourism can be reconciled with economic stability, social responsibility and protecting natural ecosystems.
At 17 theme tracks and over 200 sessions, more than 400 international experts will discuss the most pressing challenges and major opportunities facing the global tourism industry.
Representatives from business, politics, science, technology and practicians will highlight strategies for resilience, competitiveness and innovation in an increasingly complex environment. Key topics include overtourism and climate change, polycrises and geopolitical shifts, resilient destinations, data-driven business models and AI applications – among them agentic commerce. Other topics are experiential travel, longevity and well-being, inclusive travel, new payment systems and seamless travel ecosystems.
Major companies and organisations including UN Tourism, TUI, Ryanair, Mews, Skift, Phocuswright, G Adventures, TourRadar and a&o Hostels are also represented – Airbnb is the official Premium Partner of ITB Berlin – along with numerous other international market players.
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