With nearly 6,000 exhibitors from over 160 countries, the 60th anniversary edition of ITB Berlin is less a celebration of longevity and more a reckoning with the forces reshaping travel.
The world’s leading B2B travel trade show opened its doors on 3 March 2026 at Messe Berlin, marking six decades of existence with a fully booked floor and an agenda defined not by nostalgia but by strategic urgency. Thailand, Egypt, Türkiye and Italy rank among the largest exhibitors, with senior international buyers from 63 countries gathered under the ITB Buyers Circle, 43 percent of whom are attending for the first time.
Messe Berlin CEO Dr. Mario Tobias opened proceedings with a reaffirmation of the platform’s core proposition: “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.”
“Leading Tourism into Balance”: The Industry’s Defining Challenge
The ITB Berlin Convention’s overarching theme, “Leading Tourism into Balance,” reflects a frank acknowledgment that the industry now operates in what many describe as an age of polycrisis: a world defined by geopolitical tensions, climate urgency, and rapid technological transformation. More than 400 speakers across 17 thematic tracks are addressing overtourism, destination resilience, sustainability transitions, and AI-powered business models.
The market data framing these conversations is significant. Phocuswright’s Mitra Sorrells presented a macro picture that puts global travel bookings at roughly USD 1.9 trillion, with projections exceeding USD 2.1 trillion by 2027. Approximately two-thirds of bookings are now made online, a structural shift that continues to reshape distribution economics across the value chain.
Regional performance, however, remains uneven. According to IPK International’s World Travel Monitor, global outbound travel grew four percent in 2025. South America led all regions with 11 percent growth, while Europe matched the global average at four percent and North America recorded a slight one percent decline. Business travel and MICE outperformed leisure, posting growth of six and eight percent respectively.
AI, Distribution and the New Buyer Profile
Technology is among the most prominent themes on the exhibition floor this year. Airbnb co-founder and Chief Strategy Officer Nathan Blecharczyk and Phocuswright’s senior leadership are sharing strategic insights into how AI is reshaping how travel is discovered, booked and experienced. For operators and hospitality professionals, the takeaway is practical: distribution is no longer just a booking question, it is an intelligence question.
On the digital infrastructure side, ITB has launched MIA, a new 24/7 AI chatbot, while 15 or more interactive formats and anniversary installations offer both retrospective and forward-facing content.
Angola Opens the Floor: Africa’s Tourism Ambition on a Global Stage
Angola, the Official Host Country of ITB Berlin 2026, is using the platform to accelerate its positioning as a serious tourism destination. Minister of Tourism Márcio Daniel stated that the partnership offers “a unique opportunity to showcase Angola’s cultural diversity, natural beauty and uniqueness on one of the most important international platforms.” The minister was direct about his country’s economic strategy: tourism is the new growth engine, replacing dependence on oil revenues. As only the third African nation to hold official host country status at ITB Berlin, Angola is presenting a dynamic programme combining kizomba workshops with B2B speed networking sessions.
Türkiye on the Floor
Türkiye joins Thailand, Egypt and Italy among the largest exhibiting nations at this year’s fair. The strong national presence underlines Türkiye’s continued strategic relevance within the global tourism market. As ITB reaches full capacity and its buyer profile broadens, the platform’s value for Türkiye’s destination managers, hotel groups and tour operators, in terms of deal-making, market intelligence and international visibility, continues to grow.
