Tourism in balance: the ITB Berlin Convention 2026 points the way

Next year, the ITB Berlin 2026 Convention will seek answers and strategies for a tourism industry in transition. More than 400 international speakers will examine the latest trends, present research findings and scenarios, and discuss strategies and options for action. Experts from major companies such as Nathan Blecharczyk (co-founder and chief strategy officer of Airbnb), Mitra Sorrells (senior vice president of Phocuswright), and Bruce Poon Tip (founder of G Adventures) will share exclusive insights into current market developments and strategic trends. Frauke Fischer (business biodiversity expert) will explain why biodiversity is a key success factor for the future of the travel industry, while Thor Pedersen (globetrotter and bestselling author) will take the audience on an extraordinary journey around the world without flying, opening up entirely new perspectives on global travel.

AI, overtourism, and climate change demand action.
Under the theme "Leading Tourism Towards Balance" and with 17 thematic topics across four stages, the ITB Berlin 2026 Convention will address an industry facing increasingly complex challenges and the need to balance diverse demands. How are destinations managing overtourism? What opportunities do data management and AI offer? To what extent is climate adaptation necessary? Current challenges demand innovative concepts that engage a wide range of stakeholders and objectives, while reconciling different perspectives.

In-depth analysis with practical value.
The ITB Transition Lab events offer a detailed analysis of current corporate strategies, with an expanded program following last year's positive reception. Among other things, participants will focus on the importance of key performance indicators (KPIs) and discuss how to evaluate them in practice. Tickets are now available at the ITB Berlin box office. The new ITB Deep Dives offer an in-depth analysis of the most current topics. In this format, new ideas are tested, ways of thinking are challenged, and innovative solutions are developed to generate concrete insights and conclusions that will be valuable to participants long after the event.

A wider range of topics and new partners.
For the hotel and hospitality industry, ITB Berlin 2026 is also expanding its program: the Hospitality Track begins on Tuesday at ITB on the Green Stage, continues into the afternoon, and offers an in-depth analysis of the latest developments and innovations on the eTravel Stage of the Hospitality Tech Track. Experts such as Thomas Hertkorn (Online Marketing Director of a&o Hostels) and Renée Nicole Wagner (Corporate Director of Orascom Hotels Management AG) will present the latest industry developments.

With Airbnb as the Official Premium Partner of ITB Berlin, additional contributions and perspectives will be part of the hospitality track, while Peru, the Adventure Travel Partner, will present its tourism potential at the convention.

Focusing on LGBTQ travelers:
Diversity and tolerance in the travel industry remain important issues, which the ITB Berlin 2026 Convention will continue to discuss next year in various events and in the Diversity and Inclusion area.

For the second time, ITB Berlin, in collaboration with A3M Global Monitoring and Diversity Tourism, a travel risk management service provider, is conducting a market survey on risks for LGBTQ+ travelers. This survey explores the opinions and personal experiences of this target group at tourist destinations.

Fuente: ITB Berlin.