Technology redefines tourism at ITB Berlin 2026

From March 3 to 5, 2026, ITB Berlin will once again bring together the leading players in travel technology. This year, the trade fair will focus on artificial intelligence, new distribution models, and data-driven ecosystems that are redefining the travel experience, from payments to hospitality and content management.

Travel Tech Halls 5.1, 6.1, 7.1c, 8.1, 9, and 10.1 will be fully booked, reflecting the continued growth of this segment and the high demand for innovative solutions. The aim is to offer exhibitors and visitors a clear overview of a constantly evolving market, showcasing technologies that address the sector's current challenges.

Among the major international players participating are Travelsoft and Amadeus in Hall 5.1, while GIATA will celebrate its 30th anniversary, reaffirming three decades of experience in travel technology. The Verband Internet Reisevertrieb (VIR) startup area will bring together German startups offering innovative ideas and disruptive solutions.

Hotel software solutions will have a prominent presence in Halls 7.1c, 8.1, and 10.1, with a renewed focus in Hall 9, where Planet will expand its stand and Access Workspace will occupy a new location. Housekeeping technologies will also gain prominence, particularly in Hall 7.1c, with digital tools designed to improve hotel operational efficiency.

The payments sector will once again be concentrated in Hall 10.1, with the participation of companies such as VISA and Stripe, as well as new entrants like Revolut, who will present innovative financial solutions for the travel industry. In addition, there will be national and combined stands, such as Spain Travel Tech by ICEX, as well as global companies like Travelport, Sabre, and Phocuswright, showcasing their offerings in distribution, data, and market development.

Travelport will showcase platforms that intelligently connect airlines, hotels, car rental companies, and travel agencies, while Sabre will present its portfolio of solutions, including GDS, retail platforms, and AI-powered tools for optimizing pricing and operational processes. Phocuswright, for its part, will renew its partnership with ITB Berlin, contributing market research on the global travel industry.

The diversity of proposals is completed by companies such as Vernost Marketing, specializing in loyalty and engagement software; Airalo/Airgsm, provider of eSIM solutions; and Babylon Booking, a travel portal for OTAs and agencies, reflecting the breadth of topics covered at the Travel Tech Halls.

In addition to the trade show, networking will be a central focus. Visitors can meet in spaces such as the ITB eTravel Lounge powered by Travelport in Hall 6.1 or the ITB Travel Tech Café powered by GIATA in Hall 5.1. Guided tours of the show will also be offered, with specific tours focusing on Hotel Tech Ecosystem and AI Industry Innovations.

ITB Innovators 2026 will showcase trendsetting technologies such as myclimate's Cause We Care initiative, Apaleo's open hotel management platform, DerbySoft's AI voice agent, The Trip Boutique's AI Brain, and Qualiday's AI-powered live translation.

“Travel Technology at ITB Berlin is stronger than ever. The high booking levels reflect the enormous demand and pace of innovation that characterize this segment. Technology is no longer a niche, but an integral part of the entire customer journey,” said Sabine Bierlein, Product Manager at ITB Berlin.

The eTravel Stage in Hall 6.1 will once again be the epicenter of content about the future of the sector. In 2026, the new Travel Tech Track will be added, connecting traditional distribution systems with modern technologies and showcasing how the ecosystem is becoming more autonomous, based on data and digital identities. There will also be an AI Track sponsored by Travolution, focusing on agentive commerce and the role of artificial intelligence as a new infrastructure for tourism.

Among the program's highlights, the opening session on March 3rd will feature the Executive Forecast 2026, where Chinmai Sharma of Sabre will offer a strategic overview of the technologies driving the industry. That same day, the Hospitality Tech Track will take place, with a panel discussion on the trends that will transform hotel operations and the guest experience.

March 4th will focus on Tours & Activities and the impact of technology on community-based tourism, with the participation of Bruce Poon Tip, founder of G Adventures. In the afternoon, the AI ​​Track will analyze how data and AI can help manage visitor flows and balance destinations.

On March 5, the stage will include a Google Masterclass on how to boost discovery in the age of AI and, in the afternoon, the new Travel Tech Track will close the eTravel Stage agenda, consolidating ITB Berlin 2026 as the global platform where the technological future of tourism is defined.

Source:
ITB Berlin