ITB Berlin 2026 promotes medical and wellness tourism

Medical and health tourism will cease to be a trend and will consolidate itself as one of the strategic segments of the global tourism industry at ITB Berlin 2026. From March 3 to 5 in Berlin, the Medical & Health Tourism Pavilion, located in Hall 4.1, will expand its offering with new exhibitors, content formats, networking spaces and, for the first time, the presentation of two international awards.

The pavilion will bring together clinics, destinations, associations, and stakeholders in the tourism sector with the aim of highlighting quality, trust, and measurable value for travelers and patients. The 2026 edition will mark a significant expansion of the space, with the addition of new countries and organizations that reflect the global growth of the segment.

Among the new additions are Crescent Meditours, which will present a network of 20 clinics in India; Astana Tourism, which will participate alongside four clinics from Kazakhstan; and Health Croatia, which for the third consecutive year is increasing its presence with 12 partners from the healthcare sector. Bulgaria will have its own stand for the first time and is also joining as a supporting partner of the pavilion, as is the Health Tourism Association of Saudi Arabia.

Completing the international picture are the participation of Gremi Clinic from Albania and Bangkok Hospital from Thailand, who are returning to the event, consolidating the geographical diversity and global positioning of medical and wellness tourism.

One of the central themes of ITB Berlin 2026 will be the intersection of tourism, evidence-based health, and longevity. The European Historic Thermal Towns Association (EHTTA) will present three new thermal destinations: Spa (Belgium), Baden (Switzerland), and Viterbo (Italy). Meanwhile, the European Spas Association (ESPA) will focus on the scientific backing of therapies and emerging trends.

The academic program will include panels such as Longevity, Regeneration & Prevention: Beyond the Buzzwords, which will analyze the role of thermal medicine, preventative treatments, natural therapies, and the use of climate as a therapeutic tool. The evolution of nature-based health will also be addressed in the session Nature-Based Health: From Trend to Treatment, which will highlight practices such as forest therapy, green care, thalassotherapy, and balneology, all supported by scientific studies.

Another key focus will be the integration of technology and wellness, with the Digital Health Meets Thermal Health space exploring the convergence of digital solutions and traditional healthcare methods. The Health Tourism Industry (HTI) and, for the first time, the European Health & Medical Tourism Association (EHMTA) will also be exhibitors, strengthening international networking.

A key milestone will be the addition of Charité – Universitätsmedizin Berlin as a program partner. The institution will participate with presentations and panels, including its experience in Saudi Arabia, one of the new exhibiting countries. The partnership aims to connect medical buyers and intermediaries operating within leading international networks.

As a sign of the segment's growth, two awards will be presented for the first time in 2026: the ITB Medical Tourism Award 2026, which will be awarded to Visit Düsseldorf, and the ITB Health Tourism Award 2026, which will recognize Italy.

In addition to the academic program, the pavilion will feature networking spaces. The official opening will take place on March 3rd with a media networking luncheon, followed by a reception for exhibitors and industry professionals. On March 4th, the ITB Medical & Health Night will be held, where awards will be presented and the international industry community will gather.

With this proposal, ITB Berlin 2026 reinforces its position as a key platform for the development of medical and wellness tourism, a segment that combines specialized care, prevention, longevity and travel experiences in a rapidly expanding market.

Fuente: ITB Berlin.