ITB Berlin 2026 is preparing for an anniversary edition with record participation and a focus on global trends
The leading B2B tourism trade fair is already fully booked for its 2026 edition, which will bring together more than 160 countries from March 3 to 5 in Berlin, with strong growth in Asia, the Middle East, technology, cruises, adventure tourism and wellness
ITB Berlin 2026 has already sold out its exhibition space and is preparing to celebrate its anniversary edition with a global reach and an agenda focused on key tourism trends. The event will take place from March 3-5, 2026, at the Berlin Exhibition Centre and will once again position itself as the leading international B2B tourism meeting point.
With over 160 countries represented, a high-level convention, and strong ticket demand, the upcoming edition will feature special anniversary events, new guided tours, the launch of MIA—a 24/7 chatbot—and a content agenda addressing key topics such as artificial intelligence, sustainability, and digital transformation. Angola will be the official Host Country.
ITB Berlin's growth is particularly strong in Asia, the Arab countries, and in segments such as cruises, travel technology, adventure tourism, and health tourism, reflecting the evolution of the industry and the new priorities of the global market.
The fair will feature a strong international presence, with large national pavilions from destinations such as Thailand, Egypt, Turkey, and Italy. In this way, ITB Berlin reinforces its role as a global marketplace for business, innovation, dialogue, and sustainable growth.
Europe: High Participation and New Proposals.
At hub27, German-speaking countries and the German federal states will once again have a strong presence. Bavaria and Hamburg will expand their stands, while Berlin, Brandenburg, Bremen, Hesse, North Rhine-Westphalia, and Lower Saxony will have their own dedicated spaces. Other states will be represented at the joint stand of the German National Tourist Board.
There will also be strong participation from neighboring countries: Austria is increasing its number of exhibitors, while Switzerland and Liechtenstein are maintaining stable figures. Slovenia, Deutsche Bahn, and the airports of Düsseldorf, Cologne/Bonn, and Paderborn will also be present in this area.
New exhibitors include Gate of Nations, EdelSwiss International-Limousinen, German Aviation Service, and SEA LOFT. A highlight will be the opening of the exhibition “Destination Europe: A Journey in Posters,” in collaboration with the European Tourism Commission and the Tourism Museum.
In the European pavilions, Italy will once again have a prominent presence in Hall 1.2 with a large ENIT stand, in addition to 26 individual exhibitors. Montenegro, Croatia, and Malta will maintain their participation, further strengthening the Balkan presence.
Greece will be in Hall 1.1 alongside Rhodes and numerous co-exhibitors, while Spain will have a strong presence in Hall 2.1. Morocco joins this sector, in a context marked by the joint organization of the 2030 FIFA World Cup. Meanwhile, the Canary Islands and Loro Parque will be located for the first time in Hall 10.2.
With a renewed proposal and a strategic vision for the future of tourism, ITB Berlin 2026 promises to be a key edition for the global industry.
Source: ITB Berlin Press Release – 2026