ITB Berlin 2026 celebrates 60 years with strong international participation
The world's leading tourism trade fair began yesterday in Berlin and will bring together almost 6,000 exhibitors from more than 160 countries until March 5, consolidating its role as the sector's main B2B platform
ITB Berlin kicked off its 2016 edition yesterday at Messe Berlin, marking its 60th anniversary as the world's largest travel and tourism industry event. From March 3rd to 5th, the event brings together nearly 6,000 exhibitors from over 160 countries, reflecting the diversity of markets and the enduring relevance of the B2B format as a driver of business and strategic alliances.
At the opening conference, Messe Berlin CEO Dr. Mario Tobias emphasized that for six decades the fair has been the space where the international industry meets to analyze markets, identify trends and close deals, especially in a challenging global context that demands combining economic growth with innovation and responsibility.
The 2026 edition is fully booked, demonstrating strong demand for participation, particularly from Asia, Central Asia, and the Americas. Among the countries with the largest presence are Thailand, Egypt, Turkey, and Italy. The ITB Buyers Circle brings together senior buyers from 63 countries, 43% of whom are attending for the first time, expanding business opportunities.
Angola is this year's Host Country under the theme "Visit Angola – The Rhythm of Life," becoming the third African country to assume this role. Its participation aims to position the destination as an emerging option for travelers interested in nature, culture, and authentic experiences.
According to data from IPK International's World Travel Monitor® presented at the trade show, international travel grew by 4% in 2025. South America led the expansion with an 11% increase, while Europe grew by 4% and Asia by 5%. The corporate and MICE segment outperformed the average, confirming the sector's sustained recovery.
Technology is once again taking center stage, with more than six pavilions dedicated to Travel Technology and solutions based on artificial intelligence, automation, and new distribution systems. Meanwhile, the ITB Berlin Convention is taking place under the theme “Leading Tourism into Balance,” with over 400 international experts discussing sustainability, destination resilience, geopolitics, climate change, and data-driven business models.
Sixty years after its creation in 1966, ITB Berlin reaffirms its role as a barometer of global tourism and a key platform for projecting the direction of the industry in a scenario marked by technological transformation and the search for balanced development.
Source:
Official statement from ITB Berlin (March 2026).