ITB Berlin 2026: The tourism industry set an example of dialogue and resilience in times of uncertainty

ITB Berlin 2026 reaffirmed its position as one of the leading events for the global tourism industry. Celebrating its 60th anniversary, the trade fair brought together nearly 97,000 attendees and 5,601 exhibitors from 166 countries and territories, who spent three days meeting, strengthening networks, and finalizing business deals.

Despite the complex geopolitical context, especially the situation in the Middle East which in some cases limited flight availability, attendance remained practically the same as the previous year. This scenario once again highlighted the event's relevance as a platform for dialogue, international cooperation, and business development within the sector.

According to the organizers, agreements and purchase decisions worth an estimated 47 billion euros were finalized during the fair, a figure that reflects the importance of the exhibition as a strategic space for decision-making in the global tourism market.

“Even in a context marked by geopolitical tensions, ITB Berlin brought markets together again, facilitated discussions about the future of the sector and demonstrated its importance for international dialogue and cooperation,” said Dr. Mario Tobias, CEO of Messe Berlin.

The ITB Berlin Convention also played a central role in the event. With over 24,000 participants, the forum addressed the industry's main challenges under the theme "Leading Tourism into Balance." More than 400 specialists analyzed topics such as artificial intelligence, sustainable growth, sector resilience, new market structures, and the role of companies and destinations in an increasingly uncertain global context.

Among the key findings from the more than 200 sessions were the growing importance of data-driven decision-making, the use of technologies such as artificial intelligence to personalize travel experiences, and the need to develop early warning systems for crises. Discussions also covered phenomena such as overtourism, the widening gap between premium and mass tourism, and the importance of building trust in communication with travelers.

During the event, a strategic partnership between Messe Berlin and Green Destinations – Good Travel Community was also announced to strengthen sustainability and responsible development in tourist destinations. The Good Travel Institute will be responsible for the operational management of this collaboration, which aims to integrate sustainability criteria into ITB Berlin's programs and support destinations in implementing long-term development strategies.

Another highlight was the Leadership Exchange, organized by Phocuswright in conjunction with ITB Berlin, where industry leaders discussed the strategic challenges facing the industry over the next 20 years, addressing issues such as the impact of artificial intelligence, the future of value in the travel ecosystem, and the evolution of trust between businesses and travelers.

In this edition, Angola was the official host country under the theme “The Rhythm of Life.” The African destination showcased its natural and cultural diversity, highlighting attractions such as the Kalandula Falls, its Atlantic coast, and its rich musical and cultural traditions, while also promoting a sustainable tourism development model that empowers local communities.

ITB Berlin also served as a major political and media forum. Around 110 high-level representatives from governments, international organizations, and institutions participated in the trade fair, along with some 3,000 media outlets and content creators from around the world.

One of the key meetings was the summit of ministers organized by UN Tourism, where nearly 20 government officials from the sector discussed sustainable growth, governance, talent development and social responsibility as pillars for a more resilient tourism.

Looking ahead to the next edition, it was announced that the Maldives will host ITB Berlin 2027. The destination will focus on luxury experiences, sustainable tourism, and the protection of marine ecosystems, as well as highlighting the role of local communities in the archipelago's tourism development.

The next edition of ITB Berlin will take place from March 16 to 18, 2027. The change of dates is due to a specific adjustment that will allow Muslim exhibitors and visitors to celebrate Eid al-Fitr at the end of Ramadan before participating in the event.

Fuente: ITB Berlin.