Berlin, 9 December 2025
The world’s largest tourism fair, the International Tourism Exchange (ITB), will mark its 60th anniversary in 2026 under the motto “Discover the stories behind 60 years of legacy.”
The ITB has since 1966, been the leading platform for the global travel and trade industry.
Ghana at ITB 2015/©AfricaNewsAnalysis/AM
Dubbed as the world’s largest think tank for the tourism industry, the extravaganza will address key challenges facing the global tourism sector, when close to 400 top international speakers assemble on the Berlin Exhibition grounds.
The trade fair is clearly structured: In addition to its geographical organization by destination, market segments such as adventure tourism, business travel, LGBTQ+ travel, luxury travel, medical tourism, and travel technology are represented.
Mandarins of the tourism sector would descent on the German capital from 3 March to 5 March to brainstorm on how sustainable business models can be reconciled with the protection of natural habitats in 17 thematic tracks on four stages.
Kenya at ITB 2008/©AfricaNewsAnalysis/AM
For example, the ITB Convention 2026 is scheduled to focus on answers and strategies for a tourism industry undergoing transformation, highlighting current trends, present research findings and scenarios, as well as debate strategies and courses of action.
Among the captains of the tourism industry expected at ITB Convention 2026 include Nathan Blecharczyk, Co-Founder and Chief Strategy Officer, Airbnb, Mitra Sorrells, Senio Vice President, PhocusWright, and Bruce Poon Tip, Founder, G Adventures. These experts will share exclusive insights into current market developments and strategic trends.
Another expert, Frauke Fischer, business biodiversity expert, explains why biodiversity is a key success factor for the future of the travel industry.
World traveller and best selling author, Thor Pedersen, will take the audience along on his extraordinary journey around the world without flying, offering entirely new perspectives on global travel.
At the 2026 ITB Convention, answers will be demanded on topics such as artificial intelligence, overtourism and climate change.
Mauritania at ITB 2024/©AfricaNewsAnalysis/AM
With the guiding principle “Leading Tourism into Balance,” the ITB Berlin Convention 2026, across four stages and 17 thematic tracks, addresses an industry facing increasingly complex challenges and the need to meet diverse demands. How are holiday destinations responding to overtourism? What opportunities do data management and artificial intelligence offer? How much adaptation is required by climate change? Today’s challenges call for innovative concepts that involve a wide range of stakeholders and objectives, reconciling divergent concerns.
In-depth analyses with practical benefits
The ITB Transition Lab events offer a detailed analysis of current corporate strategies. Following the positive response last year, the program has been expanded. Participants will explore topics such as the relevance of key performance indicators (KPIs) and discuss how these can be evaluated in a practical way. Tickets are already available in the ticket shop. The new event format, ITB Deep Dives, offers in-depth analyses of current topics. Here, new ideas are tested, ways of thinking are challenged, and innovative solutions are developed – with concrete insights and takeaways that will stay with participants long after the event.
Morocco at ITB 2024/©AfricaNewsAnalysis/AM
Expanded range of topics and new partners
The ITB Berlin Convention 2026 is also expanding its program for the hotel and hospitality industry: The Hospitality Track kicks off on Tuesday at ITB on the Green Stage, continues in the afternoon, and offers an in-depth analysis of the latest developments and innovations on the eTravel Stage in the Hospitality Tech Track. Experts like Thomas Hertkorn (Head of Online Marketing, a&o Hostels) and Renée Nicole Wagner (Corporate Director, Orascom Hotels Management AG) will shed light on current developments in the industry.
With Airbnb as an official Premium Partner of ITB Berlin, additional contributions and perspectives will be integrated into the Hospitality Track, while Peru, as an Adventure Travel Partner, will present its tourism potential at the congress.
About ITB Berlin, the ITB Berlin Convention, and ITB 360°
ITB Berlin 2026 will take place from Tuesday to Thursday, March 3–5, as a trade-only event. Since 1966, ITB Berlin has been the world’s leading travel trade show and will celebrate its 60th anniversary in 2026 under the motto “Discover the stories behind 60 years of legacy.” Simultaneously, the ITB Berlin Convention will focus on “Leading Tourism into Balance,” where 400 top speakers from business, academia, and politics will discuss current and future industry challenges across 17 thematic tracks on four stages. At ITB Berlin 2025, 5,800 exhibitors from over 170 countries and regions presented their products and services to nearly 100,000 attendees. As a year-round and globally present innovation hub, ITB Berlin offers the worldwide tourism community valuable insights throughout the year with ITB 360° in the form of specialist articles, podcast episodes and other innovative formats.
Story: AM with contribution by Messe Berlin