The agenda extends well beyond the traditional exhibition format. Alongside the global showcase of destinations, products, and services, the ITB Berlin Convention will run in parallel under the theme “Leading Tourism into Balance”. It will convene hundreds of international speakers and decision-makers to address sustainability, business resilience, digital transformation, talent, new consumer behaviours, and the operational realities of growth in a sector that is expected to reconcile profitability with social and environmental responsibility. With multiple stages and thematic tracks, the convention will once again serve as a high-level knowledge platform where strategic debates translate into practical insight for companies, institutions, and destination managers.
ITB Berlin’s global profile remains one of its defining strengths. The event is expected to bring together senior executives, government representatives, tourism boards, airlines, hospitality and technology providers, tour operators, and specialised media from every region of the world. For industry stakeholders, the value of ITB lies in the concentration of the entire tourism value chain in one place, enabling relationship-building, market intelligence, and concrete business negotiations within a framework that combines tradition with constant innovation.
A distinctive element of the 2026 edition is the participation of Angola as Official Host Country, presenting itself under the tagline “Visit Angola – The Rhythm of Life”. The country’s role underscores the growing prominence of emerging markets and the importance of cultural diversity in the global tourism agenda, while offering a platform to showcase Angola’s heritage, landscapes, and experiential potential. At the same time, the event will highlight how destinations can position themselves through authenticity, investment readiness, and sustainable development strategies.
Another key development is the incorporation of Airbnb as Official Premium Partner, with an emphasis on travel in rural areas and family tourism. This partnership points to the expanding relevance of alternative accommodation and new travel patterns that redistribute demand beyond major urban centres, creating opportunities for local communities while raising important questions about governance, integration with destination planning, and the balance between innovation and regulation.
ITB Berlin 2026 will also introduce and consolidate experiential formats that strengthen networking and engagement. Among these is the ITB Späti, an informal meeting space inspired by Berlin’s iconic convenience shops, designed to encourage spontaneous conversations and relationship-building in a relaxed atmosphere. The ITB Guided Tours will return as well, offering curated routes focused on themes such as culture, sustainability, innovation, and hospitality technology, providing added value to trade visitors seeking to optimise time and identify relevant solutions efficiently.
As part of the anniversary context, ITB Berlin will spotlight commemorative initiatives that reflect on six decades of global tourism while linking historical perspective to future-oriented analysis. This approach reinforces the fair’s function not only as a business platform, but also as a reference point for understanding the forces that shape travel and the strategic choices facing organisations across the sector.
Within the broader calendar connected to the ITB brand, the event will also act as a stage for international market development initiatives. In particular, attention will be placed on ITB Americas, the new B2B trade show for the American market, scheduled to take place in Guadalajara, Mexico, from 10 to 12 November 2026. This expansion further confirms ITB’s ambition to strengthen global networks, foster cross-regional cooperation, and create specialised platforms that respond to the dynamics of different markets.
With ticket sales and registrations opening as the industry plans its 2026 commercial cycle, ITB Berlin’s anniversary edition is set to be a pivotal moment for tourism professionals worldwide. Combining history, innovation, and high-value connections, the fair is expected to reaffirm its position as the leading international arena for business, knowledge exchange, and strategic alignment in global tourism.
