ITB Berlin at 60 looks to the future
ITB Berlin marks its 60th year as a strategic platform for the industry, with Director Deborah Rothe highlighting its role amid geopolitical uncertainty, AI disruption and climate pressures. The 2026 show brings together more than 5,000 exhibitors from over 160 countries, with strong momentum from Asia Pacific and sustained demand for Mediterranean destinations; Africa steps forward with Angola as official host country under the theme ‘The Rhythm of Life’.
Travel technology spans six fully booked halls with AI embedded across solutions and dedicated convention tracks, while health and medical tourism expands with backing from Charité Universitätsmedizin Berlin. More than 100,000 trade buyers are expected over three days to finalise purchasing decisions, with ticket sales already ahead of last year; organisers estimate an economic impact of nearly €300 per attendee, underscoring ITB Berlin’s role in shaping tourism investment and partnerships.
Source: Travel Mole
