The three-day event will feature around 200 sessions across 17 theme tracks, with more than 400 speakers from business and academia. Discussions will focus on sustainable business models, technological innovation and industry-relevant megatrends, delivered across four stages.
All sessions can be attended on site or followed via live stream through the ITB Navigator, ITB Berlin’s central event platform. Following the event, selected content will also be made available via ITB Berlin’s digital channels.
Artificial intelligence will once again be a central topic at the convention. On the eTravel Stage in Hall 6.1, sessions within the Travel Tech Track, AI Track and Tours & Activities Track will explore how algorithms and data-driven technologies are reshaping the travel ecosystem.
Presentations will examine the growing role of AI in booking processes, travel planning and customer interaction, with insights from international experts including Martin Stoll, Alex Chen, Wendy Olson Killion and Alex Bainbridge.
The Orange Stage in Hall 7.1a will focus on strategies for achieving balance in tourism. Within the Marketing & Distribution Track, the Future Track and the Responsible Tourism Track, speakers will discuss sustainable corporate strategies, evolving consumer behaviour and marketing trends in an increasingly volatile environment.
Contributors to these discussions include Mitra Sorrells, Anke Hsu and Sarah Kopit, who will provide insights into market developments, growth strategies and industry transformation.
The Green Stage in Hall 3.1 will concentrate on target group markets and special interest segments. Tracks such as Hospitality, Diversity & Inclusion, Business Travel and Adventure, Youth & Outdoor will examine travel trends within the LGBTQ community, accessibility in tourism and new approaches to audience analysis and marketing.
Among the featured contributions is a presentation by Camilo Navarro, addressing accessible travel solutions, as well as insights from Florian Größwang on destination positioning strategies. The Green Stage will also introduce new formats, including ITB Deep Dives and ITB Tech Time, offering compact, practice-oriented knowledge.
The Blue Stage in Hall 7.1b will serve as a platform for tour operators, airlines, destination organisations, cruise companies and the hotel sector. Sessions within the Carrier & Cruise Track, Tour Operator & Travel Sales Track, Destination Track and Hospitality Track will analyse market developments and strategic options across these segments.
Practical destination management approaches will be highlighted through contributions such as the presentation by Maximilian Hillmeier, focusing on applied strategies for destination development.
The ITB Transition Lab will also return in 2026 following its introduction in 2025. The format will offer 90-minute interactive sessions, providing data-driven recommendations and practical guidance for destination and hospitality marketing professionals.
Tags: ITB Berlin