Germany is set to unite France, UK, Switzerland, Austria, Netherlands, Belgium and more countries in celebrating 60 years of ITB Berlin from 3 to 5 March 2026, and the energy is already building across Europe and beyond. Germany stands at the centre as it prepares to unite France, UK, Switzerland, Austria, Netherlands, Belgium and more countries once again in celebrating 60 years of ITB Berlin from 3 to 5 March 2026. This is not just another trade show. It is a milestone. It is history in motion. It is Germany bringing together France, UK, Switzerland, Austria, Netherlands, Belgium and more countries under one global tourism spotlight
From 3 to 5 March 2026, ITB Berlin will transform Germany into the beating heart of international travel dialogue. France, UK, Switzerland, Austria, Netherlands and Belgium will join Germany in celebrating 60 years of ITB Berlin with renewed ambition. More countries are lining up. More markets are watching. Germany is ready to unite Europe and beyond.
ITB Berlin is marking a milestone year. The world’s leading travel trade show will celebrate its 60th anniversary from 3 to 5 March 2026, and the celebrations begin even before the exhibition halls open. On 2 March, the focus will shift to strategy, markets and global direction at a series of high-profile press events in Berlin.
The opening press conference at the CityCube Berlin
will set the tone for the anniversary edition. Senior decision-makers from
politics, tourism authorities and market research will outline what lies ahead
for the industry in a year shaped by digital acceleration, sustainability
demands and shifting global markets.
This is not just a ceremonial start. It is a statement of intent.
A Strategic Start to a Landmark Edition
The official opening press conference will take place
on Monday, 2 March 2026, from 10.00 to 11.00 a.m. in Room A3 at CityCube
Berlin. It will provide media representatives with a concise overview of
current industry trends, strategic developments and the central themes of the
60th edition.
Dr. Mario Tobias, CEO of Messe Berlin, will present
the highlights and priorities of the anniversary year. His address is expected
to frame the show within the broader transformation of global tourism.
Angola, this year’s Host Country, will also take
centre stage. Márcio de Jesus Lopes Daniel, Minister of Tourism of the Republic
of Angola, will outline the country’s tourism prospects and key attractions.
Angola’s presence is symbolic. It signals the growing importance of emerging
destinations within global tourism discussions.
European policy will also feature prominently.
Apostolos Tzitzikostas, EU Commissioner for Sustainable Transport and Tourism,
will address the new EU strategy for sustainable tourism. His speech will focus
on policy priorities, regulatory frameworks and the future direction of
European tourism governance.
Data, Markets and the Rise of AI
Market intelligence will form a core part of the press
briefing. Mitra Sorrells, Senior Vice President Content at Phocuswright, will
present fresh market data and trend analysis. Her insights will cover global
market growth in key regions such as the Middle East, Latin America and India.
Artificial intelligence will also be a central theme.
The growing use of AI in the travel sector is influencing booking behaviour,
pricing strategies and customer engagement. The integration of AI tools across
travel distribution platforms is no longer experimental. It is operational.
The German outbound market will be analysed by Albin
Loidl, President of the German Travel Association (DRV). He will outline
prospects for German travellers in 2026 and highlight key trends shaping
Europe’s largest outbound travel market.
The press conference is designed to deliver clarity.
In a complex global environment, tourism stakeholders are seeking direction.
ITB Berlin aims to provide it.
Exclusive Access Behind the Scenes
Following the press conference, accredited media
representatives will be invited to a newly introduced behind-the-scenes tour
from 11.30 a.m. to 1.00 p.m. The tour will offer an early preview of selected
stands and special exhibition areas before the official opening of the trade
show.
The route includes stops at the new ITB Späti, the
Host Country Angola stand, Premium Partner Airbnb, Adventure Travel Partner
Peru, as well as exhibitors such as Trip.com and Airalo.
Organisers have advised participants to wear sturdy
footwear, as parts of the route pass through areas undergoing construction
work. The practical reminder underlines the scale and logistical complexity of
preparing a global trade show of this magnitude.
The initiative reflects ITB Berlin’s recognition of
the media’s role. Each year, around 3,000 media representatives attend the
event, reporting live from Berlin to audiences worldwide.
UN Ministers’ Summit: Policy at the Forefront
In the afternoon, attention will turn to the UN
Ministers’ Summit at ITB Berlin, scheduled from 4.00 to 5.00 p.m. in Room A3.
High-ranking tourism ministers from around the world
are expected to participate. The summit will focus on the fundamentals for
sustainable tourism growth. Discussions will cover effective governance, labour
market development, regulatory frameworks and long-term strategic planning.
Sustainable growth is no longer an abstract concept.
Overtourism, environmental degradation and workforce shortages are pressing
concerns. The summit aims to examine how governments can create stable policy
environments that support both economic growth and social cohesion.
The presence of senior political leaders underscores
the increasing intersection between tourism and geopolitics. Tourism is not
only an economic sector. It is also a diplomatic tool and a driver of
international cooperation.
The Anniversary Gala
The first day of events will conclude with the newly
organised ITB Berlin Opening Gala at 6.30 p.m. in Hall B at the CityCube
Berlin. The gala is by invitation only and will feature the official host
country Angola.
The gala is expected to blend culture, diplomacy and branding.
For ITB Berlin’s 60th anniversary, the opening ceremony carries symbolic
weight. It celebrates six decades of global travel exchange while looking
towards the future.
A Year of Reflection and Forward Planning
Sixty years of ITB Berlin reflect the evolution of
international tourism itself. The trade show began in a different geopolitical
era. Since then, the industry has experienced oil crises, economic downturns,
pandemics and digital revolutions.
The 2026 edition enters a new context shaped by artificial
intelligence, sustainability imperatives and shifting global markets. Growth
regions such as Latin America, the Middle East and India are gaining influence.
European tourism policy is adapting to climate and infrastructure challenges.
The opening press events are designed to capture this
transition.
A Platform for Global Dialogue
ITB Berlin remains the central meeting point for the
travel industry. The event overview, ITB Navigator and official app provide
detailed information on sessions, speakers and schedules. The ITB Berlin
Convention sessions will further explore topics ranging from digital
transformation to destination management.
For media representatives, 2 March 2026 offers early
access to the themes that will dominate the trade show floor in the days ahead.
The anniversary edition is not just a celebration. It
is a checkpoint. It assesses where global tourism stands and where it must go
next.
Looking Ahead
As the world’s leading travel trade show turns 60, its
relevance appears undiminished. Political leaders, corporate executives and
tourism experts will converge in Berlin to discuss growth, responsibility and
resilience.
The opening press conference will provide the first
signals. The behind-the-scenes tour will reveal the scale of preparation. The
UN Ministers’ Summit will frame policy debates. The gala will symbolise
continuity and renewal.
ITB Berlin 2026 begins with a clear message: the
future of tourism demands strategy, cooperation and innovation.
Tags: Germany ITB Berlin international travel
