A total of 5,601 exhibitors from 166 countries participated in ITB Berlin. Over the three trade visitor days, participants from across the global travel industry used the event to hold meetings, strengthen professional networks and conduct business discussions. According to organisers, 96 per cent of visitors highlighted the high quality of meetings and expressed their intention to return in future editions.
Direct business activity remained a key element of the trade show. Deals and purchasing decisions worth approximately €47 billion were recorded during the event. The figure reflects transactions concluded during ITB Berlin and illustrates the role of the trade show as a platform for market negotiations and business agreements.
Dr. Mario Tobias, CEO of Messe Berlin, said: “In its anniversary year, ITB Berlin once again brought markets together, facilitated discussions on joint future business and demonstrated its importance for international dialogue and cooperation, especially in times of geopolitical tensions – particularly in the Middle East. As a mirror of the industry, it provided a reliable framework for establishing contacts, exchanging ideas and doing business,”.
The ITB Berlin Convention attracted more than 24,000 participants and featured over 400 speakers across 200 sessions organised within 17 thematic tracks. Held under the heading “Leading Tourism into Balance,” discussions focused on topics including artificial intelligence, sustainable growth, evolving market structures, resilience and the responsibilities of corporations and destinations.
Sessions at the convention addressed the increasing complexity of the global environment for tourism. Industry representatives examined issues linked to geopolitical tensions, climate risks and economic uncertainty. Discussions highlighted the growing importance of resilience, crisis preparedness and data-driven early warning systems for the travel sector.
Artificial intelligence also featured prominently during the programme, particularly its role in shaping personalised travel experiences and agent-based booking systems. Structural changes within the industry were also discussed, including the widening gap between premium and mass tourism markets, as well as the need for new destination management approaches to address overtourism.
During the trade show, Messe Berlin and Green Destinations – Good Travel Community agreed on a strategic cooperation aimed at strengthening sustainability and responsible tourism. The operational aspects of the collaboration will be managed by the Good Travel Institute, which provides advisory services to destinations globally. The cooperation focuses on integrating sustainability principles more strongly into ITB Berlin programmes and host country initiatives, sharing knowledge and supporting destinations in developing long-term strategies. The collaboration is advisory in nature and does not include certification.
The Leadership Exchange organised by Phocuswright and ITB Berlin brought together international industry leaders to discuss long-term strategic issues facing the global travel sector. In a closed interactive format, participants examined questions related to future trust in the industry, value creation in an AI-driven environment and structural changes shaping the sector. The discussions focused on identifying opportunities, risks and priorities for the coming years, with a curated summary of the outcomes expected to be published at the end of March.
Angola, the official host country of ITB Berlin 2026, presented its tourism offer under the slogan “The Rhythm of Life”. The country highlighted its natural attractions, including the Kalandula Falls and the Atlantic coastline, alongside its cultural traditions, music and dance. Through a comprehensive programme of activities, Angola aimed to present its tourism potential and promote sustainable development and international cooperation within the tourism sector.
Beyond its commercial role, ITB Berlin also served as a platform for policy discussions and media engagement. Around 110 high-ranking representatives from politics, international organisations and institutions attended the event, alongside approximately 3,000 national and international media representatives and bloggers. Discussions focused on the role of tourism during periods of geopolitical uncertainty and the sector’s future direction.
Another key event was the UN Ministers’ Summit, held on 2 March at the CityCube Berlin, where around 20 tourism ministers met with industry decision-makers. Discussions focused on sustainable growth, governance, skills development and social responsibility as central elements for building a resilient tourism sector.
During the event, the agreement confirming Visit Maldives as the official host country of ITB Berlin 2027 was also signed. The initiative will highlight a range of tourism experiences including luxury and boutique resorts, diving and water sports, wellness and cultural attractions, while also emphasising marine ecosystem protection and community involvement in tourism development.
The next edition of ITB Berlin will take place from 16 to 18 March 2027. The one-time change of dates takes intercultural considerations into account, allowing Muslim exhibitors and visitors to celebrate Eid al-Fitr at the end of Ramadan before participating in the trade show.
Following the conclusion of ITB Berlin 2026, attention in the international travel industry is now turning to Asia. The next major event in the ITB portfolio will be ITB China, scheduled to take place from 26 to 28 May at the Shanghai World Expo Exhibition & Convention Centre, bringing together international suppliers and selected Chinese buyers.
Tags: Mario Tobias, Messe Berlin, ITB Berlin
