ITB Berlin 2026 marked its 60th anniversary with close to 97,000 trade visitors, according to Messe Berlin. The show hosted 5,601 exhibitors from 166 countries.
Organisers said visitor numbers stayed close to last year’s level even though the situation in the Middle East affected flight availability for some markets.
Messe Berlin also said deals and purchasing decisions worth €47 billion were concluded during the three trade days. The figure reflects transactions completed at the show.
Dr. Mario Tobias, CEO of Messe Berlin, said ITB Berlin continues to bring markets together and support dialogue and cooperation at a time of geopolitical tension.
Organisers added that 96% of visitors rated the quality of meetings highly and said they intend to return.
The ITB Berlin Convention attracted more than 24,000 participants, according to the organisers. It ran under the theme “Leading Tourism into Balance” with 200 sessions across 17 themed tracks and more than 400 speakers.
Key topics included crisis readiness, the growing role of data and early warning systems, and the impact of AI on travel search, marketing and booking. Discussions also covered overtourism and the widening gap between premium and mass-market travel.
Messe Berlin also announced a cooperation with Green Destinations – Good Travel Community. The plan is to strengthen sustainability and long-term destination work through advice and knowledge sharing. Organisers said the cooperation is not a certification programme.
ITB Berlin hosted the UN Ministers’ Summit on 2 March at CityCube Berlin. Around 20 tourism ministers discussed sustainable growth, governance, skills and social responsibility, alongside other industry decision-makers.
Host Country Angola used ITB Berlin 2026 to promote its tourism offer under the slogan “The Rhythm of Life.” Organisers said the programme highlighted Angola’s landscapes, culture and focus on sustainable tourism.
Messe Berlin confirmed a one-off date change for ITB Berlin 2027, which will now take place from 16 to 18 March 2027.
Organisers said the change was made to reflect intercultural considerations, allowing Muslim exhibitors and visitors to celebrate Eid al-Fitr at the end of Ramadan before travelling to Berlin. The Maldives has already been confirmed as the Host Country for ITB Berlin 2027.
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