60 years making a mark on tourism while looking to the future

The 2026 edition of ITB Berlin promises to be one of the most outstanding in the history of this global travel trade fair, distinguished by its many new features and focus on the future of tourism.

Regarding regional participation, the Middle East and North Africa will continue to be key players, with countries such as the United Arab Emirates, Saudi Arabia, Qatar, Oman, Jordan and Egypt—which will have its own large pavilion—aiming to strengthen their international presence.

Air connectivity will also be reinforced, facilitating access and enhancing the attractiveness of this region.

Asia-Pacific will be one of the growth drivers, with Thailand as the largest exhibitor, along with Malaysia, Japan, China, South Korea, Indonesia and Vietnam.

Australia, New Zealand, India and Pacific island destinations will also have a significant presence, reflecting the recovery and expansion of these markets in global tourism.

In terms of segments, the fair will bring together the main players in the cruise sector, hotel chains, digital platforms and tour operators. Growth is expected in the technology and corporate travel areas, with the introduction of innovative digital solutions.

In addition, MIA, a chatbot available at all times, will be launched, and themed guided tours and special events will be held to commemorate the 60th anniversary, consolidating the fair’s role as a hub for global tourism trends.

The event, taking place from March 3-5, is fully booked and will feature exhibitors from over 160 countries. Angola will be the host country, highlighting the emerging importance of tourism in Africa.

The fair will also take a step forward in digital experience and will focus its convention on key topics such as artificial intelligence, ethical trade and regenerative tourism, with the participation of 400 speakers.

The Americas will have a strong presence, including the United States, Canada and Mexico, which will use the fair as a platform for the upcoming ITB Americas in Guadalajara.

Europe will maintain its relevance with Italy, Greece and Spain, in addition to an exhibition celebrating the continent’s tourism heritage.

Innovation will be a key pillar, with six pavilions dedicated to travel technology, where companies such as Amadeus, VISA and Stripe will showcase payment and technology solutions.

Also noteworthy is the ITB Talent Hub, focused on talent development and recruitment in the industry, given the current staffing shortage.

The cruise sector will also play a prominent role, with the presence of major players such as Royal Caribbean and Disney Cruise Line, in addition to the inauguration of the Health Tourism pavilion, which will offer awards related to longevity and well-being.

ITB Berlin 2026 combines tradition and innovation, with a focus on future trends, sustainability, technology and talent, solidifying its position as the essential event for the global tourism sector.