ITB Berlin Turns 60

BERLIN, GERMANY, 2 March 2026 — ITB Berlin 2026 officially opened its press proceedings this morning at CityCube Berlin, marking the beginning of what promises to be one of the most significant editions of the World's Leading Travel Trade Show in its six-decade history. Prior to the press conference, the media were treated to a cultural performance sneak peek from Angola’s traditional dancers, which was a fitting preview of the host country's presence at this year's show.

The panel brought together CEO of Messe Berlin, Dr. Mario Tobias; Angola's Minister of Tourism, Márcio de Jesus Lopes Daniel; Phocuswright's Senior Vice President, Content, Mitra Sorrells; and President of the German Travel Association (DRV), Albin Loidl, who laid out the key themes, market developments and highlights that will define ITB Berlin 2026.

CEO of Messe Berlin, Dr. Mario Tobias, speaks at the press conference.

BorneoTalk is once again proud to be on board as an official media partner for ITB Berlin, covering the show from the inside.

From March 3-5, nearly 6,000 exhibitors from more than 160 countries will converge on Messe Berlin for three days of deals, dialogue and industry-defining conversations. The show, which has grown from a modest trade fair in 1966 into a global tourism powerhouse, is sold out.

Dr. Tobias put it plainly as he spoke about this year’s ITB Berlin, saying, "For 60 years, ITB Berlin has been the place where the international travel industry meets to understand markets, identify trends and do business. This is where partnerships are formed, contracts are negotiated and strategic alliances are forged. Particularly in times of global challenges, we need platforms that combine economic strength, innovation and responsibility."

There’s a genuine excitement about Angola's presence in this year’s event. The country is the official Host Country of ITB Berlin 2026, exhibiting in Hall 21 under the slogan 'Visit Angola – The Rhythm of Life'. It is only the third African nation to hold this honour, and from what was witnessed this morning, Angola is not treating it lightly.

Minister Márcio spoke with evident pride about his country's tourism potential, positioning Angola as a destination for adventurers, nature lovers and culture seekers. Visitors to the stand can expect kizomba workshops, B2B speed dating sessions, culinary experiences and a window into a country that fuses tradition and modernity with effortless confidence.

Q&A session at the press conference earlier today.

One of the more data-rich moments of the press conference came courtesy of the World Travel Monitor® by IPK International. Global international travel grew by four per cent in 2025, continuing a positive post-pandemic trajectory. But the headline figure belongs to South America, which posted a remarkable +11% jump, fuelled by intercontinental travel.

Asia grew at +5%, Europe at +4%, while North America recorded a slight decline of -1%. Business travel and MICE travel outperformed the leisure market, growing at +6% and +8% respectively. Holiday travel remained the backbone of the industry, accounting for nearly three-quarters of all leisure trips, led by sun and beach holidays, city breaks, round trips and rural stays. The average trip now stretches to nine nights, and travellers are spending 5% more, with most of that extra outlay going on accommodation.

Experts are cautiously optimistic about 2026, with overtourism and sustainability emerging not just as challenges but as genuine opportunities for destinations willing to think differently.

Travel technology occupies more than six halls at this year's show, and the ITB Innovators programme showcases the companies at the sharp end of that transformation.

The 2026 class includes Apaleo with an AI-based property management system, The Trip Boutique AI integrating personalised travel data, Qualiday Travel offering real-time AI-powered translation, and The VOX Group launching VOX Aura, a multilingual AI audio tour platform. The Trip.com Group will present its AI travel ecosystem, while IDeaS, Lato and others round out a formidable cohort of innovators.

The halls will host a mix of specialised pavilions and zones. They include the Talent Hub that nurture the next generation of industry professionals, the Home of Luxury at the Palais am Funkturm showcasing premium travel experiences, the Medical & Health Tourism Pavilion reflecting the growing global appetite for wellness and longevity travel, and an Adventure Travel section in Hall 4.1 featuring over 50 exhibitors from 27 countries.

Running alongside the trade show under the theme "Leading Tourism into Balance", the ITB Berlin Convention promises to be intellectually substantial. More than 400 speakers across 200+ sessions in 17 thematic tracks will dig into overtourism, climate change, geopolitical disruption, agentic AI, longevity travel and what a truly resilient tourism industry looks like in practice.

The speaker roster raised more than a few eyebrows around the room this morning. Former German Foreign Minister Joschka Fischer will open with a lecture on geopolitical shifts and the new world order. Nathan Blecharczyk of Airbnb. this year's official Premium Partner. takes the stage on sustainability. Dr. Stefan Ebener of Google addresses agentic AI, and Sarah Kopit of Skift tackles travel's uneven future. Dr. Frauke Fischer poses perhaps the most provocative question on the programme: Can AI Save Nature?

Meanwhile, Mitra Sorrells added sharp industry perspective on where the business of travel is heading.

The new ITB Späti in Hall 7.2c channels Berlin's iconic neighbourhood kiosk culture, hosting happy hours, destination pitches and the ITB Americas Night. The ITB Chinese Night, ITB MICE Night, and ITB Afterwork Party on Tuesday all return, alongside a Street Food Market in Hall 8.2 and food trucks in Hall 24 offering a colourful spread of international cuisine. Running and walking tours at the Brandenburg Gate add a sporting touch for those looking to stretch their legs between meetings.

On the digital side, a new AI chatbot called MIA is available around the clock, while the ITB Navigator app handles everything from interactive hall maps to intelligent matchmaking and lead scanning. A reduced-rate public transport ticket is also available directly from the ITB online shop, in partnership with Berliner Verkehrsbetriebe (BVG), a small but welcome touch.

To mark six decades, a wide-ranging anniversary programme will run throughout the show. More than 15 interactive formats, exhibitions and experiences that look back at ITB's history while keeping one eye firmly on what comes next. Highlights include '60 Years Highlights' installations, a Destination Europe: A Journey in Posters exhibition, a retro photo op in a classic VW bus, a journey through time in a Back to the Future DeLorean, an ITB rocket, and activations like 'Faces of ITB' and 'A 60-Second Cheer for the Travel Industry'.

Meanwhile, following the press conference, media representatives were treated to an exclusive behind-the-scenes tour of selected stands and key areas of the trade show floor as a preview of what the industry can expect when the doors officially open tomorrow morning. From what we saw, it is going to be quite a show. ITB Berlin 2026 runs March 3 to 5 at Messe Berlin, Germany.