ITB Berlin at 60: A Compass for Global Tourism’s Future
Berlin, February 17, 2026 – ITB Berlin, the world’s leading travel trade show, is celebrating its 60th anniversary not by dwelling on the past, but by accelerating forward into the future of global tourism. For Deborah Rothe, Director of ITB Berlin, welcoming the world to the event is a highlight, especially this year as the milestone anniversary coincides with a pivotal moment for the industry.
“ITB Berlin turns 60, but instead of reflecting on the past, we’re accelerating forward,” Rothe stated during a recent digital presentation. “The industry is navigating geopolitical uncertainty, AI disruption, climate pressure and shifting consumer values. In that environment, ITB Berlin is more than a trade show. It’s a strategic platform.”
For six decades, ITB Berlin has mirrored the evolution of tourism. However, Rothe views the 2026 edition as a compass guiding the sector through ongoing transformations. “Tourism today goes far beyond travel itself. It’s about economic stability, global connectivity and sustainable progress. ITB Berlin is where the future of tourism is negotiated, where resilience and innovation become business reality.”
Entire Tourism Ecosystem Under One Roof
This year’s edition is set to reaffirm its relevance for the travel industry, bringing together more than 5,000 exhibitors from over 160 countries. This diverse participation also reflects shifting global power dynamics within the sector.
The Asia-Pacific region demonstrates strong momentum this year, with Thailand among the largest exhibitors. Expanded participation is also noted from Malaysia, Japan, and Indonesia. Notably, Bhutan is making a return to the show after several years. Mediterranean destinations, including Egypt, Turkey, and Italy, continue to be strong investment pillars, driven by robust consumer demand.
Africa is also stepping into the spotlight, with Angola serving as the official host country under the theme “The Rhythm of Life.” Rothe described Angola as representing authenticity, scale, and untapped potential, positioning itself as both an emerging destination and an investment opportunity. “Becoming an official host country involves a rigorous selection process focused on long-term tourism strategies, sustainability commitments and market potential. These criteria shaped the choice of Angola for 2026,” she elaborated.
ITB Berlin’s structure remains a core strength, connecting the full tourism value chain. This includes destinations, hospitality, mobility, and key sectors such as travel tech, medical tourism, luxury travel, MICE (Meetings, Incentives, Conferences, and Exhibitions), and talent development.
Digital Transformation and Emerging Trends
The travel technology segment alone spans six halls and is already fully booked, underscoring the industry’s accelerating digital transformation. AI innovation is omnipresent across the show floor. While there isn’t a dedicated AI-only hall, artificial intelligence solutions are integrated across multiple travel tech halls, complemented by specialized AI tracks at the ITB Berlin Convention.
Health and medical tourism is another significant focus, reflecting a global shift toward longevity, prevention, and evidence-based wellness travel. According to Rothe, health is now a primary travel driver. The expansion of the medical and health tourism pavilion, supported for the first time by Charité Universitätsmedizin Berlin, highlights the rise of the “longevity economy.”
“Health, sustainability and innovation are converging,” Rothe remarked. “And ITB Berlin is where these trends move from ideas into business strategies.” The ITB Berlin Director also highlighted a strong presence from the cruise industry, numerous airlines (many exhibiting alongside destination partners), and the adventure and culture segments.
Economic Powerhouse for Berlin and Germany
Rothe also acknowledged the importance of Germany’s presence at the event. “ITB Berlin is a German show. And Germany has been a historical partner as it was among the five countries present at the first ITB Berlin in 1966. It is then very important to have a great German tourism representative stand with all the Federal States on side. Almost all federal states are attending in Hub 27, except Schleswig-Holstein and Saarland.”
Finally, Deborah Rothe underscored the invaluable economic role of ITB Berlin. Over 100,000 trade buyers are expected to attend the three-day show, with many finalizing purchasing decisions and initiating contracts both during and after the event. Ticket sales are already exceeding last year’s levels, signaling strong confidence in tourism as a growth sector.
Beyond industry deals, the event also generates significant economic benefits for Berlin itself. According to Rothe, each attendee contributes an estimated economic impact of nearly €300 during the show, with many visitors extending their stays and supporting the city’s hotels, restaurants, and broader hospitality economy. ITB Berlin remains an unmissable event for the city, particularly during this 60th anniversary year.
Source: TravelMole.com
