ITB Berlin 2026 in Berlin, Germany

ITB Berlin 2026 is where tourism stops being a pretty picture and turns into real deals, contracts, and partnerships. Destinations, hotels, tour operators, airlines, travel tech, MICE players, and media come together to bring the market into one place for three intense days.

The atmosphere is unique: Berlin sounds like dozens of languages on these dates, and inside the halls it feels as if the whole world is “opening the season” at the same time. And if you need to be where trends are set and where next year’s pricing, formats, and products get agreed, this is the address.

For a quick sense of venue scale: Messe Berlin states 190,000 m² of event space. That is one reason ITB can run geographic pavilions, thematic segments, and a major convention with multiple stages at the same time.

Video about ITB Berlin: feel the scale of the trade show

For the anniversary, an official video was released that captures ITB’s energy and the idea of “stories” that shape the travel industry.

About ITB Berlin 2026 : who will benefit the most

ITB Berlin 2026 is built for professionals. This is a trade show where it is not the number of business cards that matters, but the quality of contacts and the speed at which a conversation becomes a next step.

• National and regional tourism boards

  Destination positioning, negotiations with tour operators and airlines, campaign launches, PR work, and international partnerships.

• Hotels, chains, and DMCs

  Purchasing, seasonal contracts, expansion of B2B channels, negotiations for MICE and corporate programmes.

• Airlines, rail operators, and cruise companies

  Retail and distribution, package-product partnerships, route network discussions, and joint marketing projects.

• Travel Tech and service companies

  Platform demos, integrations, data, automation, solutions for hotels, tour operators, and agencies.

• Budget-holding buyers

  For those who actually sign contracts and build an offer portfolio, there is ITB Buyers Circle — a club for professional buyers.

History of ITB Berlin: from 9 exhibitors to global market leader

ITB Berlin first took place in 1966 in Berlin: back then, 9 exhibitors from 5 countries participated. By 1968, the show had grown to 65 exhibitors from 35 countries and began its journey toward becoming the world’s leading travel platform.

In 2026, ITB marks its 60th anniversary. The milestone is a good reason to expect an especially strong programme and industry attention: for many companies, exhibiting at a “round-number” ITB is a matter of status.

ITB Berlin advantages: numbers that impress and help you sell

One of ITB Berlin’s biggest strengths is its scale and international reach, which you can feel physically: it is easy to meet partners from different continents in a single day.

• ITB Berlin 2025 in numbers

  The show welcomed more than 5,800 exhibitors from 170 countries and territories and nearly 100,000 attendees. A high share of international visitors is highlighted: 87% of attendees came from abroad.

• A strong business core through Buyers Circle

  In 2025, ITB Buyers Circle was reported to include 1,300 senior buyers — the people who come to sign and purchase, not to “just have a look”.

  
  
• The Convention as the industry’s think tank

  The ITB Berlin Convention runs alongside the trade show and is included with the trade visitor ticket. For the next edition, the convention is announced under the motto “Leading Tourism into Balance.”

6 well-known companies at ITB Berlin: who to look for and why

At ITB Berlin 2026, you can sense the event’s level by one simple sign: the stages and halls feature brands that shape travel flows and the market’s digital infrastructure.

• Booking.com

  One of the world’s key distribution channels. Booking.com’s presence at the convention makes conversations about conversion, marketing, and shifting traveller behaviour especially valuable.

• Expedia

  A strong international player in online travel. For hotels and destinations, it is a chance to better understand demand, product packaging, and go-to-market approaches in major markets.

• TUI

  A brand that, in Europe, stands for scale and a real package-travel machine. At ITB, companies like this are valuable because they shape seasonality trends, product expectations, and mass-traveller demand.

• Ryanair

  A standout representative of the low-cost carrier market. In aviation discussions and meetings, it is one of the most practical sources for understanding how routes and pricing shift destination demand.

• Google

  A player that influences marketing and demand discovery more than anyone. At ITB, the discussion is not about vague trends, but specifics: how people choose trips, how the role of data is growing, and which ad formats perform today.

• Amadeus

  One of the most recognisable travel tech giants. Travel Technology at ITB is built around companies like this: integrations, booking systems, data, and process automation become the number-one topic for sales efficiency.

Tips for ITB Berlin visitors: how to get maximum value from three days

ITB Berlin has a nice advantage: organisers provide tools that genuinely save time. The key is to use them in advance, not “once you are already there”.

• Schedule meetings via Match & Meet

  Buyers and exhibitors can use matchmaking tools: the more precisely you fill in your interests and profile, the higher the quality of meetings.

• Consider ITB Buyers Circle if you are a buyer with budget

  Buyers Circle is a free membership for serious buyers in leisure, business travel, or MICE who focus on deals and negotiations.

• Join Guided Tours if it is your first time

  A “trend guide” format helps you quickly spot key solutions and not get lost in the size of the exhibition.

• Pick 2–3 convention tracks and keep the pace

  The convention has many topics and stages. Choose a few priorities and leave “windows” for stands and negotiations.

• A logistics hack

  Walks between halls can take longer than you expect. Cluster meetings by halls and segments.

Service and product categories at ITB Berlin 2026 : what exhibitors showcase

The structure of ITB Berlin is convenient because it is both geographic and segment-based: you can walk it “by countries” or “by markets”.

• Travel Technology

  Platforms, integrations, data, software for hotels and operators, distribution tools and automation.

• Business Travel and MICE

  Corporate travel, corporate programmes, events, venues and solutions for the meetings industry.

• Adventure and Responsible Tourism

  Active travel, sustainable products, and new demand for meaning and eco-friendly choices.

• Tours & Activities

  Excursions, experiences, and local activities that increasingly become the main reason people choose a destination.

• Luxury

  Premium products, private travel, high service standards and personalised itineraries.

• LGBTQ+ Tourism, Medical & Health Tourism, Talent Hub

  Niche and fast-growing segments, plus a career and education block that helps the industry solve staffing challenges.

How to exhibit at ITB Berlin

If you are planning an exhibition stand at ITB Berlin 2026, the logic is simple: first choose your segment and hall location, then book the space, prepare your materials, and set meetings in advance using ITB tools.

• Define your participation goal

  Sales, entering new markets, partnerships, PR, or a product launch require different stand setups and different team “packaging”.

• Select a hall by segment

  ITB has a clear map of themed zones and halls: this way you will be close to your target audience.

• Design the stand as a working meeting space

  At ITB, functionality matters: comfortable meeting spots, clear navigation, and product demos without extra noise.

And if you want to arrive in Berlin with a ready-to-go, clean solution, consider exhibition stand construction or exhibition stand rental with ESBAU — a professional exhibition stand builder in Europe who knows how to deliver stands built for meetings and high footfall.