ITB Berlin 2026 is fully booked – anniversary edition with a global appeal and clear focus on trends

Hall 3.1 will be impressing visitors with a particularly diverse mix of European and Central Asian destinations. Albania, last year’s host country, is back with a large representation. Also taking part are Kosovo, Sarajevo and North Macedonia, which is significantly expanding its presence. Several airlines, including Centrum Air and SCAT Airlines, round off the displays. Uzbekistan is exhibiting in a prominent location on an enlarged stand area, while as well as presenting themselves, Turkmenistan and Azerbaijan are also showcasing other destinations. Antonina is presenting luxury trans-Siberian train journeys across Türkiye, Russia and Mongolia. The Tourism Department, part of the Ministry of Economic and Commerce of the Kyrgyz Republic, is representing Kyrgyzstan at ITB Berlin, while Kazakhstan and Tajikistan are also in attendance. As one of the four largest exhibitors at ITB Berlin, Türkiye is particularly well represented in Hall 3.2.

Hall 18 features a wide range of western and northern European countries, including Belgium with the Wallonia region, alongside Denmark, Estonia, Finland, Greenland, Iceland, Ireland, Latvia, Lithuania, Luxembourg, the Netherlands, Norway, Sweden, Ukraine, the United Kingdom and other exhibitors. New additions include Acp Rail and Awaze from the UK, Bey Tours DMC Europe and the Aurora Collection Resort Saariselkä from Finland. Visit Guernsey and Visit Jersey have larger displays, while the Tourpartnergroup continues to expand.

The Americas are once again broadly represented in 2026, highlighting the increasing importance of this region. At the same time, their strong showing at ITB Berlin offers a foretaste of the new ITB Americas in November in Guadalajara, Mexico. In Hall 3.1, Canada and the USA and their partners are presenting a wide range of products and services. Among them are American Airlines and numerous US destinations and providers such as Explore Fairbanks (Alaska), Las Vegas Convention and Visitors Authority, Visit Detroit, Visit Florida Keys, Visit Tampa Bay and Travel Texas. Specialised tour operators such as Rocky Mountaineer, Cruise America / Cruise Canada and others are also attending. Canada, along with Air Canada, CanaDream, Jonview, Niagara Helicopters and numerous other exhibitors are also maintaining a strong presence.

In Hall 22A the focus is on the Caribbean. Following a one-year break, Martinique and Trinidad & Tobago are back, while Aruba now occupies a larger stand. Cuba, the Dominican Republic, Jamaica and Barbados are once again presenting their tourist highlights with colourful displays. In Hall 22B, which features Latin America, Mexico is further expanding its presence. Nicaragua is making a comeback after a brief absence, while Guatemala has also slightly enlarged its stand. The ITB Global Stand, new in this hall, brings together the teams of all ITB regions, including ITB Asia, ITB China, the new ITB Americas and ITB India.

Hall 23 reflects the diversity of the South American continent. Venezuela is maintaining its presence and Argentina has relocated to another part of the hall. Brazil is in strong attendance, with the state of São Paulo and the city of São Paulo each represented with their own stands. Peru is also taking part as an individual exhibitor and is this year’s Adventure Travel Partner of ITB Berlin.

In Hall 21 an African Travel Hub with mini-counters is being set up as the main place of contact. Taking as its slogan ’Visit Angola – The Rhythm of Life’, Angola, the official Host Country of ITB Berlin 2026, invites visitors to explore a country of many contrasts – rich in culture, rainforests, deserts and waterfalls – a destination for all those in search of and fascinated by an original and authentic experience. In addition to Angola, there are fascinating newcomers to Hall 21, such as Benin. Madagascar and Cabo Verde exhibiting on significantly larger stands. Sierra Leone and Senegal are back, along with numerous other African countries including Botswana, South Africa and Namibia, who are presenting their diverse travel products. Thus, the show offers African destinations a wide-ranging platform for tour operators and airlines to reach international trade visitors and highlight the continent’s growing importance in global tourism.

The Arab countries remain a strong driving force in international tourism and are once again strongly represented in 2026. Oman, all the United Arab Emirates (UAE), Bahrain and Palestine are exhibiting in Hall 2.2. The UAE has invested in an impressive stand design that showcases the country’s diversity. In Hall 4.2 Qatar, as well as Qatar Airways, Saudi Arabia, Jordan and Algeria are back to display their products, underlining their growing international reach. Hall 6.2 is devoted entirely to Egypt, a destination with major appeal for the public and an attraction for numerous trade fair visitors. Boasting a larger stand, Morocco is new to Hall 2.1, having last exhibited in Hall 4.2. Also new are flight connections to Agadir and Marrakesh, which will boost the country’s international appeal. Israel is also represented in Hall 21, where it is showcasing its tourism products.

Hall 26 focuses on the diversity that Asia has to offer. Thailand is once again the largest exhibitor, while Malaysia Tourism is expanding its presence and presenting a wide range of tourism products. Other NTOs are also increasing their presence. Indonesia, Japan, Taiwan, Hong Kong, China and Tokyo are exhibiting in an expanded format and presenting their travel products and experiences to an international audience. Cathay Pacific has its own stand this year. Vietnam is represented by the Vietnam Association of Tourism and Culture and numerous other exhibitors from the country, while Cambodia is taking part with the tourism association. Other countries include regular exhibitors such as the Philippines, Singapore, South Korea and Taiwan.

Oceania takes centre stage in Hall 5.2. Australia and New Zealand are strongly represented here, as are the South Sea islands Tahiti and Fiji. Nepal is back again this year and delighting visitors on an enlarged stand with cultural performances. The Maldives are inviting visitors to sample typical local dishes, and India is particularly well represented. Sri Lanka and Pakistan round off the wide-ranging field of exhibitors, while Bhutan, back at the show again, is for the first time represented with its own stand in Halls 5.2 and 4.1.

In 2026, the focus in Hall 25 is once again firmly on the Cruise segment. This is the main gathering place of international cruise and tour operators. The entire Carnival fleet is represented again, along with AIDA Cruises, Costa Cruises, Princess Cruises, P&O Cruises and other major industry players such as Royal Caribbean, MSC, Norwegian Cruise Line and Disney Cruise Line – a strong reflection of the segment’s relevance and significant market momentum. River Cruise Europe brings together numerous contacts and companies from the European river cruise industry at the show.

Lidl Experiences, as a prominent new exhibitor in Hall 25, will showcase how tourism products are increasingly being developed through digital and retail-driven channels. Other new major exhibitors include RIVAGES DU MONDE, Air Cairo, and Aurora Expeditions. In addition, traditional tour operators such as alltours, schauinsland, Studiosus, Marco Polos, Anex Tour, and Coral Touristik will enrich the hall with their summer programs for 2026. Oceanwide Expeditions has a special highlight in store: a 360° virtual reality kayaking experience in Antarctica.

Hall 9 is dominated by major international hotel chains such as BWH Hotels, Accor, Titanic Hotels and Radisson. They are building on their customary strengths and offering visitors a comprehensive insight into their current products and expansion plans. Other brands, including Hilton, Marriott and InterContinental, are represented in the hall locations of their respective destinations throughout the ITB Berlin grounds. As in 2025, the online platforms Booking.com and Airbnb, this year’s official Premium Partner of ITB Berlin, as well as trip.com and Expedia are occupying large stands, showcasing the latest booking and service solutions for travellers and business customers. An exciting new addition is IKEA for Business, which is presenting innovative solutions for hotels and conferences. The stand area contains a tiny house, while the Business Satellite powered by IKEA features IKEA furniture. Both areas are adjacent to each other. Car rental companies round off the displays in the hall: in addition to major players such as Hertz and FlexRent, smaller providers such as Surprise Rentals and Carwiz from Croatia are also represented, showcasing flexible transport solutions for both business and individual travellers

The Medical & Health Tourism Pavilion in Hall 4.1 continues to grow, reflecting the increasing importance of medical travel, prevention, longevity and regeneration. With new international partners from India, Kazakhstan, Croatia, Bulgaria and Saudi Arabia, as well as established participants such as Thailand and Albania, the pavilion reflects the global dynamics of the segment. Partners including EHTTA and ESPA will shed light on scientifically based topics ranging from thermal medicine to nature-based health and digital health. Charité – Universitätsmedizin Berlin is celebrating its debut with a stage appearance. The ITB Medical & Health Tourism Awards will be presented for the first time, with Visit Düsseldorf and Italy due to be honoured. Networking opportunities, panel discussions and a reception will round off the programme.

In 2026, the former CareerCenter becomes the ITB Talent Hub in Hall 4.1. This now has an even greater emphasis on skills development. Partners and exhibitors include the Federal Employment Agency, which is offering free job application photos and checks, plus numerous companies as co-exhibitors, among them AIDA, Robinson, Motel One and Premier Inn. The programme on the stand includes pitch sessions for vocational schools. The Lighthouse Stage will feature formats on alumni paths and career paths in the tourism industry, content on female leadership and a Masterslam on Thursday afternoon. In addition, the Travel Industry Club is hosting talks with managing directors from small and medium-sized enterprises under the slogan ’Mutmacher & Macherinnen’ (Encouragers & Doers), while a sustainability panel in cooperation with HWR Berlin will provide the latest outlook on responsible career paths.

In the Next Generation Pitch competition, AIDA, A&O Hostel and Eurowings will set specific tasks for young professionals to work on in the space of three hours – including a pitch to the jury in the evening and prizes from the exhibitors. Reduced-rate tickets are available for trainees and students of all ages. Rounding off events will be Connexion Night, a joint networking event for young professionals organised by ITB Berlin, the German Tourism Association (BTW) and ’connected’, an agency that gives young professionals the opportunity to exchange ideas, network and celebrate.

With six fully booked halls in 2026, Travel Technology remains one of the most dynamic segments at ITB Berlin. Global players and start-ups, including Travelsoft, Amadeus and GIATA, are represented in Hall 5.1, while the VIR start-up area is showcasing German innovations. In Halls 7.1c, 8.1 and 10.1, the focus is on hotel software, housekeeping and efficiency improvements. Hall 7.1c brings together hospitality tech giants such as Like Magic and Happy Hotel, as well as new providers such as Hotel Spider and Guest Butler. Hall 8.1 is booming too, with major hotel tech providers represented here. Duetto is expanding its presence, Clock Software and the Leonardo Hotels chain are increasing their floor space, while Hotelplaner is planning a larger presence and coming with a golf simulator. PayPal is also new to the hall. Hall 10.1 focuses on payment and financial solutions – with VISA, Stripe and now also Revolut. Some of the hotel software solutions are now located in Hall 9, where Planet has a larger stand and players such as the HBX Group, Mews Systems and, for the first time, Access Workspace are represented. In addition to the exhibition, the focus is on face-to-face dialogue. Networking opportunities include the ITB eTravel Lounge powered by Travelport (Hall 6.1) and the ITB Travel Tech Café powered by GIATA (Hall 5.1).

At the Palais am Funkturm, the ITB Buyers Circle once again gathers senior international buyers from over 20 countries. Members benefit from early access, the fast lane and the ITB Buyers Circle Lounge for targeted business contacts. Many senior buyers outside the Circle also attend ITB Berlin to identify trends, establish contacts and prepare strategic decisions, making the World’s Leading Travel Trade Show a hub for international business and partnerships. China is once again sponsoring the ITB Buyers Circle.

The Home of Luxury at the Palais am Funkturm remains an exclusive attraction for the international luxury travel industry, where exhibitors are able to present their products, services and unique experiences. Participants include Abercrombie & F Kent Ltd., HI DMC, Lobster Experience GmbH and new brands such as Neituri Manor, Resorts World at Sentosa Pte Ltd, The Athenian House Santorini Experience, UNA Esperienze and Lujo Joy&Art Bodrum. Connoisseur Circle is the official media partner. Visitors can expect high-quality networking opportunities, maximum visibility and pure fascination in the luxury travel segment

The Business Travel section is centrally located in Hall 7.2c, together with the German Travel Management Association (VDR), which is also helping to organise the Business Travel Track at the ITB Berlin Convention on Wednesday morning, 3 March 2026. Hall 7.2c is also home to the MICE Hub, the main place to head for trade visitors from the business travel, event and conference segments. This is where ITB Berlin brings together international exhibitors, networking formats and ideas from the convention on destination management, DMCs, aviation, hospitality and event organisation. Its location in Hall 7.2c also makes the Hub the starting point for MICE-related activities, such as ITB’s MICE Guided Tour on 4 March 2026 (2 – 3.30 p.m., meeting point: ITB Späti, Hall 7.2c). This gives trade visitors a curated overview of international MICE destinations, their strategies and positioning among competitors. The ITB Guided Tours offer trade visitors exclusive insights into the industry’s most exciting trends and best practices – new for 2026 with tours on AI industry innovations, resilient destinations, hotel technologies, hidden gems and cultural experiences of the future.

Adventure Travel in Hall 4.1 continues to grow, bringing together over 50 exhibitors from 27 countries, including Hokkaido Tourism Promotion, GSTC and UNESCO Global Geoparks. Peru is appearing as the Adventure Travel partner for the first time and is exhibiting in Halls 23 and 4.1. On the ITB Lighthouse Stage, the programme ranges from panel discussions and keynote speeches to best practices in adventure and cycle tourism, climate action, agritourism, wildlife watching, astrotourism, geotourism, and accessible travel. Elisabeth Hakim (PROMPERÚ) will kick off events.

In 2026, the LGBTQ+ Tourism Pavilion in Hall 4.1 is once again the place to head for destinations, companies and the media. One important new feature is the first appearance of Booking.com as an exhibitor. Other partners include IGLTA, JN Global with Red & Diversity, Ace Hotels and München Tourismus as Premium Partners. Spain is prominently represented with Valencia, the Basque Country, Salou, and offers a preview of the 2026 Gay Games. The thematic focus is on safe travel and inclusion as a growth strategy, accompanied by a Media Brunch, networking reception and business summit. At the same time, the A3M survey will provide current data for the annual LGBTQ+ Travel Risk Map.

Starting mid-February, MIA, a new digital service, will be available around the clock at itb.com. MIA is the new 24/7 chatbot for asking any questions about ITB Berlin. Whether for general information, tickets, participation, programme or orientation – MIA provides quick answers to FAQs at any time and helps find relevant information without long searches.

This new service from ITB Berlin provides exhibitors, trade visitors and media representatives with 24/7 information, making it easier to prepare for the World’s Leading Travel Trade Show.

The brand new ITB Späti in Hall 7.2c brings Berlin neighbourhood culture to the exhibition grounds. This is an informal meeting place for networking, the start and end point for ITB Guided Tours, company pitches, happy hours and a daily round of bingo. On the first day of the show, a unique work of art will be created here using tape. Culinary highlights and sporting activities will also provide variety at ITB Berlin: the Street Food Market is back in Hall 8.2 and has been expanded to include food trucks in Hall 24, so that visitors can enjoy even more international specialities. For sports enthusiasts, Go Running Tours is back and invites you to join the popular running and walking tours at the Brandenburg Gate (Wednesday and Thursday, 7 a.m. each day). ITB Berlin offers a wide-ranging programme for networking, dialogue and relaxing evenings: ITB MICE Night (Tuesday evening, organised by VDVO), the official ITB Afterwork Party (on 3 March from 5.30 to 7 p.m. at the South Entrance) and the ITB Travel Massive Party (at the Generator Hostel Alexanderplatz) on the same evening, the ITB Chinese Night on 3 March at the Metropol and the new ITB Americas Night on 4 March at the ITB Späti (Hall 7.2c) offer numerous additional touchpoints for initiating business and community building. The meeting rooms and networking areas at Hub27, the CityCube and ITB Späti are in high demand and offer exhibitors and trade visitors ideal opportunities for face-to-face discussions, presentations and pitches. Anyone who would like to secure a slot can do so conveniently online: exhibitor events.

To mark its sixtieth anniversary, ITB Berlin 2026 is hosting a wide-ranging programme featuring nostalgia, community spirit and a future outlook everywhere on the exhibition grounds. Events include interactive activities such as photo ops in a VW bus, a journey through time in the ’Back to the Future’ DeLorean, travel visions in the ITB rocket, and creative formats such as ’painting by numbers’ and the ’Say ITB’ polaroid station. Also marking the anniversary are the ITB Global Travel Collection, exhibitions on tourism milestones and iconic European posters, highlights such as ’60 Seconds Cheer to the Travel Industry’ and ’Faces of ITB’, as well as the after-work party ’Cheers to 60 Years of Legacy’, the Host Country Angola and DJ Chris Bekker.

With the ITB Navigator, ITB Berlin 2026 combines an exhibitor overview and all information for making trade show arrangements and appointments on one platform, including improved filter options and categorisation of business contacts. The ITB app fully integrates the ITB Navigator and offers new features such as an overview of confirmed and declined appointments, location-based services and an interactive hall plan including a geo-positioning display. Another new feature is Lead Scanning & Sharing, which allows contacts to be scanned and shared within a team. Trade visitors, students and exhibitors can purchase a public transport ticket (fare zones ABC) at a reduced rate as an extra in the online ticket shop of ITB Berlin. This has been made possible through cooperation with Berliner Verkehrsbetriebe (BVG).

Taking as its slogan ’Leading Tourism into Balance’, the ITB Berlin Convention 2026 brings 400 leading international speakers together on four stages, featuring 200 sessions and 17 theme tracks. Main topics include AI, above all agentic commerce, polycrises in tourism, regenerative strategies, experiential travel, longevity & well-being, inclusive travel and new payment ecosystems.

You can register online here now. Please note the accreditation guidelines. After your application has been processed and approved you will receive an email with a PDF containing your accreditation, press badge and a personal QR code. Please display this QR code at the entrance. Your ticket is non-transferable. You can register and obtain accreditation online around the clock for the entire duration of the event.