ITB Berlin 2026 will convene over 400 experts from 3–5 March to address AI, geopolitical instability and sustainable tourism at the ITB Berlin Convention.
Summary: ITB Berlin Convention 2026 (3–5 March) will gather more than 400 international experts under the theme "Leading Tourism into Balance" to address AI, geopolitical instability and sustainable development in tourism.
The ITB Berlin Convention 2026, taking place from 3 to 5 March, will focus squarely on how the travel sector can adapt to accelerating technological change, political uncertainty and the urgent need for greener growth. Under the theme "Leading Tourism into Balance", the event will host more than 400 international experts, decision-makers and industry leaders to explore practical responses to these converging challenges.
A timely forum for an unsettled sector
Held every year in Berlin, the ITB Berlin Convention is a major international platform for debate on tourism trends and disruptions. The 2026 edition is shaped by contemporary pressures — from the rise of artificial intelligence to geopolitical shifts and the imperative to reduce tourism's environmental footprint — and aims to produce actionable insights for businesses and destinations.
The growing influence of artificial intelligence
A central thread of the convention will be AI’s expanding role across travel: from automated customer service and booking systems to destination marketing and demand forecasting. Sessions will assess how these tools can improve efficiency and support sustainability while also identifying the risks AI poses for equity and market visibility.
Speakers include Nathan Blecharczyk, Co-founder and Chief Strategy Officer at Airbnb, who will consider how nature tourism and short-term rentals intersect with AI. Representatives from Google will examine changes to search and booking behaviour driven by machine learning. AI expert Fevzi Okumus will present current research on potential downsides, such as bias against marginalised travellers or diminished visibility for small, local providers, and discuss mitigation strategies.
- Optimization of processes and better travel-behaviour forecasting
- AI-enabled marketing and personalised booking experiences
- Concerns over fairness, transparency and impacts on smaller providers
Geopolitical tensions and changes in traveller behaviour
The convention will also examine how rising geopolitical uncertainty is reshaping travel patterns. Former German Foreign Minister Joschka Fischer will deliver a keynote on the ways global political upheaval influences where and how people travel, and on strategies for tourism businesses to remain resilient amid instability.
Organisers say the convention will discuss practical approaches to adapt to shifting demand: destinations with stable political environments are seeing increased interest, while those affected by conflict or unrest face declines in visitors. Panels will consider how to maintain safe and welcoming experiences despite wider geopolitical pressures.
Sustainability: from policy to practice
Sustainable tourism development will be a major focus, with industry leaders highlighting ways to align growth with environmental protection and local benefits. Participants including Thomas Ellerbeck of TUI and Ingo Burmester from DERTOUR Group will discuss partnerships and cooperative approaches to ensure tourism supports communities and biodiversity.
Sustainability expert Frauke Fischer will explore how AI can be harnessed to protect ecosystems and promote biodiversity at popular destinations, seeking models that reconcile conservation goals with tourism development.
- Tourism’s role in international cooperation and local economic development (Thomas Ellerbeck)
- Partnerships between businesses and communities (Ingo Burmester)
- Using AI to support conservation and biodiversity (Frauke Fischer)
Tracks, sponsorship and closing highlights
The convention’s Destination Track, sponsored by the Federal Ministry for Economic Cooperation and Development (BMZ), will focus on innovation, governance and leadership in destination development. The Marketing & Distribution Track, sponsored by Google, will provide advice for marketing and distribution executives adapting to AI-driven search and personalised experiences.
A special Youth, Adventure & Outdoor Track — with Peru as Adventure Travel Partner — will look at trends and sustainability issues in adventure travel. The Responsible Tourism Track, which will close the convention on 5 March and is sponsored by Studiosus, will address adaptation, conservation and regeneration.
The convention’s finale features Thor Pedersen, a world traveler and author, who will deliver the closing keynote about his experience of traveling to every country in the world without flying, underlining the event’s emphasis on responsible travel practices.
Why this matters to travellers and the industry
ITB Berlin 2026 will shape how operators, destinations and platforms use AI, respond to geopolitical risk and adopt greener practices. For travellers, that could mean more personalised booking experiences, better-protected natural sites, and clearer signalling about safety and sustainability. For industry stakeholders, the convention offers roadmaps for resilience and innovation as tourism navigates an unpredictable decade.
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