Summary: ITB Berlin 2026 is fully booked for its 60th anniversary (3–5 March) with participation from over 160 countries, expanded focus on AI, sustainability, travel tech, cruise, medical & health tourism, and a packed convention programme.

ITB Berlin 2026 is fully booked and will run from 3 to 5 March at the Berlin Exhibition Grounds, marking the event’s 60th anniversary and confirming its standing as the World’s Leading B2B Travel Trade Show. More than 160 countries will be represented, and ticket sales are reported as strong ahead of the three-day event.

Host country and headline exhibitors

Angola has been named the official Host Country. Major national presentations include Thailand, Egypt, Türkiye and Italy, underlining ITB Berlin’s role as a global marketplace where nations and sectors showcase business, innovation and sustainable tourism growth.

Regional and segment growth

Organisers report particular expansion from Asia and Arab markets and strong interest in the cruise, travel technology, adventure and health tourism segments. European participation remains robust, with German-speaking regions and neighbouring countries widely represented.

  • Halls 3.1 and 3.2: Central Asia and Türkiye (Türkiye is one of the four largest exhibitors)
  • Hall 18: Western and northern European countries
  • Hall 21: African Travel Hub, featuring Angola under the slogan “Visit Angola – The Rhythm of Life” and other African destinations
  • Hall 26: Asia and Pacific, with Thailand as the largest exhibitor in the hall

Several African nations including Benin, Madagascar, Cabo Verde, Sierra Leone and Senegal will present at the show. The Americas are broadly represented with Canada, the USA, Mexico, Caribbean and South American countries such as Brazil, Peru and Argentina mounting substantial displays.

Asia-Pacific participation increases across Malaysia, Indonesia, Japan, China, Hong Kong, Vietnam, India, Sri Lanka, Pakistan, Bhutan and Oceania with Australia, New Zealand, Tahiti and Fiji also present.

Sector highlights: cruise, hotels and travel tech

The Cruise segment in Hall 25 brings together leading global operators including Carnival, AIDA Cruises, Costa Cruises, Princess Cruises, P&O Cruises, Royal Caribbean, MSC, Norwegian Cruise Line and Disney Cruise Line. River Cruise Europe groups European river operators at the show.

Major international hotel groups occupy Hall 9 — names such as BWH Hotels, Accor, Titanic Hotels and Radisson are featured — while global brands including Hilton, Marriott and InterContinental appear within destination stands. Online booking platforms Booking.com, Airbnb, trip.com and Expedia also hold significant exhibition space.

Travel Technology fills six fully booked halls, showcasing innovations from established players and startups in hotel tech, payments and AI-driven solutions for the industry.

ITB Berlin exhibition hall with international pavilions and industry attendees
International pavilions and sector halls will fill the Berlin Exhibition Grounds during ITB Berlin 2026

Convention programme and visitor services

The ITB Berlin Convention 2026, themed “Leading Tourism into Balance”, will host 400 international speakers across four stages and deliver around 200 sessions. Key topics include AI and agentic commerce, regenerative strategies, experiential travel, longevity and well-being, inclusive travel and new payment ecosystems.

Supporting tools for attendees include MIA, a 24/7 chatbot launching in mid-February to provide ticket, participation and programme information, alongside the ITB Navigator app which enhances matchmaking, appointment management and lead scanning. Collaboration with Berliner Verkehrsbetriebe will allow discounted public transport tickets for visitors.

Other event features include the ITB Talent Hub, an expanded focus on skills development and young professionals, the ITB Buyers Circle gathering senior buyers from over 20 countries, and themed guided tours on AI innovations, resilient destinations and hotel technologies.

Why ITB Berlin 2026 matters

As the travel industry faces rapid change, ITB Berlin 2026 assembles a broad cross-section of destinations, operators and technology providers to discuss and deploy solutions around sustainability, digital transformation and new travel segments. The 60th anniversary edition reinforces the fair’s influence in shaping business partnerships and product development for the year ahead.

So what? For travel professionals and buyers, ITB Berlin 2026 is a concentrated opportunity to source suppliers, discover AI and payment innovations, and explore new markets — especially in Asia, Africa and the cruise sector.