ITB Berlin 2027 is preparing for a new chapter as organisers redesign parts of the exhibition grounds to create a more efficient, modern, and visitor-friendly event. The changes are part of a long-term development plan that will reshape how exhibitors and visitors experience one of the world’s biggest travel trade shows.
When the event returns from 16 to 18 March 2027, attendees will notice a revised hall layout designed to improve navigation, group similar tourism sectors together, and make better use of exhibition space. The redesign also comes as construction begins on dock9, a new multi-purpose conference and events venue that will replace Hall 9 at the Berlin Exhibition Grounds.
Rather than carrying out a complete overhaul, organisers are making targeted adjustments that support the future growth of ITB Berlin while limiting disruption for exhibitors.
A practical redesign driven by long-term planning
The biggest reason behind the new layout is the construction of dock9. The new venue is being built on the site of the current Hall 9, which will be demolished from October 2026.
Instead of seeing this as a challenge, ITB Berlin is using the opportunity to modernise its exhibition grounds and rethink how space is organised. The result is a layout that groups related tourism businesses closer together, making it easier for buyers, exhibitors, and industry professionals to find the companies and destinations most relevant to them.
Several exhibitors currently located in Halls 7.1c, 8.1, 9, and 10.1 will move to the CityCube Berlin, which will become a much more important part of the exhibition.
The goal is simple. Shorter walking distances, clearer organisation, and stronger connections between businesses operating in the same tourism sectors.
Better organisation for exhibitors and visitors
One of the biggest challenges at major international trade fairs is helping visitors navigate hundreds of exhibitors spread across large exhibition grounds.
ITB Berlin believes its revised layout will make the event easier to explore by placing businesses with similar products and services in the same areas.
This approach is expected to improve networking opportunities because companies working within related industries will be located closer together. Buyers will also spend less time searching for exhibitors and more time holding meetings and discovering new products.
According to Deborah Rothe, Director of ITB Berlin, the redesign goes beyond responding to construction work.
She says the updated layout is intended to better reflect the changing needs of international exhibitors and trade visitors while making key tourism sectors more visible throughout the event.
The wider objective is to create exhibition areas that encourage conversations, business partnerships, and knowledge sharing across the global travel industry.
CityCube Berlin takes on a bigger role
A major part of the new exhibition strategy is the expanded use of CityCube Berlin.
Although CityCube has long been part of the Berlin Exhibition Grounds, ITB Berlin 2027 will mark the first time it also serves as a full exhibition hall.
The venue will provide additional exhibition space for companies relocating during the construction of dock9 while also offering modern facilities capable of supporting larger and more technically advanced exhibition stands.
Its location also makes it a practical extension of the exhibition grounds.
CityCube has dedicated East and West entrances, its own taxi drop-off area, and sits only a short walk from Messe Sud S-Bahn station, making it easily accessible for visitors arriving by public transport.
Its integration into the wider exhibition grounds means visitors can move between halls without disrupting the overall flow of the event.
The revised layout reflects a broader trend across international trade shows.
Major exhibition organisers are no longer expanding simply by adding more space. Instead, they are placing greater emphasis on creating environments where visitors can move efficiently, discover relevant exhibitors quickly, and spend more time doing business.
For an event the size of ITB Berlin, even small improvements in navigation can have a significant impact on the overall visitor experience.
Businesses also benefit from being positioned alongside companies operating in similar sectors, making it easier to attract qualified buyers rather than relying on general foot traffic.
This type of planning helps increase the commercial value of the exhibition for everyone involved.
Supporting exhibitors throughout the transition
Organisers have stressed that exhibitors affected by the relocation are being consulted throughout the planning process.
Rather than assigning new locations without discussion, ITB Berlin is working directly with participating businesses to find suitable alternatives that meet their exhibition requirements.
Because planning remains ongoing, final stand allocations will be confirmed later this year.
To help exhibitors and visitors adjust, ITB Berlin will introduce updated exhibition maps, improved on-site signage, information through the official ITB mobile app, and announcements across its digital communication channels.
According to Ramona Zaun, Head of Sales and Administration at ITB Berlin, maintaining clear communication throughout the transition has been a priority.
She says the organisation wanted exhibitors involved from the beginning so practical solutions could be developed together before final decisions are made.
The changes planned for ITB Berlin 2027 represent more than a temporary response to construction work.
They signal a longer-term investment in the future of one of the travel industry’s most influential trade events.
As tourism continues to evolve through new technology, changing traveller expectations, and growing demand for business networking, exhibition spaces must also adapt.
By reorganising its exhibition grounds now, ITB Berlin aims to create a smarter, more flexible event that improves the experience for exhibitors, buyers, and visitors alike while preparing the show for future growth.
For companies planning to exhibit in 2027, the revised layout offers an opportunity to become part of a more focused, better connected exhibition designed around the needs of today’s global tourism industry.
