ITB Berlin 60th anniversary stands as one of the most significant milestones in the modern history of global tourism. From 3 to 5 March 2026, ITB Berlin marks six decades of influence by transforming the Berlin Exhibition Grounds into a space where industry memory, present dialogue, and future vision intersect.
What began in 1966 as a small overseas import trade fair with nine exhibitors from five countries and just 250 visitors has grown into the World’s Leading Tourism Trade Show, welcoming well over 5,000 exhibitors from every region of the world. Sixty years later, ITB Berlin is no longer defined by scale alone. Its relevance lies in its ability to reflect how travel connects economies, cultures, and people during periods of global change.
Guided by the anniversary theme “60 Years of Legacy”, ITB Berlin 2026 integrates business exchange, cultural storytelling, and forward-looking debate across the exhibition grounds. Rather than staging a single ceremonial celebration, the anniversary is expressed through dozens of carefully designed moments that encourage participation, reflection, and community.
The anniversary opens with a shared gesture that captures the spirit of ITB Berlin. On 3 March at 3:00 p.m., exhibitors, delegates, and staff across the grounds are invited to take part in the “60-Second Cheer for the Travel Industry”.
For one minute, the halls pause as participants applaud colleagues, stand neighbors, service teams, and the professionals who sustain the travel ecosystem. The moment is deliberately simple. It reflects the idea that tourism is built not only on destinations and infrastructure, but on human collaboration.
In Hall 7.2c, the newly introduced ITB Spati brings Berlin neighborhood culture into the heart of the trade show. Modeled after the citys iconic 24-hour corner shops, the space functions as an informal meeting point throughout the event. Guided tours, presentations, happy hours, and daily bingo rounds take place here, offering a relaxed alternative to scheduled appointments.
On the opening day, visitors can witness the creation of a live tape art installation at the Spati. The artwork evolves in real time, forming a visual marker of the anniversary edition and reinforcing the collaborative identity of ITB Berlin.
The first day concludes with the official after-work gathering, “Cheers to 60 Years of Legacy”. From 5:30 p.m. to 7:00 p.m. at the south entrance, attendees are invited to enjoy a complimentary ITB signature drink while Berlin DJ Chris Bekker provides the soundtrack. The event is open to all participants and sets an informal tone for the days ahead.
Hall 21e hosts one of the most visually striking installations of the anniversary program. “Back to the Future – Travel Through Time” features a full-scale DeLorean from the cult film, serving as both photo opportunity and symbolic time capsule. Visitors are guided through six decades of ITB Berlin history before being invited to reflect on what lies ahead for global travel.
Nearby, the interactive installation “Launch the Future – The ITB Rocket” encourages attendees to share their personal visions by answering a central question: “What will travel look like tomorrow?” Selected responses are shared throughout the year on ITB Berlin social media channels, extending the anniversary conversation well beyond the event itself.
At the north entrance to Hall 19, the installation “Community Painting – One Community, One Canvas” transforms creativity into a shared act. Designed in a paint-by-numbers style inspired by Berlin, the mural grows through individual contributions. Each brushstroke is small, but together they form a lasting visual record of six decades of cooperation within the travel industry.
In Hall 23, Stand 116, visitors encounter a vintage VW bus that recalls an era when road travel symbolized freedom and discovery. Titled “60 Years on the Road – Vintage Photo Memories”, the mobile photo spot allows attendees to capture a personal souvenir linked to the history of travel itself.
At the north entrance, oversized Polaroid-style frames highlight anniversary moments under the title “Say ITB – Iconic Polaroid Moment”. Alongside this, “Faces of ITB – 60 Years, One Community” documents the people behind the event. A mobile photo team captures authentic portraits, some of which are displayed on screens across the exhibition grounds.
Adding a playful layer, the ITB Berlin Goodie Bag Hunt runs daily during the show. Each day, the social media team hides a bright orange bag filled with surprises somewhere on the grounds. Clues are released via the official Instagram channel, rewarding those who follow the trail.
To mark the anniversary, ITB Berlin introduces the ITB Global Travel Collection, a high-quality publication examining historical developments, current trends, and the personalities shaping global tourism today. Free print copies are available at all entrances, while a digital edition offers extended content and video material.
The milestone year also brings a special edition of the Travel and Tourism Report 2026-2027. The comprehensive industry analysis includes key performance indicators for the international travel and tourism sector and is available at an anniversary price of 60 euros from 23 February to 5 March 2026.
At Hub27, the exhibition “Destination Europe: A Journey in Posters”, organized in cooperation with the Museum of Tourism and the European Travel Commission, presents around 30 iconic tourism posters from across Europe. The exhibition traces how visual storytelling and traveler expectations have evolved over time.
Throughout the trade fair, “Powered by ITB” energy balls are distributed at the entrances while supplies last, offering a practical boost for long days on the exhibition floor.
Sound also plays a role in shaping the anniversary atmosphere. The curated “Songs for Weltenbummler” playlist on Spotify accompanies visitors before, during, and after the event. Whether traveling to Berlin or reflecting on the experience later, the playlist extends the ITB Berlin mood beyond the halls.
