ITB Berlin Remains a Global Platform for Innovation and Responsibility, opening its doors in 2026 as a hub for forward-thinking ideas, sustainable practices, and international tourism collaboration. At the CityCube press conference, Messe Berlin CEO Dr. Mario Tobias officially launched the 60th edition of the World’s Leading B2B Travel Trade Show. While acknowledging the ongoing crisis in Iran, Tobias expressed solidarity with those affected and underscored ongoing communication with exhibitors and guests.
Since its inception in 1966, ITB Berlin has evolved from a modest trade fair into a central platform for strategic dialogue and industry innovation. Tobias emphasized the show’s relevance in times of global tension and technological disruption. “What fascinates me most about ITB Berlin is the energy and creativity of our industry, especially during global challenges,” he said, highlighting that the coming days would focus on tangible solutions and shaping the tourism landscape.
This year, Angola joined ITB Berlin as a host country for the first time. Tobias highlighted Angola’s cultural diversity and natural resources as a signal of Africa’s growing importance in international tourism. The country’s debut illustrates the potential of new destinations and the expanding relevance of emerging markets in global travel.
The theme of ITB Berlin 2026, Leading Tourism into Balance, underscores sustainable growth, resilient business models, and the responsible adoption of technology, including AI-driven innovations. Nearly 6,000 exhibitors from over 160 countries confirmed the global reach of the trade show.
Key areas of focus include travel technology, hotel systems, AI applications, and payment solutions. High-growth sectors such as cruise tourism, medical and health tourism, luxury travel, and the MICE segment receive special attention. Tobias stressed that balancing economic performance with environmental stewardship and social responsibility is essential, framing innovation as a means to long-term trust and stability rather than novelty.
ITB Berlin 2026 introduces new services and formats to enhance participant engagement. Features like the 24/7 chatbot MIA, the ITB Navigator, and upgraded app networking functions are complemented by spaces such as ITB Späti. Tobias also announced ITB Americas, launching in Guadalajara, Mexico, in November, reflecting Messe Berlin’s strategy to expand globally.
For Tobias, this anniversary edition does more than celebrate 60 years of ITB Berlin. It positions the event as a forward-looking force in tourism, combining creativity, strategic planning, and social responsibility. The trade show demonstrates how the industry can innovate responsibly while aligning economic, environmental, and social priorities. ITB Berlin remains a global platform for innovation and responsibility, showcasing the collective ambition of travel professionals to build a sustainable, interconnected future for tourism worldwide.
