How ITB Berlin 2026 Will Prepare its 60th Edition: After Welcoming More Than One Million Attendees: All New Possibilities, Global Travel Trends and AI in Other

ITB Berlin 2025 reaffirmed its status as the world’s leading travel trade show, welcoming 100,000 attendees over three days, with 87% coming from international markets. This strong participation underscored the show’s global relevance as a platform for business networking, policy discussions, and trend forecasting in the travel industry.

With over 5,800 exhibitors from 170 countries, ITB Berlin’s exhibition halls were fully booked, highlighting the industry’s eagerness to reconnect and explore future opportunities despite economic and geopolitical uncertainties. The event saw significant representation from Southern Europe, Asia, Africa, and the Arab world, with a strong emphasis on digital transformation, AI-driven innovations, and sustainable tourism solutions.

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ITB Americas 2026 Announced, Expanding Global Reach

One of the major announcements at ITB Berlin 2025 was the launch of ITB Americas, a new B2B travel trade show set to take place from November 10-12, 2026, in Guadalajara, Mexico. ITB Americas will serve as the only travel trade show that spans the entire American continent, covering North, Central, and South America, as well as the Caribbean.

With 80% of exhibitors expected to come from the Americas and 20% from the rest of the world, ITB Americas aims to become a hub for international business and travel dialogue. The expansion reflects the latest findings from IPK International, which indicate a positive growth trend in outbound travel across the Americas.

Messe Berlin CEO Dr. Mario Tobias emphasized that ITB Americas will strengthen global tourism ties and provide a dedicated platform for industry leaders across the Americas to engage with international markets.

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ITB Berlin Convention 2025: Forward-Thinking Ideas and Practical Solutions

The ITB Berlin Convention once again served as a think tank for the future of tourism, featuring over 200 speakers across 17 thematic tracks and 400 sessions. Discussions centered around the digital transformation of the travel industry, AI’s growing role in enhancing customer experiences, and the transition towards sustainable business models.

A notable trend highlighted during the convention was the increasing influence of social media in shaping travel decisions. The demand for authentic and immersive experiences is now surpassing the traditional focus on destinations, as travelers prioritize unique cultural interactions over conventional sightseeing.

The MICE (Meetings, Incentives, Conferences, and Exhibitions) sector is also experiencing a resurgence, with business travel expected to see steady growth in the coming months. Key discussions addressed AI-powered solutions for seamless travel experiences, advanced payment technologies, and sustainability measures for responsible tourism.

Sustainability and AI Take Center Stage at ITB Berlin 2025

Sustainability remained a dominant theme at ITB Berlin, with industry leaders agreeing on the urgent need for a full transformation toward responsible tourism. The new ITB Travel & Tourism Report 2025/26 reinforced this sentiment, providing actionable recommendations to harmonize growth with resource conservation.

Innovative solutions presented at ITB Innovators 2025 included AI-powered virtual travel assistants, smart booking systems, and sustainable mobility services. Companies showcased cutting-edge developments that aim to redefine global tourism, from reducing carbon footprints to creating more seamless and personalized travel experiences.

Global Political Engagement Strengthens Tourism’s Economic Role

ITB Berlin 2025 also saw an unprecedented level of political participation, reinforcing the close ties between global tourism and economic policy. Albania, the official host country, set the tone with its ambitious plans for sustainable coastal development.

The ITB Ministers’ Summit, organized by UN Tourism, gathered 39 ministers from 34 countries and 37 ambassadors to discuss tourism investment, economic resilience, and cross-border partnerships. Key dialogues emphasized the role of tourism as an economic driver in emerging markets and the need for funding programs that promote sustainable and socially responsible travel.

Albania’s Success as Host Country and the Future of Emerging Destinations

Albania used its host country status to showcase its tourism potential, impressing visitors with cultural exhibits, nature-based tourism initiatives, and interactive displays. Under the slogan “Albania All Senses,” the Western Balkan nation demonstrated why it is becoming a preferred destination for independent and cultural travelers.

Albania’s participation highlighted the country’s growing appeal for adventure tourism, heritage exploration, and eco-friendly accommodations. With increased air connectivity and infrastructure investments, Albania is positioning itself as a key player in European tourism.

On the eve of ITB Berlin, Albania hosted a grand opening gala, attended by 2,500 industry professionals, policymakers, and corporate leaders. The event celebrated “Albanity,” a term encapsulating the country’s cultural and natural richness, leaving a lasting impression on attendees.

ITB Berlin’s 60th Anniversary: A Milestone for the Travel Industry

Looking ahead, ITB Berlin will celebrate its 60th anniversary from March 3-5, 2026. This landmark event will reflect on the past six decades of tourism evolution while setting the stage for future industry developments.

With ITB Asia, ITB China, ITB India, and the newly announced ITB Americas, ITB Berlin continues to expand its global reach. The anniversary celebrations will include special events highlighting travel’s historical milestones, present-day innovations, and future trends.

Key Takeaways from ITB Berlin 2025

Strong Industry Recovery: The high attendance and successful networking indicate strong momentum for the global travel sector.
AI and Digital Transformation: Innovations in artificial intelligence and seamless travel experiences dominated discussions.
Sustainability as a Priority: The industry is shifting toward more responsible tourism models with a long-term vision.
ITB Americas 2026 Launched: The first pan-American travel trade show will take place in Mexico, enhancing business opportunities across the continent.
Political and Economic Collaboration: Tourism remains a critical economic driver, with increasing government involvement in policy-making.
Albania’s Rising Tourism Profile: The host country showcased its potential as a top cultural and eco-tourism destination.
ITB Berlin’s 60th Anniversary: The 2026 edition will celebrate six decades of global tourism leadership.

Conclusion: A Strong Future for Global Travel

As ITB Berlin 2025 concludes, its impact on global tourism is undeniable. The event reinforced the industry’s resilience, adaptability, and innovative drive while setting the foundation for sustainable and technology-driven growth.

With the launch of ITB Americas, increased global political engagement, and AI-driven tourism solutions taking center stage, the industry is entering a transformative era. As ITB Berlin prepares for its milestone 60th anniversary in 2026, the future of travel looks dynamic, interconnected, and increasingly sustainable.

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