Global Travel Leaders Converge for Landmark ITB Berlin Convention 2026
The international travel community is preparing for a monumental gathering as the ITB Berlin Convention 2026 prepares to open its doors from March 3 to 5. This year’s event carries dual significance, coinciding with the 60th anniversary of the world’s leading travel trade show.
Operating under the forward-looking motto "Leading Tourism into Balance," the convention will feature over 400 renowned experts who will tackle the urgent need to reconcile profitable business models with environmental and social responsibility.
The extensive convention programme, now available for digital review, is organized into 17 theme tracks spread across four primary stages. Central to the discussion is the rapid evolution of artificial intelligence in tourism, with a dedicated AI Track on the eTravel Stage. High-profile visionaries, including Alex Chen (CTO, Fliggy) and Wendy Olson Killion (CEO, Rome2Rio), are slated to debate whether autonomous AI agents will soon dominate the holiday booking process and how algorithms are reshaping the global travel world.
Beyond technology, the Orange Stage will serve as the headquarters for sessions on responsible tourism and marketing & distribution. Industry heavyweights like Sarah Kopit (Editor-in-Chief, Skift) and Mitra Sorrells (SVP, Phocuswright) will provide exclusive insights into sustainable corporate strategies and consumer shifts in an increasingly crisis-prone global environment. The goal is to provide attendees with a strategic blueprint for maintaining operational stability while pursuing green growth.
Innovation also extends to the event's structure, with the introduction of new formats like ITB Deep Dives and ITB Tech Time on the Green Stage. These sessions are designed to provide compact practical knowledge on niche markets, including diversity & inclusion and the burgeoning LGBTQ community travel segment. Camilo Navarro, co-founder of Wheel the World, is expected to deliver a key presentation on improving travel accessibility for people with physical disabilities.
The Blue Stage will remain the indispensable hub for the carrier & cruise sectors and destination management. Discussions here will analyze the shifting strategies of airlines and cruise operators as they move from mass-market products toward more differentiated target groups. Experts such as Maximilian Hillmeier will share successful case studies on how specific regions are successfully managing the delicate balance between high visitor volume and local ecological preservation.
For those seeking interactive learning, the ITB Transition Lab returns for its second year. This lab offers 90-minute sessions where marketing experts provide data-based recommendations for action, moving the conversation from theoretical strategy to tangible industry results. The program is designed to ensure that participants leave with actionable takeaways that can be implemented immediately within their own organizations.
As the 2026 travel season gets underway, the insights shared in Berlin are expected to set the tone for the rest of the year. Whether attending in person or following the live stream via the ITB Navigator platform, participants will gain a front-row seat to the technological innovations and industry-relevant megatrends that are currently defining the future of global travel.
