Press Release

From 3 to 5 March 2026 ITB Berlin, the Leading International Travel Trade Show, will gather leading tech companies, start-ups and pioneers in numerous halls and on the eTravel Stage to show how AI, new distribution models and data-driven ecosystems are changing the travel industry for good – underlining the show’s role as an important international platform for travel technology.

The focus will be on the fully booked Travel Tech Halls 5.1, 6.1, 7.1c, 8.1, 9 and 10.1 and the programme of the ITB Berlin Convention. The aim is to provide orientation for exhibitors and visitors in a rapidly changing market, bring innovations to life and provide concrete answers to the technological challenges facing the industry.

Global players such as Travelsoft and Amadeus are once again exhibiting in Hall 5.1. GIATA is celebrating its thirtieth anniversary, underscoring three decades of tech expertise in tourism. The Start-up Area of Verband Internet Reisevertrieb (VIR) features a dynamic network of German travel tech start-ups that are providing a new impetus for the industry, along with fresh ideas and innovative solutions.

Hotel software solutions are widely represented in Halls 7.1c, 8.1 and 10.1 and benefit from a new focus in Hall 9, where Planet has a larger stand and Access Workspace occupies a new location. Housekeeping technologies are also attracting attention this year, especially in Hall 7.1c, where the focus is on digital tools for making hotel operations more efficient.

In 2026, the Payment sector is again concentrated in Hall 10.1. In addition to VISA and Stripe, new players such as Revolut are also represented here and showing innovative payment and financial solutions for the travel industry. The national and combined stands showcase a broad range of countries: Spain Travel Tech by ICEX brings together travel tech companies from Spain, while exhibitors including Travelport, Sabre and Phocuswright are displaying their global approach to distribution, data and market development. Travelport is showcasing platforms and solutions that enable airlines, hotels, car rental companies and travel agencies to network intelligently with each other. Sabre is presenting itself as a global tech and software company with a broad portfolio ranging from GDS, retailing and network platforms to AI-based tools for optimising prices and operational processes. Phocuswright is once again a close partner of ITB Berlin, providing in-depth market research on the global travel industry.

Other exhibitors such as Vernost Marketing, a provider of loyalty and customer engagement software, Airalo/Airgsm, a leading supplier of eSIM solutions, and Babylon Booking, a travel portal for OTAs and travel agencies, reflect the wide range of topics in the Travel Tech halls.

In addition to the exhibitors’ displays, the focus is on personal dialogue. Trade visitors can come together in the Networking Areas on the ITB grounds, such as the ITB eTravel Lounge powered by Travelport in Hall 6.1 or the ITB Travel Tech Café powered by GIATA in Hall 5.1.

In addition, the ITB guided tours offer insights into current trends and innovations. Among the various tours, two under the headings of Hotel Tech Ecosystem and AI Industry Innovations focus specifically on travel technology and will be visiting selected exhibitors.

At ITB Innovators 2026, exhibitors will be presenting technologies that are setting new industry trends. They include myclimate’s Cause We Care initiative, Apaleo’s open property management platform, DerbySoft's AI-powered voice agent, The Trip Boutique's AI Brain, and Qualiday's AI-based live translation. Start-up Valley is one of the media partners in the Travel Tech segment.

"Travel technology at ITB Berlin is stronger than ever. The high booking numbers reflect the enormous demand and pace of innovation that characterise this segment. Overall, it is clear that technology is no longer a niche topic, but an integral part of the entire customer journey," said Sabine Bierlein, Product Manager, ITB Berlin.

The eTravel Stage in Hall 6.1 remains the focal hub for future technology topics in 2026. What is new is the Travel Tech Track, which links classic travel distribution systems with modern technology and shows how travel technology is transforming into data-driven, autonomous and identity-based ecosystems. Innovators will give practical examples of how AI, self-sovereign identities and blockchains are changing distribution, transport and digital content – with a focus on automation, interoperability and transparency along the customer journey.

Travolution (Eventiz from Travelsoft) is the sponsor of the AI Track, where among other things the focus is on agentic commerce. Artificial intelligence is developing into the new infrastructure of the tourism industry: from agentic marketing to dynamic distribution and autonomous decision-making, the sessions will show how AI is reshaping the entire value chain and enabling forward-looking, sustainable tourism.

On Tuesday, 3 March 2026 at ITB, the eTravel Stage will open with the Executive Forecast 2026: What Really Matters in Travel Tech Now. Chinmai Sharma, SVP & Global Head – Lodging, Ground and Sea at Sabre Corporation, will provide a strategic outlook on which technologies and developments are currently driving the industry and what course needs to be taken now.

In the afternoon, attention will focus on the Hospitality Tech Track. Under the heading Check-in 2026 and beyond – Technology Trends and Developments shaping Hospitality, the opening panel with Pedro Colaco, CEO and co-founder of Guestcentric and Dan Ogen, Chief Digital and Marketing Officer at Leonardo Hotels Central Europe, will look at how digital solutions will change hotel operations, the guest experience and operational processes in the future.

Wednesday, 4 March 2026 will begin with a focus on Tours & Activities. At the session entitled Purpose and Profit: Scaling Community Tourism in a Tech-Driven World, Bruce Poon Tip, founder of G Adventures, will show how with the help of technology, community-oriented tourism can be scaled without losing sight of local values and sustainability.

In the afternoon all eyes will be on the AI Track. At the session entitled Balancing Destinations Through AI-Driven Insights, Wendy Olson Killion, CEO of Rome2Rio, will explain how AI-based data analysis can help destinations better manager visitor flows and create a balance between demand, infrastructure and the quality of life.

On Thursday, 5 March 2026 at ITB, the programme will kick off with general tech topics. Among the highlights will be the Google Masterclass entitled How to drive discovery in the era of AI, with practical examples of how visibility, inspiration and booking impulses work in an AI-driven search and content landscape. In the afternoon, the new Travel Tech Track will conclude eTravel Stage events.

As well as taking place at the convention, all sessions can be livestreamed in full using the ITB Navigator and will be available afterwards on the YouTube channel of ITB Berlin.

You can register online here now. Please note the accreditation guidelines. After your application has been processed and approved you will receive an email with a PDF containing your accreditation, press badge and a personal QR code. Please display this QR code at the entrance. Your ticket is non-transferable. You can register and obtain accreditation online around the clock for the entire duration of the event.

ITB Berlin 2026 will take place from Tuesday, 3 to Thursday, 5 March as a B2B event. Since 1966, ITB Berlin has been the leading trade show for the global travel industry. In 2026, it will celebrate its 60th anniversary under the motto “Discover the stories behind 60 years of legacy.” At the same time, the ITB Berlin Convention will take place under the theme “Leading Tourism into Balance,” bringing together 400 top speakers from business, science and politics on four stages and across 17 thematic tracks to explore the key challenges and opportunities shaping the future of the industry. At ITB Berlin 2025, 5,800 exhibitors from more than 170 countries and territories displayed their products and services to almost 100,000 visitors. With ITB 360°, the 365-day global innovation hub that is ITB Berlin now offers the worldwide tourism community year-round insights in the shape of specialist articles, podcasts and other innovative formats.

Additional information is available at www.itb.com, from ITB News & Insights and social media.

Press releases can be found online at itb.com - Press Service / Press Releases

Follow us on Facebook/ YouTube/ LinkedIN/ Instagram