Dr. Mario Tobias: ITB Berlin remains a global platform for innovation and responsibility

At the opening press conference at the CityCube, Messe Berlin CEO Dr. Mario Tobias got the anniversary edition of the World's Leading B2B Travel Trade Show officially under way. With regard to the current developments in Iran, Tobias stated that their thoughts were with those affected and their families and friends; at the same time, they were in constant contact with exhibitors and guests.

On the occasion of ITB Berlin's 60th anniversary, Dr. Tobias focused on the industry's special responsibility. Since its launch in 1966, ITB had evolved from a minor trade fair to a leading international platform – in times of global tension, technological disruptions and growing sustainability requirements, today more than ever it was a place of strategic orientation, he said.

"What fascinates me most about ITB Berlin is the energy and creativity of our industry – especially in times of global challenges," Dr. Tobias told an audience of international media representatives. The coming days would be marked by concrete solutions and the will to actively shape the future.

Dr. Tobias placed special emphasis on this year's host country Angola, which is taking part in ITB Berlin for the first time. The diversity of this country exemplified the potential of new destinations and the growing importance of African markets in international tourism, he said.

Dr. Tobias also set clear priorities in terms of content. The slogan of the ITB Berlin Convention 2026 was ’Leading Tourism into Balance’. The focus was on sustainable growth, resilient business models and the responsible use of new technologies such as AI. He also mentioned that ITB Berlin 2026 was fully booked with almost 6,000 exhibitors from over 160 countries, again underlining the international importance of the platform. The focus would be on travel technology with innovations in AI, payment systems and hotel tech, as well as on high-growth areas such as the cruise market, medical & health tourism, luxury travel and MICE.

As examples of further developments, Dr. Tobias cited new and expanded services and formats – including the 24/7 chatbot MIA, the ITB Navigator and app functions with networking features, as well as new meeting areas such as ITB Späti. He also pointed out additional networking formats and announced the launch of ITB Americas in Guadalajara, Mexico, in November with a view to international expansion.

It was necessary for the tourism industry to balance economic strength, environmental responsibility and social acceptance, Dr. Tobias said. Innovation was not an end in itself, but a precondition for long-term stability and trust.

Looking ahead to the upcoming trade show, Dr. Tobias said the anniversary edition pointed towards the future – it was not only a review of 60 editions in the history of ITB, but also a catalyst for the future of the global tourism industry.