ITB Berlin Convention 2026: Staying the course in turbulent times

More than 5,600 exhibitors and almost 100,000 visitors fill the exhibition halls with intense discussions, while 400 international speakers at the ITB Berlin Convention provide insights into important trends and developments. Even in its anniversary year, ITB Berlin presents itself as an indispensable meeting place for the industry, standing for dynamism, innovation and optimism.

Ten trends and insights discussed at the ITB Berlin Convention that will shape the travel year 2026:

1. The travel industry remains confident

The outbreak of war in Iran on 28 February hits ITB Berlin 2026 at the worst possible time, but the international tourism industry remains largely unimpressed. Despite closed airspace and numerous flight cancellations in the Arab region, 97,000 trade visitors from 166 countries attend the fair in its 60th year – almost as many visitors as last year. The industry once again proves its resilience to crises. Even in difficult times, the desire to travel remains a strong growth driver. Despite the uncertain geopolitical environment, the investment climate proves to be stable. Over the course of the three-day industry gathering, business deals and purchasing decisions worth 47 billion euros are made.

2. Tourism as a bridge builder

The importance of international tourism for development, diversity and understanding is greater than ever. Numerous projects from the world of tourism are an important antidote to a climate characterised by fears and geopolitical tensions. New ideas for a more peaceful world were discussed intensively at the fair. The importance of tourism for the reconstruction of Ukraine, new services for travellers with disabilities and entrepreneurial initiatives to strengthen local communities were just some of the many projects discussed at the fair, demonstrating how tourism can promote exchange and development.

3. Greater resilience and preparedness

Although the industry is proving resilient, further investment in its own resilience is essential. Covid, increasing weather extremes and geopolitical tensions herald a new era of poly-crises that require adaptability and forward-looking strategies. Establishing and strengthening crisis funds, intensifying international cooperation and using AI to develop powerful early warning systems can help to better manage risks and threats.

4. New crises require new communication

The age of crises requires new approaches to communication. Major political events and extreme media reports have a strong influence on travel decisions, but often do not reflect the actual situation on the ground. Companies and destinations can no longer rely on traditional crisis communication. Those who want to win customers must become more flexible. Trust is becoming a decisive factor: Convincing reputation management, clear communication and flexible narratives that adapt to the current situation are becoming indispensable for convincing target groups.

5. Greater responsibility for destinations

The overuse of popular holiday destinations is a growing challenge for destination management. In the future, destination managers will not only have to market their destinations to the outside world, but also convince residents and other stakeholders. Social stability is becoming an important factor in the acceptance of the tourism environment. This requires management that focuses not only on the positive effects of tourism on economic power and employment, but also on critical aspects such as housing shortages and traffic congestion.

6. Artificial intelligence as the new standard

Artificial intelligence no longer functions merely as a tool in tourism, but is increasingly becoming the basis for numerous processes: from inspiration to planning to booking, new models of interaction are emerging between customers, platforms and providers. The networking of systems and workflows is advancing, and virtual pre-trip experiences and AI-generated recommendations are providing inspiration for travel planning. The personalisation of offers is becoming a matter of course, making the customer experience increasingly differentiated: individual communication and comfort are gaining in importance.

7. Rising prices are dividing the customer market

Rising costs for numerous services have made tourism offers noticeably more expensive in recent years. An end to this development is hardly foreseeable, especially under the influence of further rising energy prices. Higher end prices in numerous travel segments are widening the gap between the premium and mass markets. The rising demand for affordable travel offers opportunities for lesser-known destinations and concepts: price-conscious travel offers require new strategies and flexibility in product development.

8. German holidaymakers rely on the tried and tested

The uncertainty caused by the current crises is influencing booking behaviour. Destinations that are easily accessible, politically stable and well known are likely to be among the winners in this booking year. Against this backdrop, package holidays are also seeing very stable demand. Destinations such as Austria and Italy, the Alps and the German coastal region are likely to be among the winners in the German customer market in 2026.

9. Customer data as a success factor

In an increasingly data-driven sales world, the success of travel providers depends on how well they can translate customer data into tailor-made offers. Travel providers must bundle and interpret customer-relevant information along the customer journey. Data collection and data management, as well as the necessary organisational and technological requirements, are becoming indispensable for the development of market- and customer-oriented products.

10. Plenty of room in the niche

The variety of tourist offerings is greater than ever. Customer markets have become more differentiated. Beyond the mass markets, many specialist providers have successfully established themselves in their niches. Segments such as adventure, event and medical tourism are experiencing growing demand. New health trends such as longevity are providing additional impetus. The approach to minorities has also become more professional. Travel offers for the LGBTQ community and booking platforms for people with disabilities are examples of successful innovations and form the basis for dynamic, highly attractive business models.

All sessions at the ITB Berlin Convention 2026 are available as videos on demand on the ITB Berlin YouTube channel.