Press Release

Adventure travel is one of the fastest-growing markets in the global travel industry. Individual, active and nature-oriented trips are increasingly shaping travel experiences, while sustainable and socially responsible travel products are growing in demand. At ITB Berlin 2026 from 3 to 5 March 2026, this trend will be on display in the Adventure Travel & Responsible Tourism segment in Hall 4.1, which has established itself as an international forum for sustainable and adventure travel.

This year, Peru will take the lead as the first Adventure Travel Partner of ITB Berlin. This destination will showcase its world-class adventure travel products and breathtaking natural landscapes to the international tourism industry at its booths in halls 23 and 4.1, highlighting a broad range of authentic and sustainable travel experiences to the international tourism industry. Further information about Peru.

Trade visitors can expect a wide range of products and services from more than 50 exhibitors from 27 countries, who will be presenting concepts for environmentally friendly outdoor experiences, nature-oriented and community-based tourism as well as responsible business models. They range from trekking, expeditions, water sports and wildlife tours to certified sustainable tourism concepts, showing how adventure travel can be organised in responsible ways.

Among those taking part for the first time are Hokkaido Tourism Promotion, the Global Sustainable Tourism Council (GSTC) and the UNESCO Global Geoparks. Regular exhibitors, including the Adventure Travel Trade Association (ATTA), Myclimate, the European Centre for Eco and Agro Tourism (ECEAT) and Studienkreis für Tourismus und Entwicklung, are also represented in this segment again.

The focus is on travel products that invite a close-up nature experience while promoting conservation of sensitive ecosystems and the wellbeing of local communities. Once again, mascontour's Responsible Tourism Lounge is the place for exchange and cooperation, presenting an opportunity for dialogue, the further development of sustainable concepts, forward-looking initiatives and innovative solutions.

The ITB Lighthouse Stage in Hall 4.1 features a programme of panels, keynote speeches and best practices on responsible travel on all three days of the show. Elisabeth Hakim, executive for the European Market at PROMPERÚ, will kick off events with a keynote speech. The focus will be on topics such as adventure and cycle tourism, climate protection, agritourism, safety in outdoor tourism, wildlife observation and conservation, community-based tourism, astrotourism, geotourism and barrier-free travel.

The programme also features certifications and award ceremonies – among others by Myclimate, the GSTC, Travelife, ECPAT Germany as the sponsor of the Human Rights in Tourism Award, and RAL Umwelt (the body awarding the Blue Angel and EU Ecolabel environmental labels). One highlight will be the 21st Green & Blue Tourism Forum, whose slogan this year is ‘Genuine Sustainability – Enjoying the Great Outdoors the Responsible Way’.

Responsible tourism and adventure travel will also be important topics at the ITB Berlin Convention 2026. Under the heading ’Leading Tourism into Balance’, high-profile international speakers will discuss topics such as diversity in tourism, tolerance and contemporary forms of travel for people with disabilities at the Diversity & Inclusion Track and the Adventure, Youth & Outdoor Track. At the Responsible Tourism Track experts will shed light on sustainable corporate strategies and the changing conditions in a crisis-prone environment. The Tours & Activities Track will show how tours and activities influence destinations and local communities. Technologies promoting sustainable growth will also be presented. Full programme details can be found here.

As part of the ITB Guided Tours, ITB Berlin 2026 will also focus on the topic of climate adaptation: The trade visitor tour ‘Resilient Destinations: Adapting Tourism to Climate Change’ will take place on Tuesday, 3 March 2026, from 11 a.m. to 12:30 p.m. The free tour uses practical examples to show how mountain, coastal and city tourist destinations around the world are adapting to the consequences of climate change. Under expert guidance, participants will gain insights into global trends, infrastructure planning, concrete adaptation measures and best practices. The tour starts at the ITB Späti in Hall 7.2c and offers space for professional exchange with industry experts and exhibitors.

With this year's award programme, ITB Berlin again recognises outstanding projects and initiatives in the field of sustainable and responsible tourism development. Events will kick off on 3 March at 6 p.m. with the presentation of the TO DO Award and the TO DO Human Rights in Tourism Award by Studienkreis für Tourismus und Entwicklung on the Green Stage in Hall 7.1b. The awards honour socially responsible tourism initiatives and those for the protection of human rights.

On 4 March from 10.30 a.m. to 4 p.m. at the CityCube Berlin (Room A5), the focus will be on the Accessible Tourism Day organised by the German National Tourist Board (GNTB).

In the evening at 6 p.m. on the Blue Stage in Hall 7.1b, the presentation will take place of the Green Destinations Top 100 Story Awards, followed by the ITB Earth Award and the People’s Choice Award, which honour special achievements in climate and environmental protection.

Also at 6 p.m. and taking place on the eTravel Stage in Hall 6.1, the Social Entrepreneurship in Tourism Award will honour innovative entrepreneurial solutions with a social impact.

On 5 March at 2.15 p.m. in the LGBTQ+ Pavilion in Hall 4.1, Equality in Tourism, a non-profit organisation, will present the Gender Equality Champion of the Year Award to tourism organisations who have made a special contribution to gender equality.

As a supporter of Deutscher Klimafonds Tourismus (DKT), ITB Berlin is fundamentally committed to climate protection and a sustainable transformation of the industry. Additional information on CSR at ITB Berlin can be found here.

In cooperation with Berliner Verkehrsbetriebe (BVG), ITB Berlin is expanding its climate-friendly transport options for visiting ITB Berlin. Along with ITB admission, trade visitors and exhibitors can purchase reduced-rate public transport from the ticket shop. A BVG ticket is valid for the same period as a trade visitor pass. A day ticket to ITB entitles the holder to an all-day BVG ticket, an unlimited ITB pass to public transport for the duration of the show. Tickets that have already been booked can easily be extended.

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

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