ITB Berlin 2026: Tourism Trends & Perspectives for the Travel Industry

(eap) The 60^th edition of the “World’s Leading Travel Trade Show” Berlin (ITB) opens today at the Berlin Expo Center. Since its first staging in 1966, the event has developed from a small trade fair into a global industry platform. Around 6,000 exhibitors from more than 160 countries are presenting their offerings through Thursday (March 5) across various segments, including Adventure Travel, Technology, Business Travel, Cruises and Tourism Companies. Over the course of three days, industry professionals have the opportunity to network, discuss economic prospects and address key strategic issues for the future.

Eröffnung der ITB 2026 © Messe Berlin GmbH, 2026 In its anniversary year, ITB aims to represent a form of tourism that jointly considers growth, innovation and responsibility, while integrating global developments into the dialogue: “For 60 years, ITB Berlin has been the place where the international travel industry comes together to understand markets, classify trends and conduct concrete business. […] Especially in times of global challenges, platforms are needed that combine economic strength, innovation and responsibility,” says Dr. Mario Tobias, CEO of Messe Berlin.

Kreuzfahrten zählen ebenso zu den ITB-Ausstellungsbereichen wie Adventure Travel, Technologie und MICE-Reisen. © Messe Berlin GmbH, 2025 Alongside major exhibitors such as Thailand, Egypt, Turkey and Italy, numerous other country and travel market presentations, as well as this year’s ITB host country Angola, trade visitors will encounter specialized providers focusing on sustainable tourism, digital solutions, artificial intelligence, new distribution systems and marketing strategies. The Travel Technology segment once again occupies more than six exhibition halls, underlining its central importance within the show. It demonstrates how data-driven applications, automation and connectivity are transforming the operational reality of tourism – for example by conserving human resources, personalizing offers and optimizing processes.

Current travel trends are highlighted, among others, in the latest “World Travel Monitor^®” by tourism consultancy IPK International. According to the report, outbound international travel worldwide increased by four percent in 2025, thus continuing the positive trend of previous years. Regionally, developments varied considerably: Europe recorded moderate growth of four percent, and Asia achieved a five percent increase – South America, by contrast, saw international arrivals rise by eleven percent last year. Demand for outbound travel to North America, however, declined slightly by one percent. Leisure travel once again remained the dominant segment, accounting for nearly three-quarters of global travel activity in 2025, including beach holidays, city breaks, round trips and rural stays. According to the report, business and MICE travel grew by six and eight percent respectively. Stable demand is expected for 2026.

Professionals of the European leisure and attractions industry may interpret these key tourism figures as a barometer for their own business performance. In particular, the anticipated market stability amid economic and geopolitical challenges is likely to be seen as a positive signal. As outlined in the current EAP Park Report 2025/2026, the majority of operators of European leisure and attractions facilities share this perspective on their very own industry: over 60 percent of respondents assessed the outlook for the leisure industry in 2026 as neutral, while more than one third expressed optimism regarding the coming business months (see Park Report in EAP 2/2026).

With regard to topics currently shaping both the leisure and tourism industries, data-driven business models, AI applications and sustainability can be cited, alongside experience design, recreation (keyword: “wellbeing”) and inclusive offerings. The accompanying ITB Convention provides further impetus, featuring more than 200 sessions. More about specific AI applications and developments within the leisure industry can be found in a free EAP special available in our eReader here. ■