With over 160 countries, strong ticket sales and a high-calibre convention, the trade show is looking forward to numerous anniversary events, new guided tours, the launch of MIA, a 24/7 chatbot, and headline topics ranging from AI to sustainability – Angola is the official Host Country. ITB Berlin is growing particularly strongly in Asia, the Arab countries, and in the cruise, travel technology, adventure and health tourism segments.
ITB Berlin 2026 is taking place from 3 to 5 March on the Berlin Exhibition Grounds and in its anniversary year will set new trends as the World’s Leading B2B Travel Trade Show. Featuring a strong international line-up, including major national displays from Thailand, Egypt, Türkiye and Italy, ITB Berlin underlines its role as a global marketplace for business, innovation, dialogue and sustainable growth – proof of its continuing international importance as an industry meeting place.
At hub27, the German-speaking countries and the German federal states are once again represented with a wide range of products and services. Bavaria along with Hamburg are occupying larger stands. Berlin, Brandenburg, Bremen, Hesse, North Rhine-Westphalia and Lower Saxony are also represented with their own displays. Baden-Württemberg, Saxony-Anhalt, Mecklenburg-Western Pomerania, Thuringia, Rhineland-Palatinate and Saxony, among others, are represented on the combined stand of the German National Tourism Board (DZT). The State Theatres of Saxony – Semperoper Dresden are represented separately.
The stands of neighbouring countries will also be attracting visitors: Austria is experiencing high demand and bringing new Austrian exhibitors, while Switzerland and Liechtenstein continue to maintain stable numbers. hub27 is also where Slovenia, Deutsche Bahn as well as Düsseldorf, Cologne/Bonn and Paderborn Airports can be found. Among others, Gate of Nations (Germany tours, UNESCO trips), EdelSwiss International-Limousinen GmbH (Switzerland), German Aviation Service and SEA LOFT (yacht trips) are taking part for the first time. A special highlight will be the opening of the new exhibition Destination Europe: A Journey in Posters exhibition on 3 March, a collaboration between the European Travel Commission and the Museum of Tourism – accompanied by a walking lunch.
