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ITB Berlin

ITB Berlin, formally known as the Internationale Tourismus-Börse Berlin, is the world's leading travel trade show and a premier B2B platform for the global industry, held annually in , . It brings together exhibitors from hotels, tour operators, airlines, destinations, and technology providers with international buyers, journalists, and influencers to facilitate business deals, networking, and the exploration of industry trends such as , , and . Since its inception in 1966, ITB Berlin has grown from a modest event with 9 exhibitors from 5 countries into the largest gathering of its kind, emphasizing geographic and thematic segments like adventure , , and . The event originated in 1966 as an initiative to connect international tourism stakeholders, rapidly expanding by 1968 to 65 exhibitors from 35 countries and tripling its exhibition space by 1972, establishing it as a key hub for trade contacts. Major milestones include the introduction of the ITB Berlin Convention in 2004 as a for tourism innovations, the post-reunification participation of East German suppliers in 1990, and the launch of regional spin-offs like ITB Asia in 2008 and ITB China in 2017. By its 30th anniversary in 1996, it represented 174 countries, and in 2021, it adapted to the by going fully digital as ITB Berlin NOW before resuming in-person formats. The 2026 edition will mark its 60th anniversary, underscoring its enduring role in shaping the sector. ITB Berlin typically spans three days in early March at the Berlin ExpoCenter , featuring over 5,000 exhibitors across 26 halls divided by regions and topics, alongside the ITB Convention with keynotes from industry leaders on forward-looking themes like "Leading into Balance." Complementary elements include the ITB Buyers Circle for high-level matchmaking, the Innovation Radar showcasing startups, and hosted buyer programs that generate thousands of business contacts. Each year, an official host country—such as in 2025 and in 2026—highlights its tourism potential through dedicated pavilions and cultural events. The event's significance is evident in its scale and impact: the 2025 edition drew 100,000 attendees, 87 percent of whom were , from countries, with 5,800 exhibitors facilitating over 80,000 interactions via digital platforms. It serves as a barometer for industry recovery and growth, as seen in post-pandemic editions that emphasized resilient strategies and emerging markets, while annual reports like the ITB Travel & Outlook provide data-driven insights for global stakeholders.

Overview

Description and Purpose

ITB Berlin, formally known as the Internationale Tourismus-Börse Berlin, is the world's largest tourism trade fair, dedicated to fostering (B2B) networking among professionals worldwide. Established in 1966, it serves as a premier platform where stakeholders from the global industry convene to explore opportunities, forge partnerships, and drive in tourism-related sectors. The primary purpose of ITB Berlin is to facilitate high-value business deals, showcase cutting-edge innovations, and address emerging trends in , , transportation, and allied fields. By bringing together decision-makers, the event enables participants to negotiate contracts, discover new products, and gain insights into market dynamics, ultimately contributing to the and expansion of the international . Its role extends beyond immediate transactions, promoting year-round industry intelligence through resources like trend reports and digital content that inspire sustainable growth and adaptation. Core activities at ITB Berlin revolve around an expansive exhibition floor featuring booths from diverse exhibitors, including hotels, tour operators, airlines, national tourist boards, and technology providers. These displays allow for direct engagement, product demonstrations, and deal-making, complemented by structured networking events that connect buyers and sellers efficiently. Additionally, the event includes a robust conference program, such as the ITB Berlin Convention, which delves into key industry topics like digitalization, , and post-pandemic recovery strategies through expert panels and workshops. Since 2023, ITB Berlin has adopted a strictly B2B-only format, eliminating public access days to enhance the quality and focus of professional interactions, ensuring that the event remains a targeted hub for trade and collaboration. In 2025, it achieved record participation with over 5,800 exhibitors from more than 170 countries, underscoring its enduring significance in the sector.

Key Statistics

ITB Berlin, established in 1966, stands as the world's leading travel trade show, convening annually to facilitate business across the global industry. In 2025, the event featured a record 5,800 exhibitors from more than 170 countries, representing all continents and spanning the full spectrum of sectors. Hotels and providers formed the largest group, followed by airlines, tour operators, destinations, and travel technology companies. The 2025 edition drew nearly 100,000 trade visitors over its three dedicated B2B days from March 4 to 6, with 87 percent hailing from outside , underscoring its international draw. Media coverage remained robust, with approximately 3,200 accredited journalists from around the world attending, including over 1,500 international representatives, amplifying the event's global reach through extensive reporting. Economically, ITB Berlin 2025 facilitated over 80,000 business contacts via the Meet & Match platform, highlighting its role in driving immediate deals within the value chain.

History

Founding and Early Development

The Exchange (ITB) Berlin was founded in by Prof. Dr. Manfred Busche, who envisioned it as a platform to foster global connections in the post-World War II era, amid Germany's economic recovery and the city's divided status during the . Busche passed away on January 16, 2023. The inaugural event took place at Berlin's exhibition grounds, featuring just nine exhibitors from five countries: the , , , , and . This modest beginning reflected Busche's aim to revive the sector by providing a dedicated space for suppliers and buyers to , at a time when sought to assert its role as a vibrant hub despite geopolitical tensions. In its early years, ITB Berlin experienced rapid initial growth, demonstrating its potential as a key industry gathering. By 1968, the event had expanded to 65 exhibitors representing 35 countries, signaling broadening international interest. The following year, 1969, marked a milestone with over 100 exhibitors for the first time, alongside the establishment of an to guide further development. Exhibition space tripled by 1972, accommodating participants from 60 countries and solidifying ITB's breakthrough as a truly international trade fair with global reputation. By the mid-1970s, ITB Berlin had gained significant traction, attracting 5,000 trade visitors in 1975 and introducing dedicated programs like "PATA Day" in collaboration with the Pacific Area Travel Association. In 1976, the fair drew 6,000 trade visitors from 89 countries, coupled with the launch of a two-day trade congress focused on the industry and issues, which enhanced its role in shaping discourse. These developments underscored ITB's evolution from a small local initiative to a venue of emerging worldwide recognition during its foundational decade.

Growth and International Expansion

During the 1980s, ITB Berlin experienced significant growth, marked by a surge in exhibitor participation that reflected the expanding global market. By , the event reached a record of 2,241 exhibitors, highlighting its consolidation as a major international platform. That same year, coinciding with the fair's 20th anniversary, the made its debut as an exhibitor, signaling the event's increasing appeal to emerging markets. Earlier in the decade, in , the introduction of the "Anders Reisen" special exhibition positioned ITB Berlin as a forum for , broadening its scope beyond traditional offerings. The 1990s further accelerated ITB Berlin's internationalization, particularly following . In 1990, suppliers from were officially represented for the first time, integrating the newly unified nation's sector into the global showcase and marking a historic milestone for European collaboration. By 1996, for its 30th anniversary, the fair featured representation from 174 countries, underscoring its evolution into the world's largest trade event and emphasizing and online booking as emerging trends. In the 2000s, ITB Berlin innovated to address technological advancements in travel. At the turn of the millennium in 2000, dedicated exhibition areas for and mobile internet were established, anticipating the of the industry well before widespread adoption. The launch of the ITB Berlin Convention in 2004 enhanced the event's role in thought leadership, creating the largest platform of its kind for industry discussions on market trends and innovations. This period also saw infrastructural upgrades, including the opening of the CityCube venue in 2014, which facilitated larger-scale operations during a transitional phase for the fair's facilities. ITB Berlin's 50th anniversary in 2016 was celebrated through a distinctive campaign that sent 50 Berliners to destinations worldwide, culminating in themed events exploring tourism's future and reinforcing the fair's global influence. Overall, exhibitor numbers grew dramatically from hundreds in the 1980s—building on foundations laid in the with just nine participants in 1966—to over 11,000 by 2012, spanning more than 180 countries and demonstrating the event's sustained expansion.

Recent Developments and Challenges

In the 2010s, ITB Berlin advanced its commitment to inclusive tourism by introducing a dedicated LGBTQ+ travel section in 2010, establishing it as an official segment to promote diversity in the industry. By 2013, the event placed a stronger emphasis on demographic shifts and accessibility, adopting "Accessible Travel" as a central concept to address barriers for travelers with disabilities. This period of innovation culminated in the 2017 launch of ITB , a dedicated that extended ITB Berlin's reach into the rapidly growing Asian market. The profoundly impacted ITB Berlin, resulting in the cancellation of the 2020 in-person event just weeks before its scheduled dates due to the virus's rapid spread across . Organizers swiftly pivoted to formats, hosting the ITB Virtual Convention in 2020 to maintain industry dialogue amid global lockdowns. The event continued in fully mode as ITB Berlin NOW for 2021 and 2022, providing virtual platforms for networking, sessions, and that attracted thousands of international participants despite the absence of physical attendance. Following the pandemic, ITB Berlin resumed as a hybrid live event in 2023, operating exclusively as a B2B platform to prioritize professional networking while incorporating virtual elements for broader accessibility. In 2024, the show fully returned to in-person format, emphasizing themes of industry resilience and recovery with strong exhibitor participation from over 160 countries. The 2025 edition marked a significant milestone, drawing 100,000 trade visitors and reinforcing ITB Berlin's status as a premier platform for and . announcements highlighted expansions, including upcoming editions of ITB India and the debut of ITB Americas in Guadalajara, Mexico, in November 2026, to further strengthen regional trade connections. ITB Berlin's programming continues to grapple with pressing industry challenges, integrating dedicated sessions on to mitigate in popular destinations, geopolitical tensions affecting travel routes and safety, and through initiatives promoting sustainable and resilient practices.

Organization and Format

Venue and Scheduling

ITB Berlin is hosted at the exhibition grounds in western , , specifically the Berlin ExpoCenter City at Messedamm 22, 14055 Berlin. The venue encompasses over 100,000 square meters of exhibition space across multiple halls. A key facility is the CityCube Berlin, a multi-purpose hall opened in 2014 that supports convention sessions and other event activities. The event occurs annually in early , featuring three consecutive trade visitor days from to Thursday. For instance, the 2025 edition ran from March 4 to 6, while the 2026 event is set for March 3 to 5, with daily hours from 10 a.m. to 6 p.m. Prior to , ITB Berlin included weekend public access days following the trade portion, but it has since adopted a B2B-only format. The layout organizes exhibitors by both geographic regions and thematic segments, enabling targeted navigation. Hall 1.1, for example, focuses on European destinations such as and , whereas Hall 8.1 highlights and related innovations. Attendees use the official ITB Berlin app for interactive maps, exhibitor searches, appointment bookings, and real-time updates to facilitate movement across the grounds. Accessibility is enhanced by the venue's connection to (BER), reachable in about 30-40 minutes via . Sustainable options include bundled discounted tickets for Berlin's public transit system and dedicated on-site shuttle services to reduce reliance on private vehicles.

Exhibitors and Visitor Profile

ITB Berlin attracts a diverse array of exhibitors representing the global , with 5,800 companies participating in 2025 from over 170 countries. Primary categories include national and regional organizations, tour operators and agencies, hotels and hotel chains, airlines and transportation providers, digital and online services, destinations, cruise lines, and companies. These exhibitors showcase innovations across segments such as , luxury tourism, medical and health tourism, MICE (meetings, incentives, conferences, and exhibitions), and . The event features strong country representation, with pavilions highlighting regional strengths: Europe dominates with extensive displays from Southern and Central Eastern countries like (the 2025 host), , , , and ; Asia maintains a robust presence through halls dedicated to , , , and emerging players like ; the Americas are represented by the , , and growing Latin American destinations; while and the emphasize expansion with larger stands from , , , , , and newcomers like and . Visitor demographics underscore ITB Berlin's international appeal, drawing 100,000 trade attendees in 2025, of whom 87 percent were from outside Germany. Participants primarily comprise buyers such as procurement decision-makers from tour operators, travel agencies, and corporate entities; sellers including destination representatives and service providers; and media professionals along with influencers covering industry trends. The ITB Buyers Circle, an exclusive network of 1,300 senior global buyers, facilitates targeted interactions. Networking dynamics at the event prioritize efficient B2B connections, with the Meet & Match platform enabling pre-booked meetings and generating over 80,000 business contacts in 2025. Special emphasis is placed on emerging markets, including expanded pavilions for African nations like and , and Latin American regions, to foster growth opportunities in underserved segments.

Programs and Special Segments

The ITB Berlin Convention serves as the central conference program of the event, featuring over 200 sessions across 17 thematic tracks and four stages, attracting approximately 24,000 attendees annually. These sessions, delivered by more than 400 international experts, address key industry trends such as in travel, , , and , fostering discussions on practical strategies for the sector. Held concurrently with the from March 4 to 6, the convention emphasizes forward-looking topics under mottos like "The power of transition lives here," promoting knowledge exchange among global professionals. Special segments within ITB Berlin highlight targeted market areas, enhancing networking and business opportunities in niche domains. The segment, anchored by the eTravel Stage, focuses on digital innovations and serves as a for startups and established firms to explore the full technological in and . The Home of Luxury segment provides an exclusive lounge for high-end providers and buyers, relocated to the Palais am Funkturm in recent editions to facilitate premium networking. Other dedicated areas include the MICE Hub for meetings, incentives, conferences, and events; the Adventure & Responsible segment for sustainable and experiential ; the segment promoting diversity since 2010; and the Medical & Health pavilion addressing wellness and medical services. The ITB Business Forum, integrated into the convention, offers specialized sessions on corporate strategies. Awards and events enrich the program, with launches like the ITB World Travel Trends Report—prepared by IPK International—providing data-driven insights into global outbound and inbound travel patterns, such as double-digit in 2023. The ITB Book Awards recognize outstanding , promoting international exchanges among authors and publishers. Networking events include guided tours of segments like Innovators and , alongside partner country showcases, such as Angola's role as Official Host Country for the 2026 edition. Innovation and sustainability are core focuses, with the ITB Innovators showcasing cutting-edge solutions like AI-based systems and eco-projects from emerging companies. Startup pitch sessions, particularly in the area, allow founders to present concepts to industry panels, emphasizing disruptive technologies. Sustainability efforts feature dedicated pavilions in the Adventure & Responsible segment, highlighting carbon-neutral practices and responsible initiatives.

Global Network

Satellite Events

ITB Berlin has expanded its reach through a series of regional events tailored to key emerging markets, providing focused platforms for B2B networking in the travel industry. These offshoot fairs complement the main event by addressing localized trends and facilitating connections between global suppliers and regional buyers, with an emphasis on outbound growth. ITB Asia, launched in 2008 in , serves as the flagship event for the region. Held annually in October at —most recently from October 15 to 17, 2025—this three-day B2B trade show attracts over 1,000 exhibitors from across the globe, including destinations, tour operators, and technology providers, with over 18,000 attendees and more than 60,000 business appointments. The event emphasizes regional trends such as sustainable travel, digital innovation, and the rising Asian outbound market, which is projected to drive significant growth in . ITB China, which debuted in 2017 in , targets the world's largest outbound market. This annual March event, now scheduled for May to align with post-pandemic recovery—such as May 27 to 29, 2025, at the World Expo Exhibition & —features over 700 exhibitors specializing in , MICE, corporate , and solutions, drawing over 20,500 visitors. It connects destinations with agencies and professionals, focusing on high-value segments like and to capitalize on 's increasing global spending. ITB India made its in-person debut in 2023 in , marking a key entry into the rapidly expanding South Asian market. The annual September event, held at the World Convention Centre—for instance, September 2 to 4, 2025—draws over 400 exhibitors and more than 600 buyers, with over 8,000 attendees, highlighting 's domestic tourism boom alongside inbound and outbound opportunities. With 's outbound travelers expected to reach 80 million by 2030, the fair underscores growth in tier-2 and tier-3 city markets, , and adventure segments. Looking ahead, ITB Americas is set to launch in 2026 in , , as the first dedicated event for the . Scheduled for November 10 to 12 at Expo Guadalajara, it will focus on Latin America's dynamic landscape, including a 10% rise in international travel in 2025 and Mexico's 16% outbound growth. The three-day B2B platform aims to unite exhibitors from North, Central, , and the , promoting cross-regional collaborations in sustainable and . These satellite events share several common characteristics that distinguish them from the flagship ITB Berlin while maintaining brand consistency. Typically smaller in scale, they host 500 to 1,000 exhibitors compared to the main event's thousands, allowing for more intimate networking. Many incorporate formats, blending in-person interactions with access to broaden participation, especially for remote buyers. All align with overarching ITB themes like , , and , ensuring regional insights contribute to global industry strategies.

International Partnerships

ITB Berlin maintains strategic affiliations with key global bodies to advance practices. The event collaborates closely with the World Tourism Organization (UNWTO), which regularly participates in ITB sessions to emphasize , training, and investments for , including presentations on measurement tools for the sector. Similarly, ITB partners with the World Travel & Tourism Council (WTTC), whose president delivers keynote addresses at the opening ceremony and shares economic impact analyses to inform industry recovery and growth strategies. Government collaborations enhance ITB's role in international diplomacy and promotion. The annual Partner Country program, initiated in 2006, features a rotating host nation that showcases its tourism offerings through dedicated pavilions and programs, such as Angola's selection for 2026 to highlight its emerging destinations. In Germany, ITB receives support from the Federal Ministry for Economic Affairs and Climate Action, which sponsors initiatives like the Accessible Tourism Day to promote inclusive travel policies. Industry alliances strengthen ITB's focus on specialized sectors. Partnerships with the (IATA) involve sharing data on passenger traffic and consumer confidence through featured reports and webinars at the event. The Cruise Lines International Association (CLIA) collaborates on optimizing cruise tourism, aligning with UN via dedicated exhibits and discussions on port sustainability. Additionally, ITB works with on research presentations, such as analyses of luxury travel trends and consumer preferences, delivered during convention sessions. Knowledge-sharing efforts include joint publications that provide global insights. The ITB World Travel Trends Report, produced annually in cooperation with IPK International, analyzes outbound and inbound travel patterns to guide decision-making. These initiatives also extend to cross-promotions with satellite events, fostering broader network connectivity.

Impact and Legacy

Economic and Industry Influence

ITB Berlin serves as a pivotal for generating substantial volume in the global sector, with estimates indicating that deals worth approximately €7 billion were concluded at the event in 2019. The enables on-site negotiations and partnerships that drive immediate economic activity, while also fostering long-term contracts across , , and MICE segments. This direct impact underscores ITB Berlin's role in stimulating investment and trade within the industry. The event further bolsters Berlin's local economy through attendee spending on accommodations, transportation, dining, and related services, with projections for 2025 estimating over €16 million in tourism revenue generated specifically from ITB visitors. By drawing 100,000 attendees, 87 percent of whom were , ITB Berlin enhances occupancy rates and revenue for the city's and sectors, reinforcing Berlin's status as a key European convention destination. On a broader scale, ITB Berlin facilitates thousands of contracts and collaborations annually, significantly influencing the post-COVID recovery of global tourism. International arrivals surpassed pre-pandemic levels in , with initial growth estimates at 2% above 2019 figures, and the has been instrumental in this rebound by reconnecting buyers and sellers amid economic challenges like and disruptions. ITB Berlin indirectly supports job creation across the tourism ecosystem, where the sector supported 357 million jobs worldwide in 2024, representing approximately one in ten jobs globally. The event promotes small and medium-sized enterprises (SMEs) in emerging markets by offering targeted networking, such as through the ITB Buyers Circle, which connects senior buyers with innovative suppliers from developing regions. By positioning Berlin as a central hub for innovation and investment, ITB Berlin attracts and enhances the city's economic profile. Overall, as of 2023, contributed 3.2% to Berlin's through direct , with major events like ITB amplifying this by integrating the city into global supply chains and promoting growth.

Innovations and Sustainability Focus

ITB Berlin has long served as a in integrating technological innovations into the travel industry, beginning with the launch of the eTravel World in 2011, which established it as the largest global platform for advancements and digital tools. This initiative focused on emerging digital solutions, such as online booking systems and data analytics, to enhance for stakeholders. By the 2020s, ITB Berlin intensified its emphasis on cutting-edge technologies, with sessions in 2024 and 2025 highlighting (AI) for personalized travel recommendations, virtual reality (VR) for immersive virtual tours, and for secure, transparent booking processes. These innovations aim to address challenges like by enabling remote exploration and streamlining transactions. On the sustainability front, ITB Berlin introduced dedicated spaces and programs in the to promote environmentally responsible practices, including discussions on reducing the of travel operations. Since then, the event has partnered with organizations to achieve carbon-neutral status for its own operations, such as through emissions-free energy use and science-based reduction targets, setting an example for the industry. Exhibitors are encouraged to adopt eco-certifications, with pavilions showcasing verified sustainable suppliers and low-impact models, fostering a shift toward regenerative practices that restore ecosystems rather than merely mitigating harm. The annual ITB World Travel Trends Report plays a crucial role in forecasting industry shifts, analyzing global surveys to predict trends like the rise of regenerative tourism, where destinations prioritize restoration and community benefits over mass visitation. This , produced in collaboration with institutions like Ostfalia University of Applied Sciences, has influenced strategic planning by highlighting sustainable growth pathways amid economic uncertainties. ITB Berlin's legacy includes shaping industry standards, notably through its 2013 focus on accessible travel, which promoted guidelines for inclusive facilities and services to accommodate diverse traveler needs, thereby expanding market reach. Following , the event has emphasized resilient green supply chains, aligning with regulations like Germany's to ensure ethical sourcing and environmental accountability across operations. These efforts have contributed to broader adoption of practices, enhancing the sector's long-term viability.

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