As ITB Berlin marks its 60th anniversary, with six fully booked travel tech halls and a surge in agentic commerce, the show is pivoting toward a future-proof B2B strategy
As ITB Berlin gears up for its 2026 diamond anniversary, the stakes are record-high for the Middle East; the show floor is now the primary theatre for the Gulf’s massive investment momentum, with Egypt, Saudi Arabia, and the UAE leading the charge.
European buyers are shifting focus, moving beyond winter sun to demand scalable, premium hospitality and AI-driven tech solutions that can match the region’s rapid pace.
In this exclusive Q&A with TTN’s Editor in Chief Rashi Sen, ITB Berlin Director Deborah Rothe discusses shifting buyer briefs, the expansion into ITB Americas and why the Middle East continues to shape the future of global connectivity.
Here’s an excerpt of the conversation:
What’s new at ITB Berlin 2026?
ITB Berlin 2026 marks its 60th anniversary with a forward-looking edition. For the first time in a decade, Angola returns not only as an exhibitor, but as this year’s Official Host Country. Under the motto The Rhythm of Life, Angola showcases its breathtaking landscapes, vibrant culture, and vast tourism potential – a true highlight for every travel professional. Attendees can look forward to interactive anniversary experiences: from the ‘60 Seconds Cheer,’ a DeLorean ‘Back to the Future’ photo spot to our new ITB Global Travel Collection and the ITB Space Rocket, where everyone is invited to share their vision for the future of travel. Adding a distinctive local touch, the new ITB Späti brings authentic Berlin neighbourhood culture to the show floor – a lively hub for networking, quick pitches, guided tours, happy hours, bingo and the ITB Americas Night.
How well is the Middle East represented at ITB Berlin?
The Middle East remains one of the most strategically significant regions on the ITB Berlin show floor, underscoring its investment momentum and expanding influence in global tourism. The Gulf states are prominently represented by markets such as the UAE, Saudi Arabia, Jordan, Qatar, Oman, Bahrain and Israel, alongside numerous individual exhibitors. From North Africa, Morocco is further increasing its presence and Egypt continues to rank among the largest country delegations on site – a clear testament of the region’s growing importance. Overall, Arab destinations continue to generate strong interest from leisure travellers in 2025.
Are you noticing a shift in type of European buyers targeting the Middle East?
We see European buyers approaching the Middle East with a broader brief than in the past: not only as a winter sun destination, but also for city breaks, premium hospitality, experiences and multi-stop travel. Buyers look for scalable, reliable products and partners who can deliver consistently - especially when volumes rise quickly in peak seasons. At the same time, there is a growing emphasis on end-to-end quality: excellent customer service, flexibility and a seamless journey from booking to on-the-ground delivery. On a very practical level, buyers are also seeking clarity on what’s new - including hotel openings, new concepts and differentiated experiences that resonate with both travel media and customers.
What are your projections for total footfall this year? Do you expect to surpass pre-2020 trade visitor statistics?
We are planning for very strong attendance, building on the momentum of 2025, when ITB Berlin welcomed around 100,000 participants across the three trade days. Pre-2020 comparisons are challenging as the market environment and travel patterns have fundamentally changed and the show is now clearly positioned as purely B2B event. For us, the key metrics are quality and business outcomes – and the show being fully booked is a strong indicator for high meeting density. In addition, registration figures for the ITB Buyers Circle are highly encouraging, with many leading international buyers already confirmed, alongside numerous other high-spending and influential decision-makers who will use ITB Berlin to explore trends, establish partnerships, and finalise purchasing decisions.
Which sector has seen the highest growth in exhibitor registrations for 2026?
Travel Technology remains one of the strongest demand segments, with six fully booked Travel Tech halls for 2026, reflecting the industry’s rapid transformation. The cruise segment also stands out in terms of visibility, mirroring both growing customer demand and product expansion. Rather than identifying a single ‘winner,’ the more significant shift is that technology is no longer a standalone niche – many sectors now integrate tech, data and automation into their core offerings. It is therefore no surprise that a large share of our ITB Innovators are technology-driven, presenting cutting-edge solutions for hotels, tour operations, and travel distribution alike.
What are some emerging niche segments in travel as seen in your exhibitor mix?
We are seeing clear momentum in adventure and broader experiential travel, with a growing number of destinations and operators packaging fully ‘bookable experiences’ that go beyond traditional sightseeing. Medical & Health Travel is also very strongly represented, reflecting how prevention, regeneration, longevity and wellbeing continue to gain importance. On the tech side, the most visible acceleration is around AI and agentic commerce, as well as payment solutions, because both directly impact conversion, service and cost efficiency. At the same time, destination management themes are becoming more practical: visitor flow management and local community acceptance are increasingly discussed as operational tools, not just concepts. Overall, these segments evolving into scalable, market-ready products, which makes them more relevant for buyers as well as for media.
What else would you like to tell our readers about ITB Berlin 2026?
First, the show’s international balance is particularly strong in 2026: the Middle East continues to demonstrate a powerful presence, Asia is highly visible – with Thailand as the largest exhibitor – and Africa has an additional focal point with the new African Travel Hub. Second, “Leading Tourism into Balance” is more than a convention theme – it sets the tone for many key discussions around resilience, local acceptance, visitor management and how the industry stays future-proof while demand stay high. The overarching topics will both shape the overall ITB Berlin atmosphere as well as the ITB Berlin Convention featuring around 200 panels, 400 speakers and 17 different theme tracks.