ITB Fair in Berlin 2026. Photo: Amit Cotler The international tourism fair ITB Berlin celebrated its 60th anniversary this year, with approximately 97,000 industry professionals from around the world, a slight decrease compared to last year, when the number exceeded 100,000 visitors.
The fair, considered the main event in the global tourism industry, was attended by 5,601 exhibitors from 166 countries. Many pavilions of countries and organizations in the Middle East and the Gulf region were left empty or saw sparse traffic due to the inability to reach Berlin, resulting from airspace closures in several Middle Eastern countries.
Photo: Amit CotlerThe volume of commercial transactions and decisions made during the fair was estimated at approximately €47 billion. This figure refers to transactions concluded directly at the event and illustrates the fair's importance as a central platform for making business decisions in the tourism industry.
Some 24,000 participants also attended the ITB Berlin Convention, which featured 200 sessions with more than 400 speakers. The discussions highlighted the need for the tourism industry to address challenges such as climate change, political tension, and economic instability, alongside new opportunities brought about by technology.
During the fair, Messe Berlin also signed a cooperation agreement with the Green Destinations - Good Travel Community, an organization that promotes responsible tourism and sustainable development of destinations. As part of the collaboration, the Good Travel Institute will provide advice to destinations worldwide and promote the integration of sustainability principles into ITB Berlin's programs and activities.
Approximately 110 senior representatives from governments, international organizations, and various institutions took part in the events, alongside approximately 3,000 media outlets and bloggers.
The organizers announced that the next fair will be held from March 16 to 18, 2027, with the Maldives as the official host country. The date change was made on a one-time basis to allow Muslim participants to celebrate the Eid al-Fitr holiday after the month of Ramadan and participate in the fair.