ITB Berlin Convention 2026: "Leading Tourism into Balance" (3-5 March)
From 3 to 5 March, the ITB Berlin Convention 2026 brings 400 international experts together to tackle three hard truths for our industry: AI, geopolitical tension and sustainable development. The theme, "Leading Tourism into Balance," sets a clear intent - practical frameworks over buzzwords, execution over talk.
Why it matters if you work in hospitality or events: margins are tight, guest expectations are rising, and the rules of demand are shifting. This program gives you the playbook to protect revenue, improve operations and build trust with guests and local communities.
- 17 themed tracks across four stages, from AI and marketing to destinations and responsible tourism
- Leaders from Google, Microsoft, Expedia and Airbnb (Premium Partner and co-host) share what's next
- Live political context and risk signals for travel demand and operations
- End-to-end focus on growth, community benefit and biodiversity
Politics on the main stage: risk you can plan for
In a year defined by overlapping crises, former German Foreign Minister Joschka Fischer will deliver a keynote on how global tensions affect travel behavior. Expect a straight look at volatility, consumer sentiment and what this means for pricing, product and destination choices. Use this lens to stress-test your forecasts, cancellation policies and communication strategy.
AI: smarter processes, real guests, fewer blind spots
Across the program, leaders from Google, Microsoft, Expedia and Airbnb will present how AI is being used to improve processes, guest experience and decision quality - with clear links to sustainability and diversity goals. Nathan Blecharczyk, Co-founder and Chief Strategy Officer at Airbnb, will outline how nature tourism and short-term rentals could define the next phase of travel demand.
From Google, Yannis Simaiakis and Anna Sawbridge will break down shifts in search and booking in an AI-driven environment - and what this means for visibility, media spend and distribution. There's also a critical look at risk: AI expert Fevzi Okumus will share research on how algorithmic choices can disadvantage marginalised travellers and reduce the visibility of local providers.
- Action to take: map your AI use cases (pricing, service, marketing) and define KPIs you will defend in public
- Audit for bias and transparency - especially where recommendations, pricing or identity checks are automated
- Train teams on prompt quality, review workflows and exception handling to protect service standards
Want a deeper skill path for teams? See AI for Hospitality & Events.
Sustainable growth that pays back locally
Thomas Ellerbeck (TUI) and Ingo Burmester (DERTOUR Group) will address tourism's role in international cooperation and local economic development - practical for operators balancing guest demand with community benefit. Dr Renée Nicole Wagner (Orascom Hotel Management) and others will share models for closer hotel-community partnerships that create dependable value on both sides.
Biodiversity expert Frauke Fischer will explore how AI can support the preservation of ecosystems at destinations. The ITB Transition Lab will focus on operational modernisation - think measurable KPIs, cleaner reporting lines and routines you can implement next quarter. Expect added insights on longevity travel and trips to lesser-known destinations.
- Action to take: set biodiversity and community KPIs next to RevPAR and NPS, and report them together
- Pilot one community partnership per property (sourcing, experiences, conservation) with clear metrics
- Build a product lane for longer stays and restorative travel - pricing, programming, partnerships
Tracks and sponsors: plan your time
- Tuesday, 3 March - Future Track (sponsor: Microsoft Advertising): AI, polycrises and global transformation - strategy you can take back to the boardroom.
- Wednesday, 4 March - AI Track (sponsor: Travolution, Eventiz from Travelsoft): how AI is changing business models, customer interaction and distribution.
- Wednesday, 4 March - Destination Track (supported by BMZ): innovation, governance and leadership in destination development.
- Wednesday, 4 March - Marketing & Distribution Track (sponsor: Google): practical insights for commercial teams on demand, media and conversion.
- Wednesday, 4 March - Youth, Adventure & Outdoor Track (sponsor: Peru, Adventure Travel Partner): trends and sustainability requirements for adventure and youth travel.
- Thursday, 5 March - Responsible Tourism Track (session sponsor: Studiosus): adaptation, conservation and regeneration strategies that stand up to scrutiny.
The convention closes with a keynote from Danish world traveller and author Thor Pedersen, sharing lessons from visiting every country on earth over ten years - without flying.
If your remit covers demand generation, this complements the program: AI for Marketing.
Can't be on site?
All convention events will be available via livestream on the ITB Navigator. Set a team watchlist now and assign note-takers so insights turn into next-quarter pilots, not wishlists.
Bottom line: use these three days to stress-test your 2026 plan - pricing, product, operations, partnerships - against what you'll hear on AI, geopolitics and sustainability. Choose two bets to scale and one risk to reduce, then lock the metrics.
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