Home » GERMANY TRAVEL NEWS » ITB Berlin Convention 2026 Signals a Strategic Shift as Global Tourism Moves Toward Balance, Resilience and Responsible Growth Published on
January 17, 2026The ITB Berlin Convention 2026 is set to become a pivotal meeting point for the international travel and tourism industry as it takes place from March 3 to 5 alongside ITB Berlin, one of the most influential global travel trade platforms. Coinciding with the event’s 60th year, the convention reflects an industry in transition—one that is actively rethinking how tourism can grow while protecting destinations, communities, and long-term value.Centered on the theme “Leading Tourism into Balance,” the convention underscores a decisive shift away from unchecked expansion toward a more measured and sustainable model of development. Across three days, tourism leaders, innovators, and strategists from around the world will explore how balance can be achieved between economic performance, environmental responsibility, social inclusion, and technological advancement.Advertisement The 2026 programme is expansive, featuring nearly 200 sessions structured across 17 thematic tracks and presented on four dedicated stages. Rather than focusing on isolated trends, the agenda is designed to reflect the interconnected nature of today’s tourism challenges. Sessions will examine how destinations and businesses can align policy, investment, technology, and operations to remain competitive while safeguarding long-term resilience.Digital transformation will play a central role throughout the convention, with artificial intelligence positioned as a key driver of change. Technology-focused sessions will explore how intelligent systems are reshaping the tourism value chain, influencing everything from trip inspiration and itinerary design to pricing, operations, and customer interaction. Discussions will consider both the opportunities and implications of increased automation, including how trust, transparency, and human oversight can be maintained as digital tools become more influential.AdvertisementBeyond technology, the convention places strong emphasis on resilience in an increasingly unpredictable global environment. Sessions dedicated to future readiness will explore how tourism stakeholders can respond to climate disruption, economic uncertainty, supply chain pressures, and shifting traveler behavior. The focus will be on adaptive strategies that enable tourism systems to absorb shocks while continuing to deliver value for destinations and visitors ali …
