ITB Berlin 2026 to Tackle Tourism in a Time of Crisis with a Focus on How Political Uncertainty and Global Polycrisis are Redefining Travel Patterns and Industry Strategy

The ITB Berlin 2026 Convention is set to tackle the evolving challenges in the travel industry, with a strong focus on the impact of political uncertainty and the era of polycrisis. As the global landscape faces unprecedented shifts—ranging from geopolitical tensions to environmental crises—tourism is being forced to adapt to new realities. The conference will explore how these global disruptions are not only altering travel behaviours but also reshaping the strategies that tourism providers must adopt to stay relevant and sustainable in an unpredictable world. Keynotes from industry leaders like Joschka Fischer, former German Foreign Minister, will provide in-depth insights into how the tourism sector can navigate these turbulent times, ensuring resilience and growth in the face of uncertainty. With expert contributions from global companies such as Google, Microsoft, and Airbnb, ITB Berlin 2026 is set to offer valuable perspectives on how political and environmental challenges are influencing the future of travel.

This year, the ITB Berlin Convention is placing a strong emphasis on political insights: The focus will be on the era of polycrisis and how global tensions are shaping travel behaviors. A keynote speech from Joschka Fischer, former German Foreign Minister, will delve into how the tourism sector can adapt and thrive amidst growing political uncertainty. Additionally, the convention will feature a wealth of first-hand international expertise and insider perspectives across 17 themed tracks spread over four stages. Key industry leaders from major global companies – including Google, Microsoft, Expedia, and Airbnb, this year’s official Premium Partner and co-host – will share valuable strategies and projects that are set to influence the future of travel for years to come.

AI Revolution: How Artificial Intelligence is Transforming Business Models and the Travel Industry

Artificial Intelligence (AI) is rapidly reshaping industries, particularly in areas like process optimization, sustainability, and travel behaviour. This transformation is set to take centre stage at various key events, with leading experts exploring the profound effects of AI on business practices and the future of travel. Nathan Blecharczyk, Co-founder and Chief Strategy Officer of Airbnb, will offer exclusive insights into how nature tourism and short-term rentals could define the next chapter in the travel sector. He will delve into the strategies that Airbnb is implementing to stay ahead in an AI-driven world.

Yannis Simaiakis and Anna Sawbridge from Google will highlight how AI is changing how travellers search for and book their trips. Their discussion will explore the ways tourism providers can adapt and thrive in an environment increasingly influenced by artificial intelligence. Furthermore, Fevzi Okumus, an AI expert, will lead a panel discussion on the potential risks of AI systems, exploring how they could inadvertently disadvantage marginalized travellers or undermine the visibility of local travel providers, based on the latest research.

Balancing Growth and Responsibility in Tourism

One of the core topics to be addressed at the conference is how tourism growth can be managed responsibly. The tourism industry’s influence on both the environment and local communities is under close scrutiny. Thomas Ellerbeck of TUI and Ingo Burmester of DERTOUR Group will discuss the role of tourism in international cooperation and how it can contribute to sustainable development by strengthening local economies. Dr Renée Nicole Wagner, an expert in hospitality management from Orascom Hotel Management, will join other industry leaders to discuss how hotels can collaborate more closely with their surrounding neighbourhoods to benefit local communities. Meanwhile, biodiversity expert Frauke Fischer will focus on how AI can support the preservation of ecosystems and biodiversity in holiday destinations.

Innovation, Trends, and the Future of Travel: Insights from ITB Berlin Convention 2026

Despite the challenges faced by the travel sector, the ITB Berlin Convention 2026 promises to offer a comprehensive overview of a rapidly evolving industry. The ITB Transition Lab will provide valuable insights into operational modernization strategies, offering practical guidance on how tourism businesses can improve their performance through the use of key performance indicators. Delegates can also expect to gain fresh perspectives on current leisure trends, such as the growing interest in longevity and the exploration of lesser-known destinations.

A Sneak Peek into the Convention’s Themed Tracks:

Tuesday, 3 March 2026

The Future Track will bring together thought leaders from politics, business, science, and technology to discuss how the tourism industry can navigate the challenges posed by AI, polycrises, and global upheavals. This track will focus on the balance between innovation, sustainability, and resilience. Microsoft Advertising is the sponsor for this track.

Wednesday, 4 March 2026

The AI Track will explore the ways in which AI is revolutionising business models, customer interaction, and distribution channels within the tourism sector, ushering in a new era of sustainable travel. Travolution, sponsored by Eventiz from Travelsoft, will sponsor this track.

The Destination Track will feature global thought leaders discussing how cities and regions can evolve into sustainable and resilient destinations. With a focus on innovation, smart governance, and value-oriented leadership, this track is supported by the Federal Ministry for Economic Cooperation and Development (BMZ).

The Marketing & Distribution Track will offer succinct insights into the trends and strategies shaping marketing, sales, and distribution in the tourism sector. Google is the sponsor for this track.

The Youth, Adventure & Outdoor Track will delve into how adventure, outdoor, and youth travel is adapting to new trends, sustainability requirements, and safety concerns. Peru, the Adventure Travel Partner for ITB Berlin 2026, is the sponsor of this track.

Thursday, 5 March 2026

The Responsible Tourism Track will address how tourism can achieve sustainable growth through adaptation, conservation, and regeneration. Studiosus is sponsoring this session.

Throughout the event, despite the hustle and bustle of exhibition halls, the spirit of travel will remain at the forefront. A special highlight will be the keynote speech from Danish world traveller and author Thor Pedersen, who will recount his decade-long journey visiting every country in the world—without ever using an airplane.

All sessions at the ITB Berlin Convention can be followed live through the ITB Navigator and will be available for viewing later on ITB Berlin’s official YouTube channel.

ITB Berlin 2026 will focus on how political uncertainty and the era of polycrisis are reshaping global travel patterns. With insights from leaders like Joschka Fischer and major companies such as Google, Microsoft, and Airbnb, the convention will explore how the tourism industry can adapt to these challenges. Attendees will gain valuable strategies for navigating the evolving landscape of global travel.

Press representatives and bloggers/creators interested in attending the ITB Berlin Convention 2026 can register for online accreditation. Once approved, attendees will receive a PDF with their accreditation, press badge, and personal QR code. Accreditation can be completed around the clock for the entire duration of the event.

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