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Big rooms. Bigger ideas. And a roadmap for what’s next in global tourism. In this event preview episode, we’re joined once again by Deborah Rothe, Director of ITB Berlin, to unpack what’s coming when more than 100,000 travel professionals from 170 countries converge in Berlin this March. From Angola’s host-country spotlight to Thailand’s major presence, we highlight the regions gaining momentum and the early signals that often shape the year ahead.

At the heart of ITB Berlin 2026 is a powerful guiding theme: leading tourism into balance. Deborah breaks down what that really means in practice, sustainable growth that still drives revenue, AI that builds trust and boosts conversion, and innovation that respects human values. On the eTravel Stage, expect hands-on demos showing how AI is transforming distribution, personalization, and service. Across marketing and strategy tracks, we explore how partnerships and value chains are evolving in real time, while destination sessions reframe accessibility and data-driven stewardship as true commercial advantages that increase yield and smooth seasonality.

For attendees, this episode doubles as a practical playbook. We share how to set clear goals, pre-book meetings using the ITB app and Navigator, plan efficient routes across 40 halls, and uncover high-impact sessions beyond the main stages. You’ll also hear field-tested tips, from why printed briefings still sharpen focus, to how pairing business cards with AI-powered follow-ups turns conversations into real pipeline.

We zoom out as well, spotlighting ITB’s expanding global footprint and the launch of ITB Americas in Guadalajara, where regional depth and early signals come together to form lasting partnerships.

If you’re heading to Berlin, or tracking the trends shaping 2026, this episode sets the stage. 

For more information, visit itb.com/en. 

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