Since 1966, ITB Berlin has been the world’s leading travel trade show. ITB Berlin is planning a series of B2B events in European markets. The launch will take place in May in Georgia. Before the pandemic at ITB 2019, around 10,000 exhibitors from 181 countries presented their products and services to around 160,000 visitors, including 113,500 trade visitors. This year, the luxury segment will have a special space. Georgia is the official host country of ITB Berlin
The HOME OF LUXURY by ITB celebrates its debut
It offers buyers and providers of luxury tourism a unique environment and offers meetings in a special atmosphere as well as panels and conferences during the ITB Convention in Berlin. Exhibitors in this segment include Iberostar Hotels & Resorts, Severin*s Resort & Spa, Fuoritinerario, Quark Expeditions, among others. and Schloss Fleesensee / Beech Resort Fleesensee / Maremuritz Yachthafen Resort.
At HOME OF LUXURY by ITB at the Marshall Haus.
Providers of accommodation, transport, services and luxury goods will offer a particular overview of the luxury tourism market and a simple thematic look at forms of luxury travel. At the Marshall Haus at Messe Berlin, four separate exhibition spaces entitled The Garden, The Library, The Nest and The Gallery will be devoted to individual forms of luxury tourism. Participants can choose an individual atmosphere for meetings and business discussions and can arrange reserved meetings and talks and attend networking events, panels and conferences.
For other exhibitors:
Demand for places is high among Greek exhibitors, who are represented in Hall 1.1. Italy, Croatia, Macedonia, Malta and Bosnia, all located in Hall 1.2 , are also represented in large numbers. Albania, whose exhibitors are spread over three halls (including Hall 1.1), is also present.
In Hall 2.1 , the participation of the Spanish tourist industry is also impressive and presents the great stands of Turespaña and the Costa del Sol. Turkey presents its tourism products in Halls 3.1b and 3.2a. The segments Business Travel (VDR association) and MICE (VDVO association) have always been important at the ITB Berlin and this year are also represented on large stands in Hall 3.1.
In halls 22 and 23 visitors can also expect to see large representations from Argentina, Belize, Brazil, Chile, Costa Rica, Ecuador, Guatemala, Guyana, Colombia, Mexico, Nicaragua, Peru, Paraguay, Suriname, Uruguay and the Caribbean islands of Aruba, Curaçao, Martinique, Bahamas, Jamaica, Antigua, Trinidad and Tobago, Cuba, Barbados and the Republic Dominican.
This year, Hall 21 is entirely devoted to sub-Saharan countries, including South Africa, Madagascar, Mauritius, Réunion, Seychelles, Botswana, Ghana, Gambia, Uganda, Tanzania, Kenya, Zanzibar and Zambia. This year, a number of African countries, including Ethiopia, Rwanda, Guinea and Senegal, are located in the hallwith Israel.
In Hall 4.1 is the LGBTQ+ pavilion. Exhibitors include Visit Malta, which will present this year’s Europride, and Communitat Valenciana, which will be represented at the Gay Games 2026, as well as Visit Buenos Aires and Visit Tampa Bay. Munich Tourist Board, Proudly Portugal, IGLTA, TOMONTOUR and the Florida Keys and Key West are also represented with booths.
As in previous years, the Arab countries of North Africa and the Middle East are strongly represented , with Egypt, Morocco, Qatar and Oman located in Hall 4.2, and the United Arab Emirates (UAE) and newcomer Saudi Arabia in Hall 3.2b. This year, Saudi Arabia is the biggest exhibitor at ITB Berlin. Its co-exhibitors include NEOM, the giant smart city project in the desert. Lebanon is back at the ITB Berlin in Hall 3.2.
In 5.2 rooms and 5.2b the focus is on India, the Maldives, Sri Lanka, Nepal, New Zealand, Australia and Haiti. Bhutan is among those returning to the biggest market in the international travel industry. THE Meet The Pacific Booth is new and features the Cook Islands, Fiji, Samoa and Vanuatu. VisitLuxembourg, the Dutch Tourism Board and visit.brussels Benelux are represented in Hall 6.2b.
In room 9, Airbnb Germany is exhibiting for the first time at ITB Berlin, as are Gorgeous Smiling Hotels GmbH, Hard Rock International and HomeToGo GmbH. Other exhibitors in this hall include B&B Hotels Germany GmbH, Wheego share.rent.abo, DRIVALIA, Green Motion and hotel chains NH, Marriott, Best Western, Hilton and Steigenberger. It is also the first time that the Hyatt Inclusive Collection is represented at the ITB Berlin, in the Hall 22 .
In the Asia Hall (26a/b), the destinations awaiting visitors are Singapore, Hong Kong, Taiwan, the Philippines, Japan, Tokyo, South Korea, Malaysia, Indonesia, Mongolia, Vietnam, Thailand, Myanmar and Cambodia. China is represented by the provinces of Zhejiang and Huangshan.
Thank you for this overview.
The ITB Berlin show is really worth the trip.. I went there every year.. to do my market of ideas, meet correspondents who did not travel to French shows and see the competition’s offers at European level.
