{"id":30777,"date":"2026-03-02T14:24:09","date_gmt":"2026-03-02T14:24:09","guid":{"rendered":"https:\/\/www.europesays.com\/dk\/30777\/"},"modified":"2026-03-02T14:24:09","modified_gmt":"2026-03-02T14:24:09","slug":"itb-berlin-2026-60-years-as-global-platform-for-tourism-with-angola-setting-the-rhythm","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/dk\/30777\/","title":{"rendered":"ITB Berlin 2026: 60 years as global platform for tourism, with Angola setting the rhythm"},"content":{"rendered":"

ITB Berlin is celebrating its 60th anniversary this week, reaffirming its status as the world\u2019s leading B2B travel trade show and a cornerstone of the global tourism calendar. From 3 to 5 March 2026, nearly 6,000 exhibitors from more than 160 countries will gather in the German capital, underscoring the event\u2019s enduring role as a marketplace for international dialogue, economic opportunity and strategic debate about the future of travel.<\/p>\n

As I walk through the Messe Berlin halls on this first day dedicated exclusively to the international press, the atmosphere is one of anticipation. Journalists from around the world are previewing announcements, meeting ministers and CEOs, and setting the tone for what promises to be three intense days of business once the doors officially open to the industry on 3 March.<\/p>\n

What began in 1966 as a modest trade fair has evolved into a powerful global platform spanning five events across Europe, Asia and the Americas. Today, ITB Berlin stands not only for business generation but also for innovation and responsibility, integrating global challenges into industry discussions rather than avoiding them.<\/p>\n

\u201cFor 60 years, ITB Berlin has been the place where the international travel industry meets to understand markets, identify trends and do business,\u201d said Dr. Mario Tobias, CEO of Messe Berlin. \u201cParticularly in times of global challenges, we need platforms that combine economic strength, innovation and responsibility.\u201d<\/p>\n

\"\"Dr. Mario Tobias \u00a9\u00a0ITB Berlin 2026 <\/p>\n

This anniversary edition is fully booked, with strong demand from Asia, Central Asia and the Americas. Major exhibiting nations include Thailand, Egypt, Turkey and Italy. The prestigious ITB Buyers Circle has brought together senior buyers from 63 countries, with 43% attending for the first time, further reinforcing the show\u2019s growing influence as a high-level B2B marketplace.<\/p>\n

\"\"Angolan joy and music \u00a9 ITB Berlin 2026<\/p>\n

Angola takes centre stage as Host Country betting on \u201cgreen oil\u201d<\/p>\n

Marking a significant moment for Africa, Angola is the Official Host Country of ITB Berlin 2026. Under the slogan \u201cVisit Angola \u2013 The Rhythm of Life\u201d.<\/p>\n

\u201cWe are very excited to be the Official Host Country of ITB Berlin 2026,\u201d Minister M\u00e1rcio Daniel said. \u201cThis partnership offers a unique opportunity to showcase Angola\u2019s cultural diversity, natural beauty and uniqueness on one of the most important international platforms.\u201d<\/p>\n

In a conversation with\u00a0Travel Tomorrow\u00a0on the sidelines, the minister was clear about the country\u2019s strategic direction. \u201cWe are betting now on green oil: tourism,\u201d he said, emphasising Angola\u2019s ambition to diversify its economy beyond traditional oil revenues.<\/p>\n

\"\"H.E. M\u00e1rcio Daniel, Minister of Tourism of Angola \u00a9 Travel Tomorrow<\/p>\n

Positioned in Hall 21, Angola\u2019s presence is dynamic and confident, combining cultural performances such as kizomba workshops with B2B speed dating sessions. As the third African country to host ITB Berlin, Angola is using the platform to highlight its coastlines, deserts, waterfalls and wildlife.<\/p>\n

Referring to Angola\u2019s growing appeal for adventurous travellers and wildlife enthusiasts, the minister offered a striking remark: \u201cYou know, elephants don\u2019t have passports.\u201d The message was clear. Angola shares ecosystems and wildlife corridors with neighbouring countries such as Namibia, offering similar spectacular safari and nature experiences, yet remains an insider destination with vast untapped potential.<\/p>\n

Stable global travel with strong South American growth<\/p>\n

New data released at ITB Berlin by IPK International\u2019s World Travel Monitor\u00ae indicates that international travel grew by 4% in 2025, continuing the positive momentum of recent years. Europe recorded average growth of 4%, Asia increased by 5%, while North America saw a slight decline of 1%. South America stood out with an 11% surge, driven primarily by intercontinental travel.<\/p>\n

Holiday trips remain dominant, accounting for nearly three quarters of all leisure travel, particularly sun and beach holidays, city breaks, round trips and rural stays. Business travel and MICE segments performed above average, rising by 6% and 8% respectively. The average length of stay increased to nine nights, while travel spending rose by 5%, largely driven by accommodation costs.<\/p>\n

Experts expect demand to remain stable in 2026, although themes such as overtourism and sustainability are shaping new strategies for destinations worldwide.<\/p>\n

A platform for the future of tourism<\/p>\n

As ITB Berlin marks six decades, the fair continues to act as a barometer for global tourism trends and a catalyst for partnerships. From contract negotiations to strategic alliances, the event remains a central hub for decision-makers across the tourism value chain.<\/p>\n

Yet beyond the stands and presentations, conversations in the corridors and lobbies inevitably turn to geopolitics. The current turbulences in the Middle East are casting a shadow over parts of the travel and tourism industry, affecting air routes, traveller confidence and regional outlooks. While the tone remains constructive, the awareness of global fragility is palpable. In this context, the role of ITB Berlin as a space for dialogue, reassurance and strategic coordination becomes even more critical.<\/p>\n","protected":false},"excerpt":{"rendered":"ITB Berlin is celebrating its 60th anniversary this week, reaffirming its status as the world\u2019s leading B2B travel…\n","protected":false},"author":2,"featured_media":30778,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[99],"tags":[18414,18413,18407,112,190,18411,18409,8021,18408,18410,18416,18415,18412],"class_list":["post-30777","post","type-post","status-publish","format-standard","has-post-thumbnail","category-berlin","tag-adventure-tourism","tag-african-tourism","tag-angola","tag-berlin","tag-germany","tag-global-travel-industry","tag-green-oil-tourism","tag-itb-berlin-2026","tag-marcio-daniel","tag-messe-berlin","tag-travel-tomorrow","tag-wildlife-tourism","tag-world-travel-monitor"],"share_on_mastodon":{"url":"","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts\/30777","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/comments?post=30777"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts\/30777\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/media\/30778"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/media?parent=30777"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/categories?post=30777"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/tags?post=30777"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}