About ITB Berlin
Since 1966, ITB Berlin has been one of the main meeting points for the global travel and tourism industry. Organised by Messe Berlin and held on the city's exhibition grounds, it takes place every spring and draws participants from across the travel ecosystem.
National and regional tourist boards are among the most visible exhibitors, often with large pavilions, alongside tour operators, hotel groups, airlines, cruise lines, destination management companies and travel technology providers. The audience is made up of industry professionals: buyers, distribution partners, media and decision makers who come to agree contracts and partnerships for the seasons ahead.
ITB is above all a meetings show. Much of the value for exhibitors comes from pre-arranged appointments, and many stands are designed around meeting tables or private rooms, with a smaller open area to present the brand. Each year a guest or host country takes a prominent role in the programme and the halls, giving that destination a platform for the whole event.
Running alongside the exhibition is the ITB Berlin Convention, which the organiser describes as the industry's leading think tank. Its sessions on trends and innovation bring senior speakers to the grounds and give exhibitors further reasons to keep their teams on site throughout the show. For destinations, travel businesses and suppliers that need to see many international partners in a short space of time, ITB remains a fixture of the calendar. Stand Between can introduce exhibitors to builders who know the Messe Berlin grounds.
Next edition
ITB Berlin 2027: what to expect
ITB Berlin 2027 takes place from 16 to 18 March 2027 at Messe Berlin, under the motto Travel and Tourism in Motion. The Maldives is the official host country for 2027, which should give the island nation a prominent presence across the show and its programme. The 2026 show marked 60 years since ITB was first held.
The organiser has indicated that the detailed programme of events for 2027 will be published from mid-February.
With the show compressed into three days, appointment scheduling is the main lever for exhibitors, so plan the stand around the number of meetings that will run at the same time. Allow secure storage for brochures, hospitality supplies and staff belongings, which is often squeezed on meeting-led stands.