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ITB Berlin: how to plan your most productive show yet

For many travel businesses, ITB Berlin is the most important week of the year. It’s where new partnerships are formed, distribution strategies are shaped, and product pipelines are built for the seasons ahead.

Whether you’re a tour operator, DMC, or travel agency, this guide walks you through what ITB Berlin is, who it’s for, and most importantly how to plan your visit so you leave with qualified meetings, clear next steps, and measurable ROI.

What is ITB Berlin?

ITB Berlin is the world’s leading B2B travel trade show, bringing together thousands of exhibitors and trade visitors from across the global tourism value chain. The show covers virtually every segment of tourism, including:

• Leisure travel and tour operating
• Adventure and experiential travel
• Luxury travel
• MICE and business travel
• Destination marketing organizations
• Travel technology and digital solutions

Alongside the exhibition runs the ITB Berlin Convention, one of the largest tourism think tanks in the world, featuring hundreds of speakers and sessions focused on innovation, sustainability, technology, and future business models. Its current guiding theme is “Leading Tourism into Balance.”

Tourwriter Insight: In practical terms, ITB Berlin is where strategy meets execution: you explore new products, validate demand, and turn conversations and ideas into business strategy.

Dates, venue, and opening hours

• ITB Berlin 2026 dates: 3 – 5 March 2026
• Daily opening hours: 10 am – 6 pm
• Location: Messe Berlin (also known as Berlin Expocenter City)
• Entrances: Hall 21, North Entrance (Hall 19), Hall 9, Hall 7 (SCH7), CityCube Berlin, South Entrance, Hub27

Getting there: Messe Berlin is well connected by public transport (S-Bahn and U-Bahn), and taxis and ride-hailing services are plentiful during show week.

Tickets: Trade visitor tickets are purchased via the ITB ticket shop. Prices tend to increase closer to the show, so booking early is recommended. Tickets are currently at 55 Euro for a day and 80 Euro for the full 3 days. These prices include 19% VAT. ITB Transition Lab tickers are EUR 198.00 per session including 19% VAT.

Who should attend (and why)?

ITB Berlin is designed for travel professionals whose business depends on partnerships, sourcing, and distribution.

• Tour operators & wholesalers: Discover new DMCs and suppliers; expand destination portfolios; negotiate contracting and rates.
• DMCs & incoming operators: Meet international buyers at scale; build distribution in new source markets; showcase new experiences.
• Travel agencies & consortia: Find differentiated product; build direct supplier relationships; explore niche destinations.
• Luxury travel sellers: Source high-end product and experiences; meet specialist operators and hoteliers.
• Travel tech buyers: Compare platforms side-by-side; shortlist technology partners; explore automation options.

What to do before you go (meetings + research + short list)?

Preparation determines your ROI more than anything else.

1) Define success in simple terms: Examples include booking 15 qualified buyer meetings or identifying 3 new Southeast Asia DMC partners. Write this down; it becomes your filter.

2) Research using exhibitor tools: Use the ITB exhibitor list, hall plan, and ITB Navigator to search by destination or segment and build a shortlist of must-meet companies. ITB Navigator can be a challenging tool to use but it does present a lot of value to attendees. Make sure you allow enough time to investigate the platform and get in touch with the exhibitors you are interested in attending.

3) Apply for ITB Buyers Circle (if eligible): This exclusive group of around 1,300 senior buyers receives benefits like fast-track entry and lounge access.

4) Start booking meetings early: Begin outreach 4–6 weeks before the show. Keep messages short: who you are, who you work with, and why meeting makes sense.

On-the-ground tips (navigation, networking, sessions)

• Plan each day: Identify priority meetings and stands before doors open so you don’t drift.
• Group meetings by hall: Messe Berlin is large. Reducing cross-campus walking saves hours.
• Use the Convention strategically: Attend 1–2 sessions tied to your focus areas to use as conversation starters.
• Take structured notes immediately: Capture fit level, opportunity type, and next steps immediately while fresh.

Post-show follow-up checklist

• Within 48 hours: Send personalized emails referencing specific discussion points and propose next steps.
• Within 7 days: Categorize contacts (hot / warm / future / no fit) and book calls with priority leads.
• Within 30 days: Review what converted and identify best-performing segments to adjust your approach for the next show.

A note on software: If you’d like to see how Tourwriter helps tour operators and DMCs manage product, pricing, and partnerships more efficiently, we’d be happy to connect during ITB Berlin. Book a time with the team here

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