ITB Berlin takes the pulse of global tourism in its 60th year.

ITB Berlin, one of the most important gatherings in the world tourism sector, opened in Berlin, the capital of Germany, with 6,000 participants from more than 160 countries. The event, which has been the sector’s leading trade fair since 1966, is celebrating its 60th year in 2026 under the motto “Discover the stories behind 60 years of legacy.” Held exclusively in a B2B format, the fair will conclude on 5 March 2026. The ITB Berlin Convention held within the scope of the fair, with the theme “Leading Tourism into Balance,” brings together around 400 high-level speakers from the business, scientific and political spheres on four stages and under 17 thematic headings. Sustainability, geopolitical risks, digitalization, artificial intelligence and changing consumer behavior form the main headings of the 2026 agenda.

Türkiye is participating with a 700-square-meter stand and 51 co-exhibitors, including the Turkish Hoteliers Association (TÜROB), under the organization of the Turkey Tourism Promotion and Development Agency (TGA). Many regions, hotels and travel agencies from Türkiye, foremost among them the Istanbul Convention and Visitors Bureau and Turkish Airlines (THY), are also represented at separate stands.

At the fair, TÜROB Secretary General İsmail Taşdemir and TÜROB Board Member Mustafa Topaloğlu also took part in the meetings held by TÜROB President Müberra Eresin with Berlin Ambassador Gökhan Turan, Director General for Promotion at the Ministry of Culture and Tourism Timuçin Güler, Istanbul Chamber of Commerce Board Member and TUGEV Deputy President Bahadır Yaşık, TÜRSAB President Firuz Bağlıkaya, TÜROFED President Dr. Erkan Yağcı, TGA General Manager Sinan Seha Türkseven, and TGA Deputy General Manager Dr. Elif Balcı Fisunoğlu.

According to the first impressions at the fair, the ongoing war along the United States–Israel–Iran axis and across the Middle East in general is observed to have created a cautious atmosphere in the sector. Although geopolitical developments initially caused some unease, particularly regarding Eastern Mediterranean destinations, demand has not withdrawn entirely; rather, it has shifted toward more informed, price-focused and comparative booking behavior. While tour operators are emphasizing flexible booking and cancellation conditions, there is a growing tendency toward safe destinations with a strong price-performance balance. Türkiye, for its part, maintains its advantageous position in this process thanks to its strong product diversity and competitive pricing structure.

While early booking demand for the 2026 season in the German market remains strong, price sensitivity and a tendency to decide late are causing sales to follow a fluctuating course. While an increase was recorded in the autumn period in bookings for summer holidays, the shortening of holiday durations is drawing attention. As three-week stays become exceptional, demand has spread across the whole year in line with booking habits that changed after the pandemic. Increasing price comparisons, meanwhile, are causing campaign periods to extend into spring.

In the 2026 season, the strongest performance is expected to be in the cruise segment. A revenue increase of up to 6 percent is foreseen in this area. Demand for long-haul destinations is also running high. Nonetheless, Eastern Mediterranean destinations, and Turkey in particular, are maintaining their first-place position in 2026 summer season bookings.

According to data from the German Travel Association (Deutscher Reiseverband - DRV), total holiday spending in Germany in 2026 is expected to reach 86 billion euros, with a 3 percent increase in revenue and the number of travelers rising to 138 million. It is noted that 76 percent of the population plans to go on holiday. According to the results of Reiseanalyse 2026 announced by Forschungsgemeinschaft Urlaub + Reisen (FUR), the number of people who took a holiday of at least 5 days in 2025 reached 57 million, holiday spending climbed to a record level of 91.7 billion euros, average per-person spending stood at 1,354 euros, and the rate of travel abroad rose to 78 percent.

Germany continues to be Türkiye’s largest source market. In 2023, 6.19 million, in 2024, 6.62 million, and in 2025, 6.74 million German visitors chose Türkiye. While Antalya maintained its position as the main destination, Istanbul recorded a strong increase in cultural tourism. Türkiye’s first-place ranking in 2026 summer season bookings demonstrates the destination’s competitiveness and market resilience.

Making a brief assessment at the end of the first day of the fair, TÜROB President Müberra Eresin said: “The 2026 tourism season presents a cautious but optimistic outlook. While travel demand maintains its vitality despite global uncertainties, growth potential continues for countries that demonstrate a balanced pricing policy, a sustainability approach and strong destination management.”