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Though 2026 marked the 60th anniversary of ITB Berlin, the world’s largest tourism trade fair, celebrations were somewhat overshadowed by geopolitics.
The event itself went off without much disruption, minus a few notable empty stands. However, many destinations are nervously awaiting the impact of recent events on their tourism sector, a vital part of the economy.
What was clear though, was a desire for adventure and conscious travel from tourists across the whole world. This links directly into broader lifestyle trends to disconnect from technology and spend more time in nature.
“I think hiking especially is a trend connecting with nature, connecting with people, with mountain villages, with heritage, with traditions,” Florian Sengstschmid, CEO of the Azerbaijan Tourism Board told Euronews.
With signs boasting ‘sustainable’, ‘regenerative’ and ‘eco-tourism’ becoming increasingly prevalent, its clear everywhere is embracing slower travel as a vehicle for growth. However, many destinations stressed that a key part of their growth plans also included improving accessibility and infrastructure.
“We are also investing in road infrastructure, making all these wonderful, secluded places easier to reach,” explained Simonida Kordić, the Minister of Tourism for Montenegro.
For this year’s country host Angola however, the event was all about public awareness.
“Nobody visits the place that they don’t know, so we have to make ourselves known to the world. Being host country of ITB is a concrete expression of how ambitious Angola is,” Márcio de Jesus Lopes Daniel, Minister of Tourism for the Republic of Angola told Euronews.
