ITB Berlin 2026 with Deborah Rothe
In this event preview episode, we’re joined by Deborah Rothe, Director ITB Berlin, to unpack what’s coming when more than 100,000 travel professionals from 170 countries converge in Berlin on Mar 3-5, 2026. From Angola’s host-country spotlight to Thailand’s major presence, we highlight the regions gaining momentum and the early signals that will shape the year ahead.
At the heart of this years ITB Berlin is a powerful guiding theme: leading tourism into balance. Deborah breaks down what that really means in practice, which includes sustainable growth that still drives revenue, AI that builds trust and boosts conversion, and innovation that respects human values. On the eTravel Stage, attendees can expect hands-on demos showing how AI is transforming distribution, personalization, and service.
For attendees, this episode doubles as a practical playbook. Deborah shares how to set clear goals, pre-book meetings using the ITB app and Navigator, plan efficient routes across 40 halls, and uncover high-impact sessions beyond the main stages. You’ll also hear field-tested tips from Dan’s experience last year including why printed briefings are still useful and relevant, and even how pairing business cards with AI-powered follow-ups turns brief interactions into s sales pipeline.
We finish our conversation by highlighting how ITB is expanding their global footprint with the exciting launch of the first ITB in the Americas which is set for Nov 10-12 in Guadalajara, Mexico.
Be sure to join us at ITB Berlin! Dan will be presenting on Weds March 6th. For more details check out https://www.itb.com/.
