ITB Berlin 2026 with AI4Tourism
At the world's largest tourism trade fair, ITB Berlin, we launched the AI4tourism brand (March 2026). Over 250 professional contacts in three days – our goal is to be the clear, trustworthy voice in the noise around AI: through education, a use-case bank and a consulting marketplace.
ITB Berlin 2026 – the world's largest tourism trade fair (Messe Berlin), 60th anniversary edition, 3–5 March 2026
ITB Berlin – the world's largest tourism trade fair – was the venue for the official launch of the AI4tourism brand (Hall 6.1, Stand 248). Over three days we collected more than 250 contacts from independent hotels, tour operators, DMOs, OTAs and technology platforms from more than 30 countries – and the concept drew huge interest. AI4tourism's mission is to be the clear, trustworthy voice in the noise around AI for the tourism sector. The market is full of AI tools; what's missing is clarity about what actually pays off – and what doesn't. The brand has three pillars: (1) EDUCATION – understandable, practical knowledge about the real possibilities of AI; (2) USE-CASE BANK – concrete, proven use cases from which players can choose a solution fitting their size and situation; (3) CONSULTING/DEVELOPMENT MARKETPLACE – where businesses meet the right experts and developers for implementation. The ITB experience confirmed the starting point: everyone watches AI, but few are sure they're looking at the right thing – exactly the gap AI4tourism aims to close.
“Most tourism SMEs aren't short on AI tools. They're short on clarity.” AI4tourism shows where AI delivers measurable revenue growth or cost reduction – before an accommodation spends its budget.