Tag Archives: 60 years

In its milestone anniversary year, ITB Berlin reinforces its standing as the global travel industry’s leading B2B trade show, with Egypt taking centre stage among more than 160 participating countries. The strong presence of Egypt highlights its renewed tourism momentum and strategic global outreach, alongside prominent participation from Thailand, Türkiye and Italy. As the world’s travel trade gathers in Berlin, the event once again serves as a pivotal platform for innovation, partnerships and emerging trends shaping the sector. Industry leaders, tourism boards and hospitality players are leveraging the show to unveil new strategies, strengthen alliances and capture evolving global demand.

The sixtieth anniversary edition of ITB Berlin opened on 2 March 2026 with Host Country Angola staging a large-scale cultural gala in Berlin. The ceremony set the tone for the trade show, which ran from 3–5 March, highlighting Angola’s tourism ambitions and heritage. Under the theme ‘The Rhythm of Life’, around 700–800 invited guests from politics, the tourism industry, media, and international institutions attended the opening. The programme featured official speeches, music, dance, and visual installations presenting Angola’s cultural diversity and natural landscapes. Among those present were Kai Wegner, Governing Mayor of Berlin; Christopher Ploß, Federal Government Coordinator for Maritime Economy and Tourism; Gloria Guevara, President and CEO, World Travel & Tourism Council; and Shaikha Nasser Alnuwais, Secretary-General, UN Tourism. Mario Tobias, CEO, Messe Berlin, represented ITB Berlin. The evening was hosted by Márcio Daniel, Minister of Tourism, Republic of Angola, and José de Lima Massano, Minister of State, Republic of Angola. The artistic production, Travessia – From Traditional to Modern, traced Angola’s musical evolution, blending traditional instruments such as the dikanza with contemporary arrangements, choreography, and LED visuals depicting landmarks including Kalandula Falls and the Namib Desert. Angola also spotlighted its new brand identity, ‘Visit Angola – The Rhythm of Life’, positioning the destination to the global travel trade during the anniversary edition.