Tag Archives: ITB Berlin

The Ajman Department of Tourism, Culture and Media (ADTCM) has strengthened its strategic presence in the European market by signing a distinguished cooperation agreement with Coral Travel, one of the leading tour operators in Germany, Austria, and Switzerland. This agreement reflects a carefully planned marketing approach aimed at consolidating Ajman’s position as a preferred destination for European travellers, diversifying its source markets, and enhancing its competitive presence in high-value, high-spending tourism segments. The agreement was inked virtually, with His Excellency Mahmood Khaleel Alhashmi, Director-General of ADTCM, signing from the Department’s headquarters, while Hicabi Ayhan, Director Product Management at Coral Travel, signed from Berlin, Germany. The signing took place in the presence of the Department’s representative office participating in ITB Berlin, the world’s leading platform for the travel and tourism industry. The agreement establishes a practical framework for including the Emirate of Ajman within Coral Travel’s portfolio of promoted destinations in Germany, Austria, and Switzerland. This will be achieved through integrated marketing campaigns targeting specific traveller segments, the development of tailored travel packages based on in-depth analysis of European consumer behaviour, and the empowerment of travel agents and sales partners with marketing tools and insights that enhance Ajman’s visibility at points of sale. Both parties will also collaborate in analysing demand indicators and travel trends across Central European markets, as well as in designing flexible tourism products that respond to market dynamics and align with the growing demand for destinations offering cultural depth, beachfront experiences, and family-oriented activities within a safe and high-quality environment. H.E. Mahmood Khaleel Alhashmi stated that the Department adopts a strategic approach focused on building long-term partnerships with leading international tour operators, strengthening Ajman’s position as a …

At ITB Berlin, Sabre has revealed the culmination of a multi-year internal transformation, presenting what it describes as a fundamentally rebuilt, cloud-native company entering 2026 with renewed financial strength and operational agility. Over the past several years, the technology major has unified previously fragmented systems into a single platform architecture while strengthening its balance sheet through disciplined portfolio actions, debt management and a leaner cost structure. The result is a more flexible organisation built to innovate at speed. Central to the announcement is Sabre Mosaic, a modular, AI-native platform that brings together airline technology and marketplace solutions. Designed as an open ecosystem, each module can operate independently or integrate seamlessly into existing technology stacks, supported by open APIs, enterprise-grade governance and continuous deployment capabilities. Alongside this sits Sabre IQ, the company’s foundational AI layer, embedded directly into the platform rather than added as an overlay. Powered by one of the world’s largest travel data clouds, comprising more than 50 petabytes of compliant, context-rich data, the system includes an IQ Assurance Layer to ensure transparency, explainability and contractual compliance of AI outputs in live production environments. Sabre confirmed that these AI capabilities are already active, delivering measurable improvements in retailing, personalisation and operational workflows across its customer base. Positioning the move as a step into the “Next Age of Travel”, Sabre said the rebuilt platform is designed to support organisations at varying stages of transformation, from early AI exploration to advanced autonomous workflow deployment, enabling the industry to modernise at its own pace while remaining future-ready.

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.

Sharjah is gearing up to participate in ITB Berlin 2026—the world’s largest trade event specializing in the travel and tourism sector—taking place from 3 to 5 March 2026. The participation will be under the umbrella of the Sharjah Pavilion. The delegation, alongside the Sharjah Commerce and Tourism Development Authority (SCTDA), includes 20 entities from the emirate’s public and private sectors, a step that reflects the unification of plans and efforts, strengthens Sharjah’s presence, and consolidates its position on the global tourism map. During the exhibition, Sharjah’s delegation will showcase a range of prominent tourism and development projects that contribute to supporting the growth of the tourism sector and enhancing its contribution to the national economy, in addition to highlighting the diversity of tourism experiences the emirate offers—stemming from its varied landscapes, natural environments, and urban projects—from the center of theCity to the Central Region and through to the Eastern Region. The participation also highlights Sharjah’s integrated cultural ecosystem, which includes a wide array of specialized museums, nature reserves, archaeological and historical sites, forts and castles, as well as destinations and sites listed under UNESCO heritage. In addition, Sharjah’s distinctive beaches and waterfronts—key attractions for visitors—reflect the diversity of the emirate’s tourism experience. The participation also underscores the variety of hotel accommodation experiences that distinguish the emirate, with each project offering a unique character that reflects the identity of its location and provides diverse stays combining luxury, nature, and heritage. With its commitment to preserving and safeguarding its cultural legacy and the authenticity of its identity, Sharjah continues to solidify its standing as a destination that brings together heritage and modernity, offering an integrated tourism model that balances development, sustainable growth, …

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) will exhibit at ITB Berlin from 3-5 March 2026, continuing its annual presence at one of the world’s most influential travel trade events and reinforcing Abu Dhabi as a leading global destination for culture-led travel. At ITB Berlin, DCT Abu Dhabi and its stakeholders will engage with international travel trade partners to explore new opportunities for collaboration built on the emirate’s evolving tourism proposition. Meaningful visitor experiences will take centre stage, with the museums and institutions of Saadiyat Cultural District Abu Dhabi inviting the world to engage with the stories of the UAE and the wider world, and discover the connections that have shaped creativity and innovation throughout history. Zayed National Museum, one of the district’s newest additions, presents the history of the UAE from ancient times to the present and honours the legacy of the country’s Founding Father, the late Sheikh Zayed bin Sultan Al Nahyan, and his commitment to cultural heritage, education, identity, and belonging. The recently opened Natural History Museum Abu Dhabi offers a 13.8-billion-year journey of the universe, from meteorites and ancient fossils to environmental futures, framed through an Arabian lens. This cultural momentum extends beyond Saadiyat Island, with institutions such as newly reopened Al Ain Museum further reinforcing Abu Dhabi’s commitment to protecting and sharing its heritage. This year’s ITB coincides with Ramadan, and with rising interest in culturally immersive travel experiences, the delegation will educate visitors about this important annual religious event. The Holy Month is one of the most atmospheric times to visit Abu Dhabi, offering travellers opportunities to engage with local traditions, daily life, heritage and architecture through spiritual and …

Angola’s Ministry of Tourism and ITB Berlin officially announced their partnership for 2026. The country located in southwest Africa is the host country of ITB Berlin, which will celebrate its sixtieth anniversary on the Berlin Exhibition Grounds from 3 to 5 March 2026. At an official event today the Tourism Ministry of the Republic of Angola and Messe Berlin, the organiser of ITB Berlin, signed a partnership agreement. The signatories were Márcio de Jesus Lopes Daniel, Minister of Tourism of the Republic of Angola, and Dirk Hoffmann, COO of Messe Berlin. “We are delighted that Angola is the official host country of ITB Berlin 2026. This partnership offers a unique opportunity to showcase the country’s diversity, culture and natural beauty on one of the world’s most important platforms“, said Márcio de Jesus Lopes Daniel, Minister of Tourism of the Republic of Angola. “With our new brand identity ‘Visit Angola – The Rhythm of Life‘ we want to show how vibrant, diverse and authentic our tourism products are and invite the international travel industry to experience the rhythm of Angola with all their senses.“ “With its new brand identity and slogan ‘The Rhythm of Life’, Angola is sending a strong signal on the international tourism stage. It is a special honour for us to welcome this multifaceted country as the official host country for the sixtieth anniversary of ITB Berlin”, said Dirk Hoffmann, COO of Messe Berlin. “The partnership once again highlights ITB Berlin’s role as a platform that supports destinations in making their tourism potential visible on the world stage.“ “It is a great pleasure and honour to present Angola as the host country on the major tourism platform that …