ITB Berlin News Page 5
Egypt Takes Centre Stage at ITB Berlin as Tourism Momentum Accelerates
Egypt arrived at ITB Berlin this week with more than a pavilion presence—it came with a statement of intent. After delivering a roughly 20% jump in international arrivals over 2025, the country has emerged as one of the Middle East’s standout tourism performers, and it is using the world’s leading travel trade show to underline just how far its recovery has evolved. In a region experiencing some of the fastest post‑pandemic tourism growth globally, Egypt’s resurgence has been defined by scale, confidence and a renewed clarity of product. Airlines have rebuilt capacity, tour operators have expanded programmes, and hoteliers are reporting sustained demand across both leisure and cultural segments. But if there is one development that has re‑energised the market conversation, it is the long‑awaited opening of the Grand Egyptian Museum.
Yerevan Finds Its Moment
Infrastructure, confidence and a global debut at ITB Berlin Yerevan has always known who it is. One of the world’s oldest continuously inhabited cities, Armenia’s capital wears its history lightly—etched into pink tuff stone, echoed in courtyard conversations, and poured generously into glasses of local wine. What is changing now is not the city’s character, but its readiness. Yerevan is quietly, steadily upgrading the foundations of tourism, and this week, at ITB Berlin, it is presenting itself with a new sense of purpose to the global travel industry.
ONYX Hospitality Group Celebrates 60 Years on the Global Stage at ITB Berlin 2026
At ITB Berlin 2026, where the world’s travel industry gathers to take the pulse of the future, ONYX Hospitality Group arrives with a milestone worth celebrating. Sixty years into its journey, the Asia‑Pacific hospitality leader is using one of the globe’s most prestigious tourism fairs not only to mark an anniversary, but to reaffirm its vision for what modern hospitality can—and should—be. The atmosphere around ONYX’s presence in Berlin is one of quiet confidence shaped by experience. Six decades in hospitality have given the group a deep understanding of how travel evolves, how guest expectations shift, and how cultures connect through meaningful stays. At ITB, ONYX is showcasing this legacy while firmly looking ahead, positioning itself as a brand that has grown alongside Asia‑Pacific tourism and helped define it.
Lanzarote focuses on sustainable tourism at ITB Berlin 2026
Under the bright lights of ITB Berlin—one of the world’s most influential tourism fairs—Lanzarote is making its presence felt with quiet confidence and a clear sense of purpose. This is not an island content to simply sell sunshine and scenery. Instead, Lanzarote arrives in the German capital with a compelling message: the future of travel must be thoughtful, climate-conscious, and regenerative—and this Atlantic island has been living that philosophy for decades.
Sabre unveils once-in-a-generation company rebuild and its AI-first platform at ITB Berlin 2026
At ITB Berlin 2026, Sabre unveiled the culmination of a multiyear, once-in-a-generation rebuild of its technology, architecture, and operating foundations. This transformation has unshackled the company to deliver a single, unified, AI-first platform, purpose-built for velocity to innovate for whatever comes next. In the first major milestone for the new Sabre, the company has seized a first-mover position in agentic travel – a clean break from legacy industry architectures that have constrained travel industry innovation for decades. This watershed moment is visually underscored by the debut of Sabre’s new brand identity, reflecting the reality of a company fundamentally reconstructed for what comes next.
Germans’ desire to travel remains unbroken despite crises
Despite growing global tensions, Germans are spending more on travel than ever before. At the opening of ITB Berlin 2026 on Monday, Albin Loidl, President of the German Travel Association (DRV), gave a positive assessment of 2025 in travel. He also looked ahead to the coming summer with optimism. Holidaymakers were booking earlier and placing greater emphasis on safety and quality, said Loidl. With regard to the current developments in Iran, he stated that the situation was being monitored with great concern.
The global travel market continues to grow steadily
The ITB Travel & Tourism Report 2026/2027 shows that the mood in the industry is optimistic, but that strategic preparation often lags behind the challenges of an increasingly complex world. According to data from the market research institute Phocuswright, the European and US travel markets are largely saturated. Speaking at the opening of ITB Berlin 2026 on Monday, Mitra Sorrells, CEO of the US institute said that despite this, she expected global annual growth of around 5.3 per cent until at least 2027. The driving forces were India and Latin America.
The Bahamas Takes Centre Stage at ITB Berlin
This week in Berlin, as the global travel industry gathers at ITB, The Bahamas is making a confident statement about where it stands—and where it is heading. Known worldwide for its luminous waters and idyllic beaches, the destination is using its presence at the world’s leading travel trade show to highlight a tourism story defined by growth, diversification and renewed global appeal. “ITB Berlin is an important platform for us,” said a Bahamas tourism official. “It allows us to engage directly with our international partners and to showcase how The Bahamas continues to evolve while staying true to its island identity.”
Istanbul’s Moment: A City on the Rise at ITB Berlin
This week in Berlin, as the global travel industry gathers under one roof at ITB, Istanbul is stepping forward with confidence. The city—long admired for its layered history and magnetic atmosphere—is now firmly positioned as one of the world’s most dynamic urban destinations, and its presence at the travel trade’s most influential event reflects a tourism story very much on the rise. ITB Berlin is where destinations define how they want to be seen in the years ahead. For Istanbul, that narrative is no longer just about heritage, but about momentum: a city that is evolving, expanding its offer and welcoming a new generation of travellers drawn by culture, cuisine, creativity and connection.
Jamaica: Where the Rhythm of the Island Meets the World
There are destinations that whisper their appeal, and then there is Jamaica—an island that speaks in rhythm, colour, and warmth long before you arrive. From the moment the trade winds carry the scent of salt and spice, Jamaica announces itself not simply as a place on the map, but as a feeling: vibrant, soulful, and endlessly alive. This spirit travelled far beyond the Caribbean this year, finding its way to the heart of Europe at ITB Berlin, where Jamaica’s tourism presence felt less like an exhibition stand and more like an open invitation. In a hall buzzing with global possibility, the island stood out not by shouting, but by moving—through music, storytelling, and the unmistakable pulse of its culture.
The Maldives Brings Island Soul to the Global Stage at ITB Berlin
There are destinations that sell holidays, and then there are destinations that sell dreams. The Maldives has long belonged to the latter category—an archipelago of imagination where turquoise lagoons meet powder‑white sands and time seems to slow to the rhythm of the tides. This year, that dream is making a confident appearance in the heart of Europe as Maldives Tourism takes centre stage at ITB Berlin, the world’s most influential travel trade show.
German Outbound Travel Confirms Europe’s Strength and the Rise of Culture-Nature Destinations
As ITB Berlin brings the global tourism industry to Germany, new analysis from Data Appeal and Mabrian reveals a clear behavioural pattern shaping German outbound travel: travellers are prioritising destinations where cultural heritage and outdoor appeal go hand in hand.