ITB Berlin 2026 – When Travel Becomes an Experience

Every year, ITB Berlin brings together tourism professionals from all over the world. This international trade fair is far more than just a professional event – it is a place for meeting, exchanging ideas, and finding inspiration for the journeys of tomorrow.

For us, as travel experts at Bollig Tours and Planet B, attending ITB is always a valuable opportunity to meet our partners, discover new ideas, and continue shaping our vision of travel.

During discussions with industry professionals from all corners of the world, one trend became particularly clear: today, travelers are no longer just looking for a destination – they are looking for an experience.

In everyday life, often defined by speed and obligations, travel has become a moment to slow down, take time, and fully enjoy the present. Travelers want to immerse themselves in a destination, understand a culture, and share authentic moments with the people who live there.

Nature is also playing an increasingly important role. Preserved landscapes, lesser-known regions, and outdoor experiences attract many travelers seeking space, calm, and a reconnection with what truly matters.

Another strong trend concerns the way people travel. Small groups and more intimate travel formats are becoming increasingly popular, as they encourage meaningful exchanges, create a genuine group dynamic, and allow travelers to experience destinations in a more personal and authentic way.

The conversations at the trade fair also reminded us that extraordinary experiences do not always require traveling far. Europe and nearby regions are full of often overlooked treasures, offering remarkable landscapes, rich cultures, and unique moments of discovery.

All these encounters and exchanges enrich the reflections of our team and open new perspectives for the journeys we aim to develop at Bollig Tours and Planet B.

Because beyond destinations, it is ultimately the emotions, encounters, and shared moments that turn a journey into an unforgettable memory.

“A journey is not just a movement from one place to another – it is a collection of moments that become memories.” – Sarah Foetz, Product Manager Planet B Travel and Bollig Tours