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Shanghai highlights cultural tourism at ITB Berlin 2026
Shanghai's cultural and tourism delegation presented a diverse array of travel experiences at ITB Berlin 2026, held from 3 to 5 March. As one of the world's largest travel trade shows, ITB Berlin celebrated its 60th anniversary, attracting exhibitors from over 180 countries and more than 100,000 industry professionals. The event provided a platform for Shanghai to highlight its cultural attractions and tourism offerings to the European market. Within the 459-square-metre China Pavilion, organised by tourism authorities from 15 provinces and municipalities, including Beijing, Shanghai, Zhejiang, and Hubei, exhibitors showcased China's cultural and tourism offerings. The Shanghai Municipal Administration of Culture and Tourism led a delegation featuring Shanghai China International Travel Service (SCITS), Shanghai Film Park, and Shanghai Han Tang Tour. Shanghai Film Park, a major film and television production site, made its debut at ITB Berlin. The park, known for its century-old Shanghai-style architecture, offers tourism programmes that blend film culture with performing arts, educational visits, and seasonal festivals. Programmes like the Immersive Blossoms Shanghai Journey reflect the park's integration of cinematic heritage with cultural tourism. SCITS, an inbound tour operator with over 70 years of experience, has been a regular participant at ITB Berlin for over 30 years. The company has curated premium itineraries combining Shanghai with destinations across the Yangtze River Delta. This year, SCITS offers travel programmes under its Discover the East brand, merging traditional Chinese culture with broader Asian experiences. Shanghai Han Tang Tour, attending ITB Berlin for the sixth time, focused on expanding its international partner network and integrating AI and digital tools into its operations. The Shanghai delegation engaged in buyer matchmaking sessions, exploring collaborations with European travel professionals. Shanghai Film Park is also in talks with international organisations to develop Shanghai-themed creative projects. Ahead of the event, the China National Tourist Office in Frankfurt collaborated with regional broadcasters to air travel features on Chinese destinations, including Shanghai, enhancing the city's cultural and travel appeal This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
Rajasthan boosts European tourism ties at ITB Berlin
Rajasthan Tourism made a significant impact at ITB Berlin 2026, the world's leading travel trade fair, which concluded on Thursday. The event provided a platform for Rajasthan to present its rich heritage, culture, and tourism experiences to the global travel industry. The Rajasthan pavilion, located at Pavilion 200, attracted considerable interest from visitors throughout the three-day event. Led by Tourism Commissioner Rukmani Riar, the Rajasthan delegation included Additional Director Pawan Jain and Joint Director Dr Puneeta Singh. They engaged with international travel sector representatives, highlighting Rajasthan's historic forts, palaces, desert landscapes, and cultural traditions. The pavilion's design, inspired by traditional regional architecture, drew many travel professionals eager to explore tourism opportunities in the state. Rajasthan Tourism officials conducted meetings with tour operators, travel agents, and tourism companies from Germany and other European countries. These discussions focused on business cooperation and promoting travel in the European market. A roadshow at the Rajasthan stand attracted around 35 travel bloggers and digital influencers, showcasing heritage circuits, desert safaris, festivals, and wildlife tourism. Visitors participated in a Rajasthan-themed quiz, with winners receiving traditional Rajasthani souvenirs. Guests also enjoyed Indian snacks, reflecting regional hospitality. Rukmani Riar highlighted architectural similarities between Rajasthan's historic forts and German fortifications, noting shared historical strategies related to settlement and protection. The Rajasthan pavilion was inaugurated by Union Minister for Tourism Gajendra Singh Shekhawat and Ajit Vinayak Gupte, Ambassador of India to Germany. Over the fair's duration, the delegation attended numerous B2B meetings and networking sessions, presenting heritage circuits and cultural festivals to international travel companies. Europe remains a key international source market for Rajasthan tourism, with travellers from Germany, France, and the UK showing continued interest in the state's historic architecture and cultural experiences. Participation in ITB Berlin is expected to enhance engagement with European travel companies and support growth in international visitor arrivals in the coming years This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
Tamil Nadu Tourism showcases at ITB Berlin 2026
Tamil Nadu Tourism is participating in the ITB Berlin 2026, held from 3 to 5 March, to promote its rich cultural heritage and diverse tourism offerings. The southern Indian state, known for its ancient temples and vibrant cultural heritage, seeks to attract German travellers, who have shown a keen interest in cultural and eco-tourism. The Commissioner of Tourism and Managing Director of Tamil Nadu Tourism Development Corporation, J. Innocent Divya, highlighted the importance of the event, stating, “Tamil Nadu Tourism is actively participating in ITB, Berlin consistently over the years understanding its growing demand and potential for inbound tourism.” A dedicated pavilion will showcase the state's offerings and foster partnerships to attract investments in tourism. Germany, a significant source market for Indian tourism, hosts a substantial Tamil-speaking community eager to explore their ancestral roots. Tamil Nadu's participation in ITB Berlin aims to tap into this potential by promoting niche tourism sectors such as medical, adventure, and eco-tourism. The recent Tamil Nadu Global Tourism Summit 2026 marked a milestone with 127 memorandums of understanding signed, attracting $2.7 billion (₹22,795 crore) in investments. The state has launched new attractions, including a hot air balloon safari and a glow garden, to enhance its tourism appeal. With its rich history, Tamil Nadu offers a unique blend of cultural experiences, from UNESCO World Heritage Sites to vibrant festivals like the Indian Dance Festival and the Tamil Nadu International Balloon Festival. The state's natural beauty, with wildlife sanctuaries and national parks, provides ample opportunities for adventure tourism This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
TAT successfully hosts Amazing Thailand networking event at ITB Berlin
The Tourism Authority of Thailand (TAT) hosted the Amazing Thailand Networking Event at ITB Berlin 2026 on Wednesday, 4th March. The event was attended by members of the international media, global trade partners, and key stakeholders at Messe Berlin during the 60th anniversary edition of the world’s leading travel trade fair,. As such, it served to reinforce Thailand’s strategic shift toward a Value over Volume growth model. The networking session provided a strategic platform for TAT to outline the next phase of Thailand’s tourism development, placing Value over Volume at the centre of strategic direction, with emphasis on quality revenue, long-term sustainability and meaningful travel experiences. The event also highlighted Thailand’s dynamic experiences, with Bangkok leading in culture, creativity and innovation. Thai tourism enters its post-recovery phase During the strategic briefing, TAT governor Thapanee Kiatphaibool highlighted Thailand’s strong 2025 tourism recovery, with over 32.9 million international arrivals generating 41.3 billion Euros in revenue. Long-haul markets exceeded ten million arrivals for the first time, contributing 18.5 billion Euros, with Germany ranking among the top five long-haul source markets at 965,898 visitors, highlighting Thailand’s appeal as a high-quality, long-stay destination. Looking to 2026, TAT is firmly advancing its Value over Volume strategy, prioritising quality revenue, meaningful experiences and long-term sustainability that benefits local Thai communities and partners alike, targeting 81 billion Euros in total tourism revenue. Experiences matter To drive long-haul growth, TAT is developing experience-led products in events, sports tourism, and authentic local journeys, while collaborating closely with international partners to elevate ‘Thainess’ and deliver hospitality services that exceed expectations. This is bolstered by a proactive Airline Focus strategy to ensure year-round access and even visitor distribution, creating meaningful and sustainable benefits for destinations and communities. Central to this direction is the global communication ‘Healing is the New Luxury’ concept, redefining luxury through time, balance, and emotional well-being via Thailand’s cuisine, coastal retreats, spiritual journeys, creative districts, and community connections. TAT is further amplifying this direction through a high-impact international collaboration. The “Healing Journey Thailand” with British artist Henry Moodie positions Thailand as a restorative long-haul destination.
Trip.com Group advances AI and European ties at ITB Berlin
Trip.com Group showcased its leadership in travel technology and artificial intelligence (AI) at ITB Berlin, highlighting its strategic partnerships across Europe. The company revealed that 60% of interactions with its AI Assistant, TripGenie, are now related to booking decisions, with AI-assisted bookings experiencing a 400% year-over-year increase. This underscores the growing importance of digital tools in enhancing traveller confidence and conversion. At the event, Casper Maasdam, Managing Director of Europe Operations at Trip.com Group, participated in a panel discussing the transformative impact of predictive AI models on travel commerce. He noted that AI is enabling more relevant and faster transactions by anticipating demand and offering context-aware solutions. Maasdam also pointed out regional differences, with Asian travellers favouring last-minute guidance, whilst European markets, like Germany and the UK, focus on early planning. Nithya Ramesh, Regional Director at Trip.com Group, emphasised the company's vision to digitally enhance the travel experience by connecting travellers with a comprehensive ecosystem of services. She highlighted that digital engagement is crucial as travellers increasingly seek certainty before arrival. Trip.com Group was recognised as an ITB Innovator 2026 for its TripPlanner solution, which simplifies the travel planning process into a single, bookable platform. Edison Chen, Vice President, welcomed a senior delegation of policymakers, reinforcing the company's commitment to collaboration with European leaders. Overall, Trip.com Group's contributions at ITB Berlin underscored the pivotal role of AI innovation and partnerships in shaping the future of travel This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
Thailand unveils ‘The New Thailand’ at ITB Berlin 2026
The Tourism Authority of Thailand (TAT) has launched its "The New Thailand" vision at ITB Berlin 2026, the world's largest travel trade fair. This initiative aims to enhance Thailand's status as a world-class destination by promoting healing-led luxury and sustainable tourism, specifically targeting the European market. The event, held from 3 to 5 March at Berlin ExpoCentre City, marks the 60th anniversary of the fair. Her Royal Highness Princess Ubolratana graced the Thailand Pavilion, showcasing Thai culinary arts by preparing som tam thad, a traditional papaya salad. This live demonstration highlighted Thailand's cultural vibrancy and culinary expertise, drawing significant attention from international media and trade partners. TAT Governor Thapanee Kiatphaibool noted that ITB Berlin serves as a strategic platform to communicate Thailand's vision, which aligns with the global demand for wellbeing and meaningful travel experiences. "Healing-led luxury reflects evolving global demand for wellbeing and meaningful travel experiences whilst sustainability and hidden gems sharpen Thailand's competitive edge in Europe," she stated. The Thailand Pavilion featured 165 Thai tourism operators, with 89 holding recognised sustainability certifications. The showcase emphasised hidden gems across various regions, including Sukhothai, Nan, Suphan Buri, Ratchaburi, Satun, and Trang. The pavilion also presented eco-friendly products and interactive activities, reinforcing Thailand's commitment to creative and responsible tourism. Germany remains a priority market for Thailand, with a significant increase in German visitors in recent years. In 2025, Thailand welcomed 965,898 German visitors, a 1,060% increase from 2024. This upward trend has continued into 2026, with 115,700 German travellers visiting Thailand from 1 to 31 January, marking a 255% year-on-year increase. The ITB Berlin 2026 participation is expected to generate over $156 million (5.568 billion Baht) in economic value, reinforcing Thailand's path towards becoming a sustainable, high-value destination This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
Sabre unveils AI-first platform at ITB Berlin 2026
Sabre has revealed a major transformation of its technology and operations at ITB Berlin 2026, introducing an AI-first platform designed to innovate the travel industry. This overhaul marks a significant shift from traditional industry architectures, positioning Sabre as a leader in agentic travel. The new platform, Sabre Mosaic™, integrates AI into its core, offering intelligent retailing, autonomous workflows, and enterprise-grade governance. The transformation involved a complete modernisation of Sabre's technology stack, moving to a cloud-based system and unifying previously fragmented capabilities. This new architecture is designed for speed, resilience, and scalability, allowing customers to adopt best-of-breed solutions without being locked into specific systems. Sabre's platform is powered by Google Gemini and supported by its extensive Travel Data Cloud, which holds over 50 petabytes of data. Sabre's strategic fiscal roadmap has enabled this transformation without legacy constraints, increasing engineering capacity and accelerating innovation. The company has also unveiled a new brand identity to reflect its reconstructed reality. Attendees at ITB Berlin can experience Sabre's innovations through live demonstrations. The platform's capabilities are already attracting industry partnerships, including collaborations with PayPal, Mindtrip, and Virgin Australia. Sabre's President and CEO, Kurt Ekert, stated, "We rebuilt our foundation to deliver greater stability, faster innovation, and more value for our customers." As the travel industry moves into an AI-native phase, Sabre's new foundation offers a path forward with operational reliability and scalable performance This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
HonTrip unveils AI-driven travel at ITB Berlin 2026
HonTrip, an innovative AI-powered travel platform, is set to debut at ITB Berlin 2026, showcasing its new brand, Seeking China. This initiative aims to redefine how international travellers explore China by integrating AI itinerary planning with cultural storytelling and wellness travel. The platform, designed to cater to modern travellers seeking authenticity and personalisation, will be presented from 3 to 5 March at Booth 26328. Seeking China moves beyond traditional sightseeing, offering personalised, culturally immersive experiences. HonTrip's proprietary AI system curates local experiences, accommodations, and transportation into seamless, ready-to-book journeys. This approach aligns with global travel trends, where travellers prioritise meaningful connections over checklist tourism. Offerings include heritage craft experiences, city discovery tours, and traditional Chinese wellness activities. China's inbound tourism is experiencing a robust recovery, with 132 million visits in 2024, a 60% increase from the previous year. Cities like Beijing and Shanghai have surpassed pre-2019 foreign visitor levels. The rise in visa facilitation and evolving travel preferences has also spurred European interest in China's cultural and wellness tourism. Atlas Wan, founder and executive director of HonTrip, stated, "Today's international travellers value genuine cultural understanding over mere sightseeing. HonTrip leverages technology to make China travel smarter, more immersive, and efficient. Seeking China is our answer to the future of inbound tourism—tech-empowered and culture-rooted." ITB Berlin, the world's leading travel trade show, provides a crucial platform for HonTrip to engage with European partners and stakeholders, furthering cultural understanding and enhancing China's inbound tourism experience This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
Sabre announces a once-in-a-generation transformation at ITB Berlin
Global travel technology firm Sabre unveiled the culmination of a multiyear, once-in-a-generation rebuild of its technology, architecture, and operating foundations at this year’s ITB Berlin. 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. Redesigned for a new age Likewise, the company’s new visual identity underscores the new Sabre. It is the external expression of a rebuilt reality: an AI-first platform, a unified architecture, and a markedly faster and more innovative organization working at the pace of Silicon Valley startups, backed by its inimitable experience in the complex travel space. As Sabre president and CEO Kurt Ekert put it: “Unveiling the new Sabre at ITB Berlin marks the completion of a fundamental re-architecture of our business. We rebuilt our foundation to deliver greater stability, faster innovation, and more value for our customers, while positioning Sabre for long-term growth and leadership as travel enters its AI-native phase.” “Open is the way forward” Over the last several years, under a refreshed executive leadership team, Sabre has executed a full modernization of its technology stack, moving to the cloud, rebuilding core systems, and unifying once fragmented capabilities under the new Sabre Mosaic platform. The result is a high-performance, continuously deployable platform designed for speed, resilience, and scale, one that replaces patchwork modernization with a singular architectural vision that believes open is the way forward. Customers are encouraged to adopt best-of-breed solutions and complement their own technology to modernise at their own pace. No locked-in systems. As Sabre enters 2026, it does so from a fundamentally new technical posture: AI-native, cloud-first, and ready for production-grade autonomy. AI-native by design At Sabre, AI is not an overlay or an experiment. It is embedded across the platform, engineered into the core over multiple years, not bolted on in response to market noise. Powered by Google Gemini, Sabre’s systems are designed to learn, reason, and act across retailing, servicing, and operations, all while sitting on Sabre’s Travel Data Cloud, one of the world’s largest, with over 50 petabytes of compliant, contextualized data. This scale is paramount in an AI-first world and cannot be reverse-engineered, and AI engines cannot independently obtain and orchestrate this logic. Last year, Sabre established a first-mover position in agentic travel with the launch of agentic-ready APIs and its proprietary Model Context Protocol (MCP) server, delivering the orchestration, context, and governance required for autonomous workflows in live, enterprise environments. Together, these capabilities move the industry beyond static request-response models, enabling systems that can plan, execute, adapt, and improve in real time. Operationally primed to create value Sabre completed this rebuild while simultaneously strengthening its financial foundation. Disciplined debt management, portfolio actions, and operating rigor enabled the company to modernize without carrying forward legacy constraints. A focused strategy has enabled Sabre to materially increase its engineering capacity over the past year, accelerating innovation cycles and time-to-market. The company now enters the value-creation phase of this strategy with greater flexibility, improved cost structure, and the operational capacity to lead. What this means for travel With a unified platform, large-scale travel data, and embedded AI, Sabre is positioned to serve as the backbone for the next wave of travel innovation supporting startups, builders, and established enterprise partners alike with shared tools, shared context, and enterprise-grade governance. This foundation enables new retail models, cross-channel consistency, and more automated servicing – delivering greater reliability, flexibility, and differentiated value for customers across the ecosystem. Momentum is already building: recent industry partnerships, including those with PayPal and Mindtrip, Biz Trip AI, and Virgin Australia’s agentic chatbot integration with ChatGPT, reflect growing confidence in Sabre’s direction and its role in shaping what comes next. According to Sabre’s president for product and engineering Garry Wiseman: “We redesigned Sabre’s technical foundations to deliver durable differentiation in AI and to give partners a system they can rely on as their needs scale. By unifying our architecture, strengthening our data layer, and embedding governance through our IQ Assurance Layer, we’ve created an environment where innovation can happen faster, and with confidence, as the industry moves into the Next Age of Travel.”
Sabre unveils AI-first platform at ITB Berlin
Sabre has announced the completion of a multi-year transformation of its technology and architecture, introducing a unified, AI-native, cloud-based platform at ITB Berlin 2026. This new platform, Sabre Mosaic™, is designed to support intelligent retailing and autonomous workflows, marking a departure from traditional industry architectures. The launch also coincides with the debut of Sabre's new brand identity, reflecting its transition to an AI-first operating model. The rebuilt platform integrates Sabre's core systems into a single, high-performance architecture, emphasising speed, resilience, and scalability. It encourages customers to adopt best-of-breed solutions without being locked into specific systems. Sabre's AI capabilities are embedded throughout the platform, powered by Google Gemini, and are supported by over 50 petabytes of travel data, enabling real-time planning and adaptation. Sabre's strategic fiscal roadmap has allowed the company to modernise its technology stack whilst strengthening its financial foundation. This has increased engineering capacity and accelerated innovation cycles. The new visual identity underscores Sabre's transformation into a faster, more innovative organisation. The platform positions Sabre as a key player in the next wave of travel innovation, supporting startups and established partners with shared tools and enterprise-grade governance. Recent partnerships with companies like PayPal and Virgin Australia highlight confidence in Sabre's direction. Kurt Ekert, Sabre's President and CEO, stated, "We rebuilt our foundation to deliver greater stability, faster innovation, and more value for our customers." As the travel industry enters the AI-native phase, Sabre's new platform offers a path forward with operational reliability and scalable performance This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
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ITB China 2026 – Shanghai China
ITB China is a 3-day travel trade fair focused on the Chinese travel industry, providing a platform for global travel
ITB India 2025, Mumbai India
What is ITB India ITB India is an annual 3-day business-to-business trade show and convention curated to connect you to the
ITB Asia 2025, Singapore
ITB Asia, Asia’s Leading Travel Trade Show,is an annually held B2B trade show and convention for the travel industry; it is designed to be the
ITB China 2025 – Shanghai, 27-29May
ITB China is the leading B2B-Exclusive trade show focused on the Chinese Travel Market. At ITB China in Shanghai, we bring together top and hand-selected buyers from Greater China with industry professionals from all over the world. We provide various networking events and a unique state-of-the-art matchmaking system to enhance networking and maximize business opportunities at our travel expo. Coinciding with our travel fair, the
ITB India 2024 – 11 – 13 September 2024 at Jio World Convention Centre, Mumbai, India.
ITB India is an annual 3-day business-to-business trade show and convention curated to connect you to the Indian Travel Market. ITB India brings together key travel industry leaders and international exhibitors from various segments of MICE, Leisure, Corporate and Travel & Technology. Leverage on ITB India to capture the fast-growing Indian and South Asian Markets, forge new partnerships and strengthen existing business relations with the most important players in India.
ITB Asia 2024 – Marina Bay Sands, Singapore from 23 – 25 October 2024.
ITB Asia, Asia's Leading Travel Trade Show, is an annually held B2B trade show and convention for the travel industry; it is designed to be the primary event for the Asia Pacific travel industry, much like its parent event – ITB Berlin.
ITB China 2024 – Shanghai, China
Meet with high diversity of buyers coming from leading travel companies throughout China, and attendees seeking for business opportunities in China. At ITB China we gather top and hand-selected Chinese buyers from leading Chinese travel agencies, with the focus on conducting successful and profitable deals for you, the matchmaking system is a proven way to make the most of the limited time at the exhibition
ITB Asia 2023: Marina Bay Sands, Singapore 25 – 27 October 2023
ITB Asia, Asia's Leading Travel Trade Show, is an annually held B2B trade show and convention for the travel industry; it is designed to be the primary event for the Asia Pacific travel industry, much like its parent event – ITB Berlin.
ITB India 2023 – 26 to 28 April 2023, Mumbai India
The 3rd edition of ITB India will take place in-person from 26 - 28 April 2023 in Jio World Convention Centre, Mumbai, India. This 3-day business-to-business travel and tourism trade fair for India has been put together to bring different facets of the Indian Travel Market.
ITB India 2022: 4 – 8 April 2022, Mumbai, India (Hybrid event)
ITB India will be held from 4 - 8 April 2022, with the physical event happening from 4 - 6 April 2022 and the virtual component from 7 - 8 April 2022. The show is organised by Indo-German Chamber of Commerce and supported by Messe Berlin (Singapore) Pte Ltd.
ITB Asia 2022: 19-21 October Marina Bay Sands, Singapore
ITB Asia 2022 is co-located with MICE Show Asia and Travel Tech Asia covering the key verticals in the travel industry such as Leisure, MICE, Corporate, and Travel Technology. With three shows in one event, it has become Asia's largest travel showcase.
Travel Tech Asia 2022: 19-21 October, Marina Bay Sands Singapore
Travel Tech Asia is a must-attend event for all Travel Tech industry professionals. We gather people and companies who are looking to showcase their innovations, explore new business frontiers, sign deals, discover latest travel technologies and network with like-minded individuals. Join us at Travel Tech Asia to establish high-quality contacts and generate potential leads for your business.
MICE Show Asia 2022: 19-21 October, Marina Bay Sands Singapore
The fourth edition of MICE Show Asia will be an in-person event in 2022 from Wednesday, 19 October – Friday, 21 October 2022. Co-located with ITB Asia and Travel Tech Asia, MICE Show Asia is the Premier MICE Show in Asia. An unmissable event for the meeting industry in APAC, MICE Show Asia is where the incentive travel, meetings and events industries come together to connect and build the future of MICE. From industry suppliers, meetings & events professionals to up-and-coming MICE innovators, we welcome a wide range of disciplines, sectors and all levels of seniority. Everyone is here, every time.
November: EyeforTravel’s Revenue Optimization and Marketing Summit Amsterdam
EyeforTravel Amsterdam is Europe’s largest gathering of analytics and digital travel executives who strive for transformation, market share and loyalty.