Artificial intelligence, geopolitics and sustainability set the agenda
Artificial intelligence, geopolitics and sustainability set the agenda
Publish Date: 2026-02-27 09:35:00
Source Domain: en.travel2latam.com
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The ITB Berlin Convention 2026 is centered on the theme “Leading Tourism into Balance,” focusing on how the tourism industry can adapt to geopolitical tensions and technological advancements while addressing sustainable development.
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The convention will bring together 400 industry leaders, including executives from companies like Google, Microsoft, Expedia, and Airbnb, across 17 thematic areas on four stages.
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A keynote address by former German Foreign Minister Joschka Fischer will analyze the positioning of tourism amidst increasing political and economic uncertainties.
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Artificial intelligence (AI) will be a key discussion topic; experts will explore its effects on business models, sustainability, and diversity. Nathan Blecharczyk will discuss Airbnb’s vision on nature tourism and short-term rentals, while Google will talk about evolving traveler behavior in algorithm-driven environments.
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The risks associated with intensive AI use, such as potential biases impacting marginalized communities, will also be discussed.
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Discussions will focus on responsible tourism growth and international cooperation, with a look at balancing tourism expansion with sustainability and social cohesion. TUI Group and DERTOUR Group executives will provide insights.
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The program will include talks on smart governance, performance indicators for operational modernization, and emerging leisure trends such as longevity tourism.
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Thor Pedersen will share his decade-long travel experience traveling to every country without an airplane, highlighting responsible travel trends.
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The event will celebrate six decades of ITB Berlin as the leading global trade fair for the tourism sector and reaffirm its strategic role in shaping tourism’s future.
