ITB Berlin 2026

Representing Die Zentralbahn at ITB Berlin

Several months ago, I was asked by our partners at Die Zentralbahn whether I would be available to represent them at ITB in Berlin in March. It was a great honour to be asked, and I was delighted to be able to oblige. Along with several other Swiss railway companies, we collectively formed the Travel Switzerland hub on the Switzerland stand, with Switzerland Tourism (ST) Germany in charge of the whole operation.

I had visited ITB in Berlin before in three previous roles with other companies, but this was the first time for quite a while and I was really excited about going back to Berlin, not just for the event itself, but because it’s such a fascinating city.

Working with Switzerland Tourism Germany: A New Partnership

On a business level, it was also the first time I had worked directly with the team at ST in Germany. Given that the UK is our main market, most of our collaboration with ST during the year is with their London team, so it was a great opportunity to see how one of the other ST teams organises things. In this respect, Vivienne and the team did an excellent job, both with the stand and the pre-event dinner on the Monday evening. It was great to be able to meet up with the rest of the Swiss partners, some of whom I’d never actually met before, and together we enjoyed a fantastic evening before starting work the following morning.

ITB Berlin 2026: Attendance Trends and Global Travel Disruption

With all the uncertainty in the Middle East at the moment, and the associated travel disruption, it wasn’t a surprise to find that the stands of some of the other countries ended up being empty. The disruption also meant that visitor numbers appeared down. That said, the meetings that did take place with those able to attend were extremely productive. Naturally, events in the Middle East were also discussed, especially regarding how trade in the early part of the year had been affected.

Tour Operator meetings and a positive outlook for 2027 travel

Perhaps slightly surprisingly, whilst there was of course concerns about what the future may hold, it was great to hear that the business for the coming months was looking very positive amongst the Tour Operators that I met. Many Tour Operators were interested in something a little different, hidden gems and off-the-beaten track itineraries as well as iconic Switzerland experiences. With this positivity, we were able to discuss and plan new programs for 2027 and beyond without too much concern for current events.

Rail travel combinations and a new train interior concept reveal

In addition to meetings with our Tour Operator clients, we also made many new contacts; both Tour Operators and Swiss partners, and in some cases we were also able to discuss how the Luzern/Interlaken train route, operated by Die Zentralbahn, could be combined with other rail routes, in turn giving the Tour Operators effectively a brand new rail itinerary to include within their new tours. Work on such programs is now underway with these new programs due to launch in September this year for travel in 2027.

I was also able to reveal the concept for a brand new train Luzern-Interlaken-Express train interior and concept, which was very positively received. More information on that will follow in the coming months.

Why ITB Berlin Remains a Must-Attend Travel Trade Show

ITB Berlin remains one of the most important events in the global travel industry calendar, bringing together Tour Operators, destinations and travel brands from across the world under one roof. What makes it so valuable is not just the scale, but the quality of the conversations that take place. It provides a unique opportunity to strengthen existing relationships, develop new partnerships and gain first-hand insight into emerging travel trends. Even in a year with some uncertainty, the event once again proved its worth, offering a platform for meaningful discussions, long-term planning and continued collaboration across the industry.

As mentioned in previous blogs, I love attending trade shows and this year’s ITB was no exception. Hopefully we will be back there again next year, the event takes place from 16 -18 March 2027. See you then.