ITB Berlin 2027 Shifts Focus: New Global Campaign Puts Transformation and Changing Traveller Habits at its Core
The world's largest tourism industry fair, ITB Berlin, which will take place from 16-18 March 2027, has presented its new strategic direction under the slogan „Travel & Tourism in Motion”. The new campaign, developed in collaboration with international PR agency Rupp, moves away from classic destination promotion. Instead, it highlights market dynamics, technological disruption, and profound changes in the behaviour of modern travellers.
Reorganisation in the sign of market dynamics and inclusivity
What makes this announcement key for industry professionals – from travel agencies and TMCs to hoteliers and travel tech companies – is a clear signal that the fair wants to become an operational guide through a period of great change. The campaign directly addresses the evolution of business models and new mobility solutions. It also highlights the economic and social pressures that are redefining global tourism.
It is interesting that the organisers have also adjusted the dates for 2027. By moving the trade fair to mid-March, intercultural aspects have been taken into account. This enables exhibitors and visitors of the Muslim faith to celebrate Eid al-Fitr before coming to Berlin. This directly affects the maintenance of a high level of global attendance.
A new visual identity based on the real community
The concept of „on the go” has also been transferred to the exhibition's visual identity. Unlike previous years when generic motifs dominated, the new key visual was created during this year's ITB Berlin 2026 trade fair. Real photographs of exhibitors and visitors were used in the process. This aims to emphasise the authenticity and diversity of the global tourism community.
The director of ITB Berlin, Deborah Rothe, highlighted that tourism today represents much more than just travel – it is a generator of innovation, economic development, and international networking. According to her, Berlin's role is precisely to connect key players in one place. The goal is for them to jointly shape strategies for the future. The campaign will be implemented across all exhibition segments, with each niche within the trade fair receiving a tailored visual identity with the addition of the overarching slogan „in Motion”.
