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
In a context marked by geopolitical tensions, technological transformations and growing demands for sustainable development, the ITB Berlin Convention 2026 will focus on how the tourism industry can adapt and reinvent itself in the face of a polycrisis scenario.
Under the theme “Leading Tourism into Balance,” the event—which will take place alongside the ITB Berlin trade fair—will bring together 400 industry leaders across 17 thematic areas distributed across four stages. Executives from global companies such as Google, Microsoft, Expedia, and Airbnb will share strategies and projects aimed at redefining the tourism business in the long term.
One of the highlights will be the keynote address by former German Foreign Minister Joschka Fischer, who will analyze how tourism can position itself in a world marked by increasing political and economic uncertainties.
The AI revolution in the tourism business
Artificial intelligence will be one of the main topics of discussion. From process optimization to the transformation of search and booking habits, experts will analyze how AI impacts business models, sustainability, and diversity within the sector.
Nathan Blecharczyk, co-founder of Airbnb, will present the company’s strategic vision regarding nature tourism and short-term rentals as drivers of a new phase of growth. Simultaneously, Google executives will address how traveler behavior is evolving in algorithm-driven environments and what challenges tourism providers face in maintaining competitiveness and profitability.
The risks associated with the intensive use of artificial intelligence will also be discussed, including potential biases that could affect the visibility of small operators or travelers from marginalized communities.
Responsible growth and international cooperation
The balance between tourism expansion and sustainability will be another key focus. Executives from major groups such as TUI Group and DERTOUR Group will analyze how tourism can…
