Travel
Hamburg Sets Sights on Global Stage with Major Presence at ITB 2026
Hamburg is gearing up for a dynamic appearance at ITB Berlin 2026 (March 3–5), unveiling a redesigned exhibition stand in Hub27. Backed by a broad coalition of 36 partners, the city is positioning itself as one of the largest and most prominent German exhibitors at the world’s leading travel trade show.
The Hanseatic city will present a unified front at ITB, with its presence growing to 266 square meters. This collaborative effort brings together 25 companies and institutions at the stand itself, supported by an additional 11 cooperation partners, creating a central hub for industry networking and business development.
“Our ITB presence is a flagship project that underscores the strong bond between Hamburg’s tourism industry and the city,” said Michael Otremba, Managing Director of Hamburg Tourismus GmbH. “Together with our partners, we are showcasing Hamburg to the global travel industry as a compelling city-break destination with high-quality products and a diverse range of travel experiences.”
A New Visual Identity on the Show Floor
The newly designed pavilion marks a significant upgrade, featuring large-scale, vibrant imagery that brings Hamburg’s unique atmosphere to life in Berlin. A standout feature is a prominent, suspended Hamburg sign designed to capture attention from across the bustling exhibition hall.
Further enhancing its visibility, a 10-square-meter LED screen will broadcast dynamic content, injecting energy and drawing visitors into the space.
Networking and Industry Events
The Hamburg stand will be a hive of activity throughout the fair:
- Tuesday, March 3: Hamburg Tourismus GmbH will kick off the show with its traditional “Hamburg Partner Evening” at the stand.
- Wednesday, March 4: Hamburg Airport will host an informal networking session for its airline partners.
- Thursday, March 5: A dedicated event for group travel organizers will be co-hosted by Hamburg Tourismus GmbH and ATG Entertainment.
Spotlight on Hospitality’s Next Generation
In a nod to the industry's future, Hamburg is involving four trainees from leading local hotels, who will support the team on-site. This initiative highlights the city’s commitment to nurturing young talent. The participating hotels are The Westin Hamburg Elbphilharmonie, The George Hotel Hamburg, Kleinhuis Hotel Baseler Hof, and Zollenspieker Fährhaus.
2025 Performance: Domestic Strength, International Focus
Hamburg Tourismus recently released its final figures for 2025, revealing a year of growth driven primarily by the domestic market. The city recorded 7.96 million arrivals (up 5.2% vs. 2024) and 16.46 million overnight stays (up 2.1% vs. 2024).
While the domestic market remains the backbone, accounting for 80% of arrivals, international overnight stays saw a 4.3% decline to 3.61 million. Key European source markets were Denmark, Switzerland, Austria, the Netherlands, and the UK. The USA led overseas markets with 102,000 arrivals, followed by the UAE with 59,000.
As of December 2025, Hamburg’s accommodation sector comprised 411 hotels with a total of 81,135 beds. The average occupancy rate for the year stood at 55.95%, peaking in July at 64.9%. At ITB 2026, Hamburg aims to leverage its strong domestic base to forge new international partnerships and drive future growth.
