ITB Berlin is today one of the most influential professional meetings in world tourism, but its beginnings were much more modest. When it was first held at the Berlin exhibition center in 1966, just nine exhibitors from five countries - Egypt, Brazil, the Federal Republic of Germany, Guinea and Iraq - presented their products and services. Just two years later, in 1968, the growth was already evident: the fair had 65 exhibitors from 35 countries, anticipating what would eventually become the largest global meeting point for the tourism sector.
The 2026 edition was particularly significant as it coincided with the event's 60th anniversary, once again consolidating its position as a key platform for international tourism.
The fair brought together nearly 97,000 professional attendees from more than 190 countries, confirming the strength of the global tourism sector and Berlin's role as the epicenter of the international travel trade. Business participation was also strong, with more than 5,500 exhibitors representing destinations, technology companies, tour operators, airlines, hotels and travel service providers.
Despite the international geopolitical context, the mood at the fair was clearly positive. The tourism industry showed signs of full recovery and strong dynamism, with a notable increase in B2B meetings, business agreements and presentations of technological innovation applied to tourism.
One of the highlights of this edition was the strong presence of technological solutions aimed at the digitization of the sector, from destination management tools to ticketing platforms, visitor analytics and process automation for tourism and cultural venues.
In this context, Experticket participated in the fair reinforcing its position as a technology company specializing in SaaS solutions for the management of leisure, culture and tourism venues, consolidating its European commitment, where it already has a European presence. its European bet, where it already has clients in Spain, Andorra, Italy, France, Belgium, the Netherlands, the United Kingdom and Germany, the host country of the fair.
During the days of ITB Berlin, our Sales Director, Jorge Mira Uclés, kept an intense agenda of meetings with current customers, meetings with strategic partners and exploration of new opportunities for collaboration to further expand the presence of Experticket in the European market.
This international growth also reflects the company's own evolution. From its beginnings as an innovative ticketing solution to become a comprehensive platform for visitor management in large entertainment venues, Experticket has followed a path of constant development. Those who want to know more about this trajectory can do so in our article: From pioneers to referents, this is how our evolution has been.
During the fair, Experticket was also present at the Night of Spain, one of the most important institutional meetings held within the framework of ITB Berlin, organized by Turespaña together with Turisme Comunitat Valenciana.
You can learn more about this event in the following article here.