ITB Berlin and Airbnb are launching a strategic partnership for the first time, with a strong focus on nature-based tourism, as the world’s leading travel trade show enters into a Premium Partnership with the short-term rental platform ahead of ITB Berlin 2026. The event will take place from 3 to 5 March 2026 at the Berlin Exhibition Centre, marking a milestone year as ITB celebrates its 60th anniversary.
The partnership aims to highlight the potential of nature-based tourism and to support sustainable development in rural and lesser-known destinations, at a time when European travelers are increasingly turning away from overcrowded urban centers.
As part of the ITB Berlin Convention, Airbnb Co-founder and Chief Strategy Officer Nathan Blecharczyk will be a keynote speaker on 3 March (14:00, Orange Stage). His presentation will explore the role of Airbnb and rural tourism in shaping the future of travel in Europe, with a particular focus on nature-based tourism and the German market.
Commenting on the partnership, Deborah Rothe, Director of ITB Berlin, said:
“On the occasion of our 60th anniversary, we are especially pleased to welcome Airbnb as a Premium Partner of ITB Berlin 2026. Together, we want to actively shape the dialogue on sustainable and responsible travel and contribute to defining the future of tourism.”
From Airbnb’s side, Nathan Blecharczyk emphasized that “Airbnb has long acted as a catalyst for discovering destinations beyond traditional tourist hotspots. As more and more Germans choose to explore the natural landscapes of their own country, we help distribute tourism revenues to local communities and small businesses.”
Airbnb’s commitment to sustainable tourism
Airbnb will place particular emphasis on nature-based tourism both at its exhibition booth (Hall 9, Booth 319) and within the conference program, with the participation of senior executives including Kathrin Anselm, Country Manager for Central and Eastern Europe, and Ellen Madeker, Head of Public Policy for the same region. In parallel, the two organizations are planning joint communication initiatives focused on sustainability, responsible tourism, and the future of travel.
According to Airbnb data, overnight stays in rural accommodations across Europe increased by 88% between 2019 and 2024, with Gen Z leading the trend by seeking authentic, affordable, and “disconnected” nature-based experiences. This shift is helping to ease pressure on popular destinations while channeling tourism’s economic benefits to smaller communities, where hotel infrastructure is often limited.
ITB Berlin 2026 will take place as a fully B2B event, with the ITB Berlin Convention hosting around 400 leading speakers from the fields of business, politics, and science, under the overarching theme “Leading Tourism into Balance.”
