On 3 March 2026, it will be that time again: ITB Berlin Convention will bring together the most important players in the international tourism industry to discuss forward-looking industry topics. 2026 is a special year, as ITB Berlin celebrates its 60th anniversary. Under the motto ‘Leading Tourism into Balance.’ the world’s largest think tank for the industry will address the key issues facing the global tourism industry in the future, with around 400 top international speakers, 17 theme tracks and four stages.
As a member of the Board of Experts of the ITB Berlin Convention, Dr. Markus Heller, Managing Partner at Dr Fried & Partner, is responsible for the theme tracks Tour Operator & Travel Sales and Carrier & Cruise for the fourth time in a row.
Both tracks will take place on Tuesday, 3 March 2026, on the Blue Stage in Hall 7.1b and can also be followed via livestream.
Programme Overview
10:30 – 10:40 | Tour Operator & Travel Sales Track, Carrier & Cruise Track
Opening & Welcome: Tour Operator & Travel Sales and Carrier & Cruise Tracks
Dr. Markus Heller, Managing Partner at Dr. Fried & Partner GmbH (Member Board of Experts)
10:40 – 11:20 | Tour Operator & Travel Sales Track
Shaping the Future of Tour Operating – How Digital Transformation Redefines Business Models and Industry Leadership
The technological capabilities of tour operators have reached a turning point. With established system landscapes, new platform approaches, AI applications and increasing process automation, it is important to consider how tour operators are positioned today. The focus will be on the performance of core systems, as well as on topics such as product and price control, booking processes, interfaces and data quality. This panel discussion will shed light on the current situation in the tour operator business and consider how technologies, systems and process logic could evolve in the coming years. Strategic options will be addressed, including modernising existing system landscapes versus restructuring, the influence of ecosystems, and the role of standardisation, automation, and AI. The goal is to provide a realistic strategic outlook. What technological foundation will tour operators require to remain competitive, efficient and customer-centric in the future?
Boris Raoul, CEO Germany & Austria at DERTOUR Group (Impulse & Panelist)
(Information on further speakers will follow shortly)
11:20 – 12:00 | Tour Operator & Travel Sales Track
Beyond Flights and Hotels – Does the Future of Tour Operating Lie in the Stay?
The stay at the destination is at the heart of tourism value creation and forms the strategic focus of tour operators. Whereas activities at the holiday destination used to be booked locally with providers or tour guides, digital booking platforms now offer a wide range of inspiration and booking options before, during and after the trip. Against this backdrop, a real battle for travellers’ ‘share of wallet’ has erupted in recent years, with the stay phase being increasingly integrated into providers’ service and product offerings – from extended services and curated activities to integrated experience concepts. This session will examine this development from a market-wide perspective, discussing the implications for future business and product strategies in the tour operator industry.
(Information about the speakers will follow shortly)
12:20 – 13:00 | Tour Operator & Travel Sales Track
The Critical Success Factors in a Data-Driven Sales World
In an increasingly data-driven sales landscape, the success of travel providers hinges on their ability to leverage customer data to craft personalised offers from initial contact to booking. This session will use practical examples to highlight the customer-relevant information available throughout the customer journey, how it can be meaningfully bundled and interpreted, and how this can be used to create market- and customer-oriented product logic. The panellists will discuss the organisational and technical factors that determine whether data is simply collected for sales purposes, or whether it is translated into improved conversion rates, margins, and customer satisfaction.
(Information about the speakers will follow shortly)
13:00 – 13:45 | Tour Operator & Travel Sales Track
GDS in Transition – New Models in Global Distribution
Global distribution systems (GDS) form the backbone of the travel industry, but they are under pressure to change due to direct sales, the New Distribution Capability (NDC), application programming interfaces (APIs) and specialised platforms. This panel discussion will explore the radical changes currently taking place in global distribution and how the leading GDSs are responding to them, including the shift towards retail and tech platforms, AI-supported processes, and dynamic packaging, as well as architectures such as hub-and-spoke logic. The focus will be on the changing balance of power between service providers and reservation systems, the industry’s total value added and the return prospects for tech companies.
Dr. Oliver Rengelshausen, Managing Director & Director Account Management Travel Sellers DACH at Amadeus GmbH (Panelist)
(Information on further speakers will follow shortly)
14:30 – 15:10 | Carrier & Cruise Track
The Impact of Agentic AI on the Shopping and Purchasing Habits of Airline Travellers
AI is transforming the way travellers search for, compare and book flights at every stage of the travel process. This includes everything from initial inspiration and planning to selecting additional services and post-trip follow-up. AI agents are available at all times to proactively monitor prices and availability, suggest personalised itineraries and packages, and negotiate complex trade-offs between factors such as flight schedules, comfort, loyalty benefits and sustainability. This panel will explore how airlines can leverage these opportunities. Topics will include new forms of offer and order management, the evolving role of OTAs and metasearch engines, and their impact on revenue management. Using concrete examples, the discussion will highlight the risks of disruption and growth opportunities as agent-based AI becomes the primary interface between travellers and airline brands.
(Information about the speakers will follow shortly)
15:10 – 15:50 | Carrier & Cruise Track
Leisure First? – The Growing Importance of Leisure Travel for Airline Strategies
The structure of air travel is changing. Business travel has not yet returned to pre-crisis levels due to high prices, travel policies and the increased use of digital meeting solutions. Consequently, tourist traffic is becoming the key growth driver. Airlines must rebalance prices, products and sales, and align route offerings and capacities with the needs of private travellers. The focus is on the impact that this will have on network and capacity planning, the effect that price sensitivity in different market segments will have on supply policy, and the role that tour operator partnerships will play in this context.
(Information about the speakers will follow shortly)
15:50 – 16:30 | Carrier & Cruise Track
Outlook of Long-Distance Rail – Cross-Border Networks and Changing Distribution Structures
The EU is increasingly adopting a network-based approach along TEN-T (Trans-European Transport Network) corridors and is promoting interoperability within a high-speed network. DB, Trenitalia, ÖBB and others are expanding their cross-border high-speed and night train services. Other railway companies are also preparing to enter the market, particularly in Germany’s domestic long-distance sector, with investment plans for new high-speed trains. The panel will focus on how railway companies can design networks, products, and partnerships that are economically viable and perceived by passengers as a coherent European market.
(Information about the speakers will follow shortly)
16:30 – 17:10 | Carrier & Cruise Track
Growth, Saturation, Segmentation – Cruise Industry Between Boom and Balance
The cruise travel industry is experiencing a sustained boom worldwide. This raises the question of whether growth will be limited, and which strategic directions are promising. With the introduction of new mega-ships and the growth of the premium and luxury segments, the industry is shifting its focus from homogeneous mass products to differentiated target groups and prices. The key issue will be achieving sustainable growth for shipping companies, ports and destinations. This panel will discuss how the industry is addressing saturation trends, mounting regulatory demands and evolving customer preferences.
(Information about the speakers will follow shortly)
17:10 – 17:45 | Carrier & Cruise Track
The Future of Cruise Distribution – Online and Direct Channels in Focus
In addition to traditional travel agencies and personal consultations, online travel portals and specialised cruise platforms are becoming increasingly important. However, the product remains complex due to the wide variety of routes, cabin categories, pricing models and additional services available, all of which must be presented in a comprehensible digital format and made available for booking. The panel will examine strategic options for online sales from different perspectives. How are the roles and interaction of sales channels changing? What technological, data-related and interface requirements arise? And how can digital inspiration be combined with sound advice? The key questions for the future will be addressed, starting with the further development of booking and service processes, and moving on to transparency and comparability for customers.
Detlev Schäferjohann, Co-Founder & CEO at e-hoi GmbH (Panelist)
(Information on further speakers will follow shortly)
We look forward to inspiring keynotes, high-calibre panels and new insights!
Secure your tickets now for the ITB Berlin Convention 2026.