Walking into ITB Berlin for the first time feels a bit like entering a small city: With 5,800 exhibitors and 100,000 visitors from 190 countries last year, it’s easy to end Day 1 with sore feet and a stack of business cards you don't remember collecting…
As a trade show veteran, ex-travel/tech leader and author of insights read by thousands of industry professionals, I’ve attended several editions of ITB Berlin and other travel exhibitions -both as a visitor and as an exhibitor.
I’m sharing some of my best tips and strategies to help you cut through the noise, meet the right people….and actually enjoy the experience.
How to Navigate ITB: 4 steps for a successful visit
Whether you’re trying to get new leads, gain industry insights or expand your network, poor planning is a recipe for failure at mega-events like ITB Berlin.
I’ve broken down the approach into 4 steps to help maximize your chances of success:
1. The Strategy
Register Early: Although the final agenda and exhibitor list are subject to change, booking your ITB tickets and accommodation early is usually a good idea. Early bird pricing ends in January, and Berlin hotel rates tend to rise rapidly as the event approaches!
Start Building Momentum: Don't wait to connect with your community. Use the ITB Navigator App to scout the guest list and start sharing updates on LinkedIn with the official ITB logo and assets weeks before the event. Aim to book meetings in advance, but keep in mind that many connections will also happen organically on-site.
Have a clear action plan: Familiarize yourself with the floorplan and add every appointment to your agenda, leaving at least 15 minutes time between each meeting. PRO TIP: Don’t forget timezone differences when scheduling your appointments if you live outside Europe!
2. The Logistics
Dress comfortably: People often ask me if there is a dress code at ITB Berlin. My answer: Comfort wins over style -especially if you don't have a booth. Don't underestimate the scale of the event: Once I've walked up to 15km in just one day!
The essentials: While ITB offers free Wi-Fi, connection speeds at large trade shows can be unpredictable due to high user volume. Ensure your phone’s hotspot is ready to go, and -as a plan B- keep your presentations and digital business cards available for offline use.
3. During the Event
Navigating the exhibition: The exhibition grounds are like a small city, and it’s incredibly easy to get lost! Use the floorplan available in the ITB Navigator app, and have a screenshot or offline version always ready.
The elevator Pitch: You’ve heard the standard advice: have a 30-second pitch ready. My advice? Forget it. On a high-traffic floor like ITB, 30 seconds feels like an eternity. You actually have about ten seconds to spark interest.
The unplanned moments: 76% of trade show visitors plan their agenda in advance, according to trade show experts. Having your agenda planned is a great way to stay organized - but don’t underestimate the power of unplanned encounters.
Note taking: Don’t forget to take a moment throughout the day to write down your key takeaways from your meetings and keynotes you’ve attended.
4. After the Event
The follow-up: Everyone's busy during events like ITB Berlin - but sending a follow-up message a few days after an appointment, or replying with a short 'Thank you' note (exhibitors, I'm looking at you!) is a great way to build trust in yourself and the company you represent.
Review the keynotes you’ve missed: At mega-events like ITB, you cannot be everywhere. Luckily, the videos of most keynotes are available on-demand a few days after the show.
Tourism exhibitions like ITB Berlin are an incredible opportunity to grow your career and your network. It’s a marathon, not a sprint - so pace yourself! By having a clear strategy, planning the logistics, sticking to your plan during the exhibition and following up after the event, you’ll maximize your opportunities of making an impact.
About Me
I’m a former marketing leader at top travel brands, certified profesisonal and independent consultant. My services include strategy consulting to travel and hospitality leaders, fractional business development to startups, and trade show consulting. I’m also the author of resources like the Playbook AI in Travel Marketing or the 2026 Travel+Marketing predictions and host a series of networking events for the travel industry community like the Catalyst Socials at Cannes Lions. For the boring, more strategic stuff, you can connect with me on LinkedIn .
This is a good reminder that trade shows are not really about covering ground. They are about making a few smart conversations count. The people who get the most from ITB usually are not doing the most. They are doing the clearest.