ITB Berlin 2026 Begins with a Clear Message: Tourism Must Build Bridges

Last night at the Opening Gala of ITB Berlin 2026, I had the privilege of experiencing one of those moments that remind us why tourism continues to be one of the world’s most powerful human industries.

This year’s opening carried special significance. Not only because Angola is the official Host Country, bringing to Berlin a vibrant and deeply authentic expression of its identity, but also because this edition marks the 60th anniversary of ITB Berlin — six decades of the world’s leading travel trade show serving as a meeting point for ideas, partnerships, markets and shared ambition. The atmosphere was both celebratory and purposeful: a tribute to legacy, but also a clear call to the future.

Angola set the tone beautifully.

The gala was much more than a formal inauguration. It was a true cultural statement. Through music, rhythm, imagery and the extraordinary presentation of its landscapes, Angola offered the audience something increasingly rare in global tourism events: a sense of soul. It was not simply a destination being promoted; it was a country telling its story with pride, depth and emotion. In a world where many destinations compete for visibility, Angola stood out by expressing identity.

One of the most moving moments of the evening, for me, was listening to Shaikha Al Nowais, Secretary-General of UN Tourism, speak about the importance of tourism as a force that builds connections, bridges gaps, connects people, and fosters mutual respect and understanding. It was an emotional and timely message. At a moment when the world is marked by fragmentation, tension and misunderstanding, tourism still has the unique capacity to bring humanity back into the conversation. It reminds us that beyond transactions, arrivals and room nights, our sector has a profound diplomatic, cultural and social role to play.

That message matters greatly.

For many of us working to shape the future of hospitality and destinations, the next era of tourism cannot be defined only by growth. It must also be defined by meaning. It must be more conscious, more inclusive, more place-based, and more regenerative in the way it creates value. The future of tourism will belong to those who do not merely move visitors, but who help create deeper connections between people, territories, cultures and ecosystems.

I was also especially pleased by the warmth and openness shown by H.E. Márcio Daniel, Minister of Tourism of Angola. Our exchange was constructive and full of possibility. We opened the door to future avenues of support for Angolan tourism, local communities and boutique hotels, and I sincerely believe there is meaningful potential there. Angola has an extraordinary opportunity to position itself not only as an emerging destination, but as a destination capable of developing tourism with authenticity, dignity and positive local impact from the outset. These are precisely the kinds of destinations the global industry should be supporting with intelligence, sensitivity and long-term vision.

Another personal highlight of the evening was the opportunity to share the table with Julie Cheetham, CEO of Travalyst, and with the Ambassador of the Philippines to Germany. These encounters are one of the great values of ITB: beyond the formal programme, this is where ideas evolve into collaborations, where strategic alignment begins, and where relationships are built that can later translate into real projects with global relevance.

The opening gala also brought together leading figures whose presence reflected the strategic weight of this year’s edition, including Kai Wegner, Governing Mayor of Berlin, and Gloria Guevara, President and CEO of WTTC, alongside representatives from Angola and the wider international tourism community. That level of participation is a reminder that tourism continues to sit at the intersection of economy, diplomacy, development and cultural exchange.

And this is only the beginning.

What makes the week ahead especially exciting is that ITB Berlin 2026 is not only a place to reconnect with colleagues and partners, but also a platform to help move the conversation forward. Over the coming days, we will be participating in two panel discussions, including an exchange with colleagues such as Alessandro Inversini, where we will go deeper into the future of luxury hospitality and regenerative tourism — two themes that, in my view, are no longer separate conversations. Luxury, if it wants to remain relevant in the decades ahead, must increasingly demonstrate not only excellence and beauty, but also consciousness, contribution and a positive legacy.

In addition, on Thursday, 5 March, I will have the honour of serving on the judging panel of the Equality in Tourism awards, alongside UN Tourism, the World Sustainable Hospitality Alliance, and other highly respected colleagues. This is an initiative I value deeply, because tourism cannot speak credibly about progress if it does not also advance equity, inclusion and real opportunities for people. Gender equality is not peripheral to tourism excellence; it is central to it.

So, as ITB Berlin begins, I do so with gratitude, optimism and a strong sense of purpose. Gratitude for the people and institutions that continue to raise the level of our global industry. Optimism because the conversations already underway suggest that tourism is ready for a more mature, more responsible and more visionary chapter. And purpose because the work ahead is clear: to help shape a tourism model that is not only competitive, but regenerative; not only profitable, but meaningful; not only international, but deeply respectful of place and people.

What made this opening especially meaningful to me was how clearly its central messages mirrored the values, commitments and field action that define Regenera Luxury. The call to build bridges through tourism, to foster mutual respect, to honour cultural identity and to create partnerships with long-term purpose is fully consistent with the model of leadership we believe the hospitality sector now requires. From opening pathways for collaboration to contributing to high-level dialogue on the future of luxury, regeneration and inclusion, the week in Berlin reflects the type of action-oriented vision that Regenera Luxury is committed to advancing internationally. We believe the future of true luxury lies not only in exceptional guest experience, but in the capacity of hotels and destinations to generate measurable positive impact, strengthen local ecosystems, elevate communities and leave behind a legacy of greater dignity, resilience and shared value.

This promises to be a fascinating and important week for our industry.

#ITBBerlin #ITBBerlin2026 #Angola #UNTourism #WTTC #LuxuryTravel #RegenerativeTourism #BoutiqueHotels #HospitalityLeadership #EqualityInTourism #TourismDevelopment

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