From March 3 to 5, 2026, ITB Berlin 2026 is being held at the Messe Berlin Exhibition Center in Germany. Marking the 60th anniversary of the world’s leading travel trade show, this year’s event serves not only as a platform for industry exchange, but also as an important moment to reflect on the development of global tourism and explore future trends.
At this milestone edition, HeyTrip once again appeared in Hall 9, the Travel Technology hub, engaging in intensive discussions with partners from Europe, Asia-Pacific, the Middle East, and the Americas. Compared with previous years, conversations at the show have become more focused on efficiency, structural optimization, and long-term collaboration. Technology capability, inventory stability, and the depth of direct connectivity have emerged as key themes throughout the event.
Over the past few years, the global tourism industry has undergone cycles of fluctuation and structural transformation. Digital capabilities, real-time inventory availability, and system connectivity efficiency are increasingly becoming fundamental requirements for cross-market cooperation. The industry is now rethinking how to build a more stable and resilient global distribution network.
One notable shift observed at this year’s event is the growing attention companies are paying to foundational capabilities — including data transparency, pricing management mechanisms, and operational reliability. Growth is no longer defined solely by the speed of expansion, but by the health of the business structure and the ability to collaborate sustainably over the long term. This shift has also made the Travel Technology segment one of the most actively discussed areas at ITB Berlin this year.
Against this backdrop, HeyTrip shared with partners its continued investment in global direct sourcing, API connectivity, and cross-regional distribution collaboration. By strengthening its supply chain structure and technological infrastructure, the platform continues to enhance inventory control and operational stability, providing partners with more reliable product support.
Notably, at the official ITB Berlin 60th Anniversary Opening Dinner, HeyTrip Founder and CEO Bormar Huang and CMO Claire Li were invited to attend alongside representatives from global travel groups, technology platforms, and industry organizations. Together, they reflected on sixty years of evolution in the global tourism industry and exchanged insights on future industry trends. As one of the invited companies, HeyTrip’s long-term international expansion and technological capabilities drew increasing attention and recognition from global industry peers.
In addition, HeyTrip was invited to participate in the official networking event ITB China Night 2026. The event brought together approximately 300 representatives from global tourism organizations, destination agencies, and travel companies, serving as one of the key platforms during ITB Berlin for connecting with the Chinese market. During the event, HeyTrip representatives engaged in in-depth discussions with tourism partners from around the world, further expanding international collaboration networks and exploring new cross-border opportunities related to the Chinese market.
