04/03/2026
First days at ITB Berlin 2026 are running. After many conversations with partners, brands, and operators, here are my three key takeaways for me:
Brazil 🇧🇷
Brazil „feels“ like it is coming out of crisis. The economic signals are improving and the mood among partners is noticeably more positive. Personally, I strongly believe in the country — I have lived there (grew up there!) for more than 12 years, and I continue to invest there. Brazil remains a market full of opportunity (my opinion).
Europe 🇪🇺
What becomes very clear at ITB: European hospitality culture travels around the world. Food, style, fashion, cars, lifestyle — Europe continues to inspire global travel. People dream of visiting Italy, Paris, or the Oktoberfest in Germany. And the good news: Europe/Germany has so much more to offer!!
BRICS & Global Tensions 🌍
Global tensions are having direct impacts on tourism. Wars, geopolitical shifts, and economic uncertainty influence travel decisions and investment strategies. My takeaway: Pay attention. In times like these, big opportunities emerge for those who position their investments wisely.
Looking forward to the next days of ITB Berlin and more inspiring conversations.