ITB Berlin 2026: Croatia ranks among top 10 destinations for German travelers
One of the world’s most important trade shows for the meetings industry, IMEX Frankfurt, will take place from May 19 to 21, 2026, and is already demonstrating strong market momentum. Organizers report that hosted buyer registrations are ahead of the same period last year, while a large number of exhibitors from around the world have confirmed their participation, with many expanding their exhibition space.
According to current figures, around 3,500 hosted buyers are expected to attend, while the total number of buyers is set to exceed 4,000 participants from more than 60 countries. Alongside a strong presence from across Europe, significant interest is also coming from North and South America, the Middle East, Africa and Asia.
These indicators are especially important in a period of global business uncertainty marked by rapid change and new market challenges. IMEX Frankfurt once again confirms its role as a key platform for business connections, the development of new partnerships and long-term relationship building within the international events industry.
Global exhibitors expand their presence
More than 100 countries will be represented on the exhibition floor, further underlining the global importance of the event. Africa will have one of its largest representations ever, with new exhibitors including Mozambique and Angola. Egypt is doubling its presence, while Tunisia and Uganda are returning to the show.
Asia is also seeing strong growth. Japan is preparing one of its largest participations to date, with Kyoto doubling the size of its stand. Malaysia is expanding its presence, while China and Hong Kong are returning to the show floor.
Destinations from the Middle East are also demonstrating continued investment in the business events sector. Confirmed participants include Abu Dhabi, Ajman, Dubai, Oman, Qatar and Ras Al-Khaimah.
The Americas are further strengthening their presence. Brand USA is returning, while California will exhibit with its own stand for the first time. In South America, Uruguay is increasing the number of partners participating, while Mexico is doubling its exhibition space.
Europe is also showing strong continuity. Austria, Denmark, Istanbul and Sarajevo are increasing their presence, while Germany will feature as many as 150 exhibiting companies, including host city Frankfurt, which holds the title of World Design Capital 2026 this year.
Croatia will again be present with its national stand, where the country’s leading meetings industry stakeholders will showcase destinations, venues and services to the international market. We will also follow the presentation and activities at the Croatian stand, bringing updates on key meetings, partnerships and opportunities emerging from the show floor.
Education in focus: adaptability, resilience and AI
Alongside business meetings and networking, IMEX Frankfurt 2026 is placing strong emphasis on its educational programme. This year’s content focuses on the issues shaping the events industry today: artificial intelligence, wellbeing, ESG strategies, climate risks, sustainability and new competencies for event professionals.
More than 200 educational sessions across 11 themed tracks will be available to participants, designed for professionals at every level of experience. The programme allows each attendee to create a personalized learning journey based on their interests and business needs.
Highlights include sessions on the use of artificial intelligence in B2B events, measuring attendee experience and satisfaction, mental health in the events industry, sustainable event design, and legacy-driven projects that leave a lasting impact on destinations.
Organizers are continuing their collaboration with the AI-powered tool Snapsight, which enables quick access to key takeaways from sessions via the app and online platform, allowing attendees to stay fully engaged without needing to take notes.
IMEX as a barometer of industry resilience
IMEX Group CEO Carina Bauer emphasized that current demand sends a clear message to the market: the business events industry is defined by collective determination, strong business momentum and a sense of unity. “Despite the global disruption that’s impacting many, global pressures haven’t dented appetite for our community to come together and advance the conversations that matter, using IMEX as a springboard for both short and long-term business and relationship building,”, she said.
That is why IMEX Frankfurt remains one of the most important annual indicators of the global MICE sector’s health. For destinations, hotels, congress centres, DMC agencies and event organizers, participation in Frankfurt continues to represent a strategic opportunity for growth, positioning and winning new international business.
