Strengthening International Travel Trade Connections at ITB Berlin

Visit York represented the city on the global tourism stage at ITB Berlin, working in partnership with North York Moors National Park to promote York to the international travel trade.

Held at Messe Berlin from 3–5 March 2026, ITB Berlin is one of the world’s largest and most influential B2B travel trade events, bringing together more than 100,000 tourism professionals from over 190 countries. The event provides a key platform for destinations, tour operators and travel suppliers to build international partnerships, share industry insights and develop new business opportunities.

Representing Visit York, Sam Hunt, Head of Sales & Marketing, joined British tourism partners including VisitEngland, VisitScotland, Visit Wales and more than 40 tourism suppliers from across the UK. Together they showcased the diversity of Britain’s tourism offer and connected with global travel buyers looking to develop and expand their UK travel programmes.

Working alongside North York Moors National Park, Visit York promoted the city’s unique mix of heritage, culture and iconic visitor experiences. Meetings with international tour operators and travel trade professionals focused on strengthening York’s presence within international itineraries, particularly for visitors seeking historic city breaks, cultural experiences and screen tourism locations.

The event also highlighted VisitBritain’s international marketing activity, including the ‘Starring GREAT Britain’ campaign which showcases the UK’s role as a filming destination and encourages visitors to explore the real locations seen on screen.

By participating in ITB Berlin, Visit York continues to strengthen York’s position within the international travel trade market, creating valuable connections that can lead to future tour programmes and partnerships for the city and its visitor economy.

As Visit York continues to develop international relationships and promote the destination globally, these connections will help support long-term growth and new opportunities for Visit York members across accommodation, attractions, hospitality and experiences.