ITB Berlin is reshaping its exhibition layout for 2027 as part of a major modernization project at the Berlin Exhibition Grounds. The travel trade show, taking place March 16–18, 2027, will introduce a revised hall concept designed to improve visitor flow, create stronger thematic groupings, and make navigation easier for exhibitors and trade buyers.
The changes come as Messe Berlin begins construction of dock9, a new multi-purpose convention and event venue replacing the current Hall 9. The existing hall will be demolished from October 2026 to make way for the new facility.
As part of the reshuffle, exhibitors from Halls 7.1c, 8.1, 9, and 10.1 will move to CityCube Berlin, which will take on a larger role within ITB Berlin’s exhibition structure.
The organizer said the revised layout is not a complete redesign but a targeted adjustment aimed at creating more efficient exhibition zones.
“The adapted hall layout is more than just a response to the construction of dock9. It gives us the opportunity to align ITB Berlin even more closely with the requirements of our international exhibitors and trade visitors and make thematic focal points more visible,” said Deborah Rothe, Director of ITB Berlin.
The new arrangement will group related tourism sectors closer together, helping visitors find relevant exhibitors more easily while encouraging greater interaction between businesses within the same market segments.
CityCube turning into a key exhibition venue
CityCube Berlin will move beyond its traditional conference role and become an active exhibition space for ITB Berlin 2027.
The modern venue will provide additional capacity for larger stands and technology-focused exhibitors while offering a flexible environment for companies requiring advanced technical infrastructure.
With dedicated entrances, a separate taxi drop-off area, and direct access from Messe Süd S-Bahn station, CityCube is expected to integrate smoothly into visitor routes across the exhibition grounds.
The venue will also support ITB Berlin’s growing focus on technology and service-driven tourism segments by creating concentrated areas for specialized exhibitors.
Exhibitor relocation underway
ITB Berlin said it is already working with affected exhibitors to manage the relocation process and develop suitable solutions for stand placements.
The final allocation of exhibition space will be completed later this year, with organizers emphasizing that communication with partners remains a priority.
“It was important for us to involve the partners concerned in a timely manner and to develop viable solutions together,” said Ramona Zaun, Head of Sales & Administration at ITB Berlin.
She added that the organizer will support exhibitors and visitors through updated hall maps, signage across the grounds, and information through the ITB app and digital channels.
