How to Survive the ITB Exhibition in Berlin: A Survival Guide from a Seasoned Veteran

Ah, ITB Berlin. The largest travel exhibition in the world, where you’ll find thousands of exhibitors, endless rows of booths, and more coffee than your bloodstream could ever handle. Having attended this beast of an event for almost 15 years, I’ve learned a thing or two about survival. If you’re planning to attend, here’s everything you need to prepare for and do to ensure you make it out alive—and maybe even have some fun along the way.

1. Prepare for the Walks – It’s a Marathon, Not a Sprint

Let’s get this out of the way right now: ITB is huge. And when I say huge, I mean "you’ll wish you wore sneakers" huge. The endless walks between halls 20 and 1 (which, for reasons I can’t explain, are always scheduled back-to-back) are nothing short of an Olympic event. By day three, your feet will be crying, and you’ll wonder if this is how athletes feel before a big game.

Pro tip: Give up on the shuttle bus service. After years of waiting and watching buses drive by full, I’ve learned that it’s quicker—and healthier—to just sprint across the central garden. It may not be pretty, but you’ll make it to your next meeting with 5 minutes to spare (or at least with the satisfaction of not having wasted 20 minutes in bus traffic).

2. Be Ready for Every Type of Weather… Except Sunshine

ITB in March is a gamble when it comes to the weather. You’ll likely experience everything from snowstorms to rain, gusty winds, and maybe a sunny day or two to remind you what that glowing ball in the sky actually looks like.

Pro tip: Pack for all four seasons, because Berlin weather will have you questioning your life choices as you shuffle between halls with your umbrella turned inside out. And while we’re on the topic, it’s baffling that some of the passageways between halls are still uncovered. Local Berliners, you should know better.

I once attended an ITB where the fog was so thick that it felt like navigating through the Twilight Zone—and not in a good way. You could hardly see from one hall to the next.

3. Bring Extra Socks. Seriously, Do It.

This may sound trivial, but trust me—this is life-saving advice. Your socks will get drenched, no matter how good your boots are. After 30 minutes of trudging through Berlin’s unpredictable weather, you’ll wish you had a fresh pair of socks to slide into as you enter the cozy warmth of the exhibition halls.

Pro tip: Keep a spare set of socks in your bag. And when you find that one quiet corner in the hall to take a breather, put those bad boys on, and you’ll feel like a new person.

4. Coffee, Coffee, Coffee, Coffee, Coffee. Did I Mention Coffee?

Let’s talk about the most essential part of ITB: coffee. You will find coffee everywhere. It’s like the official drink of the exhibition. You’ll need it to survive the long days of meetings, the endless walks, and the slightly bizarre conversations you’ll have at every booth.

Pro tip: Don’t make the mistake of trying to drink one coffee per meeting. By day three, you’ll be vibrating so hard from caffeine that you'll need a seatbelt just to stay in your chair. Instead, pace yourself. Sip slowly, and when in doubt, always look for the nearest coffee stand to refuel.

5. Stay Hydrated (and Not Just with Coffee)

After a few days of relentless meetings and an overabundance of caffeine, you'll need to counterbalance with some water. ITB is a thirsty business, but you don’t want to burn out by mid-afternoon.

Pro tip: Keep a reusable water bottle in your bag. It’ll save you from having to pay for overpriced bottled water and will keep you hydrated without the risk of jittery hands from too much coffee.

6. Have Your Business Cards Ready (And Replenished)

This may seem like an obvious tip, but trust me, there’s always that one moment where you realize your stack of business cards has mysteriously disappeared. Whether you gave out more than you thought or your cards got crumpled in the chaos of rushing from meeting to meeting, you will always need more.

Pro tip: Bring at least double the number of business cards you think you’ll need. And keep them in multiple places—your pocket, your bag, your booth—because you’ll lose track of them before you know it.

7. The Art of Small Talk

At ITB, there’s no escaping the small talk. From "Where are you from?" to "What brings you to ITB this year?", you’ll be asked the same questions repeatedly. And that’s okay. It’s part of the magic of networking.

Pro tip: Master the art of small talk, but don’t let it overwhelm you. Have a few good one-liners ready, and when in doubt, ask about their favorite city to visit or their go-to travel tip. It’s easy to be charming when you’re genuinely interested in the other person’s perspective.

8. Find Time for Fun (Yes, It’s Possible!)

Amidst all the meetings and networking, don’t forget to have a little fun. ITB is a great place to meet interesting people and learn about new products and destinations. Take a break, explore the booths, or attend one of the events—there are always opportunities for a bit of light-hearted fun. You might even stumble upon some quirky travel trends (I’ve personally seen booths dedicated to underwater hotels and an entire pavilion dedicated to lederhosen).

Pro tip: Always end your day with a cold drink at the ITB bar and talk to someone you’ve never met before. You never know—you might just find your next business partner or your next great adventure.

In Conclusion: Surviving ITB requires more than just good planning. It requires the ability to walk 20 kilometers a day without complaining (too much), weather the storm (literally), and make it through endless networking while maintaining a smile. With the right mindset, a spare pair of socks, and a coffee in hand, you’ll not only survive ITB— you’ll thrive at it.

Good luck, and remember: The best way to get through ITB is to embrace the madness. See you in Berlin, and may your meetings be timely and your coffee always fresh. ???