Liechtenstein at the world's largest tourism trade fair
At ITB Berlin, the world’s largest tourism trade fair, Liechtenstein Marketing will present Liechtenstein’s current tourism offerings from March 3 to 5, 2026. The focus will be on discussing international industry trends and innovative approaches to balanced and sustainable tourism. Special attention will be given to the new digital guest card as a key tool for a modern travel experience, as well as offerings for nature-oriented short stays and unhurried relaxation.
March 5, 2026 – The international tourism industry is currently gathering in Berlin: ITB Berlin is considered the world’s leading trade fair for the travel industry and is celebrating its 60th anniversary this year. Around 170 countries are represented, and up to 100,000 industry professionals and media representatives are expected over the three days of the fair. For the third time, Liechtenstein is represented on-site with the “House of Liechtenstein.” The miniature version of the Landtag building serves as an eye-catching trade fair booth and discussion platform. The Liechtenstein Marketing team is using the fair to cultivate contacts with international tour operators, media representatives, and industry stakeholders, establish new partnerships, and exchange ideas on current developments such as digitalization, innovative tools for the travel experience, and approaches to sustainable tourism.
Liechtenstein Quiz Event with Selected Partners
As part of an exclusive Liechtenstein quiz event on Wednesday afternoon, selected travel providers and media representatives gathered for a professional exchange. Current tourism offerings and developments were presented in the form of an interactive pub quiz. A key focus was on the digital guest card, which has been available to all overnight guests since summer 2025 and has already been used by over 50,000 guests. The guest card allows for free use of public transportation within Liechtenstein as well as attractive discounts at selected partner businesses. It is an important component of sustainable mobility and a comfortable guest experience. The most successful group in the quiz was awarded the title of “Liechtenstein Champion.” The event concluded with a reception featuring Liechtenstein specialties.
Positioning as a destination in its own right
For Liechtenstein Marketing, the ITB Berlin trade show serves as an important platform for positioning the Principality as a sustainable destination offering a wide range of outdoor and leisure experiences. At the same time, the trade show provides an opportunity to present Liechtenstein as a reliable partner and welcoming host within the international tourism community.