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Wondering how to put your hotel on the map in 2026? We've compiled a list of key dates and events for hotels and the travel industry in the 2026 calendar to help inspire your travel marketing efforts, and to attract a wealth of new guests. Save this page as a bookmark to use as a reference over the next 12 months. Have a look!2026 Travel Calendar with Key Hospitality Days and Events in HospitalityJANUARYCultural Event: New Year’s Day, 1st - GlobalWhile the New Year celebrations may be over, the opportunity is very much alive. Nearly 79% of travellers have made a resolution to travel more, with many planning at least two leisure trips this year. This shift in intent makes 2026 a critical year for travel and hospitality brands to align early with emerging demand. Our 2026 Travel Trends report for hoteliers highlights what travellers will prioritise next. By aligning your unique strengths with these trends, you can position your brand to capture attention and maximise growth in a year set for rising travel demand. Sports Event: Australian Open, 12th Jan to 1st Feb - AustraliaAs the first Grand Slam of the year, the Australian Open sets the tone for global sports travel, drawing fans, sponsors, and international visitors to Melbourne. Taking place from January to February 2026, the tournament creates a surge in demand across flights, accommodation, and experiences, making it a key moment for travel and hospitality brands.With its international appeal, extended stays, and repeat attendance, the Australian Open attracts high-value travellers, many of whom book at short notice. And an efficient B2B hotel distribution model helps you reach these hard-to-access guests and capture demand when it matters most. FEBRUARYSports Event: Rugby Six Nations, 5 Feb to 14 Mar - EuropeOne of Europe’s most culturally important sporting tournaments, the Rugby Six Nations returns from 5 February to 14 March 2026, driving multi-week travel across key cities in England, France, Ireland, Italy, Scotland, and Wales. With matches spread across six countries, the tournament creates increased demand for accommodation, transport, and city experiences rather than a single peak weekend.For hoteliers and travel companies, the Six Nations offers a valuable opportunity to capture repeat stays, group travel, and premium leisure demand from fans planning around fixtures. Aligning rates, flexible stay packages, and local experiences with match schedules can help maximise occupancy and revenue during a prolonged, high-intent travel period across Europe.Sports Event: The Winter Olympics, 6th to 22nd Feb - ItalyWith just a few weeks to go, Italy’s Winter Games are already driving unprecedented travel demand. As per EuroNews, around 850,000 tickets have been sold, with total visitor numbers expected to reach two million and foreign air arrivals forecast to rise by 160% compared to the same period in 2025. Nearly 3,000 athletes from over 90 nations will compete, creating steady visitor movement across multiple regions.Milan will host ice competitions, while Cortina d’Ampezzo returns to the Olympic spotlight for alpine-snow events, alongside Valtellina and Val di Fiemme, with Verona hosting the closing ceremony. For hoteliers and travel companies, this opens up clear opportunities for location-led stays, curated winter itineraries, ski and adventure experiences, venue-aligned accommodation, and themed campaigns around group screenings, athlete stories, and extended nature tourism.Sports Event: Men’s T20 World Cup, 7th Feb - 8th March - India and Sri LankaIn recent years, The International Cricket Council (ICC) Men’s T20 World Cup showed how major sports events translate into real tourism growth. In Barbados alone, hotel occupancy rose by 9.6% year on year, climbing from 45.3% in June 2023 to 54.8% in June 2024, alongside strong gains for the sharing economy. Overall, the tournament generated an estimated USD 1.66 billion in economic impact across the USA and West Indies, as per ICC.This year, with the World Cup hosted in India and Sri Lanka, the opportunity shifts to Asia. For travel brands globally, this is a moment to collaborate with local hotels, tour operators, and destination partners to tap into match-driven travel demand and create new cross-border revenue streams.Sports Event: Super Bowl, 8th - California, United StatesSuper Bowl LIX will once again turn California into a global travel magnet as Levi’s Stadium in Santa Clara hosts the biggest night in American sport. The impact is proven. During last year’s Super Bowl, visiting fans spent an average of $5,553 each, driving $351.6 million in direct visitor spending, while the 2025 edition was projected to generate $1.25 billion in total economic output.Super Bowl weekend consistently delivers premium demand, with room rates often reaching three times the seasonal average. Beyond pricing, experience-led positioning matters. Fan-focused initiatives such as the Super Bowl Experience and Opening Night events with live athlete interactions, show how off-stadium programming fuels longer stays. Successful hotels have leaned into immersive football-themed stays with discounts, vouchers, points, rewards for future stays that incentivise them to become repeat customers.Cultural Event: Valentine's Day, 14th - GlobalValentine’s Day has always been one of the key dates for the travel industry. According to Allianz Partners’ 2025 Top Valentine’s Day Destinations report, holiday travel bookings are up 42% year on year, signalling clear intent to travel for romantic occasions. For hoteliers, this creates a timely opportunity to drive occupancy through experience-led stays.Beyond accommodation, couples are looking for memorable touches, from cooking or dance classes to candlelit dinners, in-room dining, spa rituals and thoughtful upgrades such as flowers or a complimentary bottle of wine. For more practical ideas and campaign inspiration, explore our Valentine’s Day ideas for hotels guide.Sports Event: NBA All-Star Game, 15th - Los AngelesOver the next three years, Los Angeles will be in the global spotlight, hosting a series of major sporting events starting with the NBA All-Star Game in February, followed by the FIFA World Cup 2026™, Super Bowl LXI in 2027, and the 2028 Olympic and Paralympic Games.Hotels in the region should seize the opportunity now with the 75th edition of NBA, working closely with city-led campaigns and infrastructure initiatives. Early collaboration and investment can help properties capture peak demand, encourage repeat visits, and secure long-term growth well beyond each event.Cultural Event: Chinese New Year, 17th - AsiaChinese New Year on 17 February 2026, marking the start of the Year of the Fire Horse, is celebrated by a quarter of the world’s population and triggers one of the largest annual travel movements. Hotels can attract guests by incorporating festive motifs, cultural experiences, themed decor, and special menus, such as spring rolls or noodles.Experiences like fortune-telling, fireworks displays, and Asian-inspired activities can enhance stays, appealing to travellers of Chinese heritage and those interested in the culture.Cultural Event: Ramadan, 17th Feb - 19th March - GlobalRamadan is a month-long religious observance for Muslims, marked by fasting during daylight hours and a focus on reflection, family, and community. The period concludes with Eid-ul-Fitr, a three-day celebration that drives significant travel as families come together. Hotels can prepare by planning Eid-focused packages well in advance, as demand typically peaks around the holiday. Highlighting family-friendly amenities, flexible dining options, and convenient locations in hotel marketing campaigns can position properties as a preferred choice for travellers during this important period.Cultural Event: Rio Carnival/Carnival, 28th to 8th Mar - Americas and LATAMThe Rio Carnival, held annually in Rio de Janeiro, Brazil, is a major attraction drawing millions of visitors, including hundreds of thousands from overseas.This vibrant festival features colourful parades, elaborate costumes, lively music, and energetic dancing, offering guests an immersive cultural experience. Hotels can enhance stays by offering early-arrival packages, local tours, traditional Brazilian cuisine, and drinks, allowing guests to fully enjoy the festivities. Alternative Carnival celebrations also take place globally, in cities such as New Orleans and the Dominican Republic, providing further opportunities to create themed experiences for travellers. MARCHTechnology Event: Mobile World Congress, 2nd to 5th - Barcelona, SpainThe Mobile World Congress, held annually in Barcelona, is the largest and most relevant connectivity event in the world. The 2025 edition generated a record-breaking €561 million economic impact for Barcelona. Over 109,000 visitors — its highest since 2019 — came from 205 countries which had over 2900 exhibitors, sponsors, and partners.With occupancy levels reaching 100%, the MWC offers a huge opportunity for Barcelona's hoteliers. Additionally, it's not just good for hotels in downtown Barcelona, but also for those in nearby cities and areas as well, since there's not enough space in Barcelona to accommodate so many guests.Cultural Event: Holi, 4th – India and NepalThe Hindu festival of Holi is a vibrant celebration of colour and cultural traditions held in India and Nepal around the beginning of March. As the festival marks the beginning of spring, it's an opportunity for Hindu communities to come together and forget any grudges, celebrating with food, music, and lively activities.For hotel owners, offering packages that include cultural tours, traditional food experiences and proximity to Holi celebrations can be a great way to attract guests and offer them an authentic cultural experience.Sports Event: Paralympic Winter Games, 6th to 15th - ItalyWhile you prepare for the Paralympic Winter Games, it is important to keep the momentum built during the Winter Olympics. Because Milan and Cortina will host the Paralympics, so you get a continued demand window. Retain successful activities, learn from earlier mistakes, and refine operations and elevate guest experiences to maximise performance across both events.Industry Event: International Women's Day, 8th - GlobalThis day needs no introduction. You are probably already leveraging this day. Engage guests with wellness experiences, curated dining, special events, and themed packages. Partnering with local communities, women speakers, or charities adds meaning, creating memorable stays while celebrating women’s achievements and equality.Cultural Event: Sakura season, March to May - JapanCherry blossoms, known as "sakura," bloom across Japan, are those picturesque photos you must have seen and yes it is a major travel attraction. Numbers show that: 3.91 million foreign visitors in April 2025 — a new monthly record for Japan. Cities such as Kyoto, Himeji, and Tokyo are popular viewing spots, while Kawaguchiko and Kushiro offer quieter alternatives. Hotels can enhance stays with guided tours, seasonal experiences, curated itineraries, and special festival-themed activities.Top tip: Keep an eye on the Japanese Weather Association for a forecast of when and where blossoms will bloom, as sakura season actually runs all the way from March until May. Following forecasts from the Japan Meteorological Corporation suggest the blossoms will begin from March 20.Sports Event: Formula One World Championship, 6th Mar to 6th Dec, GlobalThe Formula One World Championship spans 24 Grands Prix across the globe, making it one of the longest and most commercially powerful sporting calendars in the world. According to Formula One, total season attendance reached a record 6.7 million in 2025, creating sustained travel demand across multiple regions throughout the year. Beyond ticket sales, the championship generates significant revenue through hospitality, sponsorship, and merchandise, reinforcing its appeal to both mass and premium travellers.Accommodation demand peaks sharply around race weekends. The Canadian Grand Prix leads on pricing, with average nightly hotel rates reaching €1,750, followed by Abu Dhabi at €694, highlighting the revenue potential for well-positioned properties. Iconic races such as Monaco continue to attract high-net-worth individuals and celebrities, driven by the sport’s association with luxury and exclusivity. Meanwhile, Singapore, with ticket prices around £1,000, appeals strongly to affluent travellers across the APAC region and international stopover visitors.Hotels can capitalise by offering luxury packages that combine accommodation with race tickets, rooftop viewing, simulator experiences, and after-race events. Practical touches such as shuttle services, VIP access, and themed marketing inspired by Drive to Survive help attract the global F1 fan base and maximise revenue during peak race periods. This year’s special focus is on sustainable driving, highlight your sustainability practices to stand out even more.Cultural Event: St Patrick's Day, 17th - IrelandSt Patrick's Day is a public holiday in Ireland, with thousands of visitors flocking to cities like Dublin to take part in festivals, parades and cultural tours. Celebrations of St. Patrick's Day also occur in the United States, with many planning gatherings, parades and special events.For hotel owners, offering packages that include proximity to St. Patrick's Day events, traditional Irish food experiences, and tours of historic Irish landmarks can attract guests and showcase the famous Irish hospitality.Sports Event: World Marathon Majors, March to November 2026 – GlobalThe World Marathon Majors are fuelling the rise of race-cations and experiential travel, combining elite sport with destination travel. Brand Finance’s 2025 report shows the top 50 marathons generated $5.2 billion for local economies in 2024, with $2.7 billion from the seven majors.2026 Marathon dates: Tokyo Marathon: 1 MarchBoston Marathon: 20 AprilLondon Marathon: 26 AprilSydney Marathon: 30 AugustBerlin Marathon: 27 SeptemberChicago Marathon: 11 OctoberNew York Marathon: 1 November If you are in one of the host cities, you can capitalise with runner-focused wellness travel packages, recovery spaces, and spectator services aligned to this year-long demand. APRILCultural Event: Hana Matsuri, 8th - JapanHana Matsuri marks the birth of the Buddha and coincides with Japan’s cherry blossom (sakura) season, adding cultural depth to spring travel. Hotels can create calming, meaningful stays through meditation packages, themed decor inspired by the life of the Buddha, and gentle seasonal experiences. Highlighting local festivities and peaceful viewing spots helps attract travellers seeking reflection alongside celebration.Cultural Event: Songkran, 13th – ThailandSongkran marks the Thai New Year and is one of Thailand’s most immersive cultural celebrations. Rooted in Buddhist cleansing rituals, the festival is best known for its large-scale water celebrations, especially in Bangkok. In 2025, Thailand welcomed 666,180 international tourist arrivals, averaging 95,169 visitors per day. Hotels can support demand with guided city tours, cultural context, and practical advice to help guests experience Songkran.Cultural Event: Easter, 20th - GlobalEaster is not typically a reason for travel, but it provides a window of opportunity for hotel owners to engage in seasonal marketing. To encourage bookings, consider offering secret discounts or unique promo codes, or hosting special events related to Easter.Cultural Event: Golden Week, 29th to 5th May – JapanGolden Week brings together several national holidays, prompting one of Japan’s busiest domestic travel periods. With large volumes of local travellers on the move, demand rises across major cities and regional destinations alike. Hotels can capitalise through early-booking offers, flexible stay options, and experience-led packages. Where cherry blossoms linger by region, highlighting seasonal scenery alongside local tours and family-friendly activities can help properties stand out during this high-demand week.Cultural Event: Spring Break, April to early May - USASpring Break remains a key travel period in the United States, with strong intent to travel year on year. Research from AAA Travel shows rising interest compared to the previous year, suggesting sustained demand. Warm-weather destinations such as Florida, Mexico, and the Caribbean remain popular, while international cities including Paris and Tokyo are also seeing increased interest.Be sure to capture this opportunity early, as many travellers are increasingly booking in advance and this high travel intent period will sell fast. MAYCultural Event: Cinco de Mayo, 5th - Mexico, USCinco de Mayo is a day of Mexican pride and heritage and is steeped in history, as a celebration that commemorates the Mexican Army’s victory over the French Empire on May 5th, 1862. Many communities celebrate this event on a grand scale, with parades, battle re-enactments, mariachi music, traditional foods, piñatas, and fireworks to mark the celebration.This is a highly anticipated time for travellers to Mexico, as they flock to experience the heart of this festive occasion in all its traditional glory. Promote activities and accommodations in Mexico, as well as in popular US destinations that fully embrace the celebration.Cultural Event: Cannes Film Festival, 14 to 24 May - FranceThe Cannes Film Festival attracts the global film elite, international press, and culture-driven travellers, driving sharp increases in hotel demand across the French Riviera. OTA and metasearch activity peaks in the first week of the event, aligning with the highest average room rates during the festival.Hotels can capitalise by showcasing premium suites, VIP services, and tailored experiences for filmmakers and media teams. Private transport, dedicated concierge support, and bespoke luxury packages add value. Last but not least, why not host screenings or film-inspired soirées to attract visitors who may not have access to the main festival? JUNEIndustry Event: World Environment Day, 5th - GlobalWorld Environment Day celebrates sustainability, conservation, and climate action worldwide. Hotels and travel operators can align with the event by promoting eco-friendly practices, green initiatives, and sustainable experiences.This is your chance to build your social media presence as a sustainable brand while offering workshops, nature-focused tours, or partnerships with local environmental organisations.Sports Event: UEFA Champions League Final, 30th - Budapest, HungaryThe UEFA Champions League Final is a must-attend event for every football fan. In 2026, the finals will be hosted for the first time ever at Puskás Aréna in Budapest, Hungary with the aim of bringing massive tourism and economic benefits to the host city. As with the Super Bowl, create special packages that include tickets, transportation and local tours to enhance your guests' experience. Also, set up screens at your hotel to broadcast the match while offering drinks to create a fantastic atmosphere.Cultural Event: Summer Solstice, 21st - GlobalCelebrated globally as the longest day of the year, this date is ideal for outdoor experiences, cultural tourism, and wellness retreats. As a hotelier, you could consider developing ‘Solstice Escapes’ featuring activities like sunrise yoga, guided nature walks, or al fresco dining experiences. Besides, arranging twilight experiences, such as bonfires, star gazing, or live music performances, to make the most of the extended daylight, would be really appealing to guests and help entice them to stay at your property.Music Event: Music Festivals, all month - EuropeJune marks the beginning of summer in the Northern Hemisphere and is a great time for music lovers to attend outdoor festivals. Europe boasts renowned festivals attracting music fans from around the world. Some examples of major festivals include:  Primavera Sound in Barcelona, Spain: 3rd June - 7th JuneRock am Ring in Nürburgring and Rock im Park in Nuremberg, Germany: 5th-7th JunePrimavera Sound in Porto, Portugal: 11th - 14th JuneGlastonbury Festival in Pilton in England, UK: CancelledRoskilde in Roskilde, Denmark: June 27th - 4th July  As a hotel owner, this presents a unique opportunity to target these travellers and offer them comfortable accommodation during their festival visit. Position your property as an ideal place to stay by outlining activities near the festival or offering packages with festival tickets and transportation to enhance your guests' experience. JULYCultural Event: Independence Day, 4th July – United StatesIndependence Day is the quintessential American holiday, celebrated with family gatherings, fireworks, parades, speeches, and sporting events. In 2024, over 70.9 million Americans were expected to travel during the long weekend.For hotels, this is a prime opportunity to attract domestic and international travellers seeking an authentic experience. Offer packages that include transport and tickets to popular Independence Day events, and highlight your property’s proximity to key celebrations. Where possible, upsell services such as car rentals, airport transfers, or curated activities to enhance convenience and value. Try our upselling techniques, designed to help properties capture additional revenue while improving guest experiences.Sports Event: Tour de France & Tour de France Femmes, 4th to 26th and 1st to 9th Aug - FranceThe Tour de France attracts cycling enthusiasts and fans from across the globe, boosting demand in Paris and regions hosting the final stages.As a way to capitalise on this event, consider hosting watch parties for key stages, with themed snacks or drinks, to enhance the guest experience. For hotels outside Paris, emphasise your proximity to final-stage locations to attract fans following the race route.Sports Event: Commonwealth Games, 23rd to 2nd Aug - ScotlandBy now, it’s clear that sports tourism is a massive opportunity. Like previous major events, hotels can capitalise by building packages tailored for spectators, combining comfortable stays with convenient access to venues.Highlight Scotland’s famous destinations, from Edinburgh’s historic charm to the Highlands’ scenic beauty, and offer curated tours, local experiences, and wellness options. Early-booking promotions, transport services, and family-friendly amenities can attract both domestic and international visitors, ensuring your property captures peak demand while providing memorable, event-focused stays. AUGUSTCultural Event: Hanabi (Fireworks Festivals), all month - JapanAttendance at Hanabi fireworks festivals across Japan is a must for those looking to immerse themselves in Japanese culture. The dazzling display of colourful fireworks and traditional Japanese music and food creates a lively and captivating atmosphere.This is a great time for guests to visit various parts of Japan and take in the beauty of its culture and tradition, and hotel owners can appeal to guests by offering unique experiences and amenities related to the event. If your hotel is in a location close by to the festivities and has rooms with a balcony, consider selling these rooms as the perfect vantage point for firework viewing. SEPTEMBERCultural Event: Oktoberfest, 19th to 5th Oct - MunichOktoberfest in Munich, Germany is a world-famous celebration of German culture that features delicious food, live music, and plenty of beer. Visitors can enjoy carnival rides, games, and immerse themselves in the joyous and festive atmosphere of the event. To encourage bookings from guests, offer package deals that include Oktoberfest tickets, traditional German food and drinks, and cultural activities for guests to fully experience the festivities.Cultural Event: Chuseok, 24th to 26th - South KoreaChuseok, or ‘autumn evening,’ is Korea’s most important harvest festival, offering a three-day travel window around the full moon. Guests can experience traditional circle dances, shuttlecock games, and ancestor rituals.Hotels can attract travellers with cultural packages, local tours, and immersive experiences that combine comfort with authentic festival celebrations during this peak period.Cultural Event: Mid-Autumn Festival, 25th - AsiaThe Mid-Autumn Festival, or Moon Festival, is a key cultural celebration across China, Hong Kong, Taiwan, and Macau. Hotels can enhance guest stays with activities like lantern making, mooncake tastings, and street performance tours. Hosting in-house festive events or offering traditional treats and souvenirs creates immersive experiences, attracting both domestic and international travellers during this peak period. OCTOBERCultural Event: Halloween, 31st - GlobalHalloween is a perfect occasion for hotel owners to entice travellers and offer a one-of-a-kind holiday experience. Encourage your guests to celebrate Halloween in a unique way by transforming your property into a 'haunted' hotel or partnering with tour operators to secure tickets to a theme park, such as Universal or Disneyland (both of which transform for the season). NOVEMBERCultural Event: Day of the Dead, 1st - MexicoThe Day of the Dead in Mexico is a colourful celebration that offers tourists a chance to experience Mexican culture and traditions. The holiday, which honours the dead with altars, traditional food, and lively parades, creates a rich and vibrant atmosphere that your guests can immerse themselves in.Providing local information for your guests to get involved with Day of the Dead festivities will go a long way to making their stay a memorable one, and will also help to support the community.Cultural Event: Thanksgiving, 26th - USAThanksgiving is one of the busiest travel periods in the US, with around 55 million Americans expected to travel. Hotels can attract both domestic and long-haul travellers with festive offerings such as traditional dinners for families or innovative activities like holiday drinks menus featuring spiced mulled wine.Cultural Event: Black Friday, 27th - GlobalBlack Friday provides an opportunity for hotel owners to attract travellers by offering deals and promotions. Take advantage of this commercial holiday, along with Singles Day, Buen Fin, and Travel Tuesday, to create attractive offers and campaigns on social media.Moreover, don't miss out on our annual Black Friday campaigns. Join them, and you'll have more opportunities to be seen by our 60,000+ travel distributors. DECEMBERCultural Event: Winter Solstice, 21st - GlobalThe winter solstice is a significant astronomical event, marking the shortest day and longest night of the year in the Northern Hemisphere. It consistently falls between December 21 and 23, with the specific date changing annually. This year, the winter solstice falls on Monday, December 21st.This event is celebrated in various countries as an opportunity for travellers to engage in unique cultural experiences. For example, in Peru, build packages around the Inti Raymi Festival, offer winter tours to Iceland and Aurora Borealis. Want to attract travellers looking for unique global cruises? Provide pre- and post-cruise stays for guests so you can stand out amongst these cruise travellers.Cultural Event: Christmas Day, 25th - GlobalThe holiday season is a busy time for tourism, with people looking to spend time with loved ones and create special memories. Decorate your hotel to create a festive, cosy atmosphere and offer traditional Christmas dinners or seasonal treats in your restaurant. Marketing stays well in advance ensures you capture high-demand bookings during this premium period.Cultural Event: New Year's Eve, 31st - GlobalAnd so the cycle begins again! New Year’s Eve sees a surge in travel as guests look to welcome the new year in style. Create unforgettable experiences with entertainment, activities, dining, and festive décor. Offer guidance on local countdown celebrations, or provide in-room celebrations such as a complimentary bottle of champagne to let guests ring in the year in comfort. Don’t forget to check out our tips for New Year's Eve promotional ideas.Now you know the key dates and events for 2026. Pick the events that suit your property and start crafting packages and promotions. Make the most of 2026 to boost your bookings and revenue all year long! Register your property

Valentine’s Day arrives as a single date on the calendar, yet it consistently delivers outsized value for hotels and travel brands. In 2025, consumers inspired by Cupid spent $25.7 billion on Valentine’s Day, according to the National Retail Federation (NRF), making it one of the highest-spending holidays on record. It is one of those moments when guests are actively looking for experiences, not just a room, and are willing to spend more to make the occasion special. Surveys also show that more than 25% of Valentine’s Day celebrants plan an overnight getaway, putting travel firmly at the centre of the celebration. For hoteliers, this creates a short but powerful booking window. With the right ideas in place, properties can turn romance into revenue. For this reason, here are 18 Valentine’s Day hotel ideas and a few bonus tips to increase occupancy with minimal lead time, ensuring your guests fall truly, madly, deeply in love with you.  1. Design Valentine’s Day-themed hotel roomsThe easiest place to begin is also one of the most effective. Thoughtful Valentine's Day room setup instantly helps guests feel they are somewhere special. Heart-shaped balloons work for families with children, and LED lights or softly scented candles create a warm, intimate atmosphere for couples. Even simple welcome notes, heart cut-outs, and Valentine-themed toiletries in sweet or comforting scents help complete the experience and show guests that every detail has been considered.2. Develop themed contentValentine's Day ideas for hotel marketing often look great on social media, but are ignored on websites, emails, or blogs. Guests notice when the romance carries through your website, emails, and LinkedIn as well. Consistent themed content builds excitement and trust. Build a strong content marketing strategy and use it consistently across all channels: Start with your website: Create a dedicated Valentine’s landing page or section that brings your offers, stories, and blogs together under a clear visual theme. Use specially designed graphics and a consistent colour palette to make it feel intentional and polished. Extend the theme into your newsletters: Curate personalised sections, strong imagery, and tailored messaging before and after the stay. Replicate on social media: Use Instagram, Facebook, TikTok, LinkedIn, and YouTube, all platforms to build a strong and uniform online presence. Plan a photoshoot in advance, use these brand images, strong imagery, and lean into user-generated content with interactive campaigns. 3. Create a special dining experienceFor many couples, Valentine’s Day starts and ends around the table, so arranging special dining experiences is amongst the best hotel ideas for Valentine's. Over 30% of consumers choose to celebrate the occasion by dining out, which makes food and beverage one of the strongest revenue drivers of the holiday. Candlelit dinners continue to hold timeless appeal. Create intimate dining spaces that feel special, whether that means tables under the stars, a private corner with soft lighting, or a scenic spot that showcases your location. Elevate the experience with a bespoke Valentine’s menu, creative dish names, and curated wine pairings. Inviting a popular or local guest chef can add extra excitement and exclusivity. Do not overlook in-room dining. A romantic meal delivered to the room offers privacy and comfort, appealing to couples who prefer a quieter celebration. 4. Increase bookings with special ratesNow that the Valentine’s atmosphere is set, it is time to turn interest into action. Thoughtfully designed offers help guests feel noticed and valued, which often makes the decision to book much easier. Offering Valentine's special hotel deals during a peak holiday can work in your favour when done strategically. Instead of discounting entry-level rooms, promote attractive rates on higher room categories. Travellers see this as an upgrade at great value, which can lift both conversion and average daily rates, especially when paired with romantic add-ons and upselling. Introduce gift vouchers and early-booking packages such as discounted suites with complimentary perks like breakfast, wine, or late checkout. Feature these offers clearly on your website, in email campaigns, and across social channels to keep them front of mind.5. Encourage longer staysValentine’s Day does not have to be a one-night affair. Encourage guests to stay longer by designing multi-day offers that blend the midweek celebration with a relaxed weekend escape. Three, four, or five-night packages give couples more time to unwind and experience everything your property has to offer. Reward loyalty during this period with exclusive perks or added discounts for repeat guests. These gestures make guests feel valued and often tip the booking decision in your favour. Also, many travellers prefer to avoid peak-day crowds, while others cannot travel on the 14th itself. Extend your Valentine’s packages to cover the weekends before and after, and clearly communicate this in your messaging. It broadens your appeal and helps maximise occupancy across the entire week.6. Leverage Galentine's Day to increase opportunityThanks to the popular US television series Parks and Recreation, hoteliers now have an extra moment to celebrate love. Observed on 13th February, Galentine’s Day is all about celebrating friendship, particularly among women. What began as a fictional concept has evolved into a real commercial opportunity for hotels. Create Galentine’s girlfriend getaway packages to encourage friends to celebrate together and extend their stays to observe V-Day with their significant others. From decorating your dining venues to offering a pink-hued afternoon tea to seasonal spa and salon specials to get glam, create Instagram-worthy memories for every Galentine. These shareable, Instagram-ready moments will help your property gain organic visibility while driving incremental revenue. 7. Increase revenue with themed add-onsRather than bundling experiences into a fixed package, you can offer optional extras that guests can select to personalise their stay. Set the mood and offer a variety of themed options. These can include classics like strawberries and champagne, and here are more examples: Room decor: balloons, fresh flowers, and rose petals Dining: breakfast in bed and in-room candlelit dinner Entertainment: board games and film rentals Mood setters: sheet masks and nail polishes for girlfriend getaways, candles and massage oil for couples, and bath bombs and face masks for solo travellers Treats: candy, chocolates, champagne, and fruit Classes: Chef-led cooking class, mixologist-led cocktail class, sommelier-led wine tasting Unique activities: Tandem bicycle tour, couples yoga class or massage class, sunset helicopter ride, personal serenade, and private dining Valentine's Day gifts from local artisans and jewellers By offering these optional add-ons, hotels give guests the freedom to tailor their experience, while encouraging upselling, higher spend, and more memorable Valentine’s stays. These extras can be promoted using a direct booking engine like Roiback (part of HBX Group) with its exclusive Experiences Module, where hotels can bundle rooms, add-ons, and experiences effortlessly.How does this help you?Leverage your website: Visibility of experiences across your website and booking flow. Date-based experiences: Options for guests to book for specific dates so rooms are automatically blocked and vouchers are issued. Gift experiences: Prepaid experiences without fixed dates, perfect for Valentine’s surprises; vouchers sent to both buyer and recipient.As you know, seamless bundling of rooms, add-ons, and experiences enhances direct bookings.For example, Blau Hotels and Resorts utilise Roiback to manage and sell its wide range of offerings at Blau Punta Reina, Mallorca. This 90,000 m² resort bundles experiences like spa treatments, family activities, and dining options through Roiback and offers guests tailored packages that are easy to book, fully organised, and instantly enjoyable. 8. Create themed packagesIf not add-ons, the next idea is to create special Valentine's Day hotel packages. Pair the themed rooms with romantic views, candlelit dinners, couple activities, or private tours that turn a short stay into a shared memory. Promote these packages well in advance and make the savings and exclusivity obvious. When guests can clearly see what is included, they are far more likely to commit, and package bookings often lead to longer stays and fewer cancellations. You can bundle experiences such as breakfast in bed, spa access, room decor, babysitting, yoga or pottery sessions, city tours, hiking, or even surprise proposals with bespoke cakes, live music, or private chefs. Limited editions, like a “Proposal Perfect” packages add extra appeal. This is where tools like the Roiback's Experiences module fit in naturally again. It allows hotels to bundle and sell experiences seamlessly throughout the direct booking journey. Guests can discover experiences on a dedicated website page or directly within availability search results, and you can surface them again in confirmation messages, upselling emails, and pre-arrival communications.9. Increase occupancy with inclusivityValentine’s Day means different things to different guests. Romance is not one-size-fits-all, and your hotel should reflect that. Create inclusive packages and experiences that welcome every type of traveller. Design tailored offers for senior couples, newlyweds, Gen Z, LGBTQ+ travellers, friends, bromances, families, and pet-friendly stays. Develop kids' activities for couples travelling with kids and create welcoming spaces for big families. Position your property as a place where everyone feels seen and welcome. Use thoughtful messaging through your website, emails, and social channels to highlight this variety and show how flexible and versatile your experiences can be.10. Think about singles, tooValentine’s season is also about self-love and care, and singles are a powerful audience. In fact, 62% of 16–34-year-olds buy something for themselves around Valentine’s Day. Create self-care focused packages such as spa retreats, pet-friendly spaces, wellness stays, nature walks, or guided hikes. Design welcoming social spaces like a singles-friendly bar or communal dining area where guests can relax without pressure. By showing singles that they are valued, you create positive experiences that build loyalty and encourage repeat visits long after Valentine’s Day ends. 11. Showcase your unique selling proposition (USP) with social mediaWhat makes your property unique? Is it the location or the nearby points of interest? Is it modern architecture or a heritage building? How about the amenities? If you run a mountain retreat, highlight guided hikes, forest walks, or stargazing. If you are a beach property, lean into sunrise walks, private beachfront dining, or yoga by the sea. Add wellness-led experiences to attract health-conscious guests. By blending your setting, signature offerings, and guest preferences, you can tailor experiences, carve out a clear niche, and communicate it clearly on social channels:Here’s how to do it:Share romantic experiences on Instagram and TikTok, from candlelit dinners and spa moments to bespoke room details that guests will remember. Use short-form video and behind-the-scenes content to give prospective guests a taste of what to expect. Eg: a quick reel of the Valentine’s setup, or staff preparing special touches brings authenticity and excitement. Feature guest testimonials and user-generated content from past Valentine’s stays. Real voices and images build trust and help potential guests imagine themselves in those moments. Highlight your limited-time Valentine’s packages with eye-catching posts, countdowns, and clear calls to action. By communicating your USPs in ways that feel genuine and visually appealing, you can draw attention, spark interest, and encourage bookings from travellers looking for a truly memorable Valentine’s experience.12. Get more guests by going localSuch holidays are a timely motivation to look beyond your property and partner with local restaurants, bars, and shops doing innovative things. Partner with local restaurants, bars, artists, and independent brands to create local experiences guests cannot book anywhere else. Include special meals created entirely from local produce, using this as an opportunity to highlight your sustainability efforts and appeal to increasingly eco-conscious travellers. Candle making or pottery workshops with local artists, chocolate or wine tastings with nearby producers, or unique fitness sessions such as paddleboard yoga or bungee fitness hosted on the property. These collaborations add depth to your Valentine’s offering and support the local community at the same time.13. Make a memorable stay with personalisationValentine’s Day is the ideal time to show guests that you truly know them. Use the guest data you already have. If it is a return stay, birthday month, or even an anniversary year, turn it into something memorable. Try these personalisations: Personalised communications: Pre- and post-stay emails, handwritten notes with recommendations, or welcome messages tailored to the guest. In-room touches: Minibar stocked with favourite refreshments, room setup aligned with preferences, in-room treats, festive hampers, or customised music. Special gestures: Candies with guests’ names at check-in or turndown, complimentary champagne, chocolate-covered strawberries, or bonus loyalty points. Flexible experiences: Early or late check-out, spa timings, or dining options personalised to the guest. These thoughtful touches not only delight guests during their stay but also encourage repeat visits, positive reviews, and long-term loyalty.14. Invest in meaningful collaborationsBy working with the right local partners, you can add depth, credibility, and excitement to your Valentine’s programme while supporting the local economy. Local Artists: Collaborate with local artists, musicians, DJs, or performers to host live music nights, intimate concerts, poetry readings, or salsa and ballroom dance evenings. Many boutique hotels successfully collaborate with regional DJs or acoustic artists to create relaxed, romantic atmospheres that feel exclusive but effortless. Wellness and Lifestyle Experts: Collaborate with yoga instructors, meditation coaches, or wellness practitioners to offer couples’ yoga, breathwork sessions, or guided relaxation. Luxury and resort hotels increasingly work with independent wellness trainers to deliver short, bookable experiences that align with the growing demand for mindful travel. Celebrity Chefs: Bring in guest chefs, pastry artists, chocolatiers, or mixologists for tasting menus, chocolate-pairing sessions, or cocktail workshops. Hotels often partner with well-known local chefs or artisan brands to elevate dining without permanently changing their F&B operations. Experience-led partnerships: Work with florists, photographers, or proposal planners to create surprise moments such as room styling, professional photo sessions, or curated proposal experiences. These collaborations are highly shareable, encourage social content, and often lead to higher on-property spend. Influencers: Partner with travel and lifestyle influencers to showcase your Valentine’s offerings. Highlight romantic rooms, special dinners, or unique experiences. Influencer content increases reach, builds trust, and drives bookings from targeted audiences.15. Streamline operations with technologyNo matter how much you prepare, smooth operations on the day, defines how memorable Valentine’s experience is for guests. Use modern tech to coordinate housekeeping, dining, and guest services during high-demand periods. Efficient internal tech ensures timely service, reduces delays, and keeps guests delighted. During Valentine’s week, smooth operations directly influence satisfaction, reviews, and repeat bookings.  16. Use targeted marketingShow, not just tell, why your hotel is perfect for Valentine’s Day. Start by identifying who you want to reach, whether that is couples, families, loyal guests, returning visitors, or new audiences. Once your segments are clear, tailor campaigns across the right channels with messaging, offers, and visuals that speak directly to their needs and motivations. Targeted marketing ensures your Valentine’s offers reach the right guests at the right time, increasing relevance and conversion.17. Lead with compelling storytellingStrong storytelling brings your Valentine’s experience to life. From romantic moments and beautifully styled rooms to behind-the-scenes preparation, these details help travellers imagine themselves at your property. Don’t forget to tell your story with purpose. Emotional, authentic stories build connection and trust, turning inspiration into bookings. Supported by targeted ad placements and expert-led digital campaigns, your story appears where travel decisions are made, maximising visibility and attracting high-value guests. Utilise our Marketing Suite to place your brand where travel decisions are made, combining targeted ad placements and expert-led digital campaigns to maximise visibility, drive bookings, and convert high-value travel segments.18. Promote your property as the presentBring everything together to create a Valentine gift your guests simply cannot ignore. Combine your unique selling points, Valentine’s room decor, curated experiences, and special packages into one clear, compelling proposition. Tailor these offers to your key audiences and add flexible options like experiences, add-ons, or upgrades. Promote gift cards and vouchers as effortless yet meaningful presents, with extras such as complimentary breakfast or resort credit. By positioning your hotel as the complete Valentine’s experience, you drive bookings now and encourage stays beyond the day itself. Let HBX Group be part of your Valentine’s storyValentine’s Day is about connection, and that is exactly where HBX Group comes in. By working with HBX Group, your property gains year-round visibility across a global travel ecosystem of over 60,000 partners, including travel agents, tour operators, airlines, and distribution platforms. This means access to high-value travellers, often booking from long-haul markets, staying longer, and spending more on experiences. You will also be considered for timely, relevant hotel marketing campaigns throughout the year, not just Valentine’s Day. Already partnered with HBX Group? Make the most of it by using the Partner Portal to manage inventory, update content, adjust rates, and stay ready for every high-demand moment. Register your property

Travel and hospitality trade shows and conferences remain one of the most effective ways for brands to build visibility and commercial relationships across the industry.For hoteliers and travel brands, these tourism events play a critical role in understanding market shifts, strengthening distribution strategies, and staying competitive in an increasingly complex landscape.With hundreds of hospitality and travel events taking place globally each year, deciding where to invest time and resources in 2026 is more important than ever. This article brings together the most relevant industry events for hoteliers and travel companies looking to showcase their properties, connect with leading distributors, and engage with decision-makers shaping the future of hospitality.  1. Travel & Adventure ShowWhen? From January to AprilWhere? USAWith over 20 years of experience and 125+ produced events, Travel & Adventure Shows connect over 2.1 million travel enthusiasts with over 4,500 travel companies and suppliers worldwide.The series spans nine key gateway cities in the United States, including New York, Los Angeles, San Francisco, Chicago, South Florida, Phoenix, Dallas, Denver, and Washington DC. These tourism events offer travellers the chance to explore the latest holiday destinations, connect with top tour operators and global travel providers, and receive expert travel advice.For hotels and travel agencies, the shows provide a prime opportunity to engage directly with potential prospects, showcase offerings, and build brand awareness. The 2026 edition kicks off on 10th January and runs through to mid-April, offering a season-long platform to attract travellers and generate bookings. 2. Fitur 2026When? 21st – 25th January 2026Where? Madrid, SpainHeld annually in Madrid, the International Tourism Fair (FITUR) is one of the world’s leading travel trade fairs, connecting inbound and outbound markets with a strong focus on Spain and Latin America. The 46th edition is expected to attract over 250,000 attendees from more than 150 countries, offering a global platform for B2B networking, contract negotiations, and tourism investment. This year’s theme, Strategic Agenda for Global Travel Partnerships, centres on resilience, sustainability, and technological innovation, and is aimed at hotel chains, travel agents, tour operators, and travel tech companies.The event will feature dedicated hubs including FITUR Tech, FITUR Know-How & Export, FITUR Sports, and FITUR 4all. Taking place over five days at IFEMA Madrid, spanning 69,000+ m² will welcome over 9,000 exhibitors and 153,000 trade professionals, making it a cornerstone event for the global travel industry. 3. Americas Lodging Investment Summit (ALIS)When? 26th – 28th January 2026Where? Los Angeles, USAEvery year, the United States hosts ALIS, the world’s leading hotel investment conference, focused on capital, development, and ownership decisions across the Americas' lodging market. It brings together around 3,000 senior hospitality executives, investors, lenders, and developers, with one in three delegates holding CEO, owner, or principal-level roles.The agenda covers investment trends, inflation, technology, and shifts in guest expectations. ALIS Law (25th–26th January) focuses on legal and regulatory issues impacting hotel owners and operators, while ALIS Design+ (28th–29th January) explores design and development through an investment lens. All three conferences are organised by the Northstar Group, which supports the development of future hospitality leaders by donating a portion of net proceeds to the education, research, and training initiatives of the American Hotel and Lodging Education Foundation (AH&LEF).If you are a hotelier or a travel company, don’t miss out the direct access to decision-makers shaping the next phase of hotel growth at ALIS. 4. MarketHub Asia by HBX GroupWhen? 3rd – 6th February 2026Where? BaliThis list would not be complete without including our MarketHubs. HBX Group hosts a series of three MarketHub events globally, with MarketHub Asia positioned as the first and most prominent gathering of the year.Now in its fifth edition, the event brings together the Asia travel ecosystem under the theme UNLOCKED, inviting industry leaders to explore how technology, data, and collaboration can unlock growth and turn change into opportunity. To date, it has welcomed over 200 clients and 450 participants across 15 markets, attracting senior decision-makers from hospitality, distribution, and travel technology.Hosted at the cliffside Hilton Bali Resort in Nusa Dua, the four-day event combines strategic insight, high-value networking, and tailored sponsorship opportunities. For travel professionals, MarketHub Asia 2026 is a key forum for insight, partnerships, and business growth. Visit our MarketHub Asia website to learn more about the event, our hosting partners, and sponsorship options.  5. BIT MilanoWhen? 10th - 12th February 2026Where? Milan, ItalyAs one of Europe’s most dynamic tourism marketplaces, Borza Internazionale de Turismo (BIT) brings the global travel industry to Milan each year to exchange ideas, build partnerships, and shape what comes next for travel. The event connects professionals from leisure and business travel, destination marketing, hospitality, and travel technology, offering a strong platform for networking and commercial collaboration.The 2026 edition will spotlight sustainable tourism, digital transformation, and experience-led innovation through a programme of conferences, workshops, and expert panels. Hosted in Milan, a city known for its culture, design, and connectivity, BIT26 provides an engaging setting where business insight and industry momentum come together. 6. BTL (Bolsa de Turismo de Lisboa)When? 25 February - 1st March 2026Where? Lisbon, PortugalBTL is Portugal’s largest travel and tourism event, bringing the entire travel ecosystem together in one vibrant marketplace. Designed to build professional relationships while showcasing destinations and brands, the event attracts more than 1,600 exhibitors and 82,000 visitors, with over 3,000 business meetings scheduled across five days. Beyond its strong B2B focus, BTL offers a wider travel experience, with themed areas covering weddings, cultural and religious travel, wellness, and LGBTQ+ tourism, alongside family-friendly activities and live contests. With more than 600 events and exclusive travel contests and kids activities, BTL blends serious business with discovery, inspiration, and consumer engagement, making it one of Europe’s most dynamic tourism gatherings. 7. ITB Berlin 2026When? 3rd – 5th March 2026Where? Berlin, GermanyEach March, the global travel industry converges at ITB Berlin, widely regarded as the world’s most influential travel expo. Celebrating its 60th anniversary in 2026, the event will place a special spotlight on Angola as host country and run under the theme Leading Tourism into Balance, with a strong focus on sustainability and long-term industry resilience. The three-day business travel event brings together thousands of exhibitors and over 400 expert speakers across segments, including hospitality, destinations, business travel, luxury, adventure, medical tourism, and travel technology. Known for its depth of insight and unmatched networking scale, ITB Berlin remains the place where global travel priorities are debated, partnerships are formed, and the future of tourism takes shape. So, don’t miss out on ITB this year! 8. Gala Vallarta, MexicoWhen? 10th –12th March 2026Where? Puerto Vallarta, MexicoGALA Vallarta has established itself as the most important commercial tourism meeting in the Mexican Pacific and a key platform for strengthening the tourism economy of Puerto Vallarta and its wider metropolitan area. The event brings together wholesale travel agencies, hosted buyers, and leading hotels from the Banderas Bay region, creating a focused environment for commercial exchange and regional growth. Held annually in Puerto Vallarta, GALA plays a central role in connecting international demand with local hospitality supply. For hotels and travel companies operating in or targeting the Mexican Pacific, GALA Vallarta is a strategic opportunity to build partnerships, reinforce market presence, and engage directly with decision-makers shaping inbound travel to the region. 9. World Travel Market (WTM) Africa 2026When? 13th – 15th April 2026Where? Cape Town, South AfricaWTM Africa is the leading B2B travel exhibition dedicated to both inbound and outbound tourism across the African continent. Launched in 2014, the event was created to connect Africa’s travel industry with global markets, providing a focused platform for lead generation, brand building, product launches, and market entry. Each year, more than 6,000 travel professionals attend WTM Africa, including tour operators, travel agents, hoteliers, and destination representatives. With a focus on sustainability, the 2026 edition will also host the Africa Tourism Investment Conference (ATIC) on 14 April, bringing tourism investors and industry leaders together to explore opportunities for sustainable growth. For travel companies looking to engage with Africa’s evolving tourism landscape, WTM Africa remains a key commercial gateway. 10. WTM Latin America 2026When? 14th – 16th April 2026Where? São Paulo, BrazilJust like in Africa, Latin America also has an unmissable event: the WTM Latin America. In 2026, travel and tourism professionals will be heading again to the colourful and lively city of São Paulo, home of this year's event.Building on a strong 2025 edition that welcomed over 32,000 industry professionals and nearly 837 exhibitors, WTM Latin America continues to position itself as the place to do business in the region. For travel companies looking to expand reach, build partnerships, and engage directly with Latin America’s tourism decision-makers, WTM Latin America remains an essential event on the global calendar. 11. MarketHub Europe, MaltaWhen? 21st - 24th April 2026Where? St Julian's, MaltaEurope remains the world’s leading region for international tourism, accounting for nearly 60% of global arrivals, making MarketHub Europe by HBX Group a key meeting point for senior travel decision-makers. Now in its 11th edition with 240 clients and 450 participants, it received a digital reach of over 40,000. Hosted at the InterContinental Malta in St Julian’s, overlooking St George’s Bay, the venue offers over 6,000 square metres of event space and extensive leisure facilities. Under the UNLOCKED theme, the agenda explores how data, technology, and partnership can unlock new value across Europe’s market. Find out more about how MarketHub Europe offers senior access, market insight, and sponsorship opportunities for travel companies and hoteliers. 12. Tianguis Turístico MéxicoWhen? 27th - 30th April, 2026Where? Acapulco, MexicoCelebrating its 50th edition, Tianguis Turístico México has grown into the country’s premier tourism trade event, connecting global buyers and exhibitors with Mexico’s diverse destinations and travel products. The event brings together 1,700 buyers, 3,950 exhibitors from 50 countries, and hosts over 70,000 pre-arranged business meetings, offering a structured platform for networking and deal-making. All 32 Mexican states participate alongside international representatives, highlighting the nation’s rich cultural and natural offerings. With a focus on innovation, sustainability, marketing tech, inclusion, and community, the event provides travel agencies, wholesalers, hotel companies, and DMOs an essential environment for strategic collaborations and to be part of the growth of Mexico’s tourism industry. 13. Arabian Travel Market (ATM ) 2026When? 4th – 7th May 2026Where? DWTC Dubai, UAEArabian Travel Market has been the Middle East’s premier event for inbound and outbound travel, bringing together leisure, luxury, business travel events, and corporate travel under one global platform.  Celebrating over 30 years as a global hub, ATM 2026 is themed Travel 2040: Driving New Frontiers Through Innovation and Technology, spotlighting how AI, AR/VR, fintech, and sustainable solutions are transforming the sector.ATM features dedicated zones such as ATM Travel Tech and the Tech & Innovation Zone, IBTM @ ATM for business events, and the Ultra Luxury Lounge connecting top-tier travel brands with high-net-worth buyers. With 55,000+ professionals from 166 countries, ATM provides unmatched networking, market insight, and opportunities to explore the future of global travel. 14. IPW Greater Fort LauderdaleWhen? 17th - 21st May, 2026Where? Fort Lauderdale, FloridaIPW is the United States’ flagship inbound travel trade show, bringing the world’s travel buyers, tour operators, wholesalers, and media together with over 1,000 U.S. destinations and brands. As an appointment-driven marketplace, it facilitates tens of thousands of pre-scheduled meetings, networking events, and media encounters, generating billions in future travel to the U.S by 'bringing the world to America'.Hosted at the Greater Fort Lauderdale/Broward County Convention Center, IPW 2026 will showcase the full diversity of American travel experiences while connecting international buyers with local tourism leaders. The event is expected to deliver over $14.2 billion in economic impact over the next three years in Fort Lauderdale. For those looking to engage with the U.S. travel market, IPW is the premier platform for high-value connections and business growth. 15. IMEX Frankfurt 2026When? 19th - 21st May 2026Where? Messe Frankfurt, GermanyIBTM World is Europe’s premier trade show for the global meetings, events, and incentive travel industry, bringing together professionals from across the world to connect, learn, and do business. The event offers exhibitors dedicated support to maximise ROI, free lead scanning and messaging tools, and a wide range of sponsorship opportunities for enhanced brand visibility.The last edition welcomed 13,335 participants, 4,466 buyers, 177 press representatives from 24 countries, and 2,900 exhibiting companies representing over 100 nations, with 67,000 meetings booked. IBTM World is where the global business events community comes together, discovers the latest industry innovations, and immerses in new ideas in a single, dynamic setting. 16. MarketHub America, Punta CanaWhen? 23rd – 26th June 2025Where? Punta Cana, Dominican RepublicThe third event in HBX Group’s MarketHub series, MarketHub Americas, serves as the dedicated meeting point for the U.S. and LATAM travel markets. Now in its 14th edition, it attracts owners, CEOs, and senior executives from across the global travel industry, bringing together 330 clients and 450 participants across 16 markets. Hosted in Punta Cana, known for its vibrant culture and welcoming atmosphere, the event blends strategic discussion with destination-led experience. Under the UNLOCKED theme, the programme explores how modern tech and collaboration can unlock growth across the Americas travel ecosystem, providing opportunities for senior networking, partnership building, and commercial impact.You can find more information about this event on our MarketHub Americas website. 17. Business Travel Show (BTS) EuropeWhen? 24th - 25th June 2026Where? London, United KingdomLooking for a place to meet the travel industry's greatest visionaries, disruptors, and innovators? The annual Business Travel Show Europe conference brings together some of the world's leading travel and tourism professionals to share insights through engaging keynote speeches on topics such as sustainable travel, diversity, traveller management, and much more.Taking place at ExCeL London, this two-day trade show combines education, supplier meetings, and networking to bring together the largest gathering of corporate travel managers in Europe.Some usual speakers and attendees include representatives from BTN Group, Virgin Atlantic, Capgemini, Leonardo UK, EY, and Siemens, to name but a few. 18. International Luxury Travel Market (ILTM) Asia PacificWhen? 29th June – 2nd July 2026Where? Marina Bay Sands, SingaporeHosted at the luxurious Marina Bay Sands Hotel, 2026’s ILTM Asia Pacific conference will connect elite travel brands from across the region. More than a luxury travel trade show, this will be an unforgettable event filled with pre-scheduled meetings, educational sessions, and parties.Spanning 4 days, the bespoke tourism show will boast 650 brands in attendance, as well as 650 travel advisors, and 90 editors all face-to-face, sharing invaluable insights. The ILTM Asia Pacific conference is the perfect platform for building new partnerships, reconnecting with old contacts, or simply staying on top of what's happening in the sector. 19. IMEX AmericaWhen? 13th – 15th October 2026Where? Mandalay, Las VegasIMEX America is the largest trade show for the global meetings, events, and incentive travel industry, inviting you to do a year’s worth of business under one roof. Suppliers and buyers from every sector of the meetings industry come together at IMEX, held at Mandalay Bay Resort and Casino, Las Vegas.Our free-to-attend four-day programme offers specialist education, networking , and much more, on and off the trade show floor. Bringing more than 17633 show attendees from the MICE, Corporate, and Leisure sectors, check out this American travel exhibition for greater business deals. 20. ITB Asia 2026When? 21st - 23rd October 2026Where? Marina Bay Sands, SingaporeAnother event that shouldn't be missed is ITB Asia, Asia's Leading Travel Trade Show. This B2B trade show and convention for the travel industry is annually held and features thousands of exhibiting companies from the Asia-Pacific region, Europe, the Americas, Africa, and the Middle East.Today, ITB Asia is Asia’s largest travel trade show, bringing more than 18,500 show attendees from the MICE, Corporate, and Leisure sectors. With more than 1,950 exhibitors at past shows and over 60,000 business meetings, ITB Asia is a pure B2B show with 100% pre-scheduled appointments and 132 countries and territories represented. 21. WTM London 2026When? 3rd – 5th November 2026Where? ExCeL, London, United KingdomOver 46,500 travel professionals from 184 countries attended the 2025 edition of WTM London, generating an estimated £2.2 billion in business deals. Returning for its 46th edition, the event continues to bring together the international leisure travel community, providing a premier platform for networking, deal-making, and insight into the latest trends.Exhibitors at WTM London provide the most comprehensive gathering of organisations wishing to do business in B2B travel and tourism, from destinations to experiences to transportation to accommodation to technology solutions.Held for more than four decades, WTM is widely regarded as one of the most reliable sources for new business contacts, offering hotels, tour operators, and travel brands a trusted environment to grow their network, showcase offerings, and connect with buyers from around the world. 22. IBTM WorldWhen? 17th – 19th November 2026Where? Barcelona, SpainIBTM World is Europe’s leading global trade show for the meetings, events, and travel industry, connecting over 13,000 event professionals with 2,500+ exhibitors, including destinations, hotels, venues, event tech providers, and startups. Designed to help the industry innovate, and grow, the event combines powerful matchmaking and collaborative experiences to create the conditions where business gets done and new ideas take shape.IBTM World offers unparalleled networking, insight into emerging trends, and opportunities to build high-value partnerships. This is the ultimate future-focused platform to connect, learn, and transform your business strategy.The brand visibility you earn by attending these shows, combined with HBX Group’s exposure to 66,000+ travel distributors, is a winning formula to reach a global audience. Not registered with HBX Group yet? List your property and take advantage of a wide range of products and services designed to boost bookings. Register your property Looking to stay ahead in the evolving travel landscape? Download our free 2026 Travel Trends Report, specially curated for hoteliers. With this report you gain insights into emerging traveller preferences, key market opportunities, and practical strategies to attract guests and maximise revenue throughout the year.

Unlock insights into Generation Z’s attitudes towards hyper-personalisation in travel with this exclusive white paper, created in partnership with NYU.As the fastest-growing consumer group and future high spenders, understanding Gen Z's travel preferences is essential for travel brands aiming to stay competitive. This report explores how this crucial demographic perceives personalised travel recommendations, their travel habits, and the channels they use or avoid for inspiration.Discover key insights to Generation Z's travel habits, including:How Gen Z views personalised travel suggestions across digital platformsTheir unique travel behaviours and decision-making processesStrategic recommendations to turn their expectations into actionable strategiesDownload your free copy today and equip your business with the knowledge to effectively engage this influential demographic.