More than 350 participants gathered on 19 May 2026 for the 27th Tourism Summit organised by the Federal Association of the German Tourism Industry (BTW) e.V. – held for the first time at AXICA on Pariser Platz and featuring a refined, dialogue-oriented format: Breakout sessions facilitated even more exchange, in-depth discussions and practical insights.
Under the motto ‘Take heart – How we are shaping tomorrow’s tourism today’, the focus was on how competitiveness, cooperation and responsibility can come together in these turbulent times within the tourism sector – an industry of such vital importance to Germany. BTW President Sören Hartmann praised the courage to invest, regulate pragmatically and break new ground, particularly at this time – whilst also reminding attendees just how much the social value of travel and participation can come under pressure.
Alongside high-ranking representatives from the tourism industry, numerous political figures shaped the summit – including, amongst others, Peter Altmaier and Dr Christoph Ploß, the Federal Government’s Coordinator for the Maritime Economy and Tourism. AXICA thus became a meeting place for an industry that, at the interface between the tourism sector and politics, not only exchanges views but also works together to find solutions.
Behind the scenes, the AXICA team ensured that everything ran smoothly. Project manager Nina Ostheeren-Benedicter coordinated the implementation in collaboration with all the trades and oversaw the event from set-up right through to the last guest – and was delighted with the positive feedback she received from her contact afterwards:
“We would like to thank the entire AXICA team for the great cooperation and partnership-based organisation, the warm hospitality and the very professional and service-oriented implementation both in the run-up to and on the day of the event.“
Photos: BTW © Svea Pietschmann
