From 3–5 March 2026, the European Travel Commission (ETC), in partnership with The Museum of Tourism, and with the support of Rome2Rio, presented an exhibition Destination Europe: A Journey in Posters, hosted by ITB Berlin as part of the celebrations marking ITB Berlin’s 60th anniversary.
The exhibition showcased a curated selection of iconic tourism posters, illustrating how Europe has invited the world to travel across generations and highlighting the evolution of tourism promotion, design, and visual storytelling across the continent.
The opening reception brought together tourism stakeholders, partners and media to celebrate Europe’s shared tourism heritage.
Following its successful debut at ITB Berlin, Destination Europe: A Journey in Posters will continue its journey to other destinations, sharing Europe’s rich tourism history with new audiences.