The primary takeaway from the launch of France’s largest B2B travel trade show is the official embracement of its central theme, “The Value of Travel”. This focus challenges businesses to actively measure and deliver economic, human, and sustainable value.
Highlights & Takeaways
Key takeaways from IFTM Top Resa 2026 on new tourism challengesThe 48th edition of IFTM Top Resa, held from 15 to 17 September 2026 at Paris Expo Porte de Versailles, brought together around 32,000 professionals and more than 1,400 to 1,650 exhibitors under the theme “The value of travel: revealing what creates impact”. Discussions centred on how the industry must adapt to major disruptions while global tourism continues to grow.
- Climate change is reshaping travel patterns Extreme heatwaves and wildfires across Europe in summer 2026 have accelerated a partial redistribution of tourist flows. Destinations and travellers are questioning traditional peak-season timing and locations, with cooler regions gaining appeal. Professionals stressed the need for more resilient and adaptive offerings.
- Geopolitical tensions create uncertainty The ongoing Middle East crisis is expected to trim 1 to 2 percentage points from the previously forecast 3 to 4 percent growth in international tourist arrivals for 2026, according to UN Tourism. Despite this, overall demand remains robust after a record 1.52 billion international arrivals in 2025.
- Artificial intelligence is transforming travel agencies and operations AI tools for itinerary planning, real-time translation, personalised recommendations and automated travel documents are advancing rapidly. Experts noted that while AI can match basic agency information levels, human expertise remains essential for local knowledge, handling disruptions and genuine advice. The human touch is becoming a clearer competitive differentiator.
- Sustainability stays central Despite the rise of AI, organisers emphasised that sustainable and responsible travel has not been sidelined. A dedicated Village of Sustainable Initiatives highlighted both new and established players offering lower-impact options. The theme also explored economic, social and collective value created by tourism.
- Digital transformation and human value The show underlined smoother digital customer journeys before, during and after trips, alongside the irreplaceable role of human accompaniment. Destinations such as Uzbekistan (guest of honour), Egypt, Morocco, the Dominican Republic and others used the platform to push diversification, better visitor distribution and stronger air connectivity with the French market.
- The Value Over Volume Shift: Opening keynotes and institutional addresses—featuring government officials like Serge Papin—urged the tourism sector to measure success by sustainable, human, and economic impact rather than sheer tourist volume. [1, 2]
- Three Pillars of the 2026 Theme: Discussions centered on balancing economic/territorial growth, human/emotional enrichment, and collective environmental sustainability across leisure, business travel, and MICE sectors.
- Uzbekistan as Country of Honour: The spotlight on Uzbekistan drew heavy interest on Day 1, highlighting its ancient Silk Road heritage, UNESCO sites, and new hospitality infrastructure investments aimed at European tour operators.
- B2B Tech & AI Integration: Early floor sessions and barometers heavily emphasized the acceleration of artificial intelligence in travel planning, automated booking chains, and digital networking tools like the Colleqt QR-code badge system
- The Economic & Tech Track: Discussions focused heavily on how Artificial Intelligence (AI) and advanced data analytics are altering traditional business models and streamlining fragmented supply chains.
- Human & Social Dimensions: Industry panels addressed the changing landscape of tourism talent, the digitization of travel jobs, and fostering stronger B2B relationships.
- Expanded Green Focus: The return of the “Village des Initiatives Durables” (Village of Sustainable Initiatives) underscored Day 1. The opening sessions highlighted measurable reporting tools and treating responsible tourism as a metric for competitiveness.
The consensus was that tourism volume will keep expanding, but success will depend on adapting to climate realities, navigating geopolitics, integrating AI wisely and proving the lasting value of human expertise and sustainable practices.
