2024 ITB BERLIN NEWS - PREVIEW Edition

PREVIEW 

WEDNESDAY 28 FEBRUARY 2024 

HALL 9 

STAND 113 

HALL 4.2 

STANDS 200, 

202 & 205 

HALL 3.2 

STANDS 

100 & 101 

ITB BERLIN 2024 

GLOBAL GROWTH, 

SHARED GOALS 

BUILDING A SUSTAINABLE AND 

COLLABORATIVE FUTURE FOR THE 

TRAVEL INDUSTRY 

ITB BERLIN CONVENTION 

SHAPING THE 

TRANSITION 

OF THE TRAVEL 

INDUSTRY AT 

ITB BERLIN 

2024 

ADVENTURE TOURISM 

DISCOVER WILD 

CAMPING IN 

OMAN 

#13 

#14 

EXCLUSIVE 

INTERVIEW 

DEBORAH ROTHE 

Director, ITB Berlin 

#19

I NEWS I 

ITB Berlin 2024 takes travel technology to 

the next level 

At this year's ITB Berlin, a historic number of tech companies 

from over 30 countries will be highlighting their innovations 

and demonstrating how the sector is contributing to the 

transformation of the tourism and travel experience. Five 

dedicated exhibition halls and the eTravel Stage will offer 

visitors to the show the chance to meet key players and 

attend specialised panels and lectures, including a new 

dedicated AI themed track. 

The Travel Technology segment is 

once again thriving at ITB Berlin, 

displaying forward-looking products 

and ideas under the slogan "Take 

Travel Technology to the next Level. 

Together". Acknowledging the 

immense role played by technology 

in the industry, ITB Berlin is giving 

this segment its biggest platform to 

date with space in five halls (5.1, 6.1, 

7.1c, 8.1 and Hall 10.1), back to the size 

it was pre-pandemic. The exhibitor 

spectrum ranges from well-known 

industry heavyweights to aspiring 

startups, and spans the entire 

technology value chain. Exhibitors 

include Amadeus, Sabre, Bewotec, 

ICEX España, Business Iceland and 

Business France, to name a few. 

Organised in collaboration with the 

partners, the Travel Tech Café by 

GIATA in Hall 5.1 and the eTravel 

Lounge by Travelport in Hall 6.1 are 

places where technology fans can 

exchange knowledge. 

Meanwhile, the popular eTravel Stage 

in hall 6.1 will again 

provide an impressive 

programme of panels, 

keynote speeches, 

conferences and 

lectures, giving a special 

tribute to artificial 

intelligence this year. 

ITB Berlin has created 

new AI and Digital 

Destination themed 

programme tracks, with 

more audience space 

to allow for anticipated 

numbers. Visitors can look forward 

to a wide range of cutting-edge 

conferences and presentations by 

leading travel tech experts 

© Messe Berlin GmbH 

The Home of Luxury is back with 

a premium atmosphere and programme 


The Home of Luxury at ITB Berlin 2024 provides a first-class 

platform for the luxury travel industry. Three individually 

tailored exhibition areas create a unique atmosphere for 

product presentations as well as meetings and events, 

bringing together sellers, buyers and specialist media. 

From 5 to 7 March, 2024, the Home 

of Luxury at ITB Berlin will provide 

an exclusive business environment 

for luxury travel providers and 

buyers. The dedicated exhibition 

area at the Marshall Haus will house 

events, luxury products and services 

and provide an atmosphere for 

negotiating luxury travel business. 

Exhibitors taking part in the Home of 

Luxury are displaying their specific 

products and services in the Marshall 

Haus. Exhibitors include Travel & 

Taste, Blancdenoir, Cullinan Belek, 

Hommage Hotels, Abercrombie 

& Kent Sri Lanka and Fleesensee 

Hotel. The space comprises three 

exclusive, individually tailored 

exhibition areas: The Garden, The 

Nest and The Gallery. It offers a 

unique setting where buyers can meet 

specialists in a secluded atmosphere. 

The Gallery is located next to a 

lounge reserved for members of the 

exclusive ITB Buyers Circle, to which 

only 1,000 top buyers from the travel 

industry are admitted each year. 

A comprehensive programme will give 

exhibitors and buyers of this niche 

segment an opportunity to exchange 

views on the latest developments in 

the luxury travel industry and take 

part in exclusive events. In addition 

to lectures, get-togethers, networking 

and speed dating, the programme 

will also include a "Meet the Media" 

event, which is exclusively open to 

media involved in the luxury and 

lifestyle market. 

Luxury travel buyers can register 

online here. Members of the ITB 

Buyers Circle have exclusive access 

to the Home of Luxury travel segment 

and many other benefits. Additional 

information is available on the 

website 

ITB HOME 

OF LUXURY - 

MEET THE MEDIA 

EVENT (by invitation only) 

Tuesday, 5 March 

2:00p.m. to 3:00p.m 

Thursday, 7 March 

10:30a.m. to 12.00p.m. 

Marshall 

Haus 

*exclusively open to media involved in the luxury and lifestyle market. 

ITB BERLIN NEWS • WEDNESDAY 28 TH FEBRUARY 2024 5


ITB Berlin to provide 

tailor-made incentives 

for the MICE sector 

This year, ITB Berlin is offering the MICE industry its own 

dedicated area with the brand new ITB MICE HUB. This 

space in Hall 8.2 is exclusively dedicated to exhibitors 

involved in the business travel and MICE sector. In 

addition, ITB Berlin Convention's dedicated MICE Track 

will offer visitors further insights and inspiration. 

The MICE Track at ITB Berlin 

Convention 2024 covers diverse 

MICE facets and relevant trends and 

developments. The track will answer 

tackle a number of questions that 

concern the industry, including: 

Which technologies are best suited 

to win the battle for valuable event 

participants? How can "Micro 

Moments" be created? How can AI 

be used to achieve long-term event 

success? How will employees, 

customers and suppliers as well as 

the trades interact in the future in 

order to work more productively? 

In the "How to acquire big events 

– Insights into the strategies 

of Destination Management 

Organizations" session, event 

planners will be able to discover 

new destinations and collect 

innovative ideas for their events 

through inspiring pitches from 

various cities. The "Technology 

trends shaping the MICE industry" 

panel will discuss how new 

technology solutions are shaping 

the MICE sector, how to leverage 

technology best, and how to master 

digital transformation. Another 

highlight will be the session focused 

on Event Marketing offered by 

Meeting Professionals International 

(MPI), and concrete use cases 

and learnings will be shared in the 

"Best Practice Examples of Large 

Productions" session. 

Last but not least, on 5 March, the 

Official ITB MICE Night organised 

by VDVO (Der Verband der 

Veranstaltungsorganisatoren) and 

sponsored by this year's official host 

country the Sultanate of Oman will 

welcome all MICE professionals. 

Information and booking are 

available online here 


Leading change in tourism: 

ITB Berlin's LGBTQ+ 

initiatives and impact 

ITB Berlin is committed to inclusivity and diversity. Back 

in 2010, the LGBTQ+ Tourism segment was established as 

an official, equal segment of ITB Berlin. Characterised by 

openness, creativity and vibrant interaction, this segment 

is one of the most diverse areas of the trade show. Over the 

years, it has become the biggest LGBTQ+ Tourism presence 

in any global tourism trade show around the world. 

Each year, ITB Berlin hosts the 

well-established LGBTQ+ Tourism 

Pavilion with its exhibitor booths, 

café and various events, receptions 

and networking opportunities. This 

year it is located in Hall 4.1 with a 

dozen booths including IGLTA 

(International LGBTQ+ Travel 

Association), GNetwork Buenos 

Aires and TOMONTOUR. This is 

the first time Choose Chicago and 

the LGBTQ+ Wedding Conference 

are taking part. This year’s official 

partners of the segment are 

Turisme Comunitat Valenciana, 

with Benidorm and Valencia. 

Presentations, panel discussions 

and expert interviews will also 

be part of the LGBTQ+ Tourism 

Educational Hub at the hall stage 

over the three days of ITB Berlin. 

On Tuesday, 5 March the ITB Berlin 

Convention will host a conference 

entitled "Resilience in LGBTQ+ 

Tourism – Changing Challenges". 

Other events include the Global 

LGBTQ+ Business Summit which 

attracts exhibitors and tourism trade 

visitors; the prestigious LGBTQ+ 

Pioneer Award, presented at the ITB 

Diversity Gala at the Ritz Carlton 

Berlin; the LGTBQ+ Media Brunch; 

and the LGBTQ+ Reception 

Tuesday, 

5 March 

12:15p.m. 

RESILIENCE IN 

LGBTQ+ TOURISM 

– CHANGING 

CHALLENGES 

Green Stage 

HALL 3.1 

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ITB Speed Networking back in 2024 

The highly successful ITB Speed Networking event is back 

for the second time in 2024 with opportunities for buyers 

and exhibitors to meet up in pre-scheduled 8-minute time 

slots. 

ITB Berlin is once again bringing 

together tourism professionals and 

key players from the global travel 

industry. The entire supply chain of 

tourism including its decision makers 

and representatives gather at the 

show to exchange new ideas and 

different perspectives as well as forge 


new partnerships. ITB Berlin offers a 

variety of instruments and networking 

opportunities to enhance these 

conversations. Among the numerous 

activities and opportunities to meet, 

the travel show is bringing back its 

ITB Speed Networking for a second 

edition. 

At ITB Speed Networking, buyers and 

sellers from the international tourism 

industry get together and meet 

relevant contacts to enhance their 

business. In pre-scheduled 8-minute 

time slots, approved buyers and 

registered exhibitors have the chance 

to meet their matched partner. 

Participation is free of charge. Up to 

9 pre-scheduled meetings can be 

held including 2 additional minutes 

to allow for the time to move to the 

next meeting. 

ITB organisers invite all members of 

the ITB Buyers Circle, Friends of ITB 

Buyers Circle and Home of Luxury 

Buyers to participate in the event. The 

only restriction is that participants 

must have at least one confirmed 

appointment to participate 

ITB SPEED 

NETWORKING 

EVENT 2024 

Thursday, 7 March 

9:00a.m. – 10:30a.m. 

• Target Groups: ITB Berlin 

Exhibitors, ITB Buyers Circle 

Members, Friends of ITB 

Buyers Circle 

• Registration: all eligible 

participants were 

automatically invited 

by email in February 

CityCube 

Berlin 


I MARKET TRENDS I 

© Artem Bryzgalov - Unsplash 

Tayakadin, Istanbul Airport, Turkey 

International tourism shows growth across all markets 

In 2023, tourist arrivals continued to grow in all continents around the world. UN 

Tourism expects to see most countries reaching pre-pandemic visitor figures in 2024 

In its latest barometer, UN Tourism expressed its 

satisfaction at the evolution of international tourist 

arrivals in 2023, confirming the uptrend seen in 2022. 

Preliminary data from last year 

points to an estimated 1.286 billion 

international tourists (overnight 

visitors), an increase of 34% over 

2022. This corresponds to 325 

million additional international 

travellers. International tourism 

recovered 88% of pre-pandemic 

levels, supported by strong pentup 

demand. In July, September 

and October 2023, arrivals even 

reached 92% of 2019 levels. 

External factors such as geopolitical 

conflicts, inflation or 

the consequences of the climate 

change barely dented this positive 

evolution. 

Analysing numbers by continent, 

Europe remains the biggest travel 

destination in the world. From 

the almost 1.3 billion international 

travellers recorded in 2023, 

Europe alone welcomed 700 

million international travellers—a 

market share of 54.5%. The 

continent reached 94% of prepandemic 

levels in 2023. In just 

88% 

of pre-pandemic 

international 

tourist figures were 

recorded in 2023, up 

from 63% in 2022 

one year, international tourism 

to Europe improved its position 

by 15 percentage points. In 2022, 

tourist arrivals represented only 

79% of 2019 numbers. The most 

dynamic sub-region was the 

Southern/Mediterranean region 

which already surpassed 2019 

levels by 1.1%. Northern Europe 

also performed well with total 

international arrivals in 2023 

only 1.6% below pre-pandemic 

numbers. 

The Middle-East was a "tourism 

star" in 2023. The region received 

22% more international travellers 

than in 2019, reaching a total 

of 87.1 million travellers. The 

surge in tourist arrivals to Saudi 

Arabia contributed greatly to this 

performance. 

Africa also performed well. 

International tourist arrivals to the 

continent managed to reach 96% 

of 2019 numbers at 66.4 million 

arrivals. The recovery was driven 

700 

million 

international travellers 

to Europe were 

recorded in 2023 

by a strong bouncing back of 

North Africa's tourist arrivals. With 

26.8 million international travellers 

recorded on its shores, North 

Africa was already 4.6% over its 

2019 results. 

The Americas managed to reach 

90% of 2019 numbers last year, 

translating into a total of 198.3 

million international travellers. 

While North America reached only 

86.5% of its 2019 performance, 

Central America and the Caribbean 

outperformed 2019 tourist numbers 

by respectively 5.3% and 1.4% due 

to strong inter-regional demand. 

With the complete lifting of 

travel restrictions, Asia-Pacific 

recorded the highest growth of 

any continent in 2023 at +155%. 

While the region welcomed 233.4 

million international travellers, the 

figure is still 35% lower than total 

international arrivals in 2019. The 

recovery will continue in 2024, 

with UN Tourism predicting that 

international tourism will surpass 

pre-pandemic levels and initial 

estimates pointing to 2% growth 

compared to 2019 

+ 22% 

The Middle-East 

enjoyed the fastest 

growth in tourist 

arrivals in 2023 of any 

region 

INTERNATIONAL TOURISM 

RECEIPTS HIT €1.3 TRILLION 

IN 2023 

UN Tourism highlights in its barometer 

that the value of the tourism sector 

approached 2019 levels, with 

international tourism receipts reaching 

approximately €1.3 trillion (US$1.4 

trillion) in 2023 according to preliminary 

estimates, about 93% of the €1.39 trillion 

(US$ 1.5 trillion) earned by destinations 

in 2019. Total export revenues from 

tourism (including passenger transport) 

reached approximately €1.48 trillion 

(US$ 1.6 trillion) in 2023, almost 95% 

of the €1.57 trillion (US$ 1.7 trillion) 

recorded in 2019. 

Meanwhile, the economic contribution 

of tourism, measured in tourism direct 

gross domestic product, points to 

roughly €3.06 trillion (US$ 3.3 trillion) in 

2023, or 3% of global GDP—a number 

similar to pre-pandemic figures 

PENT-UP TRAVEL 

DEMAND STIMULATED AIR 

TRANSPORT IN 2023 

Air transport in 2023 went a step closer 

to the record year of 2019, according 

to the IATA. Measured in revenue 

passenger kilometres or RPKs, traffic 

rose 36.9% compared to 2022 and 

finished the year 2023 at 94.1% of prepandemic 

levels. International traffic's 

recovery was however slower than 

that of domestic. This is mainly due to 

the slow reopening of Asian skies. In 

2023, international traffic climbed 41.6% 

compared to 2022 and reached 88.6% 

of 2019 levels. 

Passenger traffic market shares by 

region for 2023 in RPK were: Asia- 

Pacific 22.1%, Europe 30.8%, North 

America 28.8%, Middle East 9.8%, Latin 

America 6.4%, and Africa 2.1% 


I ITB BERLIN CONVENTION I 

Shaping the transition of the travel 

industry at ITB Berlin 2024 

At this year's ITB Berlin Convention 2024, under the slogan "Pioneer the 

Transition in Travel & Tourism. Together", numerous experts will explore a range 

of hot topics including artificial intelligence, chatbots and machine learning 

With the travel world increasingly focusing on digital 

technology and its implementation in all segments of the 

industry, ITB Berlin Convention 2024 will shine the spotlight 

on technological changes. 

The world of travel is undergoing 

significant change with the 

increasing use of artificial intelligence 

by travel companies as well as 

customers. This change is shaping 

tourism experiences and consumer 

expectations. For example, machine 

learning in tourism marketing is 

helping to personalise travel bookings 

and enable bespoke vacation 

experiences. The use of artificial 

intelligence is becoming increasingly 

integrated for choosing a destination, 

hotel or restaurant or when booking 

a rental car. 

This year, the ITB Berlin Convention 

is analysing the background and 

opportunities of digital transformation 

more extensively and in greater detail 

than ever before. ITB Berlin has 

selected 17 themed tracks, including 

five topic-specific eTravel Tracks to 

look at the most diverse applications 

of digital changes. 

For the first time at ITB Berlin, 

the topic of artificial intelligence 

will have its own track, which will 

provide practical insights based on 

current case studies and in-depth 

expertise. Participants will delve into 

how hoteliers can master the digital 

transformation in the Hospitality Track 

and the Hotel Technology Track. The 

much expected Technology Tours 

and Activities Forum (TTA) is also 

returning to the convention this year. 

As a well-established ITB Berlin 

tradition, numerous renowned 

speakers from international and 

national companies and research 

institutions will present top-level 

analyses and assessments during 

the convention. Speakers such as 

Nina Lind (Partner, McKinsey & 

Company) and Vivian Zhou (Vice 

President, Jin Jiang Group) will 

discuss the digital transformation 

from different industry and country 

perspectives. The presentation by Dr. 

Stefan Ebener (Head of Customer 

Engineering, Google) "Google: How 

GenAI is changing the Digital World 

- From Future Tech to Daily Business" 

also promises exclusive insights into 

the world of artificial intelligence. 

Visitors to ITB Berlin won't want to 

miss this on the 5th of March at 2:10 

p.m on the Orange Stage in Hall 7.1a. 

The full programme and details on all 

the tracks are now available online 

here. The ITB Berlin Convention is 

co-hosted by the World Tourism 

Cities Federation (WTCF) and 

access is included in the trade visitor 

ticket to ITB Berlin 2024. Selected 

sessions will be streamed on the 

accompanying platform ITBxplore 



I EXCLUSIVE INTERVIEW I 

IN EVERY CHALLENGE 

LIES AN OPPORTUNITY. AI IS 

UNDOUBTEDLY A 

TREMENDOUS 

OPPORTUNITY TO 

SIGNIFICANTLY OPTIMISE 

PROCESSES AND PRESERVE 

HUMAN RESOURCES IN 

TIMES OF STAFF AND TALENT 

SHORTAGES. 

Deborah Rothe 

Director, ITB Berlin 

14 ITB BERLIN NEWS • WEDNESDAY 28 TH FEBRUARY 2024 news.itb.com

I EXCLUSIVE INTERVIEW 

I 

“Our mission is to bring together the global 

travel, tourism, and hospitality industry” 

ITB Berlin News spoke with ITB Berlin Director Deborah Rothe in 

an exclusive interview ahead of this year's show 

Deborah Rothe gave a preview of some of this year's show 

highlights and outlined the priority of sustainability and 

working together within the industry in order to meet the 

challenges of tomorrow. 

Following last year's successful 

comeback, what expectations do 

you have for this year's edition in 

terms of attendance and scale? 

We were delighted with the 

spectacular comeback as a live event 

in 2023, so naturally we aim to build on 

its success this year. All stakeholders 

are expressing significant optimism: 

associations report a strong desire to 

travel despite economic challenges 

and difficult overall circumstances, 

which is also reflected in the current 

booking status. This year, our 27 

exhibition halls, along with the Home 

of Luxury in the Marshall Haus, and 

the new venue for all Buyers Circle 

members, the Palais am Funkturm, 

are already over 90 percent booked 

ahead of the show. We anticipate a 

total of more than 5,500 exhibitors 

from no fewer than 168 countries. The 

diversity of exhibitors underscores 

the global significance of ITB Berlin 

and we are highly confident in our 

expected visitor numbers as the 

current figures look excellent: we 

anticipate similar numbers to 2023, 

and perhaps even surpassing them! 

What are some of the key highlights 

visitors can look forward to at this 

year’s show? 

This year, we are unveiling five 

renovated halls, allowing for a 

seamless “ITB Berlin tour experience”. 

This enhancement has enabled 

us to better consolidate areas and 

regions. For instance, all Germanspeaking 

countries can now be 

found in the multifunctional hub27. 

The Buyers Circle has a new home 

in the Palais am Funkturm, and the 

Culture Lounge will be located in 

Hall 8.2, which also houses the new 

ITB MICE Hub, providing a space for 

MICE industry providers independent 

of their destinations at ITB Berlin. 

ITBxplore and the ITB App assist in 

navigating and preparing visitors 

for their experience at ITB Berlin. 

We're excited about improvements 

in scheduling, such as viewing 

availabilities and enhanced visibility 

for Buyers Circle members through 

tagging. Speed Networking is back 

this year, as are the well-received 

Street Food Market, ITB MICE Night 

and ITB Chinese Night. ITB Business 

Satellites will replace the Business+ 

Lounges and brand new Meeting 

Cubes offer room bookings for 

hourly rental in the CityCube Berlin 

with additional catering options also 

available. 

Oman is this year’s Official ITB 

Berlin Host Country. Can you share 

some insights into what unique 

experiences Oman will be offering 

to visitors? 

Visitors can look forward to over 5,000 

years of history, five UNESCO World 

Heritage Sites, and numerous cultural 

landmarks as part of the Sultanate 

of Oman's showcase. In Hall 2.2, 

visitors can explore a stand covering 

800 sqm, with an additional stand in 

Hall 4.1 focusing on Adventure Travel. 

The host country has doubled its 

exhibition space compared to the 

previous edition, offering a diverse 

IN THE FACE OF 

CHALLENGES AND 

CRISES, WE FIRMLY 

BELIEVE THAT 

OUR INDUSTRY 

CAN ONLY 

OVERCOME THEM 

COLLECTIVELY. 

programme of events and highlights, 

and also actively participating in the 

ITB Berlin Convention. Oman is also 

sponsoring our popular Blogger Base 

and hosting the traditional opening 

ceremony on the eve of the show. 

The country is even bringing the 

Royal Oman Symphony Orchestra, 

comprised exclusively of Omanis, a 

unique feature in the Arab world. 

This year’s ITB Berlin Convention 

motto is “Pioneer the Transition in 

Travel & Tourism. Together”. Why 

is it so important to highlight how 

technology is transforming the 

industry? 

While the focus in 2023 was on 

"Transformation," this year, the 

ITB Berlin Convention is centered 

around "Transition" - how discussed 

measures and strategies can actually 

be implemented. The industry is 

facing multiple challenges, including 

digital transformation. Therefore, 

two major themes will be artificial 

intelligence and Web 3.0. In every 

challenge lies an opportunity. 

AI is undoubtedly a tremendous 

opportunity to significantly optimise 

processes and preserve human 

resources in times of staff and talent 

shortages. Artificial intelligence will 

be a key focus and even have its own 

track in the ITB Berlin Convention 

programme. 

Do you have a message you would 

like to share with the industry? 

Several months ago, we launched 

our new #ITBTOGETHER campaign, 

which we are promoting across all 

communication channels. With it, we 

aim to emphasise the importance 

of a strong sense of togetherness 

in overcoming current challenges, 

such as meeting the requirements 

of sustainability and adapting to 

digitalisation. In the face of challenges 

and crises, we firmly believe that our 

industry can only overcome them 

collectively. Our mission is to bring 

together the global travel, tourism, 

and hospitality industry at various 

locations around the world. And as 

we organise shows not only in Berlin 

but also in Singapore, Shanghai, 

and Mumbai, we definitely live the 

campaign motto far beyond the 

borders of Berlin 


I REGION I AMERICAS & CARIBBEAN I 

Americas and the Caribbean 

at ITB Berlin 2024 

The Americas and the Caribbean 

are back with a strong presence 

at ITB Berlin this year following 

a year of growth in tourism 

across the board. Destinations 

from these regions will be 

showcasing a diverse and 

vibrant representation of tourism 

offerings for visitors to ITB Berlin 

2024. Hall 3.1 will highlight North 

America's offerings, with the USA 

accompanied by a number of coexhibitors, 

and Canada drawing 

attention to their unique travel 

experiences and destinations. 

For the first time, Dominica and 

the Cayman Islands are making 

a mark with their own stands 

in Hall 22a, showcasing their 

rich culture and natural beauty. 

Guadeloupe, a gem from the 

French Caribbean, is making 

a notable return, enriching the 

Curaçao displays strong growth and new 

accommodation offers at ITB Berlin 2024 

For the first time in its history, Curaçao surpassed half 

a million stay-over visitors last year. 

The Curaçao Tourist Board (CTB) 

announced a historic milestone 

in tourism in November 2023, 

surpassing half a million stay-over 

visitors for the first time in history. 

Curaçao marks 2023 as its 

record-breaking year, welcoming 

a total of 582,409 stay-over visitor 

arrivals, 19% growth over 2022. 

The trend continued in January 

2024, up 27% compared to 

January 2023. 

Curaçao is quickly evolving and 

growing as one of the Caribbean’s 

Caribbean's representation a the 

show with its unique blend of 

French and Caribbean cultures. 

Both Mexico and Belize have 

expanded their presence at 

ITB Berlin this year and are 

occupying larger spaces in 

Hall 22b, demonstrating their 

commitment to attracting a global 

most diverse and dynamic 

destinations. At ITB Berlin, the 

destination is promoting a “Best 

of Both Worlds” experience, 

encompassing city and 

countryside, land and sea, luxury 

and adventure, history and 

modernity as well as culinary 

experiences. 

A string of new hotels are 

also boosting accommodation 

capacities. Opened last 

December, the Rif at Mangrove 

audience. Meanwhile, Halls 23a 

and 23b will serve as a showcase 

for South American countries 

including Chile, Peru, Brazil, and 

Venezuela, highlighting their 

diverse landscapes, rich histories, 

and cultural offerings 

Halls 3.1a, 22 & 23 

Beach is a resort ideal for 

families with its water park near 

Willemstad. Marriott Courtyard 

Curaçao is also opening its 

doors in Willemstad this quarter, 

offering a fitness centre, an 

outdoor pool and a restaurant. 

Opening this year, the Parasasa 

Hotel Curaçao will be managed 

by the CHTTC Foundation. It will 

be a learning hotel for Hospitality 

Management students and offer 

them the opportunity to gain 

practical experience in a hybrid 

learning environment 

Hall 22 / Stand 115 


SOLID 

MARKET 

RECOVERY 

IN 2023 

In 2023, the Americas overall 

reached 90% of 2019 levels in 

international tourist arrivals 

according to UN Tourism, while 

both Central America and the 

Caribbean exceeded prepandemic 

levels. 

+26.6% 

Year-to-year growth 

in tourism arrivals to 

the Americas in 2023 

+5.3% 

Central America 

outperformed 2019 arrival 

figures by 5.3% last year 

In its analysis of data, UN Tourism 

estimates that the continents welcomed 

198.3 million international tourist arrivals, 

growth of 26.6% compared to 2022. Total 

arrivals were only 9.6% below the results 

of 2019, when the Americas recorded 

over 219 million international arrivals. 

2023 growth was backed by solid intraregional 

demand. Strong travel from 

the United States particularly benefited 

the Caribbean and Central American 

destinations. El Salvador (+40%), 

Colombia (+33%), the Dominican 

Republic and Curaçao (both +24%) were 

among the strongest performers in the 

first ten months of 2023. Central America 

was de facto the strongest performer with 

11.5 million arrivals, exceeding its 2019 

results by 5.3%. The Caribbean came in 

second with total arrivals at 26.5 million, 

exceeding 2019 numbers by 1.4%. 

North America remained the largest 

region for inbound tourism. With 126.9 

million international arrivals, its market 

share reached 64% of all tourists' 

movements in the Americas 



I SPECIAL FEATURES I 

ITB CAREER CENTER 

Fostering the future of the industry at 

ITB Berlin's Career Center 

At the ITB Berlin Career Center, a wide range of educational 

institutions and potential employers exhibiting under 

the banner of the German Federal Employment Agency 

(Bundesagentur für Arbeit) will provide advice to students 

and job seekers. 

The heart of the Career Center is the 

recruiting area of the German Federal 

Employment Agency. Potential 

employers are on hand to answer 

students' questions, and students can 

find out about starting a career in the 

industry career through the Job Wall. 

Other services on offer include free 

career advice on the agency’s stand 

as well as a free job application photo. 

The Federal Employment Agency 

will also offer a look at "Business 

etiquette" and host a "Cruise panel: 

Careers in the cruise industry". New 

events include the Young Talent 

Speed Networking event on the 

Lighthouse Stage, where eight 

participating companies will meet up 

to 20 young talented people. 

The ITB Career Center features wideranging 

information on university 

courses and advanced training. 15 

German and international colleges 

and universities offer individual 

advice about study programmes and 

further education. Many students and 

alumni will also be available to share 

their firsthand experience in personal 

discussions. 

At ITB Berlin Convention, the Future 

Work Track will also give a glimpse 

into the future of jobs in a series of 

conferences on 7 March on the Green 

Stage in Hall 3.1 

Hall 4.1 / Career Center 


YOUTH TRAVEL 

ruf Jugendreisen: 

"Safe and unforgettable" 

youth travel experiences 

At ITB Berlin this year, ruf Jugendreisen will be presenting 

its current summer programme, mixing new trends and 

popular classics. 

Under the motto "Your youth trip: Safe 

and unforgettable", ruf Jugendreisen, 

a top European organiser for youth 

travel, offers innovative travel 

packages for young people aged 11 

to 23 including everything from ski 

and snowboard trips to language 

immersion and long-distance travel, 

through to city breaks and summer, 

group and graduation trips. 

The safety of young guests is of 

the utmost importance, and ruf 

Jugendreisen makes it a priority with 

pedagogically trained tour guides with 

local knowledge who provide optimal 

and age-appropriate supervision. The 

youth travel specialist also provides a 

comprehensive leisure programme, 

high-quality accommodation and 

safe transport. In this protected 

environment, children and young 

people can enjoy "safe and 

unforgettable" moments. 

The 2024 summer programme is once 

again characterised by a wide variety 

of destinations. Among the highlights 

are a sustainable Scandinavian 

round trip by train or an active camp 

experience on the Italian Adriatic 

coast. These trips are carefully 

designed to offer young participants 

both fun and valuable learning 

experiences in a safe environment. 

ruf Jugendreisen is also offering 

various linguistic trips this summer, 

which not only promote specific 

languages but also help deepen 

intercultural understanding and 

facilitate new friendships. 

Another highlight that teachers 

really appreciate is the "Endlich- 

Einfach-Klassenfahrten" programme, 

which facilitates organising class 

trips. Awarded the German Tourism 

Prize, this package simplifies the 

programme setup for teaching staff 

thanks to fast booking, transparent 

prices and free cancellation 

options. Visitors to ITB Berlin 

2024 can discover more about ruf 

Jugendreisen's youth tourism offers 

on its stand 

Hall 4.1 / Stand 122 


I SPECIAL FEATURE I ADVENTURE TOURISM I 

Jordan embraces adventure tourism 

as a way to boost local economies and 

sustainability 

Jordan Tourism Board's Adventure Department 

is taking centre stage at ITB Berlin 2024, 

highlighting the landscapes of the Eastern 

Volcanic Desert and majestic canyons and 

providing a narrative of Jordan's diverse 

natural wonders. The destination is prioritising 

adventure tourism as a way of promoting and 

providing economic sustainability to rural and 

local communities. 

The Eastern Volcanic Desert boasts a range 

of natural treasures, including National Parks, 

desert oasis, migratory animals, Roman forts, 

lava tube caves, cycling routes, and prehistoric 

archaeology. Canyons offer paradises hidden 

in the arid plateau of the Dead Sea with 

natural water parks, waterfalls and slides, ideal 

for family treks. 

On the renowned 650-km long Jordan Trail, 

travellers will go through valleys, mountains, 

deserts, fields, rivers, Roman cities and 

temples, crusaders' castles, Ottoman forts and 

the iconic Rose City of Petra. The Jordan Trail 

is a tapestry of history, culture, and diverse 

nature. 

All these adventures help local and rural 

communities who serve as primary providers 

of transportation, accommodation, and 

authentic Jordan cuisine. Gastronomic 

experiences are an important part of tourists' 

experience, representing the diversity specific 

to the country. 

On Jordan's stand in the adventure tourism 

section in Hall 4.1, visitors to ITB will be able 

to taste some local delicacies and learn about 

the blend of adventure, cultural richness, and 

warm hospitality the country has to offer 


Discover wild camping in Oman 

at ITB Berlin 2024 

Highlighting one of the many facets of its diverse 

tourism offering, the Sultanate of Oman— 

this year's Official ITB Berlin Host Country— 

will have a strong presence in the Adventure 

Travel and Responsible Tourism segments in 

Hall 4.1., participating in two conferences at the 

Lighthouse stage on 5 March. 

Visitors to Oman's stand will be able to discover 

for instance that camping is very popular in the 

Sultanate. The nation's sunny weather and low 

population density create ideal conditions for 

camping experiences in the south-east of the 

Arab Peninsula. Nature lovers can camp almost 

anywhere in the country at the site of their 

choice and free of charge. Restrictions only 

apply to nature reserves such as Ras al Jinz, 

private grounds and the Muscat Governorate, 

where a camping permit has had to be applied 

for. In addition, a respectful distance should be 

kept from villages and other inhabited areas. 

Otherwise, there are no limits to the spirit 

of adventure: whether in the midst of fjord 

landscapes or lonely sandy deserts, on a rocky 

outcrop in the high mountains or between 

turquoise-blue natural pools in a wadi, in a 

rented off-road vehicle with a normal tent or roof 

tent or even in a camper van, the fascinating 

Sultanate can be explored particularly well "off 

road" 


© Ministry of Heritage & Tourism Sultanate of Oman 

The Adventure Travel 

sector looks at 

sustainable practices at 

ITB Berlin Convention 

Again this year, ITB Berlin is providing 

a dedicated space to Adventure Travel 

in Hall 4.1, reflecting the segment's 

growing importance across the industry. 

The Adventure Travel Trade Association 

(ATTA) will be part of ITB Berlin's cycle 

of conferences with a session entitled 

“Adventure Travel Leads the Way with 

Sustainability Practices that Benefit 

Climate and Communities". 

On 6 March, ATTA will have a session where its Vice 

President for regional development, Gabriella Stowell, 

and representatives from Tomorrow’s Air (ATTA's 

climate initiative), Kimkim and CAS Trips, will share how 

they have structured sustainability policies that include 

tangible benefits for communities and the climate. 

Eric Chamberlain, Head of Destination Development, 

will represent Kimkim, a US-based platform that creates 

personalised trips for independent travellers powered 

by a global network of local specialists and oversees 

the Kimkim Climate Initiative. Panelist Neil Brinckerhoff 

will represent CAS Trips, an educational tour operator 

engaging in volunteer projects inspired by the notions 

of creativity, activity and service. 

Gabriella Stowell will share information about how 

ATTA’s organisational sustainability strategy has 

evolved. Originally from Sao Paulo, Brazil, Stowell has 

a background in ecology and nature tourism guiding. 

In her various roles as a guide, researcher, and lodge 

manager, sustainability has always been at the 

forefront 


Wednesday 6 March 

1:50p.m. - 2:15p.m 

PANEL DISCUSSION ADVENTURE TRAVEL 

LEADS THE WAY WITH SUSTAINABILITY 

PRACTICES THAT BENEFIT CLIMATE AND 

COMMUNITIES 

Lighthouse 

Stage 

HALL 4.1 


© Emilio Del Prado 

WHERE 

TO GO IN 

BERLIN 

ADVERTORIAL 

Brechts Steakhaus: 

A culinary 

hommage on the 

Spree 

German playwright Bertholt Brecht would have 

found it inhumane "to be put in the ground without 

having savoured a mouthful of good meat". He would 

certainly have been happy at Brecht's steakhouse on 

the Spree. 

The restaurant on Schiffbauerdamm, in the direct 

neighbourhood of the playwright's former place of 

work, the Berliner Ensemble, stands for the highest 

quality. Whether prime cuts, dry-aged steaks, fillets 

or burger patties, the meat comes from trustworthy 

suppliers the restaurant has worked with for many 

years, such as the Irish premium beef from Kildare 

Heritage Town. 

But you don’t have to be a carnivore to appreciate 

the restaurant, there is also a wide range of dishes 

for vegetarians and seafood lovers including vegan 

duck breast, tender salmon fillets and tasty salads. 

The restaurant has 100 seats and groups are very 

welcome. 

Brechts Steakhaus 

Schiffbauerdamm 7, 10117 Berlin 

S + U Friedrichstrasse 

brechts.de 

© Selina Schrader © Selina Schrader 

ADVERTORIAL 

Try l'Entrecôte, a typical French restaurant 

in the heart of Berlin… 

"C'est bon". Don't be surprised to hear some 

French expressions at Entrecôte, a restaurant 

and brasserie in the heart of Berlin that 

captures the essence of Paris. Many guests 

- including numerous French visitors - say 

that there is definitely a Parisian touch at 

Entrecôte. 

L'esprit brasserie, this attitude to life that 

characterises so much the French capital and of 

which so many poets, literary figures and artists have 

raved, is alive here. As their owners promise : we 

bring the spirit without ever copying it. 

Look at the menu and plunge into the savours and 

delights of a wide range of typical French cuisine. As 

a starter, choose between Escargots (snails), Foie 

Gras or huitres Fines de Claires (oysters). Follow 

with an onion soup with grated cheese, the famed 

beef entrecôte or the angus tenderloin, half a lobster 

or a salmon steak, a sole “Miller‘s Style", the Coq 

au Vin (chicken stewed in red wine), a Duck confit 

or scallops in a creamy sauce. These are the kind of 

typical dishes that can only be found in brasseries. 

ADVERTORIAL 

Feel on holiday for 

an evening at an 

authentic French 

brasserie 

Visitors to ITB Berlin can find a relaxing end to 

the day at the Ganymed Brasserie. Located in the 

heart of Berlin, between the government district 

and Friedrichstraße, this historically significant 

restaurant treats its guests to a wonderful view 

of the Spree river. The cosy atmosphere brings 

French style to Berlin, and the cuisine provides 

a touch of the Côte d'Azur thanks to the Seafood 

Tower with oysters, seafood or fine fish such as 

monkfish and sole, the charm of Burgundy with 

coq au vin and the classics of French country 

cuisine with the finest entrecôte, rack of lamb 

and fillet of beef. Whether in the charming 

brasserie-style interior or on the spacious terrace 

right by the water, diners will immediately feel 

like they are on holiday. 

Ganymed Brasserie 

Schiffbauerdamm 5, 10117 Berlin 

S+U Berlin Friedrichstraße 

ganymed-brasserie.de 

At the same time, the Entrecôte restaurant has 

preserved its originality and refrained from copying 

a Paris interior in any way. There is neither fake art 

deco nor a touch of plushy "over-the-top" style here. 

This is truly Berlin with a modern, elegant but very 

cosy interior. 

This does not detract from the attitude to life. On 

the contrary: it makes l'Entrecôte seem so real. 

L'Entrecôte cultivates l'esprit brasserie of Paris in the 

heart of Berlin. The best of both world cities... 

Entrecôte 

Schützenstraße 5, 10117 Berlin 

Tel: +49 30 20165496 entrecote.de 

© Selina Schrader © Selina Schrader 



2024 

HALL 

PLAN 



Hall 1.1 / Stand 214a 

Hall 20 / Stand 306


Hall 9 / Stand 219 Hall 25 / Stand 215 


Hall 25 / Stand 119 Hall 25 / Stand 118 

Hall 8.1 / Stand 111 Hall 7.1c / Stand 117


Hall 2.2 / Stands 201/205 

Hall 2.2 / Stands 200 & 200a 




Hall 3.2 / Stands 100 & 101 

Hall 1.2 / Stands 107, 107a, 107b, 107c 

Hall 5.1 / Stand142 


Hall 18 / Stand 400c Hall 1.1 / Stand 122

2024 ITB BERLIN NEWS - PREVIEW Edition

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