2024 ITB BERLIN NEWS - DAY 1 Edition

DAY 

1 

TUESDAY 

5 MARCH 

2024 

HALL 9 

STAND 113 

HALL 21 

STAND 214 

HALL 4.2 

STANDS 200, 

202 & 205 

HALL 3.2 

STAND 101 

ITB BERLIN 2024 

THE WORLD STAGE 

OF TOURISM 

UNVEILING A MOSAIC 

OF GLOBAL HOSPITALITY 

REGION: MIDDLE EAST 

TAILORED 

ADVENTURES 

AWAIT IN ABU 

DHABI 

TRAVEL TECHNOLOGY 

“OUR SUCCESS 

HINGES ON 

CONTINUOUSLY 

EMPOWERING 

OUR CLIENTS 

TO THRIVE IN A 

COMPETITIVE 

MARKET” 

Afra Wang, 

COO and Co-founder, 

Unififi Group 

#31 

#39 

#24 

EXCLUSIVE 

INTERVIEW 

H.E. SALIM BIN 

MOHAMMED 

AL MAHROUQI 

Minister of Heritage & Tourism 

of the Sultanate of Oman

I NEWS I 

Morning Briefing 

CONTENTS 

By Deborah Rothe, Director ITB Berlin 

Defining the world of 

travel together 

#09 TODAY'S 

HIGHLIGHTS 

#14 ITB BERLIN 2024 

OPENING PRESS 

CONFERENCE 

#20 TRADE TALK 

Good morning and welcome to ITB Berlin 

2024! I'm Deborah Rothe, the show's Director, 

and I'm thrilled to share with you today's 

exciting lineup of events and opportunities for 

learning, connecting, and exploring the future 

of travel. 

Let's start with a real highlight of the day, 

the ITB Berlin Convention's Future Track. 

Here, you'll hear from industry leaders and 

innovators as they discuss the latest trends 

and technologies shaping the travel landscape. 

Today's keynote, a friendly and engaging 

fireside chat with Glenn Fogel from Booking 

Holdings, is sure to offer valuable insights 

into the current state of the travel industry 

and its direction for the future. To see today's 

highlights turn to page 9, and for the complete 

programme for the Future Track conference, 

you can scan the QR code on page 13. 

But first, let's revisit yesterday's opening press 

conference. Moderated by Katie Gallus, we 

received an overview of ITB Berlin 2024's 

highlights, presented by Dr Mario Tobias, 

CEO of Messe Berlin. H.E. Azzan bin Qassim 

Al Busaidi, Undersecretary of Tourism of the 

Ministry of Heritage and Tourism of Oman, 

offered an insightful look into this year's 

Official Host Country. Phocuswright's Charuta 

Fadnis shared her expertise on the global 

travel industry's growth, the impact of AI, 

and how companies are adapting to these 

changes, while DRV President Norbert Fiebig 

discussed the Germans' prevailing passion for 

travel. 

From the exhibitors' side, among our more 

than 5,500 exhibitors, one of the must-visit 

booths is of course Oman, the Official Host 

Country of ITB Berlin 2024. Discover this 

unique destination, where authentic cultural 

experiences, breathtaking natural landscapes, 

and luxurious accommodations await. Oman 

is also a shining example of how sustainable 

tourism can benefit both the environment 

and local communities. To learn more about 

Oman and its vision for the future, be sure to 

read the exclusive interview with H.E. Salim Al 

Mahrouqi, Minister of Heritage and Tourism for 

the Sultanate of Oman, on page 24. 

Our team is here to support you throughout 

your ITB Berlin journey. If you have any 

questions or need assistance, please don't 

hesitate to approach us at the ITB Berlin 

Information Counters or reach out through our 

mobile app. 

Thank you for joining us today, and we look 

forward to seeing all of you on the show floor. 

Let's make the most of this opportunity to 

learn, connect, and shape the future of travel 

together! 

#24 REGION: 

MIDDLE EAST - AFRICA 

OMAN 

SPECIAL FEATURES 

#39 TRAVEL TECHNOLOGIES 

#48 CYCLING TOURISM 

#51 TRANSPORT 

#54 WHERE TO GO IN BERLIN 

@ Oman Convention 

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ITB BERLIN NEWS • TUESDAY 5 TH MARCH 2024 7


TUESDAY 5 MARCH 2024: 

TODAY’S HIGHLIGHTS 

As ITB Berlin kicks off in full force, what does today have in store in terms 

of educational and networking possibilities across the various stages and 

stands? Here's our selection of some of the must-attend highlights. 

FUTURE TRACK 

11:25 - 12:15 

Hall 7.1a / Orange Stage 

LEADERSHIP, INNOVATION AND THE 

FUTURE OF TRAVEL: A FIRESIDE CHAT 

WITH GLENN FOGEL 

Start your day off with some insight from industry 

leader Glenn Fogel at the Future Track in a fireside 

chat on leadership, innovation, and the future of 

travel. Take advantage of this opportunity to learn 

from his extensive experience and success in the 

travel industry. 

TOUR OPERATOR & TRAVEL SALES TRACK 

11:30 - 12:30 

Hall 7.1b / Blue Stage 

DISTRIBUTION PLATFORMS MEET 

CUSTOMER EXPECTATIONS: ONE-STOP 

SHOPPING VS. CUSTOMIZED TRAVEL 

ARRANGEMENTS 

Navigate the complex world of distribution platforms 

at the Tour Operator & Travel Sales Track and learn 

how to balance between the desire for tailor-made, 

flexible travel experiences and the demand for 

convenient and comprehensive package deals. 

DIVERSITY & INCLUSION TRACK 

11:45 - 12:15 

Hall 3.1a / Green Stage 

CIVIC SPACE UNDER SIEGE - THE FUTURE 

OF TOURISM AS A FREEDOM ECONOMY 

Learn more about how diversity in tourism is shaping 

the freedom economy of the future and how you can 

contribute to creating a more inclusive industry. 

eTRAVEL TRACK 

12:15 - 12:40 

Hall 6.1a / eTravel Stage 

TECHNOLOGY TRENDS SHAPING THE 

ALTERNATIVE ACCOMMODATIONS 

SECTOR 

Check out the technology trends shaping the 

alternative accommodations sector at the eTravel 

Track and stay ahead of the curve in this rapidly 

growing segment of the travel industry. 

FUTURE TRACK 

12:45 - 13:20 


GLOBAL ROUNDTABLE: HOW TO BECOME 

PIONEERS IN TRANSITION 

Join leading personalities including ITB Host Country 

Oman's Minister of Heritage and Tourism, HE Salim 

M. Almahruqi, for this Global Roundtable, and be 

part of the solution to the biggest challenge facing 

the travel industry: sustainability. How to avoid 

greenhouse gases when traveling? And how take 

responsibility for our actions? Hear about possible 

roadmaps for a more sustainable future for travel. 

FUTURE TRACK 

14:10 - 14:45 


GOOGLE: 

HOW GENAI IS CHANGING 

THE DIGITAL WORLD - FROM FUTURE 

TECH TO DAILY BUSINESS 

Don't miss Google at the Future Track to discover 

how GenAI is changing the digital world. Learn how 

this cutting-edge technology is becoming a part of 

our daily lives and what it means for the future of 

travel. 

13:30 - 14:15 

Hall 8.2 / Stand 201 

ITB MICE HUB 

NETWORKING EVENT 

ITB BERLIN invites all participants from the MICE 

sector to an open networking event at its brand-new 

MICE HUB. Mingle with potential partners in the 

Meetings and Incentives segment, before checking 

out the MICE related conference sessions. 

MICE TRACK 

14:30 - 15:00 

Hall 3.1a / Green Stage 

THE ENGAGEMENT EQUATION 

Unlock the secrets of engagement at the MICE Track 

and find out how to create unforgettable events that 

captivate audiences and keep them coming back for 

more. 

CARRIER & CRUISE TRACK 

15:00 - 15:45 

Hall 7.1a / Blue Stage 

HOW AIRLINE TECHNOLOGY SHAPES 

THE FUTURE OF TRAVEL DISTRIBUTION 

DRIVEN BY NDC & ONE ORDER 

Discover how airline technology is shaping the future 

of travel distribution at the Carrier & Cruise Track. Get 

up to speed on NDC & ONE Order and how they are 

driving innovation in the industry. 

eTRAVEL TRACK 

16:20 - 16:40 

Hall 6.1a / eTravel Stage 

HOTEL TECHNOLOGY FORUM 

STATE OF DISTRIBUTION REPORT – A 

GLOBAL OUTLOOK ON DISTRIBUTION 

TRENDS AND PRACTICES 

Listen to this comprehensive analysis of distribution 

in hospitality, shining a light on where hotels are 

investing, what technologies are being implemented, 

how teams are changing, and what distribution might 

look like down the road. 

Photos: © Messe Berlin GmbH 



ADVERTORIAL 

Vanuatu showcases festivities and 

wonders at ITB Berlin 2024 

A rich programme 

of events for Albania 

at ITB Berlin 2024 

Albania is an increasingly popular 

destination in the international 

tourism arena. Last year, foreign 

tourist arrivals surpassed the 

10-million mark for the first time 

according to official data from the 

Ministry of Tourism. This represented 

an increase of 35% over 2022. 

At ITB Berlin 2024, Albania is making an 

impression on visitors with a rich programme 

allowing visitors to discover the destination. 

Albania is showcasing its remarkable natural, 

cultural, and culinary diversity through the 

presentation of seven main destinations on the 

stand. 

In addition to business appointments with 

26 tour operators, visitors can also indulge in 

traditional Albanian drinks reimagined in a 

contemporary fashion in order to get a taste for 

the culture. 

Albania's events serve as a platform for fruitful 

discussions and collaborations, with the 

backdrop of Albania's tourism landscape. The 

aim is to provide the industry with a better 

understanding of the destination which looks 

to growing its presence on the global tourism 

stage 

Hall 1.1 / Stand 214a 

DON’T MISS TODAY'S EVENTS 

ON ALBANIA’S STAND: 

12:00p.m. Opening remarks by Mirela Kumbaro, 

Minister of Tourism and Environment of Albania 

1:30p.m. Networking Event and Happy Hour: 

OriginAL – A drink menu inspired by our culinary 

traditions 

3:00p.m. Albanian destinations: Touristic Durrës 

3:30p.m. Let’s talk about: Albania’s homegrown 

festivals as part of the development narrative 

4:00p.m. Albanian destinations: Touristic Korça 

5:00p.m. Albanian destinations: Touristic Vlora 

At this year's ITB Berlin, Vanuatu is unveiling its 

calendar for 2024, spotlighting cultural festivities, 

sports competitions, and opportunities for natural 

exploration. This Pacific destination is celebrating 

its cultural diversity and picturesque landscapes, 

offering a range of activities catering to various 

interests. 

Travellers to Vanuatu can 

witness traditional dances, 

vibrant markets filled with crafts 

and foods, and sports events 

that showcase the community's 

dynamic spirit. The clear waters 

around Vanuatu offer ideal 

conditions for diving, allowing 

visitors to explore the rich 

marine life. 

In addition to these activities, 

Vanuatu encourages travellers 

to venture off the traditional 

tourist routes and discover 

hidden spots and interact with 

locals, allowing for a deeper 

understanding of Vanuatu's 

culture and lifestyle. 

Kazakhstan is presenting a wide tourism offer at 

ITB Berlin this year, from traditional gastronomy to 

adventure tourism. 

In Astana, for example, travellers 

can dine at the famour Qazaq 

Gourmet restaurant, recognised 

internationally and contributing 

to acknowledgment of Kazakh 

national cuisine on the global 

stage. This was the first place to 

bring Kazakh cuisine to a finedining 

level while keeping the 

authenticity of ancient recipes. 

A popular delight is vodka made 

of fermented mare's milk kumis. 

Kazakhstan is also a haven for 

adventure seekers. With its vast 

steppes, rugged mountains, and 

At ITB Berlin this year, Vanuatu 

is sharing a glimpse into the 

authentic experiences it offers, 

focusing on its unique cultural 

and environmental attractions. 

Visitors who want to find out 

more can stop by their stand in 

Hall 5.2 


Kazakhstan: Gastronomy and adventure 

in the spotlight at ITB Berlin 2024 

Bozjyra kazakh 

Nekowiar Toka Festival 

serene lakes, the country offers 

many opportunities for outdoor 

activities such as hiking, 

trekking, skiing, and horseback 

riding. Whether exploring the 

landscapes of Altai Mountains 

or camping under the stars in 

the Charyn Canyon or Bozjyra 

tract, adventurers are sure 

to find experiences that will 

leave a lasting impression. The 

gorge Medeu is listed in the 

Guinness World Records as the 

world's highest open air skating 

rink, and features well-known 

restaurants Auyl and Tör. 

Visitors to ITB Berlin can stop 

by Kazakhstan's stand to find 

out more about all that this 

destination has to offer 


© Vanuatu Tourism Office 



© Messe Berlin GmbH 

Unlocking the future: Google gives insight 

into generative AI's impact 

This afternoon, Dr Stefan Ebener, Head of 

Customer Engineering at Google, is giving a 

session "How GenAI is Changing the Digital 

World" in Hall 7.1a on the Orange Stage. 

This talk will explore generative AI's current impact 

and future potential in various industries. Google 

aims to demystify the technology, offering insights 

into its complex yet user-friendly applications. 

This session is essential for those interested in the 

intersection of AI, digitalisation, and marketing, 

and will provide a glimpse into the future of digital 

innovation from the perspective of an industry 

giant 

GOOGLE: HOW GENAI IS 

CHANGING THE DIGITAL WORLD 

- FROM FUTURE TECH TO DAILY 

BUSINESS 

Today, 

Tuesday 5 March 

2:10p.m. - 2:45p.m. 

Future Track 

Hall 7.1a 

Orange Stage 

with Dr. Stefan Ebener, Head of 

Customer Engineering at Google 

For the full conference 

programme, scan here: 

Peru wows visitors at ITB Berlin 2024 

Peru is launching its new international advertising 

campaign “Peru Wow” on the German-speaking 

market at ITB Berlin 2024. The destination is 

showcasing its natural and cultural diversity in the 

three regions of the Andes, the Pacific coast and the 

Amazon rainforest. 

Hall 23 / Stand 100 

© Promperu 

Together with 25 Peruvian 

suppliers, the representatives 

of Promperú, led by Managing 

Director Angélica Matsuda, 

is presenting a diverse range 

of offers from Peru, ranging 

from exclusive luxury products 

and gastronomy to cultural 

heritage, active experiences and 

sustainable encounters with the 

country's indigenous population. 

Visitors to ITB Berlin can taste 

Peruvian coffee and pisco on 

Peru's stand as well as discover 

exhibits from the north such 

as the Señor de Sipán. Four 

highlights of Peru—the Nasca 

Lines, Kuélap, Machupicchu and 

the Colca Gorge—will be brought 

to life with the help of virtual 

reality. 

Promperú Managing Director 

Angélica Matsuda emphaises 

that a highlight on Peru's stand 

will be the pisco reception 

on Wednesday 6th March to 

celebrate the launch of the "Peru 

Wow" campaign in Germany. In 

addition to exciting information 

about the campaign and other 

news from Peru, guests can 

look forward to typical Peruvian 

delicacies 

Wednesday 

6 March 

5:00p.m. 

PISCO 

RECEPTION 

Hall 23 

Stand 100 



ITB Berlin 2024 opening press 

Insights and developments at the forefront of the global travel 

ITB BERLIN IS 

THE MEETING 

PLACE FOR THE 

TOURISM 

INDUSTRY’S 

ENTIRE VALUE 

CHAIN (…) 

ITB Berlin 2024's opening press conference set the stage 

for what promises to be an engaging and insightful event. 

The conference highlighted the impressive booking rate 

that has filled over 90% of the 150,000 square metres of 

display area this year, as well as the number of international 

exhibitors which make up 87% of the total this year. 

Dr Mario Tobias, CEO of Messe 

Berlin, opened the conference by 

acknowledging the significance of 

ITB Berlin as a vital platform for the 

travel industry’s diverse stakeholders: 

"ITB Berlin is the meeting place for 

the tourism industry’s entire value 

chain, once again underlining its 

global importance as a leading 

international trade show." He praised 

the "outstanding quality" of top 

buyers at the show, and pointed 

out the optimistic demand for travel 

juxtaposed with challenges the 

industry is facing such as climate 

change and technological changes. 

He was clear that the path to 

overcoming these challenges "can 

only be overcome together." 

Oman was in the spotlight at the 

opening press conference, and 

H.E. Azzan bin Qassim Al Busaidi, 

Undersecretary of Tourism of the 

Ministry of Heritage and Tourism 

of Oman, offered insights into 

the Official Host Country while 

presenting Oman’s rich cultural 

heritage and tourism potential. To 

further spark interest in this year’s 

host country, four musicians of the 

Royal Oman Symphony Orchestra 

presented musical highlights before 

and after the conference. Visitors 

also enjoyed a culinary treat with 

coffee and dates from Oman. 

Charuta Fadnis, Senior Vice 

President, Research and Product 

Strategy at Phocuswright, 

highlighted the growth taking place 

14 ITB BERLIN NEWS • TUESDAY 5 TH MARCH 2024 news.itb.com


conference 

industry 

in the global travel industry 

despite economic challenges, 

how AI is changing the 

industry, and how companies 

are embracing it. The focus 

remained on sustainability, with 

travellers’ needs being taken 

into account in order to achieve 

sustainability goals. Norbert 

Fiebig, President of the German 

Travel Association (DRV), took 

a look at the latest travel trends 

and the economic prospects 

for the German travel industry 

in 2024, underlining that 

despite ongoing international 

challenges, “Germans´ desire to 

travel is as strong as ever.” 

The diversity of the exhibition 

was a focal point, showcasing 

innovations in Mobility, 

Travel Technology, and 

Cruise segments. Over 5,500 

exhibitors from 170 countries 

are participating this year, 

illustrating ITB Berlin's role as 

a meeting place for the travel 

industry as a whole. 

Findings from the Global Travel 

Buyer Index survey, presented 

during the conference, offered 

insight into buying trends and 

the economic outlook of leading 

industry buyers, highlighting the 

sector’s mood and expectations. 

Launched for the first time in 

2023, the ITB Innovation Radar 

platform has expanded and is 

featuring 16 innovations this 

year including B2B services for 

the hospitality sector and travel 

professionals, new services 

and sustainable concepts, 

and a preview of tomorrow’s 

upcoming trends. 

The opening press conference 

outlined the agenda for ITB Berlin 

2024, showcasing the event as a 

pivotal gathering for dialogue, 

innovation, and collaboration 

in the travel industry. With an 

impressive roster of speakers 

and participants, the conference 

paved the way for meaningful 

discussions and potential 

solutions to the challenges 

facing the global travel sector 



“We are experiencing a new vision 

of tourism” 

ITB Berlin News spoke with ENIT CEO Ivana Jelinic in an exclusive 

interview about how Italy is adapting to travellers' new expectations 

Ivana Jelinic discussed the steps being taken by the tourism 

agency to strengthen the country's digital communication 

and highlighted Italy's commitment to sustainability in 

2024. 

Did the 2023 tourist season in Italy 

meet expectations? 

Italy is one of the most popular 

international destinations, and a 

long-standing favourite with its 

neighbouring countries, such as 

Germany. Around the world, Italy's 

charm makes it the leading market 

for Americans and the Chinese. 

Tourism in Italy is experiencing 

renewed vitality which is felt in the 

industry and the supply chain. There 

is a desire to experiment, to create 

new offerings to meet increasingly 

demanding customers' expectations. 

We are experiencing a new vision 

of tourism that takes into account 

accessibility, digitalisation, innovation, 

sustainability, and a new need to 

ensure that Italy's artistic and cultural 

heritage are available all year long. 

What are some of the dominant 

trends in tourists' expectations? 

Tourists no longer experience their 

holidays passively by photographing 

places of beauty, but want to actively 

immerse themselves in the social 

fabric of the places they visit. Trends 

are very much demand-driven, and 

the demand is made up of people 

around the world who influence each 

other on trends. The orientation is also 

influenced by international events, 

as well as ENIT's ability to make an 

impact on international buyers. Italy’s 

tourism offering is just as varied as the 

country’s geographical connotations. 

It is broken down by target group, 

time of year and experiences, all of 

which differ depending on the areas 

visited and the unique aspects of the 

locations. 

What strategies is ENIT adopting to 

promote Italy internationally as a 

prime destination for outdoor and 

nature tourism? Why is this market 

so strategically important now? 

Firstly, we have continuously analysed 

the outdoor sector through specific 

studies carried out with partners, 

and through our continuous dialogue 

with professionals at sectorspecific 

trade fairs and international 

events. On a European level, ENIT 

is working on projects dedicated to 

the development of nature trails that 

shine a spotlight on Italy’s unique, 

awe-inspiring landscapes. Given that 

sustainability is a growing concern in 

the tourism sector, ENIT is a leader in 

European green transition projects. 

With an academy and various 

funded programmes, it is helping 

drive companies to reach new green 

targets. 

What does ENIT do to encourage 

international tourism throughout the 

year? 

We carry out ongoing promotional 

initiatives, from the out-of-home 

type on major international websites 

and international transit hubs to the 

major media, events and trade fairs 

in all 5 continents. Our synergy with 

the institutions and the world of 

private stakeholders makes it possible 

to coordinate our operations, also 

thanks to constant direction and a 

joint observation point formed via the 

federal council present in ENIT. 

What are the main markets Italy 

is targeting for inbound tourism 

in 2024? How do communication 

strategies differ depending on the 

market? 

The focus is on strengthening wellestablished 

and mature markets such 

as Germany and all neighbouring 

countries as well as on opening 

up to new frontiers. Meanwhile, the 

most promising markets are mainly 

emerging markets such as the Arab 

Emirates, South-East Asia and their 

user bases. Our horizon is absolutely 

geared towards making Italy a target 

destination for tourists from parts of 

the world that were interested in other 

markets until now. With China we have 

actively resumed our joint activities, 

especially through multiple digital and 

technological initiatives and tours for 

Chinese influencers. For several years 

now, ENIT has been implementing 

digital marketing activities, placing 

Italy in pole position in the Chinese 

online ecosystem 



Italy at ITB Berlin 2024 

Hall 1.2 / Stands 107 – 107 A – 107 B – 107 C 

TUESDAY, 5 MARCH 

ENIT Hall 1.2 / Stand 107 

12:00p.m. - 1:00p.m. 

PRESS CONFERENCE: #WELCOMETOMERAVIGLIA 

Speakers: 

Daniela Garnero Santanchè, Minister of Tourism 

Alessandra Priante, ENIT President 

Ivana Jelinic, ENIT CEO 

Armando Varricchio, Italian Ambassador in Berlin 

Stefano Bonaccini, President Emilia Romagna Region 

TBC 

Luca Zaia, President Veneto Region TB 

Moderation: Alexander Mazza 

1:00p.m. - 2:00p.m. 

REFRESHMENT SPONSORED BY FEDERALBERGHI 

ISCHIA PROCIDA / CAMPI FLEGREI / COSTA 

VESUVIO / PENISOLA SORRENTINA 

2:00p.m. - 2:30p.m. 

PRESS CONFERENCE EMILIA ROMAGNA: VISIT 

EMILIA-ROMAGNA: CYCLING PARADISE AND NEWS 


Speakers: 

Stefano Bonaccini, President of Emilia-Romagna 

Region 

Andrea Corsini, Councillor for Mobility and Transport, 

Infrastructure, Tourism, Trade 

3:00p.m. - 3.30p.m. 

PRESS CONFERENCE MOLISE, AUTHENTIC 

EMOTIONS IN A TERRITORY TO DISCOVER 

Speakers: 

Salvatore Micone, Councillor for Culture, sport, tourism 

and traditions, territorial marketing and mountain 

development 

Angela Aufiero, Regional Councillor for Tourism and 

Culture 

4:00p.m. - 5:00p.m. 

PRESS CONFERENCE BASILICATA: ANOTHER 

SUDITALIA -... NATURE, FLAVOURS AND PASSIONS! 

Followed by an aperitif reception 

Speaker: 

Marcella Di Feo, APT Basilicata International Marketing 

WEDNESDAY, 6 MARCH 


10:30a.m. - 11:00a.m. 

PRESS CONFERENCE TUSCANY: FROM SLOW 

TOURISM TO CITY BREAK: A JOURNEY THROUGH 

NATURE AND CULTURE IN TUSCANY 

Speakers: 

Francesco Tapinassi, Director Toscana Promozione 

Leila Pruneti, Toscana Promozione 

Clara Svanera, Cultural Tourism Coordinator for 

Toscana Promozione 

Mariangela Dal Fovo, MFA Coordinator for Tuscany for 

the Turismo delle Radici (Roots Tourism) project 

Pasquale Iervolino, President Tuscan Roots for Turismo 

delle Radici 

11:30a.m. - 12.00p.m. 

PRESS CONFERENCE LIGURIA: TOURISM 

AND LIGURIA: A LOOK TO THE FUTURE 

Speaker: 

Sandro Pappalardo, ENIT Councillor 

Augusto Sartori, Councillor for Labour and Active 

Employment Policies, Transport, Relations with Trade 

Unions, Tourism, Tourism Fairs and Major Events 

12:00p.m.-1:00p.m. 

PRESENTATION ITA AIRWAYS: SUMMER 24, 

NEW DESTINATIONS, FLEET INNOVATION 

AND SUSTAINABILITY 

Followed by an aperitif reception 

Speakers: 

Pierfrancesco Carino, VP International Sales 

Carla Catuogno, Regional Manager Europe 

Rodney Cali, Country Manager Germany, Austria, 

Poland & Czech Republic 

2:00p.m. - 2:30p.m. 

PRESS CONFERENCE FRIULI VENEZIA GIULIA: 

NOVA GORICA AND GORIZIA: OUR "LITTLE BERLIN". 

A FLIGHT OVER THE BORDERS 

TO THE EUROPEAN CAPITAL OF CULTURE 2025 

Speakers: 

Rodolfo Ziberna, Mayor of Gorizia 

Samo Turel, Mayor of Nova Gorica 

Moderation: Barbara Gruden 

2:30p.m. - 3:00p.m. 

ENIT PRESS CONFERENCE: LA MACCHINA DI 

SANTA ROSA: UNESCO HERITAGE 

Speakers: 


Elena Palazzo, Councillor for Tourism 

Daniele Sabatini, Regional Councillor 

Mario L. Crea, President of the Regional Tourism 

Commission 

Paolo Giuntarelli, Director of Presidency Affairs, 

Tourism, Cinema, Audiovisual and Sport 

Massimo Mecarini, President of the Sodalizio dei 

Facchini della Macchina di Santa Rosa 

Raffaele Ascenzi, Designer of the Macchina di Santa 

Rosa 

3:00p.m.- 3.30p.m. 

PRESS CONFERENCE SICILY: LIVE AN AUTHENTIC 

EMOTION 

Speaker: 

Hon. Elvira Amata, Councillor for Tourism, Sport and 

Entertainment of the Sicilian Region 

3.30p.m. - 4:00p.m. 

PRESS CONFERENCE LAZIO: LAZIO PATHS 

TOWARDS THE JUBILEE 

Speakers: 

Elena Palazzo, Councillor for Tourism, Environment, 

Sport, Climate Change, Energy Transition, Sustainability 

Daniele Sabatini, Regional Councillor 

Mario Luciano Crea, President of the Regional 

Commission for Tourism 


Paolo Giuntarelli, Director of Presidency Affairs, 


Roberto Battista, Director of Presidency Affairs, 


4:00p.m.- 5:00p.m. 

PRESS CONFERENCE PIEMONTE: PIEMONTE, THE 

EXPERIENCE YOU DON'T EXPECT. IN 2024 ALSO 

EUROPEAN CITY OF WINE 

Followed by regional wine tasting 

Speakers: 

Video message from Vittoria Poggio, Piemonte Region 

Councillor for Tourism and Marco Protopapa, Piemonte 

Region Councillor for Agriculture 

Mario Arosio, President of the "European City of Wine 

2024" Committee 

Federico Riboldi, Mayor of Casale Monferrato 

Sara Olivieri, Councillor for Commerce of the City of 

Ovada 

Paolo Lantero, Mayor of the City of Ovada 

THURSDAY, 7 MARCH 


11:00a.m. - 11:30a.m. 

PRESS CONFERENCE FEDERTERME: ITALCARES, 

THE ITALIAN ANSWER TO MEDICAL TOURISM 

Speakers: 

Raffaella Iarrapino, Project Manager Italcares, 

Federterme 

Maria Elena Rossi, Global Marketing Director ENIT 

12:00p.m. - 12:30p.m. 

PRESS CONFERENCE MUNICIPALITY OF 

VENICE: VENICE 2024 

Speaker: 

Luca Stevanato, Digital Marketing Manager Vela SpA 

12.30p.m. - 1:00p.m. 

PRESS CONFERENCE GERACE: YOU WILL LOVE 

GERACE! 

Followed by a tasting of typical products 

Speakers: 

Cosimo Caridi, Calabria Region Executive 

Salvatore Galluzzo, Mayor of Gerace 

Loredana Panetta, Head of Tourism and Culture 

Municipality of Gerace 

Roberto Quatraccione, Communication and Marketing 

Expert 



ADVERTORIAL 

Get to know Taiwan better over a cup 

of tea at ITB Berlin 2024 

Taiwan Tourism Administration is bringing its traditional 

tea culture to ITB Berlin this year as an invitation to the 

European travel industry. 

Over the three days of the 

travel show, numerous cultural 

performance groups are 

showcasing the beauty of Taiwan 

on the world stage, and inviting 

global travellers to come and 

discover this destination. Visitors 

should take advantage of Taiwan 

Tourism's ITB Happy Hour 

Networking Event at the stand on 

5 March, to make new contacts, get 

the latest information about Taiwan 

and meet with various incoming 

agencies, airlines and hotels. 

Among Taiwan's latest promotions, 

the island is highlighting: 

FREE HALF-DAY 

TRANSIT TOURS 

Transit and transfer passengers 

with 7 to 24-hour layovers before 

their next flight can sign up 

online to enjoy a free guided tour 

showcasing Taiwan's cultural and 

urban heritage covering Taipei, 

Taoyuan, and New Taipei City. 

Alternatively they have the option 

of using public transportation and 

explore the island on their own. 

TAIWAN PASS 

The Taiwan Pass is a flexible travel 

itinerary within 7 days. It includes 

an unlimited 3-day pass for Taiwan 

High-Speed Rail, a choice of one 

MRT network (Taipei, Kaohsiung, 

Taichung and Taoyuan) and one 

Taiwan Tourist Shuttle Pass. 

THE “LUCKY LAND” 

TRAVEL INCENTIVE 

Future visitors to Taiwan can 

register for the “The Lucky Land” 

incentive and stand a chance to 

win the draw upon arrival in Taiwan. 

The campaign is valid until June 

30, 2025 and visitors can register 

up to 7 days in advance before 

travelling to the island. Winners can 

pick a preferred travel incentive: 

EasyCard, iPass or accommodation 

vouchers, and can complete the 

lucky draw at the Lucky Land 

counter at the airport's arrivals 


TAIWAN 

HAPPY HOUR 

NETWORKING 

EVENT 

Tuesday 5 March 

from 5.00p.m. 

Hall 26 

Stand 122 

© mwalker 

QANTAS 

UNVEILS NON- 

STOP PARIS- 

PERTH SERVICE 

FROM SUMMER 


Western Australia and its capital Perth 

will soon be a step closer to Europe. A 

new non-stop flight between Paris and 

Perth will take off on July 12 with Qantas. 

The 17-hour flight will operate four days a 

week during the European summer (and 

the Paris Olympics) on Qantas’ Boeing 

787 Dreamliner aircraft. Services will then 

move to three times a week from mid- 

August 2024. 

The route will also provide connections 

for more than 70 destinations across the 

region, including Athens, Barcelona and 

Frankfurt. On the Perth side, European 

travellers will gain access to the rest of 

Australia 




Click A Tree: "A full circle of education 

and biological benefits" in the Philippines 

Since last year, ITB Berlin News has partnered with Click A 

Tree as part of its journey to becoming carbon neutral. This 

year, ITB Berlin News will plant an additional 1,300 trees 

through the organisation. 

Click A Tree is involved in several 

meaningful sustainability projects, 

including planting trees, collecting 

plastic from the sea, creating 

educational opportunities, promoting 

opportunities for women, binding 

CO 2 

, protecting biodiversity, CSR and 

ESG projects. 

ITB Berlin News spoke with Chris 

Kaiser, Founder and CEO of Click 

A Tree, who described his recent 

experience in the Philippines 

witnessing the impact of Click A 

Tree's tree planting and plastic 

collecting and recycling activities 

firsthand. 

One of Chris' first impressions in 

the Philippines was how happy 

everyone was with the project locally, 

and how they could see the direct 

impact on jobs, education and the 

environment. He described how 

planting mangroves helps tackle 

the issue of deforestation on the 

coast, which means protecting the 

land from erosion and freak waves. 

The mangrove roots in turn provide 

a habitat and protection for small 

fish, mussels and crabs, which Chris 

said were really bouncing back from 

previous depletion. These small 

fish, mussels and crabs also use the 

mangrove roots to hide, meaning 

that they are protected from bigger 

predators and can reach maturity and 

continue to expand the population. 

This in turn is good for birds and the 

overall biodiversity of the area, which 

of course benefits the local fishermen. 

Chris Kaiser emphasised that the 

benefits of planting trees goes 

beyond the direct CO 2 

absorption, 

and also creates a virtuous cycle of 

more jobs, greater biodiversity, and 

increased education 


I TRADE TALK I 

Travel is back, 

Philippe Garnier, 

encourages the 

WPW Performance Consulting 

specialises in hotel distribution, 

luxury sales and travel 

technology. Prior To WPW 

Performance Consulting, 

Philippe Garnier was IHG’s 

VP Third Party Distribution 

from 2018 to 2022, and he has 

been working in the hotel and 

hospitality industry since 2003. 

ITB Berlin News spoke with him 

in an exclusive interview about 

his impressions of the industry 

at the moment as well as his 

predictions for the future. 

Philippe Garnier 

Founder of WPW Performance Consulting 

THE TRAVEL INDUSTRY 

REMAINS ONE OF THE 

WORLD’S LARGEST 

EMPLOYERS AND ALL OF US 

WHO ARE LUCKY ENOUGH 

TO BE INVOLVED IN IT 

SHOULD CONTRIBUTE TO 

ITS GROWTH AND 

SUSTAINABILITY. 



but not the same as before 

Founder of WPW Performance Consulting, 

travel industry to stop comparing itself to 2019 

Do you think travel is back 

to where it was before the 

pandemic? 

Focusing on hotels, you could 

say that business has changed in 

three main ways: Firstly, the three 

traditional segments (business, 

leisure and groups) have evolved 

both in their nature and in their 

relative importance in the business 

mix. Secondly, ancillary revenue 

streams are growing, and hotels 

are not always well equipped to 

deliver on them. Finally, technology 

development is essential, however 

at a time when margins are under 

pressure, it is hard to finance 

technology and to implement it 

while minimising disruption to your 

existing business. 

What has changed in terms 

of business segments in the 

industry? 

One of the consequences of the 

pandemic has been a surge of 

leisure travel and a change in 

working patterns. Even though 

many businesses try to get staff 

back in offices, it seems that 

most employees who can prefer 

a blend of working at home and 

working in an office. In turn, this 

has an impact on business travel: 

companies’ travel budgets have 

durably been cut, which accounts 

for fewer business trips. Travellers 

who blend work from office and 

work from home have created a 

new category "work from hotel" 

or "bleisure" where a business trip 

can be extended for a few days 

to enjoy the destination and work 

from there. On the groups side, an 

exciting development is that many 

hotel brands are on the verge of 

enabling guests to book group 

bedrooms as well as meeting 

rooms online. 

Is it hard to capture ancillary 

revenue? 

If guests blend business and 

leisure during a hotel stay, chances 

are that they will be more receptive 

to additional services such as 

spa, golf, excursions etc. However, 

hotels occasionally find it diff icult 

to deliver; hotels have struggled 

to hire back to full staffing levels 

which may result in some services 

not being available. Furthermore, 

some of the ancillary services may 

not be directly controlled by the 

hotel but rather managed by a third 

party. Lastly, there is complexity in 

integrating the booking capability 

of ancillary services with some 

hotel property management 

systems or central reservation 

systems. 

Can hotels use technology to 

innovate faster? 

As a hotel chain CIO, you typically 

have two objectives. The first 

is to maintain your existing 

infrastructure in a stable condition 

so it can support your business 

without interruption; one of the 

best ways to do this would be 

to never innovate! The second 

objective is to innovate and 

implement new functionalities to 

keep a competitive edge. 

One of the best ways to do this 

would be not to be encumbered by 

legacy systems! With constrained 

resources in staff and budgets, 

it takes an incredible amount 

of discipline to successfully 

implement technology projects, 

especially when everyone is 

already thinking of the next big 

thing such as AI. 

As much as it’s easy to agree 

that AI will have an impact on the 

hotel business, it is hard to tell 

what this will be. Seven years 

ago, many were convinced that 

voice assistants such as Alexa 

would be the preferred medium 

to book travel, and yet this hasn’t 

happened. 

Are you confident about the 

future? 

The world is complex in 2024 and 

it is easy to find reasons to be 

concerned about the future. That 

said, I am truly impressed at the 

resourcefulness and innovations of 

all the players I interact with. The 

travel industry remains one of the 

world’s largest employers and all 

of us who are lucky enough to be 

involved in it should contribute to 

its growth and sustainability 

ITB BERLIN IS 

A GREAT PLACE 

TO MEET NEW 

PEOPLE AND 

LEARN NEW 

THINGS 

Philippe Garnier did not hold back in his 

enthusiasm for ITB Berlin, praising both 

the show's size and diverse scope. He 

emphasised that one of the highlights is "to 

engage with existing and former colleagues 

and hear updates on their lives and their 

businesses", maintaining that this is not only 

pleasant and productive, but also essential 

for the industry's international community: 

"This makes us feel connected and 

reinforces our sense of belonging." 

The advantage to a show like ITB Berlin 

with its wide range of destinations is that 

even as an industry professional, there is 

always something new to learn about 

and spark your curiosity. Philippe Garnier 

suggested everyone should stop at a stand 

representing a business or region they are 

not familiar with. Even if doesn't seem like 

an immediate business opportunity, genuine 

curiosity is often rewarded in ways that are 

hard to predict. He cited a chance encounter 

he made in 2008 which led to a sustained 

business and long-lasting friendship: "We 

were faced with a business and technology 

problem we could not solve. A small startup 

came to our booth, we gave them a chance, 

our business problem was addressed, and 

this contract helped the company get to 

the scale of their ambitions. This is why I’m 

convinced that being curious, open minded 

and willing to learn is personally fulfilling but 

that it also leads to good business. Isn’t this 

what ITB is all about?" 



“Data is massive and 

growing exponentially” 

According to Goran Mrvoš, CEO of INFOSIT, 

technology and digital solutions in travel and tourism 

have played a major role in the success of the 

industry over the last decades, and will help power 

future growth 

Goran Mrvoš 

CEO, INFOSIT 

ITB Berlin News spoke to the CEO in an exclusive interview 

about the continued role of technology in the industry, 

as well as the trends and innovations to expect looking 

forward. 

What would you say is the place of 

technology and digital solutions 

in the travel and tourism industry 

today? 

If you look at any aspect of travel 

business today, it is intertwined with 

technology: operations and efficiency, 

sales and marketing, management 

of companies and destinations. 

From smooth online bookings and 

smart locks to payroll management, 

you cannot do it without technology. 

Digitalisation will keep opening up 

opportunities, but the key question is 

which ones to focus on. 

If you’ve been supplying software to 

hospitality companies for 21 years, like 

us, you need to deeply understand 

their business goals and operations 

—it is about much more than 

programming. 

What are some of the ways digital 

solutions can help companies in the 

travel and hospitality industry optimise 

their processes and offer customers a 

more bespoke experience? 

Possibilities seem endless—from 

the orchestration of communication 

across touchpoints to augmented 

reality experiences, and convenience 

in how travellers buy and manage their 

trips. We know that the personalisation 

of services and experiences is at the 

centre of travellers’ satisfaction. Digital 

solutions can help with that. Software 

has solved important aspects of loyalty 

challenges. Infosit DXP, for example, 

is a central platform underlying 

direct online sales and marketing of 

hospitality companies that need to 

optimise the delivery of experience 

on multiple digital touchpoints. It 

integrates booking engines, CRM, ERP, 

MarTech, and other systems. Through 

integration, it provides unique loyalty 

solutions, and powers content delivery 

across channels and devices—from 

websites and campaign landing pages 

to TV sets in rooms and info-screens 

in lobbies. 

Of course, digital solutions allow 

companies to automate things, to 

get more visibility and transparency, 

to be more efficient. At the core 

operations level, it is often about 

digitising a specific need or process 

and integrating it with other systems 

in a smart way. This can go a long 

way towards improving efficiency and 

reducing costs. 

DIGITISING A 

SPECIFIC NEED OR 

PROCESS AND 

INTEGRATING IT 

WITH OTHER 

SYSTEMS IN A 

SMART WAY CAN GO 

A LONG WAY 

TOWARDS 

IMPROVING 

EFFICIENCY AND 

REDUCING COSTS. 

What role do data-driven analytics 

play in developing adapted digital 

solutions that help encourage 

consumer engagement and loyalty? 

Data is massive and growing 

exponentially. I think the industry 

has been successful in collecting it. 

Now, whether we’ve been equally 

successful in orchestrating it, and 

using it to improve engagement and 

loyalty, is another question. Again, 

companies need solutions that make 

sense in their specific circumstances. 

First you need to discover what you 

are trying to solve. Then you can build 

a solution that will address exactly that. 

The success of an implementation is 

measured by business outcomes 

TRAVEL 

TECHNOLOGY 

TRENDS: 

WHAT'S 

NEXT? 

When asked about his 

expectations for travel 

technology trends moving 

forward, Goran Mrvoš stated 

that there was likely to be a 

number of innovations based on 

generative AI, given its popularity 

with the industry and investors. 

He underlined however that not 

every innovation would represent 

the next tech revolution: "Some 

will be successful, some will not 

be. That’s where the investment 

and activity is focused right now." 

The INFOSIT CEO also 

highlighted the importance of 

near-shoring given the current 

geopolitical circumstances: 

"Concerns over data protection 

and security are growing, and 

partners delivering critical 

software solutions are under 

more scrutiny." He maintained 

that these concerns would 

continue to shape the digital 

ecosystem in the hospitality 

industry in the coming years 


I EXCLUSIVE INTERVIEW I 

H.E. Salim bin 

Mohammed 

Al Mahrouqi 

Minister of Heritage and 

Tourism of the Sultanate 

of Oman 

“Oman’s unique hospitality is often regarded 

as one of our national characteristics” 

Oman boasts an impressive history spanning 5,000 years as well as diverse landscapes 

and opportunities to explore nature. H.E. Salim bin Mohammed Al Mahrouqi, Minister 

of Heritage and Tourism for the Sultanate of Oman, spoke with ITB Berlin news in an 

exclusive interview about the country's developing touri sm market. 

WHEN WE MAKE PLANS 

FOR TOURISM DEVELOPMENT, 

WE ARE FULLY COMMITTED 

TO SUSTAINABLE PRACTICES 

AND AS ALL THIS TAKES 

SHAPE, WE ARE MINDFUL OF 

THE RESPONSIBILITY WE 

HAVE. 

Oman boasts an impressive history spanning 5,000 years as 

well as diverse landscapes and opportunities to explore nature. 

H.E. Salim Al Mahrouqi, Minister of Heritage and Tourism for the 

Sultanate of Oman, spoke with ITB Berlin news in an exclusive 

interview about the country's developing tourism market. 

How did Oman tourism and travel 

perform in 2023? 

In total, four million tourists arrived in 

Oman in 2023, up from 2.9 million in 

2022, a rise of 37.9%. Thanks to Oman’s 

diverse natural terrain and growing 

number of attractions, domestic 

tourism remained strong last year. 

Adventure, eco and luxury tourism 

enjoyed particular success and are 

expected to continue to grow as a result 

of substantial investment in projects 

such as the Mandarin Oriental Hotel and 

Apartments, The Chedi in the Eastern 


I EXCLUSIVE INTERVIEW 

I 

Musandam 

@ Oman Convention 

Part of Oman, Al Jebal Al Akhdar Adventure 

Resort, the Janain Salalah agritourism 

project, the St Regis Al Mouj Muscat Resort 

and the recently announced Bandar Al 

Khairan Anantara Resort. 

Muscat’s Port Sultan Qaboos, Port of 

Salalah and Port of Khasab welcomed over 

248,000 passengers from 142 cruise ships in 

2023. This represented a year-on-year rise 

of 66.4% in terms of passengers and 91.8% 

in terms of ships. 

Oman is this year’s official ITB Berlin Host 

Country. What are you highlighting at the 

show? 

We will be highlighting Oman’s unique, 

and may I say renowned, hospitality which 

is often regarded as one of our national 

characteristics. It is something that 

expresses itself in the heartfelt warmth 

visitors receive and in the genuine curiosity 

everyone has to learn more about the 

cultures of those who come to our shores. 

We will be making sure ITB attendees get a 

taste of this hospitality for themselves as we 

shine a light on our traditions with a variety 

of events. 

What are the fastest growing segments in 

the travel and tourism industry in Oman? 

Our outdoor segment is growing very fast. 

The Sultanate of Oman has so much to offer 

in this regard—from hiking in the beautiful 

Al Hajar Mountains and canyoning in one of 

our 60 wadis to snorkelling and diving along 

our stunning coastline, much of which is 

practically untouched. 

What are the most important inbound 

markets? Which markets are you targeting 

specifically for growth? 

The GCC states, India and Germany are our 

top three inbound markets. The GCC with 

1.6 million visitors in 2023 made up 40% 

of all our visitors. This was followed by 

610,000 from India, up 71% on 2022, and 

231,000 from Germany, up 182%. Looking at 

Europe specifically, Germany, UK and Italy 

are the strongest countries for us. 

While our biggest growth market in 2023 

was China, with a 273% rise on the year, we 

see a lot of potential for growth from Russia, 

Switzerland, Poland and Scandinavia. 

Are there any particular events which 

travellers can look forward to in 2024? 

We have a full and varied calendar of events 

throughout the year. For instance, there 

are the fabulous musical performances 

at the Royal Opera House Muscat while 

on the sporting side, there are lots of 

exciting competitions for runners and 

triathletes. The Omani coastal town of Sur 

is the Arab Tourism Capital 2024. We are 

thrilled to have this outstanding chance to 

showcase our rich heritage. 

Looking to the future. What is your longterm 

vision and what are some of the key 

challenges that you foresee? What is your 

plan to overcome these challenges? 

We have ambitious plans in place, with 

over €4 billion of investment funnelled into 

projects. These range from the construction 

of integrated tourism complexes and luxury 

resorts – places like the Envi Al Jabal Al 

Akhdar Ecolodge, Yiti’s Nikki Beach Resort 

and Spa and the Four Sesons Muscat 

at Marina Bandar Al Rowdha – to the 

preservation of heritage sites and historical 

monuments. 

I would like to emphasise that when we 

make plans for tourism development, we 

are fully committed to sustainable practices 

and as all this takes shape, we are mindful 

of the responsibility we have 

OMAN HIGHLIGHTS 

AT ITB BERLIN 

The Sultanate of Oman will have a strong presence over 

all three days of ITB Berlin, with a number of exciting 

conferences and events. In addition to a stand of around 

800 square metres in hall 2.2, the official host country will 

also have a presence in the Youth Travel and Economy 

Accommodation and Adventure Travel and Responsible 

Tourism segments in hall 4.1. 

TUESDAY 5 MARCH 

The official opening tour of ITB Berlin will take place 

this morning on the host country's stand in hall 2.2 with 

a ribbon cutting ceremony attended by the Minister of 

Heritage and Tourism of Oman, the Governing Mayor of 

Berlin, the Secretary-General of UN Tourism and the CEO 

of Messe Berlin. 

12.45p.m. / PANEL DISCUSSION 

"How do we achieve NetZero in tourism?" 

Featuring H.E. Salim bin Mohammed Al Mahrouqi 

Location: Lighthouse Stage 

2.45p.m. 

"Omani Adventure Tourism - Experience the Journey 

of Discovery and Self-Actualisation" 

With the participation of Destination Management 

Companies (DMCs) from Oman 

Location: Lighthouse Stage 

WEDNESDAY 6 MARCH 

10:40a.m. 

"Re-Defining Visitor Experience: It is all About 

Authenticity" 

H.E. Salim bin Mohammed Al Mahrouqi 

Location: Destination Track - Hall 7.1, Blue Stage 

The Royal Oman Symphony Orchestra concert 

Philharmonie Berlin at 8 p.m. (tickets must be purchased) 

Under the direction of Hamdan Al Shuaili 

THURSDAY 7 MARCH 

10:30a.m. 

"The Role of Gastronomy in Community 

Empowerment: 

Lessons from Oman" 

Location: Hall 5.3, Hybrid Stage 

Hall 2.2 / Stand 201 & 205 Hall 4.1 / Stand 200 


I REGION I OMAN I 

ADVERTORIAL 

Reimagined Elegance: The Chedi 

Muscat Launches New Serai Rooms 

@ Visit Oman 

The Chedi Muscat, one of the 

Omani capital's flagship hotels, has 

launched newly renovated rooms in 

the Serai Wing of the resort to elevate 

the guest experience. According 

to the resort, it prioritised valuable 

guest feedback in this project in 

order to create 61 redesigned rooms 

that embody the hotel’s signature 

fusion of elegant, traditional Asianstyle 

and Omani architecture. 

The Serai rooms now include a wider 

mini bar offering, and feature kingsized 

beds with interconnecting and 

twin-room options, making them 

an ideal haven for family holidays. 

Since its opening, The Chedi Muscat 

has established itself as a leader in 

global hospitality, earning a number 

of awards such as the most recent 

Condé Nast Traveller Readers’ 

Choice Award as one of the Middle 

East’s Top Hotels and being named 

Oman’s Leading Luxury Resort 

in 2023. The resort has also been 

recognised by Travel + Leisure in its 

2024 World’s Best Awards 

Hall 2.2 / Stands 201 & 205 

Oman's heritage and 

hospitality just a click away 

with Visit Oman gateway 

Discover the magic of 

the Royal Opera House Muscat 


The Royal Opera House Muscat 

(ROHM) plays a pioneering role 

in bringing the best of world-class 

international performances to Oman. 

ITB Berlin visitors can discover the 

programme of this unique institution 

on Oman's stand, where ROHM is 

a co-exhibitor. Performances at the 

ROHM include Turandot, staged by 

Franco Zeffirelli, world premieres of 

Lakmé, the Magic Flute (I Barrochisti 

Orchestra) and Verdi’s Rigoletto, 

Deutsche Opera Berlin’s Hansel und 

Gretel and Britten’s A Midsummer 

Night’s Dream. 

For travellers wanting to take a look 

behind the scenes, the Royal Opera 

House Muscat is a destination in 

its own right and its permanent 

exhibition and gallery of antique 

music instruments are open for 

visits 

@ Khalid Al-Busaidi, ROHM 


@ Khalid Al-Busaidi, ROHM 

As the Official Host Country of ITB Berlin 2024, Oman 

invites visitors to discover its landscapes, rich heritage, and 

genuine hospitality through its innovative, fully integrated 

booking gateway - Visit Oman. This user-friendly website 

offers a one-stop solution for travel agents and travellers 

eager to explore this thriving destination. 

With IATA accreditation, over 60 

airlines, 200 suppliers and a full 

suite of services available, Visit 

Oman seamlessly connects the 

entire Omani travel supply chain – 

flights, accommodation, transfers, 

tour operators, experiences, and 

more. 

Through strategic partnerships with 

key source markets and Omani 

suppliers, Visit Oman provides 

a trustworthy and high-quality 

service, with simplicity at its core, 

connecting tourists and travel trade 

partners from all around the world 

with trusted local tourism providers 

in Oman 

booking, and connecting make 

operations more efficient. The 

gateway offers a number of tailored 

services for travel agencies, who 

can for example buy set packages, 

or create their own package to 

match the needs of their customers, 

thanks to the platform's dynamic 

packaging function. 

Visitors to ITB Berlin can test the 

Visit Oman platform firsthand, 

as tablets will be available for 

demonstrations on the Oman stand. 

The platform makes it easier than 

ever to plan a trip to Oman with 

trusted and vetted suppliers 

Potential business partners gain 

access to a wide array of Omani 

experiences and partners and the 

streamlined processes for listing, 

Hall 2.2 / Stand 201 & 205 



I REGION I MIDDLE EAST I 

The Middle East's tourism gems shine 


Destinations from the Middle East are making 

a significant impact at ITB Berlin 2024, further 

expanding on their strong representation from 

previous years. This year, they are showcasing rich 

cultural experiences and diverse tourism offerings, 

with a notable presence in several halls of the 

exhibition. 

Hall 2.2 is a focal point for the 

Middle East at the show, with 

Oman, the Official Host Country 

of ITB Berlin 2024, notably 

doubling its display area to 

800 square meters compared 

to last year, underlining its 

commitment to the tourism 

industry. Oman's presence is 

not only significant in terms of 

size but also in the diversity of 

its offer, with an additional stand 

in the Adventure Travel segment 

located in Hall 4.1, showcasing 

the country's unique blend of 

natural beauty and adventure 

tourism opportunities. 

Bahrain and the United Arab 

Emirates (UAE) are also strongly 

represented, reflecting their 

ongoing desire to promote their 

tourism sectors on the global 

stage. The UAE, in particular, 

Bahrain: A string of musical 

events in 2024 

Whether you are a fan of jazz, hard rock or traditional 

singers such as Mohammed Abdu and Khalid Al 

Shaikh, Bahrain has musical events for every taste 

coming up this year. 

At ITB Berlin 2024, Bahrain is 

showcasing its cultural and 

sports events as an integral 

part of its tourism offer. While 

the kingdom is known for its 

sporting events like the Bahrain 

Grand Prix, music is also very 

much in the spotlight, with many 

concerts and festivals taking 

place throughout the year. The 

Kingdom will host two of the 

region's most famous singers, 

is making a notable return with 

the participation of Emirates 

airline, signifying the pivotal role 

that air connectivity plays in the 

region's tourism growth. 

In Hall 4.2, the largest exhibitor 

is Saudi, demonstrating its 

vast and ambitious tourism 

projects and cultural heritage. 

Jordan and Qatar also have a 

significant presence this year, 

with Qatar Airways securing a 

spot in the hall 

Hall 2.2 / Hall 4.1 / Hall 4.2 

Saudi Mohammed Abdu and 

Bahraini Khalid Al Shaikh on 

April 19, 2024, bringing a unique 

blend of exceptional musical 

performances and captivating 

melodies to the Al Dana 

Amphitheatre. 

On April 26, Bahrain will hold its 

biggest national music festival, 

the Bahrain Jazz Fest, which 

brings together jazz musicians 

from around the world and 

Bahrain. Since its inception in 

2017, the festival has seen more 

than 30,000 visitors over the 

last 6 years enjoying over 30 

international and local artists. 

The 2024 edition of the Bahrain 

Jazz Fest will be held at the 

Royal Golf Club 


© Messe Berlin GmbH 

Camels on the beach, Salalah, Dhofar Â 

EXCEPTIONAL 

GROWTH IN THE 

MIDDLE EAST 

The Middle East was one of the best 

performing regions in world tourism 

in 2023, according to UN Tourism's 

annual barometer. With 87.1 million 

international tourists, numbers were 

up by 22% over 2019. 

The Middle East's wave of new tourism projects, 

numerous marketing campaigns and continuous 

expansion of air connections appear to have paid 

off in 2023 as the region welcomed 87.1 million 

international travellers. Several destinations 

enjoyed exceptional results, among which Qatar 

(+90%) and Saudi Arabia (+56%) recorded 

some of the highest growth rates in tourist 

arrivals in the world. Qatar was actually the 

world champion in the growth of international 

tourist arrivals. The Emirate welcomed over 

4 million travellers, its highest performance in 

5 years. 

The opening up of Saudi also bore fruit. The 

destination received 100 million visits in 

2023, including 27 million international visits, 

marking Saudi's emergence as a global tourism 

powerhouse. 

Dubai, another strong performer in the 

Middle-East, recorded 19% more international 

travellers in 2023. The Emirate saw 17.15 million 

international overnight visitors compared to 

16.73 million in 2019, until now the city's record 

87.1 

million 

international 

travellers to the 

Middle East in 2023 

+ 56% 

Saudi Tourism 

Y-to-Y growth rate 

last year 

© Ministry of Heritage & Tourism Sultanate of Oman 



Jordan's historic sites 

take travellers back in 

time 

Jordan is highlighting its millennial heritage at ITB Berlin 

2024, giving visitors to the show a sneak peak of the 

extraordinary history the destination has to offer. Many 

sites remain incredibly well preserved today, with six of 

them UNESCO-classified. 

AS-SALT 

As-Salt, located 30 km northwest 

of Amman, it is known for its wellpreserved 

Ottoman architecture. 

The historical centre with its narrow 

alleyways, stairs and picturesque 

views offers a unique flair in Jordan, 

reflecting a tolerant and multicultural 

society. 

PETRA 

Petra is undoubtedly Jordan's most 

famous World Heritage Site and one 

of the Seven Wonders of the Modern 

World. Petra was founded in the 3rd 

century BC and at its peak, between 

30,000 and 40,000 people lived here. 

WADI RUM 

The World Heritage Site of Wadi 

Rum is well-known as a backdrop 

to famous films such as "Lawrence 

of Arabia", "Star Wars", "Dune" and 

"Transformers". The reddish desert 

with its steeply rising sandstone and 

granite cliffs is considered one of 

the most beautiful landscapes in the 

world, and it can be explored by jeep, 

camel or hiking along the famous 

Jordan Trail. 

Al-Balad: Reviving the 

heart of a historic trade and 

pilgrimage hub 

The Jeddah Historic District programme is promoting the 

historical centre of Jeddah or Al-Balad, a UNESCO World 

Heritage Site since 2014, at ITB Berlin this year. 

Old Jeddah Al Balad architecture 

© Francisco Anzola-Flickr 

QUSAIR AMRA 

Qusair Amra is a small desert palace 

with ornate frescoes from the 8th 

century, a unique testimony to the 

Umayyad architecture. A zodiac sign 

on the domed ceiling of the caldarium 

(warm room) is one of the world's 

oldest surviving depictions of a 

celestial map. 

UMM AR-RASAS 

Umm ar-Rasas, once a Roman fort, 

is an important Christian pilgrimage 

centre with 16 churches covered with 

its mosaic depicting biblical scenes. 

Outside the city stands a stylite tower 

14 m high, probably the last surviving 

one of its kind. 

Visitors to ITB Berlin can stop by 

Jordan's stand for more information 

Umm ar-Rasas 

Jeddah was, for centuries, one of the 

largest and richest entry gates for 

pilgrims to Mecca, also attracting 

traders and merchants to its shores on 

their way along the ancient Silk Road. 

Being both a major port for Indian 

Ocean trade routes and the gateway 

for Muslim pilgrims turned the city into 

a multicultural centre with distinctive 

architecture. Today, Al-Balad, Jeddah's 

historic district, is testimony to these 

flourishing times. The quarter, with its 

narrow streets and alleyways lined 

with traditional souks, art galleries, 

and museums, is turning into a top 

attraction for travellers. The district 

offers some 650 historic buildings with 

distinctive architecture that reflects 

the resourcefulness and adaptation 

of its people to their environment. Al- 

Balad has also 36 historic mosques 

and 24 "ribat"; small fortified posts, 

inside the Saudi coastal city. 

on these unique historical sites and 

discover Jordan's full range of tourism 

offers. 

THE BAPTISMAL SITE 

OF JESUS 

Al-Maghtas, officially known as 

"Bethany beyond the Jordan", is the 

second youngest UNESCO World 

Heritage Site in Jordan. The site was 

added to the list in 2015. According 

to research, John the Baptist is said to 

have baptized Jesus here 

Hall 4.2 / Stand 100 Hall 4.1 / Stand 222 

As-Salt 

Under the supervision of the Ministry 

of Culture, the Jeddah Historic District 

programme is leading the efforts 

in the regeneration of the historical 

center of Jeddah. In addition to the 

restoration of the old tower houses 

and mansions, many projects are 

under development such as the 

Jeddah Historic Waterfront and a 

Cultural Square. Other developments 

include the establishment of historical 

restaurants and around 3,000 hotel 

rooms. The authorities are targeting 

some 20 million visits per year in the 

district by 2035. 

At this year's ITB, Jeddah Historic 

District will unveil three new hotels 

that have opened in the heart of the 

UNESCO World Heritage Site. Learn 

more by visiting the Visit Saudi stand 

today at 2pm! 




ADVERTORIAL 

Tailored adventures await with Abu Dhabi's 

“Find Your Pace” campaign 

Experience Abu Dhabi recently unveiled its new global 

campaign, "Find Your Pace", which aims to inspire curiosity 

for every type of traveller, presenting the destination’s 

hidden gems and popular attractions through a new lens. 

restores, allowing visitors to escape; 

and it excites, through entertainment 

and adventure 


With "Find Your Pace", Experience 

Abu Dhabi encourages visitors to 

create their own unique journey, from 

the known to the unknown, through 

ancient heritage sites and iconic 

modern treasures. It showcases the 

pursuits, passions, and colour palettes 

that visitors will uncover within the 

destination—whether they are seeking 

the thrill of adventure, immersive 

cultural experiences, or a relaxing 

break. 

With rhythm, music and vibrant 

settings, "Find Your Pace" follows 

four characters as they explore 

Abu Dhabi for the first time, taking 

journeys that inspire, excite, and 

restore. Destination highlights include 

the Al Ain Oasis, Sheikh Zayed Grand 

Mosque, inspiring Qasr Al Watan, and 

the renowned Louvre Abu Dhabi, as 

well as the vast Green Mubazzarah, 

and the Al Wathba Fossil Dunes. The 

creative story positions Abu Dhabi 

as a must-visit destination where 

everyone is welcome to discover it in 

their own way. 

"Find Your Pace" highlights that 

Abu Dhabi has something for 

everyone based on their interests. 

The destination inspires, educating 

creatively and enriching lives; it 



© Saudi Tourism Authority 

Fahd 

Hamidaddin 

Saudi Tourism 

Authority CEO 

ITB BERLIN 2023 

WAS A HUGE SUCCESS 

AND BROUGHT A LOT 

OF AWARENESS 

ABOUT THE 

EMERGENCE OF 

SAUDI AS A FULL- 

FLEDGED TOURISM 

DESTINATION. 

Saudi Tourism: 

Steering towards 

Vision 2030 

ITB Berlin News spoke with Saudi Tourism 

Authority CEO Fahd Hamidaddin in an exclusive 

interview about Saudi's skyrocketing arrival 

figures last year and the bright future that awaits 

the destination in the years to come 






Souk 

Diriyah 

Farasan Island 

Saudi tourism is booming, with 27 million international 

visits counted in 2023. Saudi aims to further increase this 

figure to 70 million by the end of the decade, and has a 

range of strategies and campaigns in place to live up to 

this ambitious goal. CEO Fahd Hamidaddin outlined his 

optimistic vision for the future, underlining the importance 

of sustainability and accessibility. 

Saudi tourism was present for the 

first time at ITB Berlin last year with 

an impressive stand and a large 

number of co-exhibitors. What can 

visitors expect from Saudi at ITB 

Berlin this year? 

ITB Berlin 2023 was a huge success 

and brought a lot of awareness about 

the emergence of Saudi as a fullfledged 

tourism destination. Over 10 

MoU partnerships were signed at ITB 

Berlin last year with conversations 

leading to more partnerships 

and opportunities in our tourism 

offerings. This year, Saudi Tourism 

Authority is improving awareness with 

European consumers to build demand 

which our partners will then be able 

to convert into bookings. As the most 

dynamic destination in the world, 

Saudi offers potential partners an 

opportunity for growth while delivering 

on its tourism commitments. 

How well did Saudi Arabia's tourism 

industry perform in 2023? 

His Excellency Minister of Tourism 

Ahmed Al-Khateeb recently 

announced that Saudi saw more than 

100 million tourists in 2023, including 

27 million international visits. This 

represents 156% more arrivals in 

2023 compared to 2019 according 

to the latest UNWTO Tourism 

Barometer. For the first nine months 

of 2023, UNWTO also named Saudi 

as the world's second-fastest-growing 

tourist destination, and the leading 

one among G20 countries. Tourism’s 

contribution to GDP has risen to 6.4% 

marking progress towards a target 

of 10% by 2030, and the sector is set 

to create more than 560,000 jobs 

between 2024 and 2031. 

Saudi's Vision 2030 is a very 

ambitious tourism development 

plan. How is the plan progressing? 

What are some your most recent 

achievements, and what major 

developments can we expect for the 

coming year? 

Vision 2030 aims to attract 150 million 

visits, including 70 million international 

tourists by 2030. To achieve this 

target, we have implemented many 

measures to stimulate arrivals. We 

have made access to Saudi Arabia 

easier than ever with our expanding 

eVisa programme. It now includes 63 

countries and administrative regions 

and is also available for travellers 

holding a UK, US and Schengen 

visa. We have introduced a Stopover 

Visa for passengers travelling on 

national air carriers, SAUDIA, and 

flynas, enabling them to spend up to 

96 hours in the Kingdom without any 

other administrative formalities. 

We are also working on increasing 

air connectivity through a $100 

billion (approximately €92 billion) 

Saudi Aviation Strategy that will see 

the number of new air routes more 

than doubling to 250 by 2030, while 

tripling annual passenger traffic to 330 

million.Riyadh’s new King Salman 

International Airport will be one of the 

world’s largest airports with a capacity 

of 120 million travellers by 2030. 

The Saudi Government has committed 

$800 billion (approximately €738 

billion) to the sector with over $500 

billion (approximately €461 billion) 

investment in new destinations. This 

has opened up $6 trillion 

(approximately €5.53 trillion) worth of 

investment opportunities in Saudi up 

until 2030. 

In the context of the Saudi Green 

Initiative, sustainability is a key 

priority. How is this initiative being 

applied to new tourism projects? 

What are some of its recent 

sustainability achievements? 

Saudi is the region's green tourism 

destination powerhouse, pioneering 

a brand-new model of development 

that prioritises sustainability. By 2030, 

Saudi aims to preserve a total land 

area 11 times the size of Belgium 

and has committed to protecting 

20% of its terrestrial, coastal, and 

marine environments. To date, 100% 

of Saudi’s iconic Giga projects have 

been developed with sustainable 

practices at the core of their designs— 

future-proofing our destinations and 

reinforcing our promise to protect the 

wonders of Arabia. 

As an example, Red Sea Global aims to 

become a regenerative tourism project 

that goes beyond sustainability. Two of 

Red Sea Global’s flagship destinations, 

TRSP and AMAALA, will be powered 

by renewable energy, including the 

construction of the world’s largest 

battery storage facility. Red Sea Global 

wants to establish the region’s largest 

no-take Marine Protected Area (MPA), 

which should increase fish biomass 

in the region by 30%. Finally, 3.6 

million plants and trees have been 

grown since June 2021 as part of the 

Project with plans to import 30 million 

more by 2026—making the largest 

landscape nursery in the Middle East 

SAUDI ARABIA SUPPORTS 

A SCHENGEN-STYLE VISA FOR SIX 

GULF COUNTRIES 

Saudi along with members of the 

Gulf Cooperation Council (GCC) 

recently approved the launch a 

common tourist visa modelled 

on the existing Schengen visa. 

The common visa will be valid 

in Bahrain, Kuwait, Oman, Qatar, 

Saudi Arabia and the United Arab 

Emirates. 

This type of visa will only be 

available for leisure and business 

tourists. The visa will have a 30- 

day validity and be available 

online. It should be launched 

between the second half of 2024 

and the first quarter of 2025. 



ADVERTORIAL 

“We will play a huge role in opening Saudi 

up to the world” 

Vincent Coste, Chief Commercial Officer for Riyadh Air, believes in 

the power of technology and the benefit of launching a new airline 

with a completely clean slate 

Riyadh Air is a brand new airline whose maiden 

flight is scheduled for 2025. As an integral part of 

Saudi 's tourism strategy Vision 2030, the airline 

aims to connect the destination to the world. 

ITB Berlin News spoke with Vincent Coste in 

an exclusive interview about the strategies and 

priorities of Riyadh Air. 

From Riyadh Air's perspective, 

how important is participating 

in ITB Berlin? What are some 

of your main goals at the show 

this year? 

We are celebrating our first 

anniversary this month, so 

we’re still new and introducing 

ourselves to people which is 

why networking at events like 

this is so beneficial. 

Our goal for ITB Berlin this 

year is to continue to spread 

the word of Riyadh Air, as we 

build towards our maiden flight 

in 2025. 

When selecting new routes for 

Riyadh Air, what factors are 

crucial to ensure not only the 

viability of the route but also 

its contribution to the airline's 

network connectivity? 

We aim to fly to 100 countries by 

2030 so there are a lot of routes 

to consider. Geographically, 

Saudi is ideally placed to offer 

excellent connectivity to Africa, 

Asia and Europe. All routes will 

be selected to give our guests 

the best experience, whether 

they’re flying in or out of the 

Kingdom. 

As part of our broader 

objectives, Riyadh Air will act as 

a catalyst for Saudi’s National 

Transport and Logistics 

Strategy and many of the Saudi 

Vision 2030 goals. With our 

planned routes network, we 

will play a huge role in opening 

up the country to the world. 

Can you tell us more about 

the technologies Riyadh Air 

is implementing in order to 

create seamless experiences 

for passengers, from booking 

to boarding? 

Riyadh Air is committed to being 

at the forefront of technology, 

driving digital innovation at 

every touchpoint of our guest 

experience. We have partnered 

with industry leaders such as 

Accenture, Microsoft, Oracle, 

and Sabre to introduce 

pioneering technologies that 

will revolutionise air travel. 

From booking to arrival, our 

guests will enjoy a seamless 

journey enhanced by state-ofthe-art 

technology. 

How does Riyadh Air balance 

the use of technology with 

personalised service to ensure 

passengers feel valued and 

supported throughout their 

journey? 

One of the most important 

things for us as an airline is 

our guest experience, which 

is why we are committed to 

ensuring all of our guests have 

a memorable one. 

Being a digitally native airline 

means that we can better 

connect with our guests to 

ensure we achieve this goal. 

This is from the moment they 

start making a booking to the 

moment they land in their 

destination. 

Last year, we announced 

our partnership with IBM 

Consulting, who will be the 

lead systems integrator to 

support creating, building and 

orchestrating the technology 

foundation that can help 

Riyadh Air offer this exceptional 

service 


A SUSTAINABLE AIRLINE 

Riyadh Air is committed to reducing 

its environmental impact and 

supporting Saudi's sustainability 

goals. Vincent Coste stated that this 

priority is reflected in the airline's 

choice of aircraft: "Our fleet will be 

composed of over 70 modern Boeing 

787-9 Dreamliner aircraft, a model 

manufactured with environmental 

impact considerations in mind, 

including reduced CO 2 

emissions, 

optimising fuel efficiency and meeting 

noise regulations." 

Vincent Coste emphasised that it 

is Riyadh Air's goal to become "the 

leader in aviation sustainability" and 

said that the airline is committed to 

UNSDG principles, deploying SAF and 

other environmental fuels and Vision 

2030 and SGI to increase the use of 

GEOGRAPHICALLY, 

SAUDI IS IDEALLY 

PLACED TO OFFER 

EXCELLENT 

CONNECTIVITY TO 

AFRICA, ASIA AND 

EUROPE. 

clean energy and address climate 

change. He argued that Riyadh air was 

strategically positioned to become 

the most sustainable airline because 

it is so new: "By virtue of having the 

newest fleet of any airline, we will also 

have the most efficient aircraft and 

our new Dreamliner 787 aircrafts will 

reduce CO 2 

emissions by up to 30% 

with a 60% noise reduction" 


ADVERTORIAL 


Saudi invites visitors to discover the delightfully 

unexpected at ITB Berlin 2024 

Saudi's dynamic tourism offering is dispelling misconceptions and treating 

visitors to a range of diverse destinations, activities, and experiences 

Saudi is so much more than "just a desert". Thanks to 

its welcoming and open culture, abundant historical 

and heritage sites, pristine natural environment, and 

array of sports and entertainment events, it is one of 

the fastest growing tourist destinations in the world. 

CELEBRATING 

CULTURE 

Saudi offers a bustling cultural 

scene that boasts no fewer than 

seven UNESCO World Heritage 

Sites, including the historical Al 

Balad quarter in Jeddah, Saudi’s 

coastal cosmopolitan hub. Home 

to a diverse calendar of cultural 

events, Jeddah's ancient coral 

stone houses are being restored 

while new galleries, restaurants, 

luxury shops, and cafes are 

emerging to create a buzzing 

cultural scene. 

Travellers can also embrace 

Saudi culture at the Ushaiger 

Heritage Village in the heart of 

the Najd region to get a glimpse 

into traditional Saudi life, or take 

in Al Ahsa, the world’s largest 

oasis with 2.5m palm trees. 

In addition, Saudi prides itself 

on its over 10,000 archeological 

sites. Diriyah is a 300-year-old 

site centred around At-Turaif, 

which is considered to be the 

birthplace of the Saudi state. 

The ancient city of AlUla is an an 

open-air museum offering history 

and natural heritage. Hegra’s 

tombs house evidence of human 

life that dates beyond the 1st 

millennium BC. 

DIVERSE LANDSCAPES 

AND BOUNDLESS 

ACTIVITIES 

Stunning natural landscapes 

span mountains, deserts, and 

the sea, off ering visitors diverse 

experiences such as hiking, 

diving, and desert safaris, and an 

excellent escape from European 

winters. With a 1,800km-long 

coastline, Saudi is home to rolling 

desert dunes, cool and lush green 

highlands, as well as the pristine 

waters of the Red Sea. 

Saudi is one of the region’s 

emerging cultural, sports, and 

entertainment hubs with worldclass 

events throughout the year, 

including the F1 circuit in Jeddah, 

the Diriyah E-Prix, the Red Sea 

Film Festival, the MDL Beast 

Festival, the Riyadh Season, the 

Saudi Cup, the Dakar Rally, and 

the Gamers8 gaming and esports 

event. 

WELCOMING 

EVERYONE 

Saudi is promoting itself as a 

warm and welcoming destination 

for everyone, including female 

travelers. With the Vision 2030 

plan driving transformation, the 

destination has a dynamic society 

that enables all of its citizens to 

achieve their aspirations, and 

the empowerment of women is 

a major part of that. Saudi is also 

a very safe place to visit with a 

low crime rate, and was recently 

ranked by the World Economic 

Forum as the 33rd safest country 

in the world. 

With connections to over 20 

regional and international airports 

and an eVisa programme that 

includes 63 countries, it is now 

easier than ever to visit Saudi 

Hall 4.2 / Stands 200, 202 & 205 

“GO BEYOND 

WHAT YOU THINK” 

CAMPAIGN WITH 

LIONEL MESSI 

Earlier this year, Saudi’s national tourism 

brand, "Saudi Welcome To Arabia," kicked 

off a global marketing campaign featuring 

football legend and Saudi Tourism 

Ambassador, Lionel Messi. The “Go Beyond 

What You Think” campaign is the Saudi 

Tourism Authority’s farthest reaching 

campaign to date. Launching across key 

target markets in Europe, India, and China, 

the campaign is anchored on consumer 

insights and celebrates trailblazing Saudi 

women including the Women’s National 

football team, motorsport athlete Dania 

Akeel, DJ Cosmicat, and Rayyanah Barnawi, 

the first Saudi woman in space. 

“Go Beyond What You Think” invites 

audiences to experience the incredible and 

vibrant cultural transformation taking place 

across Saudi and builds on the sentiment 

of the UN Tourism, "Tourism Opens Minds" 

Initiative that launched on World Tourism 

Day in Riyadh in September 2023. The 

campaign also includes an interactive digital 

component, where previous visitors to Saudi 

and Saudi residents are encouraged to share 

positive experiences on social media using 

the hashtag #ShareYourSaudi 


I REGION I AFRICA I 

ADVERTORIAL 

Congo Brazzaville, 

a unique experience in 

the heart of Africa 

Between land, sea and the tumultuous waters of the 

Congo River, the Republic of Congo (or Congo Brazzaville) 

is presenting ecotourism, community tourism and unique 

cultural experiences at ITB Berlin 2024. 

Africa shines at ITB Berlin 

with expanded showcases 

from coast to savannah 

At ITB Berlin this year, Africa 

is occupying Halls 20 and 21, 

showcasing all major destinations. 

Hall 20 features island nations 

like Mauritius, the Seychelles, and 

Reunion Island, along with southern 

destinations such as South Africa, 

Namibia, and Zambia, with Zambia 

expanding its presence this year. 

Hall 21 sees newcomer São Tomé 

and Principe, alongside Ethiopia, 

Uganda, and Rwanda, each 

enlarging their exhibition spaces 

this year. Other top destinations 

such as Kenya, Congo and the 

Gambia are highlighting their 

tourism offerings, from wildlife 

and landscapes to cultural 

experiences 

Halls 20 & 21 

The Republic of Congo has 

exceptional biodiversity made up of 

tropical forests, savanna plains and 

the Congo river, home to wild animals 

and breathtaking landscapes. The 

spectacular Odzala-Kokoua National 

Park allows for unforgettable 

encounters with lowland gorillas, 

elephants and other rare species. 

Visitors to the Republic of Congo 

can immerse themselves in the daily 

life of local communities in villages 

renowned for their hospitality, 

customs, crafts and festivities. 

Lydie Pongault, Minister of Cultural, 

Tourism, Art and Leisure industries 

states that, 

The Republic of Congo 

boasts incomparable 

natural riches—tropical 

forests, protected animal 

species, tumultuous rivers 

and coastlines—and an 

immense cultural heritage 

driven by the vitality and 

creativity of our people. It's 

this unique combination of 

tourism and culture that we 

and our partners are 

presenting at ITB." 

Visitors to the stand can meet five 

leading tourism market players: 

Wild Safari Tours provides 

services such as tailor-made trips 

and private, personalised tours with 

English/French guides 

Odzala Kokoua National Park is 

a Biosphere Reserve and a UNESCO 

World Heritage Site as well as one 

of Africa's oldest national parks, 

home to over 110 different mammal 

species, 440 bird species and 1,150 

plant species 

The Ngabé Tourist Site is a lodge 

along the Congo River with 49 

bungalows, a restaurant, conference 

room, sports hall, two swimming 

pools and a children's playground 

Nouabalé-Ndoki National Park 

is a pristine ecosystem, home 

for a wide range of animals from 

endangered large mammals to 

endemic butterflies 

The 5-star Pefaco Hotel 

Maya Maya is next to Brazzaville 

international airport, offering 158 

rooms, 6 restaurants and bars, a 

conference centre, a fitness room, a 

swimming pool and tennis court 


Africa shows strong 

tourism growth in 2023 

Africa stands out as the continent 

with the fastest tourism growth 

in 2023, with international tourist 

arrival numbers at 96% of 2019 

levels according to UN Tourism, 

the highest recovery percentage in 

the world. This translated into total 

international tourist movements 

reaching 66.4 million. 

Some African counties even 

exceeded their 2019 numbers 

by October or November 2023 

including Ethiopia (+30%), 

Tanzania (+20%) and Morocco 

Kenya's ITB 2023 stand 

(+11%). North Africa as a whole 

recorded 26.8 million international 

arrivals, up by 4.6% over 2019. 

The recovery of the continent 

was stimulated by better air 

connectivity, in particular on intraregional 

routes and to Europe and 

the Middle East 

66.4 million international 

tourism arrivals to Africa in 2023 

+30% - Ethiopia showed the 

strongest growth, surpassing 2019 

figures by 30% in 2023 

© Stéphane Lelarge 


I REGION I AFRICA I 

Gambia brings a smile 

to ITB Berlin 2024 

Gambia's tagline, "The Smiling Coast of Africa" is 

immediately friendly and welcoming. The Gambia Tourism 

Board (GTB) is promoting the hospitality of the Gambian 

people along with the peace, security and political stability 

of the country at ITB Berlin this year. 

Gambia is looking to become an 

all-year destination rather than just 

a winter one. The Gambia Tourism 

Board is working to position the 

country as a top destination in Africa 

for community tourism: homestays, 

culinary experiences, a cruise on 

the Gambia river to meet local 

populations, going to the market with 

them or dressing like them…it's all 

part of the development of sustainable 

tourism experiences. 

Another Gambia highlight is the 

"Roots Experience", dedicated to the 

history of slavery and inspired by the 

novel of the famous American writer 

Alex Haley. The circuit looks at several 

cultural sites to experience Afro- 

American roots such as Fort Bullery 

or Slave Island, and there will be a 

dedicated Roots Home Festival. 

Beyond programmes to improve 

the quality of tourism services and 

facilities and the training of guides and 

hotel staff, the GTB is targeting MICE 

tourism as it offers modern conference 

facilities, a wide range of hotel options 

and many original tours. 

ITB Berlin is an opportunity for 

professionals to learn more about 

Gambia's journey to becoming a top 

tourist destination 


© Gambia Tourism Board 

ADVERTORIAL 

Strong “Team South Africa” 

strives for growth at ITB 

Berlin 2024 

South Africa is back at ITB Berlin this year under the slogan 

"Live South Africa - Unforgettable Moments!" The country's 

delegation includes 63 tourism products and services, 

with 15 small, medium and micro enterprises (SMEs) from 

nine provinces, representing South Africa's unique and 

culturally diverse tourism offering. 

"We are at ITB Berlin 2024 as 'Team 

South Africa', a team that offers a 

variety of products and experiences. 

We have put the impact of the 

Covid-19 pandemic behind us and 

are pioneering by ensuring that we 

showcase our exceptional tourism 

offering and truly enhance South 

Africa's brand appeal and inspire 

travellers to book and visit South 

Africa," says Nombulelo Guliwe, 

Acting CEO of South African Tourism. 

South Africa is a destination that 

offers excellent value for money, 

especially for Europeans. Entry 

figures to South Africa were on the 

rise in 2023 according to the Statistics 

South Africa, with a total of 8,483,333 

tourists from all over the world, a 

48.9 percent increase compared 

to 2022, but still 17.1 percent below 

pre-pandemic levels. South Africa 

recorded 308,807 arrivals from the 

DACH region in 2023, an increase of 

41.6 per cent from Germany, 48.8 per 

cent from Austria and 28.3 per cent 

from Switzerland compared to the 

previous year. 

South Africa will give a "Destination 

South Africa Showcase" press 

conference today, followed by a 

workshop specifically tailored to 

South African SMEs to maximise 

networking opportunities for 

these partners. To further promote 

networking opportunities, South 

African wines will also be on offer at 

the stand 


Großer Stern 

Level 4 | VIP-2 

SOUTH AFRICA 

PRESS CONFERENCE 

Today, Tuesday 5 March 

03:00pm 


ADVERTORIAL 

I SPECIAL FEATURE I TRAVEL TECHNOLOGIES I 

“Our success hinges on continuously empowering 

our clients to thrive in a competitive market” 

ITB Berlin News spoke with Afra Wang, COO and Co-founder of next-generation flight 

ticket seller and aggregator UNIFIFI Group 

Having successfully weathered the pandemic, Unififi Group 

has carved a niche for itself, unlocking modern service 

value with its all-in-one flight booking and fulfillment 

services. Afra Wang shares her insights into the group's 

unique approach to redefining modern service within the 

flight supply chain. 

What sets UNIFIFI apart in a market 

full of ticket suppliers, aggregators, 

and marketplaces? 

Even though there are lots of players 

in the market, travel merchants still 

face more intensified pain points, 

especially in shopping and postsales 

services, exacerbated by the 

rising expectations of digital-savvy 

travelers. These challenges stem 

from fragmented supplies, different 

time zones, and discrepancies in 

B2B service standards. UNIFIFI's 

integrated service approach 

acknowledges the industry's 

experience-driven nature, relying on 

service transformation. Unififi Cloud 

is our way-of-serve, which facilitates 

seamless connections between 

airlines and merchants, fostering a 

harmonious service ecosystem where 

customer, airline, and agent success 

are interconnected. 

Can you provide some specific 

examples? 

Delivering seamless flight shopping 

and after-sales service is easier 

said than done. Our hybrid seller 

& aggregator capabilities aim to 

create extra value benefits for all. For 

instance, we collaborate with airline 

partners, including those using NDC 

or API modern retailing, to facilitate 

dynamic pricing and diversify sales 

channels. We also continuously 

improve our services by addressing 

post-sales and pre-departure issues, 

empowering merchant customers to 

reach us anytime for efficient issue 

resolution. For example, we also offer 

a robust risk monitoring system to 

keep our clients informed about flight 

changes and automatically verify ticket 

statuses. We currently in development 

of new features like insight tools and 

frequent flyer management to further 

OUR SUCCESS 

HINGES ON 

CONTINUOUSLY 

EMPOWERING OUR 

CLIENTS TO THRIVE 

IN A COMPETITIVE 

MARKET. 

empower travel businesses in serving 

their end customers effectively. 

What are some of the key challenges 

for the group and how does Unififi 

measure its success? 

Travel merchants face the challenge 

of adapting to new opportunities 

quickly and effectively, particularly 

as traveler demands become more 

diverse and advanced due to 

digitalization. Passengers expect 

always-on and transparent omnichannel 

services, while airlines are 

evolving their product portfolios 

and retailing capabilities. In 2023, 

our company experienced the most 

rapid growth, particularly in our 

API-driven OTAs serving digital 

native travelers and specialized 

travel agencies handling complex 

itineraries. Our success relies on 

empowering our clients to thrive in 

their competitive markets. 

What will Unififi's focus be in 2024? 

In 2023, we achieved 250% yearon-year 

segment growth, nearly 

tripling our pre-pandemic records. 

As an independent company, we 

aim to delve deeper and tirelessly 

address clients' genuine challenges. 

We envision ourselves as modern 

"agents" with global scale and hybrid 

capabilities. Our goal is to build 

the best product experience for the 

travel industry and collaborate with 

existing and new travel merchants 

seeking enhanced service value to 

drive flight business growth 



ADVERTORIAL 


“Find, Book, Grow”: 

Cendyn’s commitment to hoteliers 

For Michael Bennett, President & CMO of Cendyn, the travel industry is 

rightfully shifting to a more personalised way of using technology, reflecting the 

needs and demands of consumers 

In an exclusive interview with ITB Berlin News, 

Michael Bennett addressed how Cendyn’s solutions 

are contributing to the travel industry’s digital 

transformation and outlined what direction the 

company is moving towards in the future. 

How are Cendyn’s solutions 

contributing to the travel 

industry’s digital transformation? 

It’s important that every guest 

interaction provides an opportunity 

to nurture relationships as well 

as maximise profit. Every search 

and booking creates momentum, 

driving growth but also turning 

hotels into a place of deeper 

human connection. Our integrated 

technology underpins these 

relationships, providing sustained 

growth and success for our 

clients. . 

What do you believe are the key 

trends set to shape the travel 

technology landscape? 

There’s a necessity to respond to 

the changing demands of both 

consumers and hotels. Direct 

bookings are a key trend—the 

pandemic reset how consumers 

engage with hotels as travellers 

prioritised human engagement 

and reliable, first-party information. 

Since then, inflation has led many 

consumers back to third-party 

sites in search of better deals, with 

direct bookings falling from a peak 

of 67% to 56%, according to Skift 

Research’s Global Hotel Outlook. 

At Cendyn, we help hoteliers take 

control of their direct booking 

channel, finding the right customer 

who will book via this channel 

and growing the "right" type of 

business. Through our solutions, 

hotels strengthen their brand, 

which is a great way to secure 

direct customers, and tap into the 

wider societal trend of building a 

sense of place and community. 

What’s next for Cendyn, and how 

does your new branding support 

your future plans? 

We’ve just launched our Revenue 

Growth package — it's the 

ultimate solution for hoteliers 

to unlock revenue potential in 

today's digital economy. Using 

strategic metasearch, paid search, 

and CRM, the Revenue Growth 

package creates prominent 

Google rankings, working with a 

seamless advertising strategy that 

strikes a balance. By utilising AI, 

we source even more direct traffic 

and conversions. Hotels can then 

allocate marketing spending where 

it makes the most difference, 

converting profitable revenue. 

But it’s more than direct bookings! 

For our 32,000 global customers, 

we are continuing to build strategic 

partnerships and integrations to 

further strengthen our digital offer. 

Our Revenue Growth Package 

also leverages sophisticated 

CRM targeting capabilities for 

personalised multi-channel 

marketing such as birthday email 

off ers, targeted social media ads, 

and WhatsApp campaigns. We 

also use data to build effective 

lookalike audiences. 

C o n t i n u o u s 

momentum is key—a 

strong digital, web, 

and CRM strategy 

should allow hoteliers 

to find more guests 

that book directly and 

grow revenue —and 

our solutions help 

hotels achieve that 

trinity of Find, Book, 

and Grow 

Michael Bennett 

President & CMO, Cendyn 

THROUGH OUR SOLUTIONS 

AND SERVICES, HOTELS 

STRENGTHEN THEIR BRAND 

AND TAP INTO THE WIDER 

SOCIETAL TREND OF BUILDING 

A SENSE OF PLACE AND 

COMMUNITY. 

CENDYN 

UNVEILS 

ITS NEW 

LOOK 

AT ITB 

BERLIN 

Michael Bennett, President 

& CMO of Cendyn, was 

enthusiastic about the brand's 

new look, and confident 

that ITB Berlin was the right 

place to launch it: “We drive 

success for our hotel partners 

– whether that be finding the 

ideal guest, or connecting 

(and reconnecting!) with them 

through meaningful digital 

experiences. Relaunching 

our brand at ITB Berlin made 

perfect sense to us. It’s the 

largest travel trade show in the 

world and draws significant 

attendance from our valued 

hotel customers and industry 

partners. 

For Bennett, this rebrand 

represents a more modern 

identity: "We’ve been in 

business over 26 years and 

we’ve evolved massively. 

The new logo captures the 

momentum and growth 

which hotels can achieve 

through our extensive range 

of products and services." 

The new rebrand and slogan 

“Find, Book, Grow" embodies 

the company's partnership 


with hotels, underlying 

the importance of every 

hotel visitor: "Every guest 

interaction is turned into a 

growth opportunity, fostering 

loyalty. We create a cycle of 

momentum and compound 

growth, helping hotels 

drive revenue, maximise 

profitability, and forge lasting 

success” 



ADVERTORIAL 

Exely empowers hoteliers to 

drive direct revenue with IT 

solutions and exceptional 

customer care 

At its first ITB Berlin, Exely is introducing the Hotel Sales 

Suite and a distinctive partnership approach. The company 

is promoting innovative software that is claimed to free 

hoteliers from concerns and propels businesses to success. 

Exely champions direct sales, 

guaranteeing lower commissions, 

enhanced brand awareness, and 

increased returns. 

At the Exely stand, the team will 

present online hotel sales, revenue 

management, and property 

management software. The company 

states that its mission is to be a quality 

IT supplier that can free businesses 

from concerns and help them become 

high-margin. . 

Exely aims to help hoteliers adopt 

direct sales and reach their revenue 

potential, as the whole team believes 

direct sales are the key to high 

booking margins and average totals. 

By opting for direct sales with the 

seamless Exely Booking Engine 

on a hotel brand website, hotel 

managers set their property for lower 

commissions, better brand awareness, 

higher average totals, and more return 

guests. 

E xely 

states that its 

Booking Engine users 

increase direct sales by up to 

30%. Additionally, by upselling extra 

services in Booking Engine, hoteliers 

increase their average totals by 10%, 

on average 

The company team prides itself 

in taking care of clients’ sales 

performances. After Exely Booking 

Engine is set up a hotelier's website, 

Customer Support and Customer 

Success managers complete a 

website audit and provide a list of 

recommendations on how to make 

the website more user-friendly and 

convert more. 

Each client of Exely has a Customer 

Success manager who regularly 

assesses the performance of online 

hotel sales in order to provide 

expert advice and share best market 

practices 

Hall 7.1c / Stand 117 



ADVERTORIAL 

CodeGen: 

Decades of 

intelligent 

reservations 

CodeGen has been providing intelligent 

reservation, retailing, and fulfilment platforms 

for over 23 years. Its flagship product, 

TravelBox, is used by some of the world’s 

biggest travel brands to increase revenue and 

improve operational efficiencies. 

CodeGen is a specialist in artificial intelligence, 

and continues to invest in research and 

development, offering its clients a competitive 

edge in a rapidly evolving market. 

Visitors to ITB Berlin can stop by CodeGen' at 

ITB Berlin's stand for a demonstration of the 

company's latest innovations 


Cover Genius and Vueling partner 

up for optimal travel protection 

In January, Cover Genius and Vueling, Spain’s 

leading low-cost airline, launched an exclusive 

travel protection partnership targeting potentially 

30 million travellers. 

This partnership leverages 

Cover Genius’ existing global 

technology to help the Spanish 

low-cost carrier scale across 

countries. Vueling set ambitious 

plans to expand its digital 

offerings through its website 

and mobile app as part of its 

Vueling Transform program. 

Cover Genius’ global distribution 

platform solution XCover 

embeds a comprehensive travel 

solution, from the initial sale 

through to administration to 

claim payment, directly within 

the online customer journey. 

AI and NLP technology help 

customise the online experience 

for travellers in real-time, 

allowing Vueling to adapt its 

offers accordingly. 

The comprehensive travel 

protection can cover travellers 

across various events such as 

medical emergencies, cutting 

journeys short or stolen baggage. 

The medical protection covers 

policyholders for Covid-19 or 

other illnesses or injuries while 

travelling internationally. Flights 

and accommodations can 

also be covered in case of trip 

cancellations. Unlike traditional 

protection solutions, trip 

cancellation protection begins 

immediately from the date of 

purchase and includes preexisting 

medical conditions and 

Covid-19 related cancellations. 

This announcement aligns with 

findings from a global travel 

insurance survey, commissioned 

by Cover Genius, which showed 

that customers were most 

satisfied when they purchased 

travel protection directly from 

their travel provider or airline. 

69% of EMEA travellers prefered 

that solution and over 52% of 

respondents also claimed that 

they would want to receive 

travel coverage from this source 

due to ease and convenience 


© pixabay 


ADVERTORIAL 


Schubert Lou 

Chief Operating Officer, 

Trip.com 

“Innovation and agility are at the core 

of Trip.com's approach” 

ITB Berlin News sat down with Trip.com's Chief Operating Officer Schubert Lou 

to discuss how the company is pioneering solutions for the global traveller 

Ahead of his keynote for the Technology Tours and 

Activities Track at ITB Berlin Convention, Schubert Lou 

outlined how Trip.com, a brand of Trip.com Group, is 

changing the travel experience with cutting-edge AI while 

catering to global travel preferences with local offerings. 

The landscape of international 

travel has undergone significant 

changes post-pandemic. What 

are some of the emerging trends 

in consumer behaviour that have 

impacted international travel? 

In today's travel landscape, the 

desires of travellers extend beyond 

mere sightseeing. They yearn for 

authentic and immersive experiences, 

including seeking out high-quality 

wellness experiences and embracing 

event and entertainment tourism 

as integral components of their 

personalised itineraries. Moreover, 

there is a growing consciousness 

towards sustainable tourism, where 

travellers prioritise destinations 

that demonstrate environmental 

responsibility. 

These shifting preferences among 

consumers present remarkable 

opportunities for destinations to 

diversify their offerings. By catering to 

these evolving demands, destinations 

can attract a broader audience 

and position themselves as go-to 

destinations for experiential and 

sustainable travel. 

What are your strategies for 

integrating the diverse preferences 

of international travellers with local 

tours and attractions? 

Innovation and agility are at the core 

of Trip.com's approach. We leverage 

technology to observe and analyse 

global trends, and it enables us 

to respond promptly to changing 

consumer preferences. Through 

close collaboration with our global 

partners, we customise products 

and experiences in local destinations 

to cater to diverse international 

travellers. 

Destinations should strive to offer 

a comprehensive and enriching 

travel experience by tapping into 

the emerging preferences for event 

tourism and sustainable travel and 

utilising effective channels. 

Technology bridges the desires of 

global travellers with the unique 

offerings of destinations. It allows for 

effective promotion of destinations’ 

cultures and uniqueness, and 

empowers our community to make 

informed decisions, enhancing their 

event-driven travel experiences. 

As Trip.com expands its global 

footprint, how do you envision the 

future of travel and how is Trip.com 

preparing for these future trends? 

Our vision is to make Trip.com 

synonymous with personalised, 

technology-driven travel, and 

facilitate cultural and people-topeople 

exchanges with technology. 

Our commitment to innovation and 

understanding the unique needs of 

each traveller remains unwavering. 

We're excited to introduce more 

travellers to our platform, showing 

them the depth of personalisation 

and care we bring to their journeys. 

With the power of technology, we are 

continually pushing the boundaries 

of travel, ensuring that every journey 

with Trip.com is unparalleled and 

unforgettable. We believe the beauty 

of travel is that it takes people far 

away, yet brings people closer 

together 


THE UNIQUE 

PREFERENCES 

OF ASIAN 

TOURISTS 

As a part of ITB Berlin's travel 

technology programme on the 

eTravel Stage in Hall 6.1, Schubert 

Lou will be on hand at the 

Technology Tours and Activities 

Track on Wednesday, March 6 

to deliver the session's keynote 

address. With Trip.com's focus 

on tailoring travel to a broad, 

international audience, he will 

discuss the particular preferences 

of Asian tourists and how 

destinations can give full play to 

their preferences 

HOW TO 

ACCOMMODATE THE 

GLOBAL TRAVELLER 

Wednesday 6 March 

10:35a.m. - 11:00a.m 

eTravel Stage 

Hall 6.1 

Schubert Lou, COO at Trip.com 



“Staying connected is crucial 

for modern travellers” 

Manet Mobile Solutions is an Italian company 

connecting travellers around the world. Luca 

Liparulo, COO & Sales Director, discusses the 

future of eSIM technology with ITB Berlin News. 

connections by 2025, 

representing a near-universal 

adoption rate. Nearly 80% of all 

smartphones shipped in 2025 

will be eSIM-capable. 

ISO Travel Solutions 

brings a strong innovation 

package to ITB Berlin 2024 

What are the largest hurdles 

travellers face when it comes 

to mobile connectivity? 

Staying connected is crucial 

for modern travellers. But 

traditional solutions often come 

with frustrations. Scrambling 

for local SIM cards upon arrival, 

language barriers adding 

confusion, and the constant 

worry of hidden roaming 

charges. 

How does eSIM technology 

offer a more convenient 

solution for travellers ? 

This is where eSIM steps 

in, a true game-changer for 

ISO Travel Solutions GmbH is presenting the latest 

developments of its tailor-made reservation systems and 

e-commerce solutions for tour operators and service 

providers at ITB Berlin 2024. 

FASTSEARCH & IBE: 

SPEED & PRECISION 

COMBINED 

FastSearch is a platform-independent 

technology to search and calculate 

travel prices. Based on AI, FastSearch 

quickly and accurately calculates 

suitable offers in response to individual 

search queries. It ensures that 

availability and price-checked offers, 

including children's and group prices, 

are displayed within milliseconds. 

FastSearch is presented during ITB 

with a new Internet Booking Engine. 

ATLANTIC RESERVATION 

SYSTEM – GO TO MACH4 

DYNAMIC PACKAGING 

Dynamic Packaging System Atlantic 

is aimed at airlines, hotel chains and 

tour operators. Based on a modern 

MACH architecture (microservices, 

API-first, cloud native, headless), it is 

characterised by its flexibility, focus 

on external interfaces and ease of 

use. Atlantic is conceptually designed 

as an Offer & Order Management 

System to enable a dynamic creation 

of personalised offers. 

travellers. The idea is to get 

connectivity before a trip, 

simply by downloading eSIM 

profiles directly to a device. 

eSIM allows users to choose 

data plans tailored to a specific 

budget and provides complete 

flexibility without the hassle of 

physical SIM cards. 

What could be the impact of 

eSIM technology in the next 

3-5 years? 

A recent study by GSMA 

Intelligence found that eSIMcompatible 

devices grew by 

a staggering 67% in 2023, 

reaching over 2 billion units 

globally. Mobilise Global 

forecasts this number to 

reach a whopping 5 billion 

BLOCKCHAIN, AI & NIS2 

As a supporter of the Camino 

Blockchain, an innovative checkin 

demo for car rental companies is 

being presented. With this application, 

the vehicle pick-up process is 

simplified and accelerated using smart 

contracts and NFTs. ISO also shares 

its experience with its "From Booking 

to Boarding" solution for NFT tickets, 

check-in and baggage tracking. 

How can travel providers 

leverage on Manet Travel's 

offer ? 

For travel operators, it 

brings new revenue streams 

through data plan sales and 

partnerships; competitive 

differentiation thanks to 

seamless eSIM connectivity; 

operational efficiency as Manet 

Travel simplifies connectivity 

management with remote 

provisioning and centralised 

dashboards. And last but not 

least brand loyalty set on 

stronger relationships with 

customers 


ISO focuses on process optimisation 

with its multi-functional AI platform 

which enables the efficient creation 

of customer-specific classifiers and 

useful "what-if simulations" such as 

the likelihood of cancellations to 

optimise capacity utilisation and 

campaign planning. In addition, cyber 

security and resilience is part of ISO 

Travel software development 


© Priscilla du Preez - unsplash 


I SPECIAL FEATURE I CYCLING TOURISM I 

Land of rivers: Cycling in Lower Austria 

Lower Austria is back at ITB Berlin 2024 promoting itself as 

a top-level cycling destination. The Austrian region's rivers 

shape a diverse natural and cultural landscape, which can 

be explored on a developed network of bicycle paths. With 

no notable gradients, they are ideal for pleasure cyclists 

and families. 

TRAISENTAL BICYCLE 

TRAIL 

From the hills south of the Danube 

to the mountains of the Mostviertel 

Alps, the 111-kilometre-long family 

and pilgrim Traisental bicycle path 

leads through areas full of rivers 

perfect for skipping stones between 

Herzogenburg and Traismauer. Not far 

from the regional capital St. Pölten, the 

Viehofen lakes with their meadows 

open to picnics are an alternative to 

open-air swimming pools. 

YBBSTAL CYCLE PATH 

Branching off directly from the 

Danube, the Ybbstal cycling path leads 

107 kilometres south, from Waidhofen 

an der Ybbs along a former railway line 

to Lunz am See. The Ybbs meanders 

as a green thread in Mostviertel's 

landscape. Bikers should still plan 

a break on warm days at one of the 

bathing spots such as the enchanting 

natural swimming pool in Kematen or 

in the nostalgic Hollenstein river pool, 

directly on the Ybbs. 

KAMP-THAYA-MARCH 

CYCLE TOUR 

Lower Austria's longest cycle route 

of 420-km offers is great for sporty 

or pleasure cyclists. Along the rivers 

Kamp, Thaya and March and on 

quiet back roads, it goes through the 

romantic Weinviertel, the mystical 

Waldviertel and the floodplain 

landscape of the March. The historic 

wine town of Krems, the picturesque 

river landscape of the Kamptal with 

its picturesque wine villages or the 

ancient Weinviertel cellar alleys 

are highlights of the route, as is the 

fjord-like Ottenstein reservoir with its 

abundance of fish. An opportunity to 

enjoy fishing or try fish in a nearby 

restaurant! 

hub 27 / Stand 106 

© Giampaolo Mastro - pixabay 

Exploring the natural 

wonders of the Serra 

de Tramuntana on two 

wheels 

Visitors to Mallorca's stand at ITB Berlin this year will 

discover that the island is an ideal destination for cycling 

tourism, thanks to the great variety of landscapes and 

an extensive network of cycling itineraries. The Serra 

de Tramuntana, a UNESCO World Heritage site, offers a 

particularly unique perspective. 

© Cycling photography 

Mallorca stands out as a destination 

for cycling tourism, offering visitors 

the opportunity to enjoy sporting 

events such as the Mallorca 312 race 

or the Mallorca Cycling Challenge. 

In addition, the island has more than 

2,000 kilometres of roads and paths 

specially enabled for cycling. Some of 

these route options include the climb 

to Puig Major, a visit to Valldemossa 

and the challenging path to Sa 

Calobra, among others. 

CLIMB TO THE TOP OF 

PUIG MAJOR 

Puig Major is the highest point on the 

island, with an altitude of 1,436 metres, 

which makes this route one of the 

most attractive and popular to travel 

by bicycle. 

VISIT THE PICTURESQUE 

TOWN OF VALLDEMOSSA 

Another of the best-known routes is 

the one that connects the capital of 

Palma with the town of Valldemossa, 

located at the foot of the Serra de 

Tramuntana. Due to its position, it has 

a mainly flat terrain. 

TEST YOURSELF ON THE 

ASCENT TO SA CALOBRA 

This route is one of the most popular 

worldwide, extending 70 kilometres 

in length with a positive gradient of 

2,000 metres 

Hall 2.1 / Stand 103b 

Cyclists can start in the town of Sóller, 

where the itinerary runs through its 

well-known port, until it enters the 

mountainous landscape. Due to its 

altitude, it is quite a challenge, but it 

offers spectacular views throughout 

the journey. 


ADVERTORIAL 

I SPECIAL FEATURE I CYCLING TOURISM I 

Italian cycling tourism in the 

spotlight at ITB Berlin 2024 

At ITB Berlin 2024, several Italian regions are promoting their cycling 

trails to the trade as the country increases investment in this sector. 

Back in 2022, as part of Italy's National Plan of Recovery and Resilience, 

the country announced it would invest €400 million up until 2026 to 

construct an additional 1,235 km of cycling paths and another €200 

million for 565 km of dedicated bicycle lanes in cities. 

THE MARCHE OUTDOOR 

The Marche region is emphasising 

sustainability, the outdoors and slow tourism at 

ITB Berlin 2024, and its panoramic cycle paths 

provide authentic experiences. The “Marche 

Outdoor” project is part of this concept with 

24 cycling routes covering 2,000 

km across 130 municipalities, from 

the sea to the mountains, passing 

through lakes, gorges, waterfalls, 

hermitages and caves. 

The Marche Outdoor project aims 

at promoting sustainable local 

economy, immersing tourists in the 

beauty of the region for every type 

of cyclist. Bike support services 


are available including a dedicated GPS. 

Secondary roads are also promoted by a 

cycle tourism itinerary called "The path of the 

abbeys", combining sport, nature and culture 

EMILIA-ROMAGNA: 

CYCLING WITH THE TOUR 

DE FRANCE AND HISTORIC 

DUCHIES IN 2024 

Recognised as a top cycling destination, Emilia-Romagna 

will also host for the first time in 2024 the Tour de France 

Grand Départ along the Wellness Valley and Sports Valley. 

Cyclists will pass through key destinations including 

Bologna, Rimini, Cesenatico, and Piacenza. 

Emilia Romagna also boasts many different routes for 

travellers. The Sentiero dei Ducati (the Duchies Trail) is the 

latest addition to Emilia- Romagna’s network of ancient 

pilgrimage routes, covering historic regions once ruled by 

a Duke or Duchess. The 90-km trail for mountain bikers 

goes along spectacular corners of the northern Apennines, 

crossing vineyards, castles, ancient churches and forests 

© Mario Lorca 

PIEMONTE: 

ALL ROADS LEAD TO ART AND NATURE 

Authentic Piemonte is the perfect place for 

slow and sustainable tourism, including 

breathtaking alpine experiences on 20,000 km 

of cycling and trekking trails in 77 protected 

areas. Many pass through the city of Torino 

and UNESCO sites such as the 7 Sacred 

Mounts and the Vineyards Landscape of 

Langhe Roero Monferrato, the art cities of 

Biella, Novara, Vercelli and Cuneo as well as 

Lake Orta and Lake Maggiore with view of the 

scenic Borromean Islands. 

The network of the Historic Mountain Roads 

has 16 itineraries suitable for all types of 

cyclists. Home of the Italian cycling, Piedmont 

will host in 2024 for the first time the Tour de 

France, through the provinces of Alessandria, 

Asti, Cuneo and Torino, with arrival of the 

Grande Boucle on July 1st 

TUSCANY: A SUSTAINABLE 

DESTINATION ATTENTIVE 

TO CYCLISTS 

Tuscany is presenting itself at ITB Berlin as a reference 

in sustainable tourism. It is the first region in Italy to 

have created the Atlas of Cycling Tourism Itineraries 

and the Atlas of Walking Paths, and it boasts over 6,500 

accommodation facilities committed to making visitors' 

stays more sustainable. Visitors have access to over 

1,400 km of walking paths divided into 8 routes along 

ancient historical roads, merchant routes, religious paths, 

itineraries discovering unique artistic and architectural 

landmarks, UNESCO sites, religious testimonies, and 

natural parks. Cycling in Tuscany offers the opportunity to 

discover among others Grosseto, 2024 European Capital 

and Green Pioneer of Smart Tourism 



I SPECIAL FEATURE I TRANSPORT I 

ADVERTORIAL 

Airports of Thailand 

upgrades facilities for 

increased traveller comfort 

With passenger traffic increasing at all six major 

Thai airports run by Airports of Thailand PCL, at 

ITB Berlin 2024 the company is presenting its latest 

projects set to smoothen and simplify passenger 

movements. 

As an airport operator, Airports 

of Thailand PCL (AOT) operates 

6 major air facilities in Thailand: 

Bangkok Suvarnabhumi and Don 

Mueang International, Chiang Mai 

International, Chiang Rai Mae Fah 

Luang, Hat Yai International and 

Phuket International. Last year, 

106 million passengers used 134 

scheduled airlines connecting 241 

destinations with 667,000 flights. 

Various development projects are 

in the planning to accommodate 

future air traffic volumes. Bangkok 

Suvarnabhumi Airport, Thailand 

main hub, has already seen the 

opening of its Satellite Building 

(SAT-1) at the end of 2023 with an 

automated people mover system 

connecting the facility to the main 

terminal. It enables Suvarnabhumi 

Airport to accommodate 60 

million passengers instead of the 

previous 45 million. On July 2024, 

a third runway will be operational 

increasing capacity from 68 to 94 

flights per hour. 

Technology and innovation 

regarding the Common Use 

Passenger Processing System 

(CUPPS) are also being 

introduced for the convenience of 

passengers. These includes the 

option of self-service check-in, a 

common use bag drop and selfboarding 

gates. These systems 

enhance the efficiency and speed 

of passenger services, reducing 

waiting times and congestion. 

Furthermore, AOT in collaboration 

with airlines is testing out a 

new “Biometric Identification 

System” using facial recognition 

technology. This system will 

ensure the accuracy of passenger 

verification processes and reduce 

queuing time. It should be fully 

operational by mid-2024. 

In parallel, AOT is developing its 

SAWASDEE application where 

passengers can access real-time 

flight information, flight status, 

receive smart notification, check 

their luggage status, reserve 

a parking space and navigate 

through passengers facilities 

Hall 26 / Stand 218a 

Police General 

Visanu 

Prasattongosoth 

Chairman of Airports 

of Thailand Public Company 

Limited 

SAT-1 Terminal 

Suvarnabhumi Airport 

Departure Hall 



© Mohammad Saifullah -Unsplash 

Finnair strengthens its network to Nordic 

holiday destinations for summer 2024 

Finland's national carrier Finnair is adding flights to 

some popular Nordic holiday destinations for the 

peak summer season this year between the end of 

June and August. 

The carrier will restore flights to 

this year's European Capital of 

Culture Bodø, above the Arctic 

Circle in Northern Norway, with 

five weekly frequencies between 

17 June and 02 August. Further in 

Norway, Finnair will add flights 

to Trondheim with 10 weekly 

services from June to the end of 

August. In Sweden, the carrier 

flies 5 times a week to Visby 

in Gotland, from end of June to 

early August. 

Finnair is also adding flights to 

Kuusamo, Ivalo and Kittilä in 

Northern Finland, as the Finnish 

Lapland increasingly attracts 

holiday travellers during the 

summer season. 

On March 31, 2024, Finnair will 

start a year-round service to Tartu 

in Southern Estonia with two 

daily flights six days a week. The 

flights are supported by the Tartu 

City Government, especially as 

the city is also Europeab Capital 

of Culture 2024. 

In another development, Finnair 

introduced on 27 February 2024 

a new ticket type for business 

travellers. The PrioFlex, ticket 

is for corporate customers, 

and is similar to a Flex ticket 

type in Economy and Premium 

Economy but includes priority 

check-in, security, and boarding 

at airports where available. It 

is automatically attributed to 

corporate customers with a valid 

corporate agreement 

Hall 18 / Stand 400e 

Emirates makes a strong return 

to ITB Berlin 2024 

Emirates is taking advantage of its return to ITB Berlin 

in 2024 to showcase its latest signature products to 

visitors at the show. 

including onboard items made of 

responsibly-sourced materials 


At ITB Berlin 2024, Emirates 

is reaffirming its commitment 

to the European travel trade. 

The airline's European network 

spans 39 destinations in 22 

countries, with an additional 403 

points served through various 

partnerships. 

Airbus A380 Onboard Lounge 

and First Class Shower Spa. 

Finally the carrier is highlighting 

its latest sustainability initiatives, 

On the stand, Emirates is 

displaying its highly popular 

Premium Economy seat in 

Germany for the first time, as 

well as its Boeing 777-300ER 

First Class private suite, the 

newest generation of its B777 

Business Class seat and the 


ADVERTORIAL 


SIXT: The power of premium mobility 


Embracing the motto "Welcome to the World of SIXT”, the premium mobility 

provider is showcasing its extensive offers and services at ITB Berlin 2024 

SIXT is one of the leading providers of premium mobility 

services worldwide. Renting with SIXT, customers benefit 

from premium rental cars at over 2,000 branches in over 

100 countries (including franchises). The company is based 

in Pullach near Munich (Bavaria, Germany). 

With products including SIXT rent, 

SIXT share, SIXT ride and SIXT+ 

on the mobility platform ONE, SIXT 

offers a uniquely integrated premium 

mobility service across the fields 

of vehicle and commercial vehicle 

rentals, car sharing, ride hailing and 

car subscriptions. 

MOBILE CHECK-IN 

ACCELERATES CAR 

RENTAL PICK-UP 

At the main SIXT booth (Hall 9 / 

Stand 121), visitors can delve into 

digital innovations like Mobile Checkin, 

which optimises and accelerates 

the car rental pick-up process, 

significantly reduces waiting times, 

and underscores SIXT's commitment 

to a premium experience along the 

entire customer journey. 

SIXT is also giving visitors to ITB Berlin 

insights into other parts of its mobility 

ecosystem. For example, with SIXT 

ride, the SIXT App provides access to 

a range of premium chauffeur and ride 

hailing services tailored for business 

traveler and leisure needs. 

SIXT FOCUSES 

ON GROWTH AND 

EXPANSION 

At the SIXT booth, visitors can also 

receive insights into SIXT's growth 

ambitions, especially in the USA and 

through the further expansion of its 

global franchise network. 

Beyond the main booth and in 

collaboration with the German 

National Tourist Board (GNTB), in 

hub 27 SIXT is demonstrating how 

its offerings are designed to make 

mobility in Germany as pleasant as 

possible. 

Furthermore, SIXT is proud to be 

part of the "Home of Business Travel" 

presented by ITB Berlin and the 

German Business Travel Association 

(VDR) in Hall 8.2. 

Last but not least, SIXT expert Markus 

Seitner, Director Sales Marketing & 

Product Enablement Corporate Sales, 

will speak on 6 March on the ITB 

“Business Travel Track” Green Stage 

in Hall 3.1 about how digital processes 

elevate quality and customer 

excitement 



hub 27 / Stand 201 

FROM MYSTERY TO MASTERY: 

A GUIDE ON HOW DIGITAL 

PROCESSES ELEVATE QUALITY 

AND CUSTOMER EXCITEMENT 

Markus Seitner, Director Sales 

Marketing & Product Enablement 

Corporate Sales at SIXT 

Wednesday 6 March 

12:00p.m. - 12:30p.m. 

Business Travel Track 

Green Stage 

Hall 3.1 


© 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 Schiff bauerdamm, 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 




HALL 

PLAN 



Hall 1.1 / Stand 214a 

Hall 20 / Stand 306


Hall 2.2 / Stands 201/205 

Hall 2.2 / Stands 200 & 200a 




Hall 9 / Stand 219 Hall 25 / Stand 215 Hall 8.1 / Stand 109 


Hall 3.2 / Stands 100 & 101 

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

Hall 25 / Stand 119 Hall 25 / Stand 118 

Hall 8.1 / Stand 111 Hall 7.1c / Stand 117 Hall 5.1 / Stand142 


Hall 18 / Stand 400c 

Hall 1.1 / Stand 122

2024 ITB BERLIN NEWS - DAY 1 Edition

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