2024 ITB BERLIN NEWS - DAY 2 Edition

DAY 

2 

WEDNESDAY 

6 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 

TOURISM'S TECH 

TRANSFORMATION 

ADVANCING TOGETHER TOWARDS 

THE FUTURE 

EXCLUSIVE INTERVIEW 

UNLOCKING 

LUXURY: 

TRENDS IN 

THE WORLD 

OF HIGH-END 

TRAVEL 

#21 

EXCLUSIVE 

INTERVIEW 

GLENN FOGEL 

CEO & President, 

Booking Holdings 

REGION: ASIA 

MALAYSIA 

UNVEILS A 

WORLD OF 

UNIQUE ECO- 

CULTURAL 

ADVENTURES 

#20 

#23 #39

I NEWS I 

Morning Briefing 

By Deborah Rothe, Director ITB Berlin 

Embracing the future 

of innovation and technology 

Good morning, and welcome to Day 2 of ITB Berlin 

2024! As your show director, it's my pleasure to 

guide you through another exciting day filled 

with opportunities, insights, and unforgettable 

experiences in the world of travel and tourism. 

Yesterday marked the grand opening of ITB Berlin, 

officially inaugurated by the Governing Mayor of 

Berlin. This set a celebratory tone for what was an 

amazing first day, filled with vibrant discussions, 

networking, and the exploration of global travel 

trends. The ITB Convention kicked off with a series 

of insightful talks, panels, and presentations, 

captivating attendees with the latest in travel 

innovations, sustainability practices, and market 

strategies from leaders across the industry. 

Today, we turn our attention to the heart of the 

ITB Convention, with an agenda packed with 

discussions around the latest advancements 

in travel technology and digital innovation. Our 

sessions are designed to offer insights into how 

these technologies are transforming the travel 

and tourism landscape, improving customer 

experiences, and driving business growth. You 

can expect to hear from industry experts on topics 

ranging from artificial intelligence in travel planning 

to the future of digital payments and security. 

You'll find today’s must-attend sessions and main 

highlights on page 9. 

Beyond the convention, ITB Berlin's exhibition floors 

are bustling with activity. With over 5,500 exhibitors 

from around the globe, today presents a perfect 

opportunity to explore, connect, and discover 

new trends, destinations, and services. Whether 

you’re looking to strengthen existing business 

relationships or forge new ones, the diversity and 

vibrancy of our exhibitors are bound to inspire you. 

There truly is something for everyone! 

I encourage all attendees to take full advantage of 

the networking opportunities available, immerse 

yourselves in the vast array of cultures represented, 

and explore the innovative products and services 

that are shaping the future of travel. Remember, 

every stand and session is a doorway to new 

possibilities and insights. 

Thank you for being a part of ITB Berlin 2024. 

Together, let's continue to learn, connect, and 

contribute to the ever-evolving landscape of 

global travel. Here’s to another day of inspiration, 

discovery, and progress. Enjoy your journey 

through ITB Berlin! 

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ITB BERLIN NEWS • WEDNESDAY 6 TH MARCH 2024 7


WEDNESDAY 6 MARCH 2024: 

TODAY’S HIGHLIGHTS 

On this second day of ITB Berlin, which conferences, events and talks 

should be at the top of your list? Here's our selection of some of the mustattend 

highlights. 

BUSINESS TRAVEL TRACK 

10:35 - 11:00 

Hall 3.1 / Green Stage 

BEYOND REBOUND: CHARTING THE NEXT 

COURSE FOR GLOBAL BUSINESS TRAVEL 

Discover the future of business travel with insights 

into emerging trends, strategies for growth, and how 

to navigate the post-rebound landscape. 

MARKETING & DISTRIBUTION TRACK 

11:10 - 11:25 

Hall 7.1a / Orange Stage 

OPENING KEYNOTE & ITB C-LEVEL 

INTERVIEW BY BOOKING.COM 

Uncover the latest trends, strategies, and insights 

from the forefront of travel marketing. Get inspired! 

eTRAVEL TRACK - TTA TRACK 

12:30 - 13:15 

Hall 6.1 / eTravel Stage 

THE OUTLOOK FOR EXPERIENCES: KEY 

TRENDS IN TOURS, ACTIVITIES 

& ATTRACTIONS 

Join the conversation at ITB Berlin with this eyeopening 

conference and learn about evolving 

market trends and how they're reshaping the travel 

experience sector. 

MARKETING & DISTRIBUTION TRACK 

14:45 - 15:15 

Hall 7.1a / Orange Stage 

MEETING THE NEEDS OF 

THE PARADOXICAL CONSUMER 

This session will explore today's contradictory 

customer expectations and give you tips for 

navigating the complexities of modern travel 

consumers' behaviour. 

YOUTH, ADVENTURE, OUTDOOR TRACK 

14:50 - 15:40 

Hall 3.1 / Green Stage 

BOOSTING THE GROWTH OF CYCLING 

TOURISM WITH DATA, QUALITY AND 

DIGITAL TOOLS 

Gear up for an exciting ride into the future of cycling 

tourism at ITB Berlin. Discover how leveraging data, 

enhancing quality, and utilising digital tools can 

significantly propel the sector forward. 

DESTINATION TRACK 

15:00 - 16:00 

Hall 7.1b / Blue Stage 

NO RISK, NO TROUBLE - LESSONS LEARNT 

ON RESILIENCE AND CRISIS-PROOFING 

EUROPEAN DESTINATIONS 

Experts share invaluable insights on protecting 

European travel destinations from unforeseen crises. 

Learn from past challenges to build a more stable, 

sustainable future for tourism. 

15:00 

Hall 8.2 

ITB BLOGGER BASE 

This afternoon, an exclusive get together will take 

place in the Blogger Base in cooperation with Oman. 

Bloggers will have the opportunity to experience 

Omani hospitality over traditional coffee and dates, 

learn about the Sultanate in a presentation, win 

exciting prizes in a raffle and network with Omani 

partners. 

eTRAVEL TRACK - AI TRACK 

16:45 - 17:15 


THE AI ADVANTAGE – ENHANCING 

PRODUCTIVITY AND DECISIONS WITH 

SMART PROMPTS 

Discover how artificial intelligence can revolutionise 

your approach to productivity and decision-making in 

the travel industry. 

DESTINATION TRACK 

16:00 - 17:00 

Hall 7.1b / Blue Stage 

INVESTMENT IN AFRICA BENEFITS 

TOURISM DEVELOPMENT: HOW CAN 

AFRICA SUSTAINABLY GROW? 

Dive into the vibrant possibilities of tourism in Africa, 

exploring how sustainable growth can be achieved 

through smart investment. 

18:00 - 19:00 


AWARD CEREMONY OF THE TO DO AWARD 

AND TO DO AWARD HUMAN RIGHTS IN 

TOURISM 2024 

Since 1995, the Institute for Tourism and Development 

has been awarding the international ‘TO DO Award’ 

to initiatives that contribute to sustainable and 

socially responsible tourism. Since 2017, the 'TO 

DO Award Human Rights in Tourism' has also been 

presented annually. The awards ceremony will 

be moderated by Katharina Stechl (Roundtable 

Human Rights in Tourism) and Claudia Mitteneder 

(Studienkreis für Tourismus und Entwicklung). 

© Messe Berlin GmbH 



Photos: © Messe Berlin GmbH 

ITB Berlin 2024 opens with a spectacular 

ceremony hosted by Oman 

ITB Berlin's opening ceremony, 

organised by this year's Official 

Host Country Oman, kicked off 

the event on Monday, 4 March. 

The ceremony featured inaugural 

remarks from prominent political and 

tourism industry figures, including 

Dieter Janecek, the German federal 

government's Coordinator for 

Maritime Economy and Tourism, Julia 

Simpson, President & CEO of the 

World Travel and Tourism Council 

(WTTC), and Zurab Pololikashvili, 

Secretary General of the World 

Tourism Organization (newly branded 

UN Tourism), who praised the powers 

of travel and saluted ITB Berlin's 

success across its almost 60 years of 

history. 

architectural wonders, Omani singers 

and folk groups accompanied 

by the Royal Oman Symphony 

Orchestra performed traditional 

Omani melodies as well as works 

from around the world. 

In his official presentation, the 

Minister of Heritage and Tourism, H.E. 

Salim bin Mohammed Al Mahrouqi, 

cited diversity and authenticity as 

two of Oman's principal assets, but 

also underlined the importance of 

the Sultunate's efforts to reinforce its 

tourism ecosystem while remaining 

mindful of sustainability. After the 

ceremony, guests were treated to 

a gala reception featuring culinary 

specialities from Oman. 

The Governing Mayor of Berlin, 

Kai Wegner, as ITB Berlin tradition 

dictates, opened the event on the 

following day, beginning his inaugural 

tour on the Oman stand 

Beyond the official speeches, the 

inaugural event also celebrated the 

rich culture and heritage of Oman. 

Against a backdrop of spectacular 

immersive visuals showcasing the 

Sultanate's natural beauty and 


ADVERTORIAL 


Attracting travellers who “prioritise 

convenience” 

ITB Berlin News caught up with Boon Sian Chai, Managing Director & VP 

of International Markets at Trip.com Group to explore the needs of today's 

travellers and the personalised solutions the company is offering to address 

them 

The travel landscape 

is rapidly evolving, 

posing fresh challenges 

for brands looking 

to captivate modern 

travellers with limited 

attention spans 

and a plethora of 

choices. Amidst this 

shifting terrain, Trip. 

com Group is pioneering 

innovative solutions to 

meet the dynamic needs 

of travel consumers. 

How would you characterise 

today's travel consumers? 

Today's travel consumers seek 

personalisation, simplicity, and 

authenticity. They are inundated 

with choices, possess short 

attention spans, and prioritise 

convenience. 

Trip.com Group addresses these 

preferences with innovative 

solutions like TripGenie, an AIpowered 

travel assistant integrated 

into the Trip.com app. TripGenie 

swiftly generates personalised 

itineraries, recommendations, 

city maps and even booking links 

in under a minute, streamlining 

the planning process and saving 

valuable time for users. 

TripGenie has seen doubled order 

conversion rates and higher user 

retention rates, proving its ability 

to capture ever-shortened attention 

spans through an engaging and 

interactive interface, paving a 

reimagined way of travel booking 

and planning. 

You mentioned the growing 

consumer preference for 

personalisation. How has Trip. 

com Group adapted its offerings 

to meet this need, especially in the 

hotel sector? 

Boon Sian Chai: Trip.com Group 

has evolved into an integrated travel 

hub, offering curated content and 

personalised experiences alongside 

bookings. 

Recognising the discerning nature 

of hotel guests, Trip.com's "Hotel 

Rooms Plus X" offers bundled hotel 

stays with tailored experiences, 

ranging from spa treatments to 

tours, amongst other activities, 

enhancing the overall guest 

experience and fostering brand 

loyalty. 

It becomes more than just a stay 

– it’s a full-fledged experience. 

This is a value-add for guests 

as it complements their specific 

preferences, rather than taking a 

one-size-fits-all approach. 

AI is an indisputable game changer 

in many industries. How has AI 

reshaped the travel process? 

AI’s impact is evident across the 

entire travel journey, from seeking 

inspiration to streamlining trip 

planning, all the way to customer 

service. 

Trip.com Group's AI-curated lists, 

such as Trip.Best and Trip.Trends, 

AI’S IMPACT IS 

EVIDENT ACROSS THE 

ENTIRE TRAVEL 

JOURNEY, FROM 

SEEKING INSPIRATION 

TO STREAMLINING TRIP 

PLANNING, ALL THE 

WAY TO CUSTOMER 

SERVICE. 

leverage algorithms to analyse vast 

amounts of data and offer highly 

personalised travel suggestions. 

Travellers can now easily discover 

activities, accommodations, and 

attractions that align with their 

unique interests. 

Additionally, our AI-driven customer 

service solutions such as chatbots 

and virtual assistants enhance 

support for travellers, ensuring 

efficient assistance throughout their 

journey 

Hall 9 / Stand 108 

KEEPING 

UP WITH 

INDUSTRY 

TRENDS 

As the travel industry continues to 

evolve, Boon Sian Chai underlined 

the importance of keeping pace with 

emerging trends. "By staying abreast 

of these trends and proactively 

adapting strategies to align with 

consumer preferences, industry 

stakeholders can position themselves 

for success in an increasingly 

dynamic marketplace." 

Live streaming is one such trend, 

emerging as "a powerful tool for 

engaging travellers," said Mr Chai. 

Trip.com Group has harnessed the 

power of live streaming with its "LIVE 

for Trip" campaign, which is able to 

showcase destinations in real time 

and offer exclusive travel deals, 

fostering engagement and driving 

bookings. 

User-generated content (UGC) is 

another major trend and an important 

influence on travel decisions, 

according to Mr Chai. Travellers 

rely on peer recommendations and 

authentic experiences shared on 

community platforms like Trip.com's 

Trip Moments. 

For the Managing Director & VP 

of International Markets at Trip. 

com Group, sustainability is also a 

significant trend in the travel industry 

that is set to have an increasing 

impact, "prompting operators to 

adopt eco-friendly practices and 

offer sustainable travel options" 



ADVERTORIAL 

“Remarkable diversity packed 

within a small territory” 

ITB Berlin News spoke with Albania's Minister of Tourism and 

Environment, Mirela Kumbaro, to discuss the country's ambitions 

as an up-and-coming destination 

Albania is a small but mighty destination with a diverse 

tourism offering that brought about its stellar performance 

of 10.1 million foreign visitors in 2023. As the government 

pursues its efforts to stimulate the sector and prioritise 

sustainable development, 2024 is already off to a positive 

start. 

Albania is an up-and-coming 

destination. How do you explain its 

growing appeal? What are the main 

components of its attractiveness? 

Albania is renowned for its 

breathtaking beaches, yet its 

hinterland and northern Alpine 

region hold vast potential for 

ecotourism. The true strength of 

our offering lies in the remarkable 

diversity packed within a small 

territory. Within our villages, tourists 

encounter rich pastoral traditions 

and heartfelt hospitality, while just 

a stone's throw from the beaches, 

they discover UNESCO-protected 

world heritage cities like Berat and 

Gjirokastra, along with awe-inspiring 

natural landscapes. 

How was 2023 for Albania's 

tourism industry? What are your 

expectations for 2024? 

In 2023, Albania had its most 

successful year in terms of tourism, 

with 10.1 million foreign visitors 

arriving from all six continents. 

Our top incoming markets include 

neighbouring Balkan countries and 

Italy, with Italian tourists increasing 

by 56% and becoming the secondlargest 

group of visitors to Albania. 

Additionally, a significant rise was 

observed in tourist arrivals from 

Spain, Germany, the Netherlands, 

and Britain. Albania also welcomed 

over 12,000 tourists from China and 

over 10,000 tourists from India during 

the year, highlighting the country's 

burgeoning potential in the Asian 

market. Also, in 2023, UN Tourism 

ranked Albania first in Europe and 

third globally for the recovery of 

international tourist flows. This 

year, January has already marked a 

promising start with a 30% increase 

in visitors compared to last year. 

IN 2023, UN 

TOURISM RANKED 

ALBANIA FIRST IN 

EUROPE AND THIRD 

GLOBALLY FOR THE 

RECOVERY OF 

INTERNATIONAL 

TOURIST FLOWS. 

How are you marketing Albania as 

a tourism destination and what is 

your strategy for the coming years? 

Albania has an immense tourism 

potential year-round, and our aim 

is to showcase this rich offering to 

the public. We're thrilled to introduce 

our new slogan, "Albania All Senses," 

which encapsulates the diversity of 

14 ITB BERLIN NEWS • WEDNESDAY 6 TH MARCH 2024 news.itb.com


Vjosa National Park 

Berat City 

Dhermi Beach 

experiences our country offers. 

We are crafting the new tourism 

strategy for 2024-2030 with 

the goal of elevating Albania 

to the status of an elite tourist 

destination. 

How is the offer matching 

demand in terms of 

accommodation and air 

connections? Are there any 

specific programmes from 

the government to encourage 

investments in these areas? 

The Albanian government 

has implemented a liberal 

framework aimed at fostering 

a conducive investment 

environment for foreign 

investors and special legislation 

targeting strategic investments. 

In line with this strategy, Albania 

is offering regulatory incentives, 

including income tax and 

infrastructure tax exemption. 

As a result, renowned 

hospitality brands like Marriott 

International, Radisson, Hilton, 

and Hyatt, Melia Hotels 

International, Maritim, and the 

InterContinental Hotels Group 

are now present in Albania. 

This dynamic growth 

in the hospitality sector 

is underpinned by the 

government's strategic 

framework. Infrastructure 

investments have been 

strategically directed to bolster 

the tourism industry, enhancing 

connectivity between tourist 

destinations and the capital, 

Tirana. While Tirana's airport 

reached a record of over 7 

million passengers in 2023, our 

second airport in Kukes began 

operating, and construction is 

underway for Vlora in the south. 

A fourth airport is also planned 

in Gjirokastër, promising 

expedited access to the 

renowned beaches, Saranda 

and Ksamil. 

What steps are being taken, 

to foster and implement 

a sustainable tourism 

strategy? Could you share 

some examples? 

Operating under the same 

ministry, tourism and 

environmental management 

are integrated, fostering 

comprehensive policy 

making that balances both 

perspectives. Albania has 

expanded its network of 

protected areas, recognising 

them as natural treasures 

and opportunities for 

environmentally conscious 

tourism. A "par excellence" 

example is the Vjosa River, 

which is protected as a National 

Park. Currently, natural tourism 

is flourishing in Albania, with 

4.6 million visitors exploring 

protected areas, Natural Parks, 

or National Parks in 2023, as 

well as cultural tourism with 

over 1 million visitors exploring 

archaeological and cultural 

sites. Culinary tourism is also 

emerging as a highlight 

A FULL AGENDA 

OF EVENTS 

Hall 1.1 / Stand 214a 

Albania is not only showcasing its tourism offering at 

its spacious booth where some 26 tour operators are 

on hand for B2B meetings, the country is also hosting a 

full programme of events. 

Today's events on Albania's stand: 

11:00 

Let’s talk about: Welcome with hand on heart, a full 

presentation from Mayors of seven Albanian touristic 

destinations. 

12:00 

Albania Official Host Country ITB Berlin 2025: 

Signing ceremony with the participation of Minister 

of Tourism and Environment of Albania, Ms. Mirela 

Kumbaro and ITB Berlin CEO Ms. Deborah Rothe. 

13:30 

Networking Event and Happy Hour: OriginAL – A 

drink menu inspired by our culinary traditions. 

14:00 

Albanian destinations: Touristic Gjirokastra. 

15:00 

Albanian destinations: Touristic Saranda. 

16:00 

Albanian destinations: Touristic Përmet and Tepelena. 



Oman Airports: More direct flights to key 

markets and emerging destinations 

ITB Berlin news spoke with Oman Airports CEO, Sheikh 

Aimen, about strategies for the future and the role of the 

airports in the Sultanate's overall tourism strategy. 

How was the year 2023 for Muscat 

International Airport? What are your 

expectations in 2024? 

2023 was a year of recovery and 

growth for Muscat airport. We 

witnessed an increase in passenger 

traffic, reaching pre-pandemic levels, 

thanks to our strategic initiatives and 

the global resurgence in travel. Total 

passengers at Muscat reached 12.6 

million, up 46.7% with international 

passengers totalling 11.5 million. 

For 2024, we are optimistic about 

continuing this upward trajectory. 

Do you expect any new destinations 

or new airlines in 2024? 

We are in discussions with several 

airlines to introduce new destinations 

and welcome additional carriers. 

While specific details are still being 

finalised, our goal is to include more 

direct flights to key markets and 

emerging destinations. 

Are you planning new services 

in 2024 or beyond at your main 

airports? 

We plan to introduce a range of 

new services and developments to 

enhance the passenger experience 

and operational efficiency. These 

include technological advancements 

for smoother, faster check-in and 

security processes. 

Why is ITB Berlin so strategic for 

Oman Airports? 

Our primary goal at ITB Berlin is not 

only to underscore the important 

Turkish Airlines: Excellence 

and innovation on display at 

ITB Berlin 2024 

Turkish Airlines will launch its newest route to Melbourne, 

Australia, starting with three weekly frequencies from 15 

March, 2024. 

role of Oman Airports in facilitating 

global access to our Sultanate but 

also to complement and highlight 

the concerted efforts of the Ministry 

of Heritage and Tourism, alongside all 

stakeholders, in promoting Oman. ITB 

Berlin serves as a strategic platform 

to present a united front, showcasing 

After many months of negotiations 

with the Australian Ministry of 

Transport, Turkish Airlines has been 

granted up to 35 flights per week 

with the possibility to immediately 

provide 21 frequencies to Brisbane, 

Melbourne, Perth and Sydney. 

On 15 March 2024 Turkish Airlines is 

launching three weekly frequencies to 

Melbourne, Australia's second largest 

metropolis. Melbourne is the carrier's 

346th destination in a network of 130 

countries. With its flights relayed via 

Singapore, the carrier is the only one 

from Europe to land in the capital 

of the State of Victoria. By flying 

thousands of passengers on the 

İstanbul-Melbourne route annually, 

the airline will contribute to trade and 

tourism volumes of both countries. 

The new route to Australia is also an 

opportunity for Turkish Airlines to 

introduce its hallmark "Turkish Airlines 

the comprehensive advancements 

and investments made across 

the board. We ensure that every 

traveller's journey through our airports 

is seamlessly integrated with the 

Sultanate's broader tourism narrative 

Hall 2.2 / Stand 201 

Red" colour. The Turkish Airlines 

Red has officially been launched 

in partnership with Pantone Color 

Institute, the global colour authority. 

Speaking on its collaboration with 

Pantone, Turkish Airlines SVP, 

Communications Rafet Fatih Özgür 

stated: "Our collaboration with 

Pantone Color Institute to create 

‘Turkish Airlines Red’ marks a 

significant milestone in our brand's 

evolution. This distinct colour 

highlights our visual identity and 

celebrates our expanding global 

footprint with the addition of Australia 

to our route network. It is a testament 

to our ongoing commitment to 

excellence and innovation in 

connecting the world" 



I EXCLUSIVE INTERVIEW I 

JORDAN 

TOURISM HAS 

ALWAYS SHOWN 

RESILIENCE IN 

TIMES OF 

TURMOIL IN THE 

REGION. AND WE 

ALWAYS EMERGE 

STRONGER 

AFTERWARDS. 

Makram 

Al-Queisi 

Jordan's Minister of 

Tourism and Antiquities 


I EXCLUSIVE INTERVIEW 

I 

“We take pride in offering visitors the chance to 

engage deeply with our local communities” 

Makram Al-Queisi, Jordan's Minister of Tourism and Antiquities, spoke to 

ITB Berlin News about what makes Jordan tourism different from other 

destinations 

Makram Al-Queisi outlined Jordan's efforts to become 

a year-round destination and to encourage travellers 

to interact with local communities for authentic 

experiences. 

How does it feel to be back at ITB 

Berlin this year? Why is this such 

an important event for Jordan ? 

We view ITB Berlin as one of the 

most important international travel 

trade shows in the world and a 

must-attend event. ITB Berlin serves 

as a perfect platform for us and the 

global travel tourism industry to 

convene, showcase our products 

and services, establish business 

contracts and new partnerships 

and discuss developments and 

trends within the sector. 

Jordan is a tourism pillar in the travel 

industry. We can proudly say that we 

have achieved a new anchor year in 

2023, in both the number of tourists 

and revenue generated. According 

to UN Tourism, we became the 

ninth fastest country in the world for 

the recovery of tourist numbers. 

What is your strategy towards the 

European market? 

First, we are participating in trade 

fairs in Europe to enhance visibility 

and create brand awareness. We 

are also currently focusing on 

B2B business, complemented by 

travel and trade training courses 

and informational trips for the 

media. Attending ITB Berlin 2024 is 

critical for ensuring Jordan remains 

highly visible and a top choice for 

consumers. 

We have 100,000 archaeological 

sites mapped in Jordan, out of 

which 15,000 belong to our national 

registry. This turns Jordan into 

an open museum, shaping its 

uniqueness. There is only one site 

acknowledged by the Vatican to 

be the authentic site where Jesus 

Christ was baptised, and this is in 

Jordan. There is also only one Petra, 

the magical seventh wonder of the 

world; there is only one Dead Sea, a 

natural spa with 6-8% more oxygen 

than anywhere else in the world and 

waters 10 times more saline than 

the ocean. 

Jordan's Mansaf dish and 

traditional dance, As-Samer, have 

been recognised by UNESCO 

Intangible Cultural Heritage. 

Why is it important for Jordan to 

promote them? 

We take pride in offering visitors the 

chance to engage deeply with our 

local communities and traditions. 

Parts of cultural heritage such as 

Mansaf and As-Samer provide a 

window into our rich traditions. As 

such, Mansaf is not only a dish, it 

is a celebration of generosity, of 

cultural heritage, or national unity. 

Engaging visitors' senses and 

emotions are reflected in our brand 

"Kingdom of Time," a place where 

the past and the present converge. 

The warmth, hospitality, and 

welcoming nature of the Jordanian 

people are key elements to Jordan's 

uniqueness. 

Jordan has a dedicated adventure 

tourism booth at ITB Berlin this 

year. Why is it important for Jordan 

to prioritise this sector? 

Although cultural tourism is 

considered our bread and butter 

with regard to the number of 

tourists who visit the Kingdom 

each year, we have diversified 

our tourism offering over the past 

seven years. The new trend is that 

people are seeking to maximise the 

number of experiences they engage 

in when visiting a destination. 

We consequently target specific 

niche products, such as adventure 

tourism, medical/wellness tourism, 

MICE tourism, faith tourism and 

educational tourism. We believe that 

Jordan has a wealth of experiences 

in adventure tourism - from hiking 

to more hardcore activities such as 

climbing. Our dedicated booth for 

adventure tourism at ITB is perfect 

for professionals to interact with 

local adventure tourism providers. 

How is Jordan working to 

encourage year-round tourism? 

Few people actually realise this, 

but Jordan is really a classic yearround 

destination. In February, you 

can already swim in the Red Sea 

in Aqaba, in midsummer the north 

of the country has a Mediterranean 

climate and you can also enjoy 

wellness at the Dead Sea all year 

round. Low-Cost Carriers (LCCs) in 

Jordan have significantly bolstered 

the country's image as an attractive 

year-round travel destination. 

How is Jordan including local 

communities in its overall tourism 

strategy? 

Engaging local communities and 

enhancing local experiences are 

pivotal to our strategy, sitting at 

the heart of our marketing efforts 

and ongoing development plans for 

2024. We are currently assessing 

the potential of over 850 local 

community experiences, aiming to 

integrate them into existing tourism 

itineraries 

AQABA SELECTED 

AS A GLOBAL 

TOP SIX GREEN 

DESTINATION 

Aqaba, Jordan's only coastal city, is 

in competition with global tourism 

destinations for the top sustainability 

standards according to the Green 

Destinations Organization. Jordan’s 

Red Sea destination was selected 

as one of the Top 100 global green 

destinations by applying 15 criteria of 

the sustainable destination standard. It 

then submitted a good practice success 

story about the Aqaba Bird Observatory 

in cooperation with the Royal Society 

for the Conservation of Nature. The 

initiative showcases an environmentrelated 

tourism product offering a rich 

biodiversity while implementing the 

reuse of water, in a country that is facing 

scarce water resources. 

This good practice story qualified 

Aqaba to be selected amongst the 

top six global tourist destinations that 

meet sustainable tourism standards in 

the Environment and Climate category. 

Today, an international jury at ITB 

Berlin composed of sustainable tourism 

experts is due to select and reveal the 

final three award winners. 

At the same time, there is a vote to 

win the People’s Choice Award as the 

public’s best and favorite success story. 

Jordan hopes that the Aqaba Bird 

Observatory was able to attract many 

votes from a broad audience 

GREEN 

DESTINATIONS TOP 

100 STORY AWARDS 

Wednesday 

6 March 

from 6:00 p.m. 

Hall 7.1 

Blue Stage 


I EXCLUSIVE INTERVIEW I 

Unlocking luxury: Trends in the world 

of high-end travel 

Caroline Bremner, Senior Head of Travel Research at 

Euromonitor, spoke to ITB Berlin News about the major 

trends in luxury travel ahead of her conference at the show 

tomorrow. 

At your conference tomorrow you'll 

be addressing how luxury travel 

is leading transformation in the 

tourism sector. Could you share 

some insights on the key factors 

driving this shift towards luxury 

travel? 

The luxury travel sector is more 

immune to the global macroeconomic 

headwinds created by the cost-ofliving 

crisis. Luxury Seekers have 

the means to spend despite higher 

prices for air travel and lodging, 

driving the global travel recovery 

where luxury hotels have already 

returned to their peak levels. Affluent 

consumers prioritise travel and see it 

is an important part of their lifestyle, 

sharing unique experiences with loved 

ones. 

With luxury travellers willing to 

pay more for sustainable features, 

how should brands approach this 

opportunity to balance luxury and 

sustainability? 

All travel is a privilege, and luxury 

travel comes with even greater 

responsibility due to its higher 

carbon footprint. Luxury brands 

should therefore adopt sustainability 

practices whole-heartedly, by 

declaring a climate emergency and 

working with accreditation partners. 

Luxury consumers are more 

attracted to purpose-driven brands 

that prioritise people and planet as 

well as profit. Sustainable features 

should also be central to the traveller 

experience, weaving in local to ensure 

a truly authentic immersion in a place 

and its culture. 

Helping their customers make 

the right choice requires a holistic 

approach to sustainability, from backend 

operations, mitigating negative 

environmental impacts and adopting 

strong social criteria to boost diversity, 

inclusion, and equality 

LUXURY TRAVEL TAKES 

THE LEAD – DRIVING 

TRANSFORMATION 

FROM A POSITION OF 

STRENGTH 

Thursday 7 March 

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

Hall 7.1b 

Blue Stage 

Scan the QR code 

to read the full 

article 


I EXCLUSIVE INTERVIEW 

I 

“Technology is now 

central to travel 

research, planning, 

booking and in-trip 

experiences” 

Following his conference at yesterday's ITB 

Berlin Convention, ITB Berlin News spoke 

with Booking Holdings' CEO and President, 

Glenn Fogel, in an exclusive interview about 

the direction the tourism industry is taking 

Technology has become an essential component of travel 

planning, with Artificial Intelligence (AI) taking on an 

increasingly important role. But as the CEO of Booking 

Holdings points out, it is not a new technology for the 

travel industry, or for the online travel giant. 

In your view, what are the most 

significant trends shaping the 

future of the travel industry right 

now? 

Travellers will continue to grow in 

their expectations of what platforms, 

like ours, can deliver and we’re 

ready to meet that demand, from 

travel planning with generative AI 

chatbots to being able to book and 

manage all components of their trip 

in one place. Ultimately, the reality 

that technology is now central to 

travel research, planning, booking 

and in-trip experiences is the single 

most important thing the industry 

must take on in stride. And we look 

forward to making sure we are able 

to use our technology skills to make 

things better for both our travellers 

and partners. 

What role is AI playing in the travel 

industry today and how will this 

change in the near future? 

Artificial intelligence is not new 

to the travel industry and it won’t 

be going anywhere anytime soon. 

Today, on our platforms for example, 

it informs personalising interactions 

and recommendations, conducts 

machine translations in 46 languages 

and dialects, analyses the content of 

pictures provided by customers and 

partners, detects when a booking 

may have used a stolen credit card, 

and more. In the near future, the 

industry will see rapid enhancements 

in its long-standing uses of AI, 

including algorithms guiding access 

to great deals and personalised 

recommendations on platforms, 

and we will continue to deepen our 

understanding of how customers 

want to harness generative AI in their 

travel experiences. 

How is Booking Holdings 

harnessing these technologies as 

part of your overall strategy? 

We have always known AI technology 

will play a central role. Although we’ve 

been using various forms of AI and 

machine learning for over a decade, 

generative AI is now accelerating 

efforts to improve and better connect 

the end-to-end trip experience for 

travellers and deliver more value to 

our partners. Given it is still early 

days, there’s no one “right” interface 

at this moment in time, which is why 

different brands within our company 

are taking different approaches to 

integrating generative AI into their 

products and services. We’re seeing 

encouraging signs, for example, 

lower customer service contact rates, 

and we see that Booking.com’s AI Trip 

Planner is getting better at answering 

customers’ inquiries. 

What are some of the main 

challenges the travel industry must 

overcome? 

The interconnectedness of travel is 

both an opportunity and a challenge. 

Technology is accelerating access to 

information and it's important that 

everyone in the travel ecosystem 

is moving forward, together. This is 

particularly critical with respect to 

technology because if one area of the 

industry lags behind, it could inhibit 

progress across the entire customer 

travel journey 

MEETING 

AS AN 

INDUSTRY 

For Glenn Fogel, "travel is an 

enduring force for good in the world, 

breaking down barriers, bringing 

communities together" and ITB 

Berlin not only celebrates that fact, 

but helps to ensure it stays that way. 

Mr Fogel underlined how important 

it is for the industry to come together 

"to promote the exchange of ideas, 

examine challenges, and drive 

collective success for everyone in 

the travel ecosystem," especially in 

the wake of the COVID-19 pandemic. 

"As the industry has now hit its 

stride once again, we must applaud 

travel’s resilience and maintain open 

dialogue in order to continue to 

grow and evolve for the better," he 

concluded 

Hall 9 / Stands 101a, 101b 


I REGION I ASIA I 

Asia's strong presence at ITB 

Berlin 2024 a sign of tourism 

recovery 

Asia tourism is gathering 

momentum 

Asia tourism recovery was behind the 

rest of the world in 2023 due to the 

late reopening of countries. However, 

Asia tourism is now gathering 

momentum and should experience a 

very promising 2024. 

According to UN Tourism, Asia and 

the Pacific reached 65% of prepandemic 

levels last year. However, 

233.4 million 

international tourists to Asia/ 

Oceania 

performance among sub-regions 

was mixed: South Asia outperformed 

other Asian sub-regions by reaching 

87% of pre-pandemic levels, followed 

by Southeast Asia at 70% of 2019 

figures and North-East Asia at 

55%. Oceania tourism reached 74% 

of 2019 figures, due to the strong 

performance of Fiji, New Caledonia 

and Samoa 

41.8% Southeast 

Asia accounted for 41.8% of 

tourism to Asia in 2023 

With UN Tourism predicting the 

unleashing of remaining pentup 

demand with increased air 

connectivity, Asian markets and 

destinations are expected to reach 

a full recovery by the end of 2024. 

The strong presence of Asia Pacific 

countries and regions at ITB Berlin 

2024 underlines this uptrend. 

Hall 5.2a is fully booked this year, with 

New Zealand and Australia's stands 

significantly larger than in 2023. 

The reopened Hall 10.2 welcomes 

Central Asian destinations such as 

Kazakhstan, Uzbekistan, Kyrgyzstan, 

Tajikistan and Azerbaijan. 

In the Asia Hall (Hall 26), for the first 

time since the pandemic, China has 

its own stand and numerous new coexhibitors 

such as Chengdu. Trade 

visitors can also meet with Mongolia, 

Malaysia, Laos, Korea, Japan, 

Cambodia, Indonesia, Hong Kong, 

Taiwan, Vietnam, Thailand and many 

other countries 

Halls 5.2 / 10.2 / 26a & 26b 



Malaysia unveils a world of unique ecocultural 

adventures at ITB Berlin 2024 

Tourism Malaysia is introducing an array of distinctive 

travel packages at ITB Berlin this year, spotlighting 

the nation's vast and varied niche tourism offers. 

This comes on the heels of an impressive year 

in 2023, with the nation greeting upwards of 20.1 

million visitors, marking a significant revival in its 

tourism industry. 

The latest figures on tourist 

arrivals highlight a substantial 

recovery, particularly from 

German-speaking regions, 

showcasing growing interest in 

Malaysia's unique experiences. 

2023 numbers showed that 

125,987 Germans visited Malaysia, 

followed by 22,312 travellers from 

Switzerland and 10,842 from 

Austria. These numbers indicate 

a recovery rate of approximately 

90% for the German-speaking 

market compared to the same 

period in 2019. 

Malaysia stands out as 

one of the 17 megadiverse 

countries globally, thanks to 

its abundant flora and fauna. It 

has become a premier choice 

for eco-tourism enthusiasts, 

given its rich biodiversity and 

natural attractions. Particularly 

characteristic of the jungle area 

are the proboscis monkeys and 

the rafflesia, the largest species 

of flower in the world. On the 

Malaysian peninsula travellers 

can explore the Taman Negara 

National Park, a rainforest around 

130 million years old and home 

to one of the most complex 

ecosystems on the planet. 

Through its participation in ITB 

Berlin 2024, Malaysia affirms 

its commitment to enriching its 

tourism landscape, promising 

visitors from around the globe 

a range of unique and diverse 

experiences 

MALAYSIA 

LAUNCHES 

FOUR NEW 

NICHE TOURISM 

PACKAGES AT ITB 

BERLIN 2024 

Tourism Malaysia is launching 

four new niche tourism packages 

at ITB Berlin 2024 in an effort 

to diversify its tourism offerings 

in the sectors of geotourism, 

ecotourism, archaeotourism and 

community tourism as well as 

diving. 

Pulau Pinang & Kedah 

Archaeotourism & Geotourism 

Packages: These packages offer 

trips to UNESCO World Heritage 

sites and in-depth exploration 

of the regions’ archaeological 

history. 

Perlis Ecotourism Packages: 

These packages present Perlis as 

a destination ripe for ecotourism, 

with activities such as cave 

explorations, kayaking, and 

stargazing on offer. 

Sarawak Delta Geopark 

& Gawai Packages: These 

packages illustrate Malaysia’s 

commitment to ecotourism and 

the preservation of its natural 

landscapes. 

Dive into the Unimaginable 

Packages: These packages 

highlight Malaysia as a top- 

Perlis fisherman 

Sarawak Bako Nationalpark 

tier destination for underwater 

exploration, with its untouched 

marine ecosystems offering 

unmatched experiences for 

divers of every skill level 

Hall 26a / Stand 117 



The Philippines' Bohol Island 

in the spotlight at ITB Berlin 2024 

The Philippines is promoting its new tagline "Love the 

Philippines" at ITB Berlin this year as well as the island of 

Bohol, the country's first UNESCO Geopark. 

The Philippines experienced a strong 

year in tourism in 2023 as the country 

welcomed 5.45 million foreign 

visitors. The country has set its sights 

on 7.7 million international visitors this 

year. 

The Philippines is exhibiting with a 

total of 31 tourism partners this year - 

one of its biggest delegations ever, led 

by Tourism Minister Maria Esperanza 

Cristina Frasco. Co-exhibitors include 

agencies from all parts of the country, 

hotels and resorts of all categories 

as well as state institutions. They are 

presenting the diversity of nature, 

culture and adventures that the 

Philippines is offering to travellers, 

with several cultural performances 

for visitors throughout the show. 

The island of Bohol is in the spotlight 

on the Philippines' stand, home 

to the unique Chocolate Hills, the 

cute tarsier macis, beautiful sandy 

beaches and diving area. Bohol is the 

country's first UNESCO Geopark, and 

the geological identity of the island 

was formed over the course of 150 

million years, with traces of its past 

to be found in the limestone with its 

karst structures and a 6,000-year old 

reef; a true paradise for snorkellers 

and divers. 

Tourism is becoming more and more 

important as an economic sector 

for the island, with a clear focus on 

sustainable tourism, in which the 

preservation of natural resources and 

the needs of the local population take 

central stage 

Hall 26 / Stands 124-125-126 



“ITB Berlin is a must for Thailand's 

tourism sector” 

At ITB Berlin, Thapanee Khiatphaibool, Governor of the 

Tourism Authority of Thailand, wants to capitalise on 

European markets to promote the concept of a "meaningful 

holiday experience". 

How was the year 2023 for Thailand? 

With 28 million foreign visitors in 2023, 

Thailand's tourism recovery was in line 

with our forecasts. We now expect 

that Thailand will welcome over 35 

million foreign travellers this year. 

How did European tourism perform 

last year and what are your 

predictions in 2024? 

Europe generated 5.9 million travellers 

to Thailand in 2023 and we are now 

aiming to receive between 7.5 and 

8 million Europeans in 2024. As a 

mature market, Europeans are keener 

to explore secondary destinations or 

experience a truly sustainable holiday 

experience. We are now looking at 

convincing the Thai government to 

extend the validity of the free visa 

on arrival from 30 to 90 days as this 

would lift revenues from long-haul 

markets. 

What strong points set Thailand 

apart as a destination? 

I believe our strong identity but also 

our diversity, our culture, our food 

and the way we care for others make 

a difference. Last but not least, our 

sense of tolerance and freedom is also 

a major asset for all foreign travellers 

to our country. 

How important is ITB Berlin 2024 for 

you? 

ITB Berlin 2024 is special for us. 

This is not only my first visit as the 

Governor of TAT but it is also a first 

for our Minister of Tourism and our 

Prime Minister, who will be present on 

Thapanee 

Khiatphaibool 

Governor of the Tourism 

Authority of Thailand 

7 March. ITB Berlin is really a must for 

Thailand's tourism sector! 


ITB Berlin “an important 

opportunity” for Indonesia 

Sandiaga Uno 

Minister of Tourism, Indonesia 

ITB Berlin News spoke with Indonesia's Minister 

of Tourism Sandiaga Uno who is confident that the 

destination's tourism figures will be back to 2019 

levels this year. 

Are you satisfied with the 

evolution of tourism to 

Indonesia in 2023? 

We were very grateful to have to 

upgrade our projections twice in 

2023 from an initial forecast of 

7.4 million international visitors 

to a final figure of 11.5 million 

international tourists. We could 

do even more if we improve 

flight connectivity, because 

many destinations are ready to 

welcome travellers. In 2024, the 

government set a target of 14.3 

million international visitors. But 

I am confident we could reach 

16.7 million foreign travellers, like 

in 2019. I believe Australia, India 

and China together will help in 

delivering those figures. 

How is the European market 

performing? 

The European market is growing 

according to our projections with 

close to 2 million travellers last 

year, only 5% below 2019. Europe 

is our fifth largest inbound 

market, after ASEAN countries, 

Australia, India and China. 

France, Germany and the UK are 

the top markets. We aim to see 

Europe represent 20% to 25% of 

all international arrivals again. 

You launched 5 priority 

destinations dubbed as "New 

Bali". Are you satisfied with the 

results? 

I think out of the five, I feel 

particularly happy with the 

results for Borobudur, Labuan 

Bajo and Mandalika. Lake Toba 

needs more flights and more 

accommodation. In Likupang, in 

North Sulawesi, we are going to 

shift to regenerative tourism by 

focusing on marine life and the 

preservation of the environment. 

ITB Berlin is an opportunity to 

present all of them 



I SPECIAL FEATURE I NATURE TOURISM I 

© Zanzibar Commission for Tourism 

© Zanzibar Commission for Tourism 

Chile at ITB Berlin 2024: “nature, 

rich culture and commitment to 

sustainability” 

Chile has a strong presence at ITB Berlin this year 

with a total of 24 partners including 5 accommodation 

providers, 16 inbound agencies, 2 cruise operators and 

1 car rental company. 

“Greener Zanzibar”: authenticity 

and environmental responsibility 

at ITB Berlin 2024 

At this year's ITB Berlin, Zanzibar is focusing on preserving 

its natural and cultural heritage to provide tourists with a 

diverse array of attractions. 

Zanzibar is an archipelago with two 

main islands, Unguja and Pemba, each 

boasting their own unique character. 

Unguja, home to Stone Town and 

the larger of the two islands, with its 

ancient buildings and its bustling local 

markets, is the cultural and economic 

heart of Zanzibar. 

Pemba, on the other hand, offers 

visitors a sanctuary of natural beauty 

and tranquillity with its lush greenery, 

pristine beaches, and thriving marine 

life. A haven for nature enthusiasts and 

adventure seekers alike, Pemba offers 

everything from coral reefs teeming 

with life to verdant forests full of rare 

flora and fauna. 

a commitment to sustainability. The 

Zanzibar Commission for Tourism's 

"Greener Zanzibar" campaign, 

launched in 2023, reflects this 

dedication. Through initiatives such 

as effective waste management, 

sustainable food sourcing, and 

ecosystem restoration, Zanzibar is 

fully embracing responsible tourism 

practices. Zanzibar stands as an 

example of how a commitment to 

sustainability can enhance the visitor 

experience, preserve natural and 

cultural heritage, and drive economic 

growth 


For the Chilean Secretary of State 

for Tourism, Verónica Pardo, "Chile 

takes part in ITB Berlin 2024 

to continue positioning itself to 

international markets, especially to 

the German travel trade. 

Chile's popularity is reflected in 

recent international awards: We 

were recognised as the best green 

destination by the WTA (World 

Travel Awards) and named among 

the best destinations for 2024 by 

international media such as National 

Geographic, New York Times and 

Lonely Planet. Chile particularly 

impresses with the beauty of its 

nature, rich culture and commitment 

to sustainability." 

The European market is a priority 

in Chile promotion as a tourist 

destination, specifically Spain, 

Germany, France and the UK, 

making participation in international 

travel fairs an important strategy. 

Last year, Chile welcomed 396,012 

visitors from Europe, 60,052 of them 

from Germany. 

Chile is once again highlighting 

its spectacular natural landscapes 

perfect for adventure travellers, as 

well as its skies, some of the clearest 

in the southern hemisphere, which 

foster astrotourism 


To preserve all of this rich natural and 

cultural heritage, Zanzibar has made 

Cristobal Benitez, Head of Tourism Board, Chile and 

Zurab Pololikashvili, UN Tourism Secretary-General 


ADVERTORIAL 

I SPECIAL FEATURE I NATURE TOURISM I 

Italy showcases enhanced 

nature tourism offer at ITB 

Berlin 2024 

As ENIT CEO Ivana Jelinic highlighted 

in her exclusive interview with ITB 

Berlin News yesterday, nature is playing 

an increasingly important role in Italy's 

tourism offering, as more visitors opt for 

slow tourism activities and sustainable 

experiences. Climate change and new 

travel patterns following COVID have 

FRIULI VENEZIA GIULIA: AN AUTHENTIC 

HIDDEN GEM IN NORTHEAST ITALY 

Stretching between the Alps and the Dolomites 

in the north and the gold sandy beaches on the 

Adriatic in the south, Friuli Venezia Giulia attracts 

translated into more interest in activities 

linked to nature. At the Italian stand at 

ITB Berlin 2024, many regions including 

Basilicata, Campania, Friuli Venezia 

Giulia and Molise are promoting outdoor 

activities and nature-linked tourism 

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

cultural and knowledge-seeking visitors with 

its variety of UNESCO heritage sites, historical 

villages and art cities such as Trieste, Udine, 

Pordenone and Gorizia. The latter, with its 

Austro-Hungarian flair on the border of 

Slovenia, will be 2025 European Capital 

of Culture together with Nova Gorica. 

Outdoor lovers will find in the Dolomites 

and in the Carnic and Julian Alps trekking 

paths crossing breathtaking landscapes 

such as the emerald Tagliamento river, 

flower-covered prairies or karst rocks 

overlooking Trieste. They all form a 

unique territory to discover 

© Luigi Vitale 

BASILICATA STATE OF 

MIND: TOURISM FOR 

WELL-BEING 

Basilicata is the ideal destination to regenerate body 

and mind. The region is a fitting choice for those 

in search of unique and unusual places, far from 

mass tourism and attentive to uncovering authentic 

natural beauty, culture and tradition. 

Basilicata proposes itineraries between nature and 

culture. Fairytale atmospheres, the scent of the 

countryside leading to the sea, rhythmic music, 

adrenaline-filled experiences in the open air, hiking, 

cycling and genuine, gastronomic products all 

provide invigorating experiences. According to the 

region, these experiences can not only encourage 

the well-being of visitors' bodies but even reach the 

well-being of their souls. To be discovered 

© Domenico Acerenza 

© Alex Mennella 

MOLISE'S 

LANDSCAPES: 

A TALE OF NATURE, 

TRADITION AND 

TRANQUILITY 

Molise is an authentic place hidden where the 

mountains meet the see within just 90 km. 

Between both are rolling hills and historic 

arches, revealing the historic and natural 

beauty of the land which is both ancient 

and fragile. Time moves more slowly here, 

and visitors can explore its biodiversity and 

gastronomy, both intimately connected to its 

untouched nature. Local gastronomy includes 

fresh milk and handmade cheese, truffles and 

of course Tintilla wine to warm every table. 

Locals follow old traditions made up of deer, 

devils, saints and bright mysteries. Molise 

is for those who prefer the slowness of a 

contemporary fairy tale to the bustle of 

modern life 

© Fonte Civico 32 

© Fonte Civico 32 

CAMPANIA: 1000 YEARS 

OF MEDITERRANEAN 

CULTURE 

In Campania, visitors can plunge into a great mosaic 

of nature. From the Phlegraean volcanoes to the 

Vesuvius and the Gulf of the Mermaids, they can 

enjoy thousands of years of Mediterranean culture 

along the paths of adventure and hospitality. 

Thanks to its mild Mediterranean weather, it 

is possible for visitors to partake in a number of 

activities throughout most of the year, from sailing 

in the Gulf of Naples and hiking the Vesuvius to 

horse riding on Ischia Island, hiking along the 

Amalfi Coast, rafting in the National Park of Cilento, 

or just strolling in Naples, Herculaneum and 

Pompeii. Homeland of pizza, mozzarella, espresso 

coffee, wines and Limoncello, Campania is an 

ideal destination for slow food lovers. Campania is 

promoting a new, sustainable and more harmonic 

vision of travelling while respecting nature 

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


I SPECIAL FEATURE I LUXURY & HOSPITALITY I 

ADVERTORIAL 

South Africa: 

Starry nights 

in star-rated hotels 

At ITB Berlin this year, South Africa is 

highlighting affordable luxury thanks to 

the excellent value for the price of its 

accommodation offers. Three new luxury 

accommodation options are now offering 

stunning views of South Africa's starry skies. 

Sky Camp in the Aristea Private Nature 

Reserve in the Cape Floral Kingdom 

World Heritage Site is home to South 

Africa's first mirrored glass cabin. There 

are no other habitations or light influences 

nearby, meaning that visitors can enjoy 

undisturbed views of the starry night - from 

their bedroom or the private whirlpool. 

In the Samara Karoo Reserve, guests of 

Karoo Lodge or The Manor can book a freestanding 

bed under the stars from October 

to May. A unique opportunity to combine 

the Milk River with the Milky Way above! 

The Bubble Valley in Mpumalanga is home 

to Africa's first Bubble Tent Suite: a luxurious 

suite in a transparent bubble that promises 

a glamping holiday under South African 

skies 


ADVERTORIAL 

Healing hospitality: 

Ensana's integrated health 

spa experience 

Ensana, one of Europe's leading health spa hotel 

brands with a collection of 28 hotels, has developed 

a unique integrated health concept that combines 

natural healing resources with current medical 

expertise and modern diagnostic methods. 

As custodian of some of Europe’s 

most powerful and historic 

natural resources, Ensana is 

harnessing them in new ways to 

enhance the health of its guests. 

The hotel brand is utilising the 

therapeutic properties of thermal 

and mineral waters, mud and 

salt, to treat a range of health 

conditions aff ecting the muscles, 

bones, organs, metabolism and 

skin, as well as enhancing wellbeing. 

Ensana's commitment to 

health and wellness goes beyond 

ordinary hospitality. 

With decades of expertise and 

properties that span the historic 

allure of Hungary and Romania 

to the natural healing sanctuaries 

nestled in the Czech Republic, 

Slovakia, Bulgaria, and the UK, 

Ensana has established itself as a 

brand visitors can trust with their 

most precious commodity – their 

health. 

Ensana is continually seeking 

to expand and find new 

opportunities as an operator in 

Europe and the Middle East. The 

brand's development pipeline 

is currently focused on unique 

locations in Greece, Italy, Austria, 

Germany, Switzerland, and in the 

Kingdom of Saudi Arabia. 

The firm's expansion strategy 

includes new spa hotels as well 

as existing properties which can 

benefit from its expertise and the 

implementation of Ensana’s health 

spa programmes. “We believe 

that everybody has a right to good 

health, and it’s our long-term goal 

to provide that opportunity," says 

Frank Halmos, CEO of Ensana 


Frank Halmos 

CEO, Ensana 

Would you like to strengthen your brand's 

presence at the show? 

Book your advertising or advertorial space 

in ITB Berlin News. 

Need to advertise 

during the show? 

You still can! 

We'd be happy to discuss opportunities 

with you. 

Give us a call at +33 6 98 40 29 27. 

We'll help you increase your brand 

awareness in the tourism industry! 



2024 

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 2 Edition

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