2024 ITB BERLIN NEWS - DAY 3 Edition

DAY 

3 

THURSDAY 

7 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 

BUSINESS HUB 

UNLOCKING OPPORTUNITIES 

FOR GROWTH AND BUILDING 

CONNECTIONS 

TRADE TALK 

“GERMANS 

CONTINUE TO 

HAVE A STRONG 

DESIRE TO 

TRAVEL” 

Norbert Fiebig 

President, Deutscher 

Reiseverband (DRV), speaking 

at this year's ITB Berlin 

Opening Press Conference 

REGION: EUROPE 

ITALY UNVEILS 

DIVERSE 

REGIONAL 

ATTRACTIONS 

AT ITB BERLIN 


#13 

#14 

EXCLUSIVE 

INTERVIEW 

JENNY OBERHAUS 

Contracting Manager, 

Hotelbeds, HBX Group 

#18

I NEWS I 

Morning Briefing 

By Deborah Rothe, Director ITB Berlin 

ITB Berlin—where business 

thrives 

Good morning, ITB Berlin attendees! As we embark 

on Day 3, the final day of ITB Berlin 2024, it’s 

inspiring to reflect on the moments we’ve shared 

so far, the knowledge we’ve exchanged, and of 

course, the business we’ve conducted. This year’s 

event has truly underscored ITB Berlin’s reputation 

as the premier hub for the global travel industry in 

terms of making connections and setting the stage 

for future collaborations. 

Yesterday, the show floor was a vibrant marketplace 

of ideas and partnerships, with countless 

business meetings unfolding in every corner. 

The ITB Buyers Circle stood out as a productive 

networking environment, offering unmatched 

opportunities for buyers and sellers to connect 

and explore synergies. I highly encourage you to 

read our exclusive interview on page 14, with Jenny 

Oberhaus from Hotelbeds (HBX Group), one of our 

Buyer's Circle membres. 

thought leaders and innovators who are shaping 

the future of our sector. 

As we look ahead, remember that the conclusion 

of ITB Berlin tonight does not mean the end of our 

journey together. The ITB network and the vibrant 

community it supports exists all over the globe, 

all year round. Mark your calendars for ITB China 

in Shanghai from 27-29 May, ITB India in Mumbai 

from 11-13 September, and ITB Asia in Singapore 

from 23-25 October. Each event promises unique 

opportunities to foster new relationships, explore 

emerging markets, and continue the conversations 

that have been started here in Berlin. 

Let’s make this final day at ITB Berlin 2024 the best 

one yet. Engage fully, connect deeply, and prepare 

for the exciting path ahead in the global travel 

industry. The future is bright, and we are shaping 

it together. 

Today, we invite you to enjoy our conference 

lineup, designed to provide actionable insights and 

forward-looking perspectives on the travel industry. 

It’s a real opportunity to gain inspiration from 

Thank you for making ITB Berlin 2024 a resounding 

success. Here’s to continuing our journey across 

the globe, one connection, one meeting, and one 

innovation at a time 

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ITB BERLIN NEWS • THURSDAY 7 TH MARCH 2024 5


THURSDAY 7 MARCH 2024: 

TODAY’S HIGHLIGHTS 

Today is the last day of ITB Berlin 2024, and your last chance to fit in as many 

conferences, round tables and events as possible! Explore our handpicked list of 

what's on today to make the most of your ITB Berlin experience. 

FUTURE WORK TRACK 

10:40 - 11:50 

Hall 3.1 / Green Stage 

RESOLVING THE MISMATCH: CURRENT 

AND FUTURE SKILLS NEEDS IN TOURISM 

Get a glimpse into the latest research on skill gaps 

and future requirements from Bréda University and 

PANTOUR. Collaborate with industry leaders in a 

solution-focused panel to drive your organisation's 

talent development forward. 

eTRAVEL TRACK - DIGITAL DESTINATION TRACK 

14:30 - 15:10 

Hall 6.1 / eTravel Stage 

NEUE RÄUME FÜR DIGITALE 

INNOVATIONEN: KNOWLEDGE GRAPH, UND 

NUN? DAS BRINGT OPEN DATA WIRKLICH 

(IN GERMAN ONLY) 

Unpack the power of open data and explore the 

cutting-edge of digital innovation. Don't miss this 

deep dive into the world of knowledge graphs. 

© Messe Berlin GmbH 

FUTURE WORK TRACK 

11:50 - 12:40 

Hall 3.1 / Green Stage 

LEADING THE CHANGE: CORPORATE 

CULTURE IN FUTURE WORKFORCE 

How can we address the challenges of sustainability, 

technological shifts, and political volatility? By 

cultivating an adaptive corporate culture. Engage 

with Trigema CEO Bonita Grupp, Ms Eliza Reid, and 

industry leaders for strategies on fostering innovation 

and change readiness. 

HOSPITALTIY TRACK 

16:15 - 17:45 

Hall 7.1b / Blue Stage 

CO-CREATING FUTUREHOTEL 

SCENARIOS - INTERACTIVE SESSION 

Head to ITB's Blue Stage to engage with Fraunhofer 

IAO researchers and imagine and develop the hotels 

of 2050 through scientific foresight. This collaborative 

workshop invites you to explore and expand upon 

future scenarios, unlocking the potential of Europe's 

hospitality industry. 

RESPONSIBLE TOURISM TRACK 

17:00 - 17:45 

Hall 7.1a / Orange Stage 

RADICAL CHANGE(S) IN TOURISM: 

ARE WE DRASTIC ENOUGH? 

Don't miss this opportunity to explore boundarypushing 

solutions in the industry. Experts will 

assess the feasibility and impact of transformative 

strategies, aiming to foster industry collaboration for 

a sustainable future. 

eTRAVEL TRACK 

12:20 - 12:45 

Hall 6.1 / eTravel Stage 

TRANSPORTATION TAKING A TURN - 

THE NEW TECHNOLOGIES IN GROUND 

AND SEA TRANSPORTATION 

Step into the fast lane of innovation, where the latest 

tech is reshaping ground and sea journeys. This 

session promises a glimpse into the exciting future of 

travel. 

RESPONSIBLE TOURISM TRACK 

16:20 - 17:00 

Hall 7.1a / Orange Stage 

THE RIGHT MESSAGE IN TOURISM: 

MAKING GENUINE ESG CLAIMS 

Join a panel of experts as they expose the realities of 

greenwashing and guide listeners towards authentic 

and responsible marketing in tourism. Level up your 

understanding of sustainable practices and genuine 

social responsibility in the travel industry. 

AGENDA 

SWITCH ASIA TO GREEN 

 

Sustainability best practices and challenges from Thailand, Bhutan, Laos and Kyrgyzstan 

will be presented at a special seminar jointly organised with PATA and Travelife supported 

by the EU Switch Asia programme at ITB Berlin today from 11:00 to 15:00 in City Cube / 

M4 Meeting Room. 

11:00-12:00 

Thailand: Inspiring innovations in 

Thai Sustainable Tourism 

12:00-13:00 

Bhutan: Becoming the Greenest 

Country in the World? 

13:00-14:00 

Laos: Sustainable from the Start? 

14:00.-15:00 

Kyrgyzstan: Communities at the 

Centre? 

Check out the detailed 

programme at 

www.asia.travelife.info 

ADVERTORIAL 



Malaysia's authenticity 

of destinations on 

display at ITB Berlin 

Dr Yasmeen Yasim, the Deputy Secretary-General (Tourism) 

at the Ministry of Tourism, Arts and Culture Malaysia, 

explains why nature and authenticity are the core of the 

Malaysian tourism strategy. 

You are present for the first time 

at ITB Berlin. What are your 

impressions? 

I had heard a lot about ITB Berlin. My 

first impression is that it is a very good 

platform, very lively. There is so much 

creativity about the way countries 

present themselves. For Malaysia, 

ITB Berlin is the main gateway to 

European markets and the best trade 

fair in which to participate. Malaysia 

has been exhibiting here for over 50 

years, as our first participation was in 

1972! 

Why is nature tourism an important 

part of Malaysia's tourism strategy? 

Promoting nature has always been a 

major focus in our National Tourism 

Policy 2020-2030, with sustainability 

at the core of our tourism initiatives. 

For example, after Covid, we realised 

even more that we could not go 

against Mother Nature. We now 

focus on heritage, traditions, culture, 

communities and sustainability, with 

the idea of attracting more high-yield 

tourists. 

What strategies are being put in 

place to make Malaysia a more ecofriendly 

destination? How is the 

public responding to these efforts? 

As the federal ministry responsible 

for tourism, we are encouraging our 

states to move toward sustainability. 

Changing mindsets is never easy, but 

change is necessary to be better and 

come back stronger. Authenticity is 

the key to returning visitors. When it 

comes to authenticity, a good example 

would be Batu Puteh, Kinabatangan, 

Sabah, which received a UN Tourism 

Award in Best Tourism Villages in 2021. 

The local community is very much 

invested in practicing sustainability, 

and visitors can feel their sincerity. 

Due to their love for their heritage 

and community, some even send their 

children to higher education in related 

fields. When they graduate, they 

will return home to contribute to the 

community 

Hall 26 / Stand 117 

Sabah, Malaysia is balancing 

tourism and preservation at 

ITB Berlin 2024 

Christina Liew, Minister of Tourism, Culture and 

Environment of Sabah, Malaysia, stresses that 

the State of Sabah is increasingly aware of the 

need to balance the development of tourism 

and the preservation of development. 

What are you presenting at ITB 

Berlin this year? 

We are of course emphasising 

eco-tourism activities with our 

spectacular nature offer. However, 

we are presenting it in a different way 

compared to previous years. Now 

when we promote our eco-tourism 

activities, we also look strongly at 

environmental preservation. Our aim is 

to protect our local communities and 

ensure environmental preservation to 

balance as much as possible tourists' 

footprint. 

What kind of experiences are visitors 

to Sabah looking for today? 

Travellers want to experience 

authenticity, above all. And to go back 

to nature. This is why we concentrate 

our promotion around four main 

themes: mountain tourism - and 

particularly the Mount Kinabalu-, 

our islands, our jungles and our 

diving spots. All of them are however 

promoted by always taking into 

consideration the balance between 

development and preservation. 

How is Sabah harnessing 

community-based tourism in order 

to economically empower residents? 

We have a popular programme around 

community-based tourism with 

many villages being listed as perfect 

to receive foreign travellers. This is 

an experience that travellers love 

because, beyond generating income, 

it is also a way to foster the spirit of 

being together. For villagers, we also 

emphasise specific requirements to be 

sure that they provide good standards 

of service to their guests. If they match 

our checklist, they can even receive 

government's subsidies 




Jordan's push for cultural sustainability 

at ITB Berlin 2024 

At Jordan's presentation on Tuesday on the Lighthouse 

Stage in Hall 4.1, Hakim Tamimi Marino, Head of Adventure 

Tourism at the Jordan Tourism Board, explained that the 

country's sustainability initiatives extend far beyond its 

considerable environmental and economic sustainability 

efforts to embrace cultural sustainability. 

Mr Tamimi Marino expressed how 

delicate a balance it is between 

wanting travellers to experience 

the same emotions as those who 

visited before them and allowing 

local community service providers to 

develop organically. He explained that 

Jordan is providing these communities 

with the tools they need to do this. "For 

us it is important for local communities 

to evolve on their own," he said. 

Mr Tamimi Marino went on to outline 

how this is being achieved. Namely, 

the tourism board is not involved in 

starting up any local community 

experiences, but rather encourages 

local entrepreneurs to initiate their 

own tourist services and experiences. 

Harnessing the power of marketing, 

the organisation helps to drive traffic 

to these experiences to ensure their 

continuity. 

Touching on continuity, Mr Tamini 

Marino underlined the importance 

of stability over seasonality, detailing 

how the adventure department of the 

Turkish Airlines Business 

Lounge honours UEFA 

Champions League 

Turkish Airlines is at ITB Berlin 2024 with big news, as 

the company has unveiled a new themed display in its 

Business Lounge in Istanbul featuring items used by 

world-famous football stars including Lionel Messi, Karim 

Benzema, Cristiano Ronaldo and many others. 

Turkish Airlines, the first official airline 

partner of the UEFA Champions 

League, offers to its Business Class 

passengers a unique journey to 

remember iconic competition's 

moments. 

board allocates at least 25% of its 

annual budget to one locally driven 

experience until the entrepreneur can 

stand on his or her own feet. And, 

apart from funding, Jordan's Tourism 

Board is also involved in lobbying 

and support, aiding in the access to 

financing. 

Following the success of last year’s 

exhibit, launched in March 2023, the 

new display showcases iconic items 

from the European teams with the 

most appearances in Champions 

League history. Football fans can 

marvel at the 33 jerseys, 33 match 

balls, and two pairs of football boots, 

representing 33 iconic teams from 

Germany, England, France, Spain, 

Italy, Portugal, the Netherlands, and 

Turkey. 

The unique exhibit also features 

signed shirts from football legends 

such as Cristiano Ronaldo, Lionel 

Messi, Karim Benzema, Luis Suárez, 

and Robert Lewandowski. 

Other noteworthy items include boots 

worn by Ricardo Kaká and Francesco 

Totti, along with signed match balls 

from renowned clubs including 

Real Madrid, Manchester United, 

FC Barcelona, FC Bayern Munich, 

Liverpool FC, Chelsea FC, and AC 

Milan. 

By working together with local 

community service providers, Jordan 

Tourism also looks to reach out to 

the curious traveller, avid for original 

experiences. Visitors to ITB Berlin can 

stop by Jordan's dedicated stand in 

the ITB adventure hall to learn more 

Hall 4.1 / Stand 222 

The exhibit remains open for visitors 

to Turkish Airlines Lounge Business 

until the UEFA Champions League 

final, which takes place on 1 June, 

2024 in London. 

Turkish Airlines’ Business Lounge in 

Istanbul Airport offers passengers 

an exclusive and elegant pre-flight 

experience. With gourmet delicacies, 

a mix of relaxation and working 

areas, suite rooms and showers, 

ironing service, concierge, personal 

workspaces and meeting rooms 

and more, passengers can make 

the most of their time in the lounge 

before take-off. More than 80,000 

passengers a month pass through 

Turkish Airlines’ Business Lounge as 

they transit through Istanbul 



I TRADE TALK I 

ITB Berlin gives “a comprehensive overview 

of the current state of the industry” 

Sandra Hofherr, 

Product Manager for Scandinavia and the 

Azores, Wolters Rundreisen GmbH 

ITB Berlin News spoke with Sandra Hofherr, Product 

Manager for Scandinavia and the Azores at German 

tour operator Wolters Rundreisen GmbH, about how 

the importance of ITB Berlin for the industry and the 

specificities of the Scandinavian and Azores markets. 

Why do you think ITB Berlin is such 

an important event for the industry? 

ITB Berlin attracts exhibitors, experts 

and interested parties from all over 

the world. As a result, it offers a 

unique platform for the exchange 

of information, ideas and business 

opportunities on a global scale. The 

show covers various segments of the 

travel and tourism industry, including 

hotels, transportation companies, 

destination agencies, tourist 

boards, technology companies, 

tour operators and more. This 

diversity allows attendees to get 

a comprehensive overview of the 

current state of the industry. 

Scandinavia is one of your main 

markets. How has that market 

changed in recent years? 

The COVID-19 pandemic has 

changed a lot of things. Many of 

our personal business relationships 

have been lost due to staff changes, 

especially in hotels. Relationships 

with hotel chains have also changed. 

There is a push to place bookings 

either directly on the chains' booking 

platforms, or in booking centres. 

How do you select and collaborate 

with local partners in the Azores' 

nine islands to ensure the success 

of these itineraries? 

For years, we have maintained 

good relationships with various 

partners who operate directly in the 

destination area. They put their heart 

and soul into their work and have a 

great deal of expertise in managing 

the nine islands. This is an enormous 

advantage for us, and we can react 

quickly to changes and adapt our 

products. We are also able to provide 

our guests with the best possible 

local support, because the distances 

to the individual providers are short 

12 ITB BERLIN NEWS • THURSDAY 7 TH MARCH 2024 news.itb.com

I TRADE TALK I 

“Germans continue to have a strong 

desire to travel” 

In an exclusive interview with ITB Berlin News, Norbert Fiebig, President of the German 

travel association, Deutscher Reiseverband (DRV), talks German market travel trends 

and affirms that his fellow nationals have maintained their wanderlust 

Germans have gone back to their pre-pandemic early 

bird booking habits and remain faithful to their favourite 

summer destinations, but cruises and long haul travel are 

also seeing a comeback, according to Mr Fiebig. 

In recent years, what shifts have 

you noticed in Germans' booking 

behaviour? 

During the COVID-19 pandemic, 

Germans tended to book their 

holidays with short notice because 

of the uncertainty. This went against 

their usual booking behaviour. Last 

year, we clearly saw a return to prepandemic 

booking behaviour and the 

early birds are definitely back. 

This year early bookings are even 

stronger than in 2023. Summer trips 

worth around EUR 3.6 billion were 

already booked in January, which 

represents 42% of all last year's 

summer bookings. 

Which destinations have emerged 

as favourites for the upcoming 

summer season? 

Germans continue to have a strong 

desire to travel. This year they are 

again looking for sun and beaches. 

The favourite summer destinations 

are again the classics: Spain with the 

Balearic Islands, the Canary Islands 

and the Spanish mainland, Greece, 

and Turkey. Turkey is one of the 

destinations with the highest demand 

among Germans for package holidays. 

Egypt and Tunisia are also catching up 

fast. 

How have interest levels in cruises 

and long-haul flights evolved? 

In addition to popular Mediterranean 

destinations, we are also seeing a 

comeback in long-haul travel this year. 

Overall, we expect a positive trend in 

long-haul travel compared to last year, 

with an 11% increase in the number 

of travellers and an 18% increase in 

sales. Many long-haul destinations, 

such as the USA, Australia, Thailand, 

and Indonesia, have slowly recovered 

from the pandemic and are now back 

at the top of the popularity scale. 

Cruises have also returned to the 

market this year. The booking season 

is progressing well for both ocean and 

river cruises. 

What role do you see for the tourism 

industry in combating climate 

change, particularly in popular 

destinations among German 

travellers? 

We have to focus our attention and 

commitment to solve the challenges 

linked to climate change. The search 

for sustainable solutions will keep 

us busy for the upcoming decades. 

We are taking this challenge very 

seriously. We have to reduce the 

carbon footprint across the entire 

travel chain. 

Furthermore we have to supply our 

customers with information on the 

Norbert Fiebig 

President, Deutscher Reiseverband 

(DRV), speaking at this year's ITB Berlin 

Opening Press Conference 

ecological impact of specific travel 

offers. This provides transparency 

and in this way we can raise travellers' 

awareness. I am confident that the 

carbon footprint will become a key 

competitive factor when it comes to 

travel 


Looking to advertise at 

ITB Berlin 2024? 

Getting ready for ITB 

Berlin News 2025? 

Would you like to strengthen your 

brand's presence at the show? 

Book your advertising or 

advertorial space in ITB Berlin 

News now. 

We'd be happy to discuss 

opportunities with you. 

Give us a call at +33 660 42 68 04. 

We'll help you increase your 

brand awareness in the tourism 

industry! 


I EXCLUSIVE INTERVIEW I 

THE 

ADVANCEMENT OF 

TECHNOLOGY HAS 

HAD A PROFOUND 

IMPACT ON MY 

APPROACH AS A 

BUYER IN THE 

INDUSTRY, 

ESPECIALLY AT 

SHOWS LIKE ITB 

BERLIN. 

Jenny Oberhaus 

Contracting Manager, 

Hotelbeds, HBX Group 


I EXCLUSIVE INTERVIEW 

I 

The buyer experience at ITB Berlin 

Jenny Oberhaus, Contracting Manager, Hotelbeds, HBX Group gave 

ITB Berlin News insight into her experience at the show and predictions 

for the future of the industry 

With almost 20 years' of ITB Berlin experiences under 

her belt, Jenny Oberhaus has seen the industry evolve 

and grow at the show over time. She sat down with ITB 

Berlin News to discuss her experience, how technology is 

impacting the industry, and why ITB Berlin is unique in the 

opportunity that it offers buyers in the travel and tourism 

sector. 

Can you share how many years 

you've been a participant at ITB 

Berlin and the notable industry 

transformations you've witnessed 

during these events? 

I've had the privilege of participating 

in ITB Berlin since 2005 and it has 

been fascinating to witness the 

industry's evolution firsthand over 

this period. One of the most notable 

transformations has been the shift 

towards digitalisation and the 

integration of technology into every 

aspect of the travel experience. 

From the rise of online booking 

platforms to the adoption of mobile 

apps for itinerary management, the 

industry has undergone significant 

changes driven by advancements in 

technology. 

What sectors are you particularly 

interested in this year? What are 

your main goals at the show? 

One of my main objectives at the 

show is to identify new partners and 

establish strategic collaborations 

with existing suppliers. By 

networking with industry leaders 

and exploring new products and 

services, as well as the latest trends 

in the industry, I aim to gain valuable 

information that will enable us to 

create the best product offerings for 

our customers in the coming season. 

From your perspective, what are the 

emerging trends in the travel and 

hospitality sectors that are taking 

centre stage at this year's ITB Berlin? 

At this year's ITB Berlin, several 

emerging trends are taking 

centre stage, including the rise of 

sustainable tourism practices, the 

growing demand for personalised 

and immersive travel experiences, 

catering to a rising demand for tailored 

and seamless trips for travellers. 

Additionally, there's a strong focus on 

the increasing integration of artificial 

intelligence and data analytics into 

travel services. 

How has the advancement 

of technology reshaped your 

approach as a buyer in the industry 

and specifically at shows like ITB 

Berlin? 

The advancement of technology 

has had a profound impact on my 

approach as a buyer in the industry, 

especially at shows like ITB Berlin. 

It has enabled us to streamline 

processes, enhance the customer 

experience and gain valuable 

insights into consumer behaviour 

through data analytics. As a result, 

we're able to make more informed 

decisions when selecting partners 

and negotiating contracts, ultimately 

improving efficiency and driving 

business growth. 

With the increasing emphasis 

on eco-conscious travel and 

THE 

INCREASING 

EMPHASIS ON 

ECO-CONSCIOUS 

TRAVEL AND 

SUSTAINABILITY 

HAS GREATLY 

INFLUENCED 

OUR APPROACH 

TO SELECTING 

PARTNERS AND 

MAKING 

DECISIONS. 

sustainability, how does this impact 

your approach when selecting 

partners and making decisions at 

ITB Berlin? 

The increasing emphasis on ecoconscious 

travel and sustainability 

has greatly influenced our 

approach to selecting partners and 

making decisions. We prioritise 

collaborations with suppliers and 

destinations that demonstrate a 

commitment to environmental 

stewardship, social responsibility 

and sustainable practices. This 

includes initiatives to reduce 

carbon emissions, minimise waste 

and support local communities, 

aligning with our company's values 

and our customers' preferences for 

responsible travel experiences 

AN ELITE 

OPPORTUNITY 

FOR BUYERS 

ITB Buyer's Circle, an exclusive 

network limited to 1,000 members 

from the leisure, business 

travel, and MICE sectors, offers 

opportunities for networking, 

business development and insights 

into the latest trends in travel. 

Membership is subject to selection 

by an experienced jury. 

Members of the ITB Buyers Circle 

enjoy several benefits during the 

ITB Berlin trade show, including 

complimentary admission, priority 

access, and exclusive use of the 

ITB Buyers Circle Lounge for 

networking and business meetings. 

Additionally, the Home of Luxury 

at the Marshall Haus serves as 

a unique venue for members to 

participate in exclusive events, 

emphasising the circle’s role in 

fostering high-level exchanges 

within the luxury travel segment 


I REGION I EUROPE I 

Europe, the world's top 

tourism destination in 2023 

700.4 million 

international tourist arrivals to 

Europe in 2023 

Europe accounted for 54.5% of 

all international tourist arrivals in 

2023 according to UN Tourism. The 

continent welcomed 700.4 million 

foreign arrivals, only 5.7% below 

the numbers of 2019. Within the 

continent, Southern/Mediterranean 

Europe had the largest share of 

international travellers with 307.4 

million arrivals. Southern Europe 

was the best performer within the 

continent, surpassing 2019 numbers 

by 1.1%. Western Europe followed at 

only 2.9% below pre-pandemic levels. 

UN Tourism indicates that several 

European countries surpassed 2019 

levels in January-November 2023, 

with Albania at 49% more, Andorra at 

31% higher, Iceland and Serbia at 15% 

higher, Portugal at 11% higher, Turkey 

49% The top performer is 

Albania with 49% more arrivals 

than in 2019 

at 7% higher, Greece at 4% higher 

(through October) and Spain at 1% 

higher. France virtually recovered its 

2019 levels last year 

Eight halls dedicated to 

Europe at ITB Berlin 2024 

Europe is present in 8 halls at ITB 

Berlin 2024, reflecting the popularity 

of the continent as a tourist 

destination. In Hall 8.2, the focus is 

on Cultural Tourism and Belgium. 

Eastern Europe is in Halls 10.2 and 

11.2, while Hall 18 welcomes the 

UK, Ireland, Scandinavia, the Baltic 

States and Ukraine. 

German-speaking countries as well 

as Slovenia are centralised in hub27 

this year. Germany is represented by 

the German National Tourist Board 

and almost all the federal States. 

Hall 1.1 features Mediterranean 

countries such as Greece, Cyprus, 

Albania and Italy. In Hall 1.2 visitors 

can find Malta, Croatia, Kosovo and 

Bosnia while the Spanish tourism 

industry is also making a strong 

showing in Hall 2.1. Finally, Turkey 

and Bulgaria can be found in Hall 

3.2 

Serbian tourism expected to take 

a "quantum leap" with EXPO 2027 

ITB Berlin News spoke with Marija Labovic, Acting 

Director of the National Tourism Organisation of 

Serbia, about how the country's tourism efforts 

are paying off and Serbia's preparations for EXPO 

2027. 

How did Serbia's tourism 

sector perform in 2023 and 

what are your expectations for 

2024? 

2023 was one a record year 

for Serbian tourism and it is 

important to note that we had 

already overcome the impact 

of the pandemic in 2022. The 

efforts of Serbia as a tourist 

destination and its whole 

tourism industry to expand its 

markets, increase quality, and 

promote Serbia in line with the 

latest trends, as well as new 

flights and airline partnerships, 

have paid off. We have big 

expectations for 2024, and 

believe we are already heading 

towards another record year. 

What sectors is Serbia's travel 

and tourism industry investing 

in for the future? 

Tourism in Serbia is looking 

towards an increase in 

accessibility with massive 

investments in road and rail 

infrastructures, as well as 

the newly refurbished and 

expanded Belgrade airport, 

and an increased number of 

flights to the airports in Nis and 

Kraljevo. We are also seeing 

big investments in the hotel 

industry, not only in Belgrade 

but throughout Serbia. 

With Belgrade set to host EXPO 

2027, could you elaborate on 

the significance of the event 

for Serbia's tourism industry? 

EXPO 2027 will be held in 

Belgrade from 15 May to 15 

August 2027, and it will be the 

biggest event that Serbia has 

ever hosted. Under the umbrella 

of EXPO 2027, Serbia is expected 

to take a quantum leap when it 

comes to the economy, tourism, 

and infrastructure. We expect 

that EXPO 2027 will further 

boost the positioning of Serbia 

as a tourist destination 




ADVERTORIAL 

Italy unveils diverse regional 

attractions at ITB Berlin 2024 

Europe is Italy's largest tourism source 

market. In 2022, Italy recorded 37 million 

European visitors of a total of 55.09 million 

international visitors—a market share of 

67,3%. In 2023, Italy's international visitor 

arrivals reached 62.8 million although 

details on the European share have not 

been yet communicated. 

LAZIO: A JOURNEY INTO THE HEART OF ITALY 

Lazio is an unmissable region for lovers of art 

and culture—and this goes beyond the obvious 

destination of Rome. UNESCO sites, churches, 

villas, castles, abbeys, and seaside villages 

Italy is more popular than ever among 

Europeans as proved by the strong 

presence of Italy with its regions, hotels 

and T.O. at ITB Berlin 2024. From art and 

culture, stunning natural beauty and of 

course a wide range of gastronomical 

choices, each of Italy's regions has its 

own tourism offer. 

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

are in harmony with the natural beauty of its 

landscapes. 

The region of Lazio is undertaking to manage 

all of its tourist attractions in a sustainable 

manner, respecting both the environment and 

local communities. Centuries-old traditions 

such as folkloric events, floral shows and 

historical reenactments reveal a deep-rooted 

popular culture. Examples include the religious 

procession “Macchina di Santa Rosa” in Viterbo, 

classified as UNESCO Intangible Cultural 

Heritage since 2013. Lazio is also preparing for 

the 2025 Jubilee which will celebrate a network 

of centuries-old roads for pilgrims that all lead 

to Saint Peter's in Rome 

LIGURIA: A KALEIDOSCOPE 

OF COLOURS OVER THE 

BLUE SEA 

Liguria contains all of the elements for a holiday full of 

culture and beauty. The sea and mountains are very close, 

and art and culture are present in every corner of Genoa 

and the Rivieras. 

The region is home to 3 UNESCO World Heritage sites 

(Cinque Terre, Rolli Palaces and Beigua Geopark); timeless 

villages including Sanremo the "city of flowers and music", 

Portofino one of the "world's most glamorous villages" and 

Porto Venere; and the Gulf of Poets. Liguria also offers 

exceptional gastronomy with protected designation of 

origin wines, extra virgin olive oil and of course PDO basil 

used for pesto and PGI Focaccia with Recco cheese 

© Livigno Valtellina AdobeStock 

PUGLIA: AUTHENTIC EXPERIENCES AMONG 

OLIVE GROVES AND WHITEWASHED 

MASSERIE 

There is more to Puglia than its famous sea and 

countryside. In addition to pristine beaches, 

Puglia is home to UNESCO heritage-classified 

Trulli, a number of castles and cathedrals and 

masserie—the region’s unique and authentic 

farm estates—one of which 

has been chosen to host the 

forthcoming G7 Summit. 

Amid olive trees, with their 

unique architecture and 

offering typical Apulian 

cuisine, the typically 

whitewashed masserie in 

Puglia provide an innovative 

and sustainable way of 

travelling. Nowadays, they are 

generally exclusive resorts, 

spas or rustic agrotourism 

accommodations. Puglia is a prime destination 

for those seeking to experience a traditional 

Mediterranean slow-paced life, relax in secluded 

courtyards and indulge in authentic local food 

© Fabio Ingegno 

LOMBARDY: STYLISH 

BEAUTY IN NORTHERN 

ITALY 

Lombardy is the Italian region with the highest number 

of UNESCO World Heritage Sites. It is sprinkled with art 

cities, picturesque villages and incredible landscapes of 

unspoiled beauty. Lake Como, Lake Garda, Lake Iseo and 

Lake Maggiore offer breathtaking scenery, enhanced by 

the presence of mountains, which will be home to the 

Milan Cortina 2026 Winter Olympics and Paralympics. 

The brand "Lombardia Style" identifies and celebrates 

the best of production, inspiration and creativity made in 

Lombardy from fashion to design, craftsmanship to quality 

dining. Barbara Mazzali, the Lombardy Region Councillor 

for Tourism, Territorial Marketing and Fashion, describes 

the aim of this campaign: "We want to bring together 

Lombardy's many and varied excellences. It’s time to 

create a network that brings together the protagonists of 

this unique story, so that it can also be told abroad” 



SICILY: A TOP PERFORMER OF 

ITALIAN TOURISM 

Sicily welcomed 15 million arrivals in 2023, and the region is aiming 

to diversify its offer by targeting new tourism trends. For example, 

2024 is dedicated to roots tourism and communities of Sicilians 

abroad who wish to rediscover their places of origin. 

Sicily has launched sustainable and slow tourism products targeting 

ecologically-minded travellers and is targeting film tourism with 

landscapes that look like true open-air sets, as well as sports and 

outdoor tourism. Cultural heritage is high on Sicily's agenda with 

7 UNESCO Sites, theatres, art foundations, monuments such as 

the recently reopened Arab-Norman Taormina castle, exhibitions, 

circuits, and 24 of Italy's "Most Beautiful Villages" 

SAN MARINO: 

WHERE HISTORY MEETS 

OUTDOOR ADVENTURES 

Designated a UNESCO World Heritage site since 2008, San Marino 

is the fifth smallest country in the world, and is located inside Italy. 

San Marino offers authentic experiences enriched by more than 

1,700 years of independence. The historic city centre is located 

on top of Mount Titano, surrounded by medieval walls and crisscrossed 

by narrow streets lined with monuments. 

San Marino is also a great destination for nature lovers. Hiking, 

cycling, climbing and archery are among the wide range of 

adventure activities available. The 43-km long "Walk of the Titano" 

is full of beautiful landscapes and views, while the 80-km "Walk of 

Saint Marinus" is the first itinerary dedicated to the Saint Founder of 

the city and is ideal for meditation 


© visitsanmarino © Regione Siciliana 

Italian tourism aspires 

to even greater heights 

Italy boasts a considerable presence at ITB Berlin this year with 

some 200 exhibitors, comprising 15 regions, as well as large 

companies such as ITA and Trenitalia. 

Speaking at the ENIT press conference 

on Tuesday, the Tourism Minister Daniela 

Garnero Santanchè commented: "ITB 

Berlin is an extraordinary opportunity 

to further increase visibility and spread 

knowledge of Italian beauty and skills 

around the world. Our promotional 

campaign of the Venus of 'Open to 

Meraviglia' positively influences the choice 

of Italy as a leading travel destination," 

commented Santanchè. "It is also thanks 

to ENIT's invaluable contribution that 

we bring both the regions and tourism 

companies, representing the Italian travel 

industry's know-how. Our ITB Berlin 

participation is an example of how the 

'Italian system' must continue to evolve in 

order to aspire to ever greater success." 

"The essence of tourism is not only 

travelling to a destination, but above 

all returning there and speaking well of 

it to everyone. We are also seeing the 

great return of long-haul, big spender 

travellers, and we are consolidating an 

interesting position in the Middle East 

and Asia," added ENIT's newly appointed 

President Alessandra Priante. "We have 

great confidence in the future. With a 

newly shaped ENIT S.p.A., thought out 

by Minister Santanchè, we will work in 

ITB BERLIN 

IS AN 

EXTRAORDINARY 

OPPORTUNITY 

TO FURTHER 

INCREASE 

VISIBILITY 

a more agile and innovative way to give 

the right support to national tourism 

stakeholders, promoting our excellence 

in the best possible way, focusing a lot 

on training, while helping destinations to 

diversify and get rid of seasonality even 

more effectively" 



I SPECIAL FEATURE I SPORTS TOURISM I 

© Filip Mroz- Unsplash 

A bright future ahead for 

sports tourism 

Sports tourism, one of the industry's fastestgrowing 

segments, offers enormous potential. 

As UN Tourism Secretary- 

General Zurab Pololikashvili 

noted at ITB Berlin's opening 

ceremony, the sports tourism 

sector is beginning to take off 

and offers huge development 

prospects for the tourism 

industry. Generating around 

10% of the world’s expenditure 

on tourism, according to UN 

Tourism, sports tourism stands 

to see an estimated growth rate 

of 17.5% by 2030. 

As more and more tourists 

become interested in taking 

advantage of sports activities 

when they travel, sporting 

events of all kinds attract 

visitors both as participants 

and spectators. From huge 

affairs such as the Olympic 

and Paralympic Games taking 

place in Paris this year that 

are expected to attract some 

15.3 million visitors, to smaller 

and more targeted events 

such as the Louis Vuitton 

37th America’s Cup happening 

in Barcelona between August 

and October, the world has no 

shortage of attractive sporting 

events. 

Because of this wealth of yearround 

activities at locations 

across the globe, sports 

tourism has the potential to 

help destinations boost their 

year-round offering and beat 

the seasonalisation of their 

tourist proposals as sporting 

event visitors not only spend 

on hotels and restaurants 

during the events, they can also 

potentially stay on to discover 

other local attractions. 

A few of the popular sports 

tourism events that drew 

massive crowds in 2023 include 

the ICC Men’s Cricket World 

Cup held in India; the 19th 

Asian Games in China; the FIFA 

Women's World Cup co-hosted 

by Australia and New Zealand, 

which brought in more than 

€524 m in revenue, and the 

Rugby World Cup in France 

Kenya presents sports as a gateway to greater 

understanding at ITB Berlin 2024 

Kenya encourages us to think of the world of sport as a 

giant tapestry, with it weaving together in perfect harmony 

the threads of competition, athletics and cultural exchange. 

From the thundering footsteps of marathon runners racing 

across the plains to the precision swings of golfers amidst 

lush grassy courses, destination Kenya stands as a beacon 

of sporting excellence. 

© Kenya Tourism 

Athletics, particularly marathons, 

have long been synonymous with 

Kenya's prowess on the global stage. 

The country's athletes, hailing from 

humble beginnings and honing their 

skills amidst the rugged terrain of 

the Rift Valley, have turned become 

icons of endurance and determination. 

Annual events like the Stanchart 

Nairobi Marathon and Lewa Marathon 

not only celebrate athletic talents but 

also provides a unique opportunity for 

participants and spectators alike to 

immerse themselves in Kenya's rich 

cultural heritage. 

Golf holds a special place in Kenya's 

sporting landscape. With many 

world-class courses set against the 

backdrop of breathtaking scenery, the 

Magical Kenya Ladies Open and the 

Magical Kenya Open have become 

fixtures on the international golfing 

calendar. These tournaments not only 

attract top players but also offer a 

glimpse into Kenya's hospitality and 

natural beauty, from the greens of the 

PGA Baobab Course to the fairways of 

Nairobi's Muthaiga Golf Club, Karen 

County club and Great Rift Valley 

Lodge and golf resort . 

The adrenaline-fueled excitement 

of the World Rally Championship in 

Naivasha is another sporting event 

where drivers navigate treacherous 

terrain and breathtaking landscapes 

with precision and skill. The Safari 

Rally, staged in the Great Rift Valley, 

not only showcases Kenya's natural 

wonders but also serves as a rallying 

cry for adventure seekers and thrill 

enthusiasts 


Scan the QR 

code to read 

the full article 




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 3 Edition

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