2024 ITB BERLIN NEWS - DAY 3 Edition

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
Hall 1.1 / Stand 122
ITB BERLIN NEWS • THURSDAY 7 TH MARCH 2024 17