ITB Berlin returns with Oman as host country


ITB Berlin 2024 reports impressive booking levels, with almost 90 per cent of the exhibition area now occupied. The wide range of exhibitors, including a strong increase in exhibitors from the host country Oman and other Arab states, as well as from Turkey, Greece, Asia, Africa and the mobility, tech and cruise industries, reflects the global importance of the event.

Exhibitors returning to the show such as the Emirates airline and Liechtenstein, as well as newcomers such as Disney, São Tomé and Principe, and Air India add an extra dynamic to the event. Following renovation work, a circular tour of the exhibition grounds is possible again.

We speak to Deborah Rothe, who stepped in as Exhibition Director of ITB Berlin last year. “We made a great comeback after the pandemic with the theme ‘Open for Change,’ reaffirming our position as the world’s leading travel trade show,” Rothe tells us. “The pure B2B event attracted 90,127 attendees from over 180 countries to Berlin over three packed business days. The ITB Buyers’ Circle, boasting 1,300 members, witnessed remarkable success, contributing to a noticeable increase in sales volume and a rise in international participation from 50 per cent in 2019 to an overall 70 per cent. The diversity of the approximately 5,500 exhibitors from 161 countries was equally impressive.”



With the new campaign #ITBTOGETHER, ITB Berlin 2024 will be proof of the vital need to meet face-to-face, reuniting the worldwide travel industry in Berlin and reflecting the tourism industry’s entire value chain, she says.

“To date, we report impressive booking levels, with almost 90 per cent of our halls now occupied. Exhibitors from 168 countries and territories have confirmed their participation. We are more international than ever, with over 87 per cent of exhibitors from abroad. We also see a strong increase in exhibitors from the host country Oman and other Arab states, as well as from Turkey, Greece, Asia, Africa and the mobility, tech and cruise industries.

“We also maintain our pure B2B-concept. The focus on the trade audience leads to even more in-depth discussions, business meetings and networking opportunities and, therefore, makes the ITB Berlin participation even more successful,” Rothe surmises.



This year, five new halls will be added at ITB Berlin. “We welcome Fiji, Dominica, the Cayman Islands, São Tomé and Príncipe or Disney as newcomers, and are happy about the return of Emirates airline, Liechtenstein and China. Hub27, the fully booked, multi-purpose hall, is centred on the German-speaking countries. Oman, as the host country, will showcase an 800 square metre stand in Hall 2.2.”

The speed networking event returns on Thursday, March 7, at CityCube Berlin, and the well-received Street Food Market (7.2c) is back for a second round. The Palais am Funkturm, housing the ITB Buyers Circle Lounge, has expanded for more meeting options. The Marshall House, serving as the ‘Home of Luxury,’ will feature a second lounge. A new ITB MICE HUB in Hall 8.2, with bookable counters via ITB App, and a Sustainability Lounge in Hall 4.1, add to the show’s highlights.



They are represented as prominently as ever at ITB Berlin. The strong representation of countries and regions from the Middle East, including the United Arab Emirates, Qatar, and Saudi Arabia, the latter who again is our biggest exhibitor, always enhances our show. Oman, our proud host country, has doubled its stand size in Hall 2.2.

They also feature a second booth in Hall 4.1 in the adventure & responsible tourism segment, sponsoring the Blogger Base in Hall 8.2. and hosting the festive opening gala on the eve of the show days.

“The Middle East regions always constitute a significant growth factor at ITB Berlin and consistently display impressive stands that captivate attendees.”



Rothe explains that the exhibitor presence at ITB Berlin closely align with travel trends in the German source market.

“The Middle Eastern countries have become increasingly popular destinations,” she says, and the cruise segment reflects German preferences. German travellers are also looking for a change from everyday life, increasingly wanting to explore the “unknown”. The glamping sector is growing at ITB Berlin, with an increasing number of providers offering boutique adventures, such as Responsible Adventures from Nepal, offering mobile glamping and culinary wellness trekking adventures in the Himalayas.

Additionally, there is a growing interest in Nordic countries, Eastern Europe, the Balkans, and the upcoming host country, Albania. Germans are also drawn to the Caucasus, particularly Georgia, which was the official host country last year.

“I really have to say that host countries of ITB Berlin are and will be absolute trend destinations for a reason.”