ITB Berlin: African Destinations make a massive return this March

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One of the globe’s leading tourism market place, Internationale Tourismus-Börse (ITB Berlin) will be making a return to live(person-to-person) event since 2019 when it last held the event in the marquee Messe Berlin Arena.

Scheduled to take place from March 7-9, 2023 in Messe Berlin in the Charlottenburg province, this year’s event has Georgia as the Partner Country.

In 2020, ITB Berlin had to make the difficult decision of canceling that year’s edition, which was much anticipated, on the eve of the weekend leading to the event following the declaration of Covid-19 a pandemic by WHO. It shook the tourism sector in an unprecedented magnitude with some delegations said to have been stranded after the subsequent announcement of travel restrictions.

ITB Berlin, like many of the industry’s big gatherings and events, resorted to the virtual space to keep the sector going. The industry has endured hard times over the 24 months of conducting business, but now seeing light finally at the end of the tunnel.

The travel shows are back and the return of the world’s leading travel show is another fine opportunity for Africa’s tourism sector to woo travellers to the continent. African destinations have made strong appearances since the restart of tourism at leading travel expos to showcase the new, exciting, and diverse offerings travellers seek to benefit when they opt for it.

At WTM London, FITUR, BIT Milan, and Vakantiebuers among others, the continent has been well represented to speak to the needs of the new traveller.

ITB Berlin’s mega comeback may see most African destinations, including national tourism boards, private sector players and the ecosystem in Africa making strong appearance.

Confirmed African countries include; Angola, Benin, Ghana, Seychelles, Mauritius, South Africa, Namibia, Cote d’Ivoire, Tunisia, Botswana, Lesotho, Tanzania, Kenya, Uganda, Burundi, Cabo Verde, the Gambia, Zambia, Zimbabwe, Algeria, Egypt, Morocco, Togo, Swaziland, Sudan, Somalia, sierra leone, Seychelles, Rwanda, Sao tome & Principe, Saint Helena, Reunion, Niger, Madagascar, Mozambique, Mauritania, Mali, Malawi, Guinea, Guinea Bissau, Gabon, Eritrea, Ethiopia, Comoros, Congo, Cameroon, and Burundi.

With the newly introduced format creating a much-enhanced avenue for B2B, the African pavilion will not be short of insightful and business conversations and learnings on the new paradigm to unlock the continent’s tourism potential.

South African Tourism leads the pack with two major events and initiatives the rainbow nation has instituted to accelerate its recovery as well as share insights driving its growth. On March 7, 2023, it will hold a press conference to unveil the exceptionalism driving Mzansi’s tourism while on the next day, March 8 at 11-12:30 at Gamma 6.

Since 1966, ITB Berlin has been the world’s leading travel trade show. The ITB Berlin Convention is the world’s largest travel industry event of its kind.

Over the years ITB has not only grown in size, exhibitor numbers and attendance, but it has also become a comprehensive industry marketplace, showcasing travel products and services from around the world and growth-intensive niche markets.

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