ITB Berlin 2024: A Comprehensive Detail of Africa’s Participation


The 2024 tourism season is off to an exhilarating start. As anticipated, FITUR, the year’s first major show, boasted record-breaking numbers in terms of trade participation. Beyond the conventional market metrics reported by organizers, interactions with Destination Management Companies (DMCs), travel specialists, Destination Marketing Organizations (DMOs), and other stakeholders in the tourism industry affirm a robust outlook for the tourism sector in 2024.

After a triumphant presence at FITUR, the global tourism community eagerly awaits International Tourism Bourse, the premier travel show, as it prepares to welcome the world once more from 5-7 March 2024.

ITB Berlin has been the World’s Leading Travel Trade Show. As in previous years, the internationally acclaimed ITB Berlin Convention will take place parallel with the show as a live event on the Berlin Exhibition Grounds. Under the heading „Pioneer the Transition in Travel & Tourism. Together.“, leading speakers from business, science and politics will discuss the industry’s current and future challenges on 4 stages with a total of 17 themed tracks and more than 24,000 attendees.

VoyagesAfriq, Africa’s foremost travel and tourism media platform, is proud to deliver unparalleled coverage of the continent’s rich and captivating tourism offerings to a global audience. This year, ITB Berlin returns with a bespoke and innovative market format, designed to invigorate trade interactions and propel the industry forward.

The once 6-day show, which has now scaled down to 4 days, has adeptly adapted to the new normal by curating products and initiatives aimed at delivering results for the sector.

With the aim of surpassing last year’s success, Africa will once again make a significant presence at the world’s leading travel show. Already confirmed for the German travel show are 24 African countries, each poised to showcase their diverse and unique offerings.

These countries include: South Africa, Seychelles, Mauritius, Madagascar, Rwanda, Botswana, Namibia, Senegal, Sierra Leone, Zambia, Zimbabwe, Gambia, Kenya, Tanzania, Mozambique, and Cabo Verde.

Side Events

The Africa Hall 20 is brimming with activities and side events designed to provide insight into the continent and unveil new product announcements at the show.

Onshow Solutions and ATTA will host a networking session to introduce the Essence of Africa, debuting in Nairobi, Kenya, in October 2024.

Botswana will unite the travel trade community during their Sundowner event on March 6, 2024, at 18:00, located at the Botswana stand within Hall 20 of the Africa Pavilion.

On another note, South Africa will hold a press conference on March 5, 2024, at 15:00. Additionally, the South African embassy in Berlin will host a reception for the delegation and industry leaders at the Ambassador’s residence a day earlier.

The SADC Business Council Tourism Alliance and Boundless Southern Africa will host a sideline event on 6th March at 10:00-11:00 am at the VIP -2 Grober Stern next to hall 20. The session will offer insights invite on the progress of tourism initiatives across the Southern Africa region.

The session will also provide an in-depth look into key programmes guiding regional tourism development and integration under the SADC Tourism Programme 2020 –2030.

Moreover, the Namibian Tourism Board will tantalize attendees with a taste of their adventurous land during a cocktail session at their stand.

In its signature style, VoyagesAfriq will provide unparalleled coverage of Africa’s participation, offering comprehensive insights into the event.


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