Global tourism stakeholders will once again turn their attention to Berlin, Germany, where the 60th edition of the world’s leading travel trade exhibition ITB Berlin will convene at Messe Berlin. Established in 1966, the platform has evolved from a modest industry showcase into a central marketplace for international tourism business, destination promotion, and policy dialogue.
Ghana Tourism Authority will participate with a Destination stand located at Hall 21, Stand 106,covering approximately 43.0 square metres. The delegation will feature seven co-exhibitors representing tour operations, destination services, and hospitality:
• Sunseekers Tours
• Ashanti African Tours
• Myma Travels
• Koppan Hospitality
• Apstar Tours
• Prestige Rock Ghana Ltd
• Landtours
Their presence positions Ghana within a competitive exhibition environment where destinations, airlines, hotel groups, technology providers, and investors conduct negotiations and market positioning.
Recent participation statistics demonstrate the exhibition’s reach. The 2025 edition hosted about 100,000 trade visitors, with 87 percent international attendance, and featured roughly 5,800 exhibitors from around 170 countries and territories. Its digital networking platform facilitated more than 80,000 scheduled business connections, underscoring its function as a commercial marketplace rather than a public exposition.
Running alongside the exhibition, the official convention will convene approximately 400 speakers across over 200 sessions and 17 thematic tracks. Sessions will address artificial intelligence applications, sustainability frameworks, inclusive tourism, digital payment ecosystems, and destination resilience. Organisers report that exhibition space is fully booked, indicating sustained demand across all tourism sectors. Curated trend tours and thematic zones will highlight emerging segments including travel technology, cultural tourism, and specialisedmarket niches. Dedicated areas will also spotlight specific sectors such as LGBTQ+ tourism, where Booking.com is scheduled to exhibit for the first time within that segment.
The official opening gala will be hosted by Angola under the theme “The Rhythm of Life.” The ceremony will combine live music, choreography, and visual installations depicting landscapes such as Kalandula Falls, the Namib Desert, and the Atlantic coastline. Attendees are expected to include government officials, tourism executives, institutional leaders, and international media representatives.
Participation provides Ghanaian tourism stakeholders with direct access to global buyers, investors, and distribution networks within a single venue. The national pavilion will function as both a marketing platform and a business engagement space, aligning public sector promotion with private sector offerings.
Within an environment shaped by digital transformation, sustainability requirements, and evolving traveller expectations, exhibition presence offers measurable exposure opportunities. For destinations, participation serves simultaneously as branding, partnership development, and market intelligence gathering.
As the exhibition marks six decades since its founding, the forthcoming edition will combine institutional legacy with forward-looking industry dialogue. Ghana’s structured participation, defined by its pavilion location, exhibitor lineup, and coordinated representation, positions the country within a global forum that influences tourism partnerships, investment flows, and destination competitiveness for the year ahead.
