Heavy turnout for ‘Comeback ITB Berlin’

Strong participation and face-to-face dialogue by business leaders from across the globe is taking this year’s ‘Comeback ITB Berlin’, the world’s leading tourism trade show, hitherto unprecedented heights.

With the exhibition grounds almost fully booked and high demand from the Middle East, the cruise industry and travel technology sector, ITB Berlin 2023 could well go into the record books for the heavy turnout and business transacted.

Around 5,500 exhibitors from 161 countries, are taking part in this year’s ITB Berlin. Additionally represented companies are no longer being counted as of this year. Especially noteworthy is the high demand from Middle Eastern exhibitors, the cruise industry and travel technology sector.

The high number of registrations for the Buyers Circle reflects the desire for face-to-face talks. This year, ITB Berlin has, for the first time, approved 1,300 handpicked buyers – nearly a third more than before the pandemic.

“The focus of the international travel industry is on strong participation and personal dialogue… Prior to the pandemic our customers and partners had already requested this move. Accordingly, there was a positive industry response to this decision,” said Dirk Hoffmann, Managing Director, Messe Berlin.

Georgia is the Official Host Country of ITB Berlin 2023, with the slogan ’Infinite Hospitality’. The country is presenting its wide-ranging tourism attractions with comprehensive displays.

This year at the ITB Berlin Convention, the leading thinktank for the industry, events will take place under the title ‘Mastering Transformation’. At 200 sessions, 400 leading speakers will respond to the issues that concern the tourism industry both now and going forward, and on how to shape the transition to a sustainable and successful future.

Covering a total display area of 10,000 square metres, the new multi-purpose hall hub27 is the new ‘destination hotspot’ at ITB Berlin 2023. This is the first time during the event that customers at ITB Berlin will be able to make use of the new state-of-the-art hybrid studio in Hall 5.3 to hold their own press conferences and product presentations.

This year, together with the CBS International Business School and co:compass, the trade show is celebrating the return of the Best Exhibitor Award. Trained CBS students will assess all the trade show stands at ITB Berlin. Judging will take place in 11 categories according to a scientifically developed criteria list, and the winners will be honoured at an awards ceremony on the evening of 9 March, the last day of the event.


In the photo, from left to right: Julia Simpson, World Travel and Tourism Council (WTTC), Governing Mayor of Berlin Franziska Giffey; Dirk Hoffmann, Managing Director of Messe Berlin; Vice Chancellor and Federal Minister for Economic Affairs and Climate Action Dr. Robert Habeck, and Prime Minister of Georgia Irakli Garibashvili

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