Berlin, 23 February 2025
From 4 to 6 March 2025, every inch of the Berlin exhibition grounds will swing back to action. The reason, the world famous ITB will kick off once again.
An annual event that takes place in the German capital, the ITB is a honeycomb which attracts the bees from every point of the earth’s compass. Anybody, and everybody in the travel industry, the range is wide, finds their way to this tourist Mecca annually. The pickings are great.
Ethiopian Coffee Ceremony at ITB Berlin 2008/Photo Credit: AfricaNewsAnalysis/AM
This can be judged by the fact that when the ITB kicked off in 1966, the beginnings were very humble. Exhibition space offered were a mere 580 square metres with nine exhibitors from five countries – Brazil, Egypt, Guinea-Conakry, Iraq and the Federal Republic of Germany representing the Western Sector of then divided Germany.
Today, 59 years later, those figures have reached mind-boggling heights. ITB 2025 has attracted a record number of exhibitors.
Ghana at ITB Berlin 2015/Photo Credit: AfricaNewsAnalysis/AM
In 2024, over 5,500 exhibitors from 170 countries and regions presented their products and services on 160,000 plus exhibition grounds, to almost 100,000 trade show attendees.
ITB 2025 meanwhile, is heading towards the international industry event of the year with promising prospects. As a pure B2B platform, the 2025 edition of the ITB is held under the motto: ‘The World of Travel Lives Here’, showcasing the entire tourism value chain.
Mauritania at ITB 2024/Photo Credit: AfricaNewsAnalysis/Am
This year’s ITB is once again expecting exhibitors and trade visitors from all over the world.
According to the organizers, around two thirds of the exhibitors and almost half of the participants come from abroad – always with a high level of decision-making authority.
The end is not in sight. Visitors are expected to once again top the 100,000 mark.
Thanks to the ITB, tourism is on the march and this explains the annual pilgrimage to the world’s leading travel and trade show in Berlin.
Saudi Arabia at ITB Berlin 2024/Photo Credit: AfricaNewsAnalysis/AM
African countries at ITB 2025 will present an array of their diverse tourism offerings.
The International Tourism Exchange is also a significant platform for Africa to highlight its rich cultural heritage, stunning landscapes, and burgeoning tourism industry.
From North Africa comes Egypt, which will captivate visitors with its timeless allure, featuring iconic landmarks such as the Pyramids of Giza, the Sphinx and the temples of Luxor and Karnak.
Morocco will present its enchanting cities, from the bustling medinas of Marrakech and Fes to the coastal charm of Essaouira.
Morocco at ITB Berlin 2024/Photo Credit: AfricaNewsAnalysis/AM
From East Africa comes Kenya and Tanzania. Kenya will draw attention with its world-renowned wilflife safari’s in national parks such as the Maasai Mara, Ambolesi, and Tsavo.
Kenya will also show-case its eco-tourism and sustainable travel along with its beautiful coastal destinations like Mombasa and Diani Beach.
The wonders of the Serengeti and Ngorongoro Crater, home to the Great Migration and diverse wildlife will be highlighted by Tanzania. The majestic Mount Kilimanjaro and the idyllic Zanzibar archipelago will also be highlighted, offering a mix of adventure and relaxation.
From West Africa comes Ghana which will invite visitors to experience its rich cultural heritage, with highlights including the historic forts and castles of Cape Coast and Elmina, the vibrant city of Accra, and the Ashanti Kingdom’s cultural festivals. The country’s warm hospitality and beautiful beaches would also be showcased.
Senegal, for its part, will promote its unique blend of cultural and natural attractions, from the historic Gorée Island and the bustling markets of Dakar to the stunning Pink Lake (Lac Rose) and the diverse wildlife of Niokolo-Koba National Park.
South Africa will captivate with its diverse landscapes, including the iconic Table Mountain, the scenic Garden Route, and the vast Kruger National Park. The country’s vibrant cities, such as Cape Town and Johannesburg, and its rich cultural tapestry will also be key highlights.
Namibia will highlight its dramatic desert landscapes, including the towering dunes of Sossusvlei and the rugged beauty of the Skeleton Coast. The country’s efforts in conservation and sustainable tourism will be a focal point, along with its unique wildlife experiences.
Rwanda will present its remarkable journey of transformation and its commitment to eco-tourism. The country’s famous mountain gorilla trekking in Volcanoes National Park, the scenic beauty of Lake Kivu, and the vibrant capital Kigali will be featured.
Uganda will showcase its diverse natural attractions, from the lush Bwindi Impenetrable Forest, home to mountain gorillas, to the stunning Murchison Falls and the serene shores of Lake Victoria. The country’s rich cultural heritage and adventure tourism opportunities will also be highlighted.
The ITB 2025 event will be a remarkable showcase of Africa’s diverse tourism offerings, highlighting the continent’s rich cultural heritage, natural wonders, and commitment to sustainable tourism. Visitors will have the opportunity to explore and learn about the unique attractions and experiences that each African country has to offer, fostering greater appreciation and interest in this vibrant and dynamic continent.
About ITB Berlin and the ITB Berlin Convention and ITB 360° ITB Berlin has been the leading trade show for the global travel industry since 1966. As in the past, the internationally renowned ITB Berlin Convention will take place parallel to the trade show and live at the Berlin Exhibition Centre. Under the motto ‘The Power of Transition lives here’, 400 top speakers from business, science and politics will discuss the industry challenges of the present and future on 4 stages in a total of 17 topic tracks. At ITB Berlin 2024, over 5,500 exhibitors from 170 countries and regions presented their products and services to almost 100,000 participants, As a global innovation hub with a year-round presence, ITB Berlin offers the global tourism community valuable insights in the form of specialist articles, podcast episodes and other innovative formats throughout the year with ITB 360°.
Text AM with Contribution from Messe Berlin