On Monday evening, the world's leading tourism trade fair, ITB 2025, officially kicked off with impressive performances by the host country Albania, accompanied by remarks from Berlin's Governing Mayor Kai Wegner. The ceremony took place on March 3, 2025, gathering dignitaries and industry leaders to celebrate tourism as both a connector of cultures and a driver of economic growth.
Prime Minister Edi Rama represented Albania at the event, showcasing his country not just as the partner nation for this year’s exhibition but also as one of Europe’s fastest-growing tourist destinations. Known for his charismatic presence and signature style—white sneakers paired with an elegant suit and red tie—Rama opened the event with humor and confidence, inviting visitors to experience the unique offerings of Albania.
“Albania has become known for its pristine beaches, rich culture, and hospitality,” Rama stated, presenting statistics from 2024, where the country welcomed 12 million tourists, including 400,000 from Germany. This dramatic increase underlines Albania's transformation from being largely absent from the global tourist map just two decades ago to becoming a significant player.
During the opening speeches, ITB CEO Dr. Mario Tobias emphasized the resilience of the tourism sector amid global uncertainties, stating, “Decades of certainties are changing, but tourism remains constant.” This message resonates deeply, especially considering the current geopolitical climate where international travel faces numerous challenges.
Dieter Janecek, Coordinator of the Federal Government for Tourism, shared his insights on the political dimensions of travel, noting how engagement with different cultures through tourism can counteract populist movements. “Travelers who explore the world are more open to other cultures and less easily swayed by divisive rhetoric,” he remarked, hinting at the broader societal impacts of tourism.
Albania's rise as a tourist hotspot is not just linked to beautiful landscapes but also to its commitment to modernizing its tourism appeal. The government has embraced the motto “Albanity,” merging its national identity with hospitality themes. Prime Minister Rama humorously commented on Germany’s coffee culture, contrasting it with Albania's vibrant cafe traditions, which sparked laughter among attendees.
The importance of tourism as not only an economic engine but also as an antidote to conflict was reiterated throughout the event. The representatives envisioned tourism as pivotal to promoting peace and cultural exchanges, battling against terrorism and global tensions.
Looking back, Rama noted the stark difference in visitor numbers since the first ITB held in 1966, when only 1,000 tourists from East Germany visited Albania. This historical perspective emphasized Albania's transition from isolation to welcoming millions, making it ripe for exploration by international travelers.
Rama cited the breathtaking natural landscapes of Albania, stating, “We offer not only beaches but also mountains for hiking enthusiasts,” advocating for the country as not just a summer destination but also as ideal for adventure tourism, especially as interest surges post-pandemic.
With concerns over sustainability rising, experts predict tourism will create more jobs than the entire population of Germany over the next decade, particularly invigorated by advancements like AI-driven travel solutions. Julia Simpson, President and CEO of the World Travel and Tourism Council, highlighted how technology and eco-friendly practices will dominate the future of travel.
“We stand at the brink of transforming the travel experience through intelligent booking systems and personalized assistants,” she asserted, as travelers look for more customized experiences. This insight stands as both an opportunity and challenge for countries like Albania, aiming to strike the right balance between tourism growth and environmental stewardship.
With the ITB 2025 anticipating around 100,000 visitors this year and nearly 5,800 exhibitors from over 170 countries, the event showcases the global tourism industry’s dynamism. The atmosphere was vibrant as visitors engaged with the exhibits, experienced multicultural performances, and explored potential travel ventures.
Berlin itself, recognized as one of Europe’s premier urban destinations, played host to the event with enthusiasm. Mayor Kai Wegner invited guests to explore the city’s famous nightlife, underscoring its role as a cosmopolitan hub and promising ease of access to diverse cultural experiences.
Among the festivities, attendees enjoyed performances such as the Albanian tribute to the Eurovision Song Contest, blending traditional and modern music, underscoring the connective power of art and expression within the tourism sector. The duo ‘Shkodra Elektronike’ captivated the audience with their unique sound and representation of Albanian culture.
With ITB 2025 now underway from March 4 to March 6 at the Berlin fairgrounds, attendees are encouraged to discover the breadth of travel opportunities and innovations presented. From cultural showcases to groundbreaking tourism trends, the fair aims to inspire and facilitate connections across the global community.
Tourism not only showcases individual destinations but also enhances global interaction, cultivating a shared sense of belonging. With Albania's remarkable turnaround as the fair's highlight, the narrative of tourism as both joy and necessity takes center stage. The ITB continues to advocate for stronger, more sustainable international networking among cultures, solidifying its role as the leading platform for the travel industry.