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ITB Berlin 2024 a success



World's largest travel trade show records bigger turnout this year

BorneoTalk has again had the honour of being a media partner of the recently concluded ITB Berlin, the world's largest travel trade show that brought together the world's travel and tourism industry players under one roof.

The three-day ITB Berlin, the world's largest travel trade show that brought together the world's travel and tourism industry players under one roof, was an overall success despite current situations including a series of strikes going on Berlin. This year's event, which ran from March 5-7 at Messe Berlin, saw a slight increase with almost 100,000 attendants, and gathered more than 5,500 exhibitors from 170 countries, occupying all 27 halls at the Berlin Exhibition Grounds. There were over 2,000 products presented, as well as conventions that provided cutting-edge knowledge via trend-setting presentations from international top speakers.


“ITB Berlin once again mirrored industry developments. The mood among exhibitors, visitors and speakers was very positive throughout. They generally agreed that people’s desire to travel is not just satisfying pent-up demand after the pandemic, but that it will remain basically stable. Neither inflation nor high energy prices appear to be curbing demand," commented Messe Berlin CEO, Dr. Mario Tobias in a press statement.


Meanwhile, BorneoTalk has again had the honour of being an official media partner of ITB Berlin.

With our magazine stationed at the international press stand, among other key locations at the exhibition area, visitors had the chance to know more about the tourism offerings that make the region such an attractive destination for visitors.



The country pavilions and individual booths were a huge draw at ITB Berlin, with visitors engaging in B2B sessions, exploring new avenues and possible collaborations. Beyond that, many of the booths and country pavilions also offered engaging and interactive activities such as workshops, games, food and beverage sampling, live performances and freebies to draw visitors.


The Arabic Countries pavilions were especially eye-catching with their focus on culture and luxury experiences incorporating cutting-edge technology and brilliant displays. Qatar, Dubai, Saudi Arabia, and Oman, this year's partnering country for ITB Berlin, were among the standouts.


The Asian region was also alive with displays of cultural brilliance, with Malaysia showcasing its crafts like the traditional Wau Bulan making demonstration, tekat embroidery, and ceramics, while at Sarawak's dedicated pavilion, visitors were intrigued by the traditional dance performances accompanied by live sape music. Activities like paper umbrella painting and bead bracelet making at the Taiwan pavilion, a traditional troupe complete with Muay Thai fighters making their rounds at the Thailand pavilion, as well as wooden doll painting at the Japanese pavilion were also a huge draw.


ITB Berlin returns next year, with Albania as the partnering country.




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