Middle Eastern countries were out in force at ITB Berlin, the world’s largest travel trade show, showcasing their tourism offerings with renewed vigour despite the ongoing conflict in parts of the region. From ambitious destination campaigns to major hospitality and aviation expansions, national tourism boards were using the global platform to reaffirm their commitment to growth, connectivity and international partnerships.
At the opening of ITB Berlin, Director Deborah Rothe underlined the significance of maintaining industry dialogue during challenging times. She described the event as an essential platform for direct exchange and business development, particularly amid international tension.
“Many exhibitors from the affected region maintain offices, agencies, or representations in Europe and are sending representatives to Berlin to ensure their presence on site. Personal dialogue helps clarify open questions and reinforces trust in established business relationships, especially in the current situation,” she said.
Rothe noted that international participation remains robust overall. “Apart from Israel, which has cancelled its participation, exhibitors continue to attend as planned. We are therefore pleased to welcome the global tourism community here in Berlin,” she added.
Emphasising the broader role of the travel sector, she said: “As the world’s leading travel trade show, ITB Berlin stands for dialogue, mutual understanding, and the unifying power of travel. Tourism connects people, builds bridges between cultures, and fosters international cooperation.”
Against a backdrop of geopolitical uncertainty, the strong Middle Eastern presence at ITB Berlin signals a clear message: the region’s tourism ambitions remain firmly on course, with industry leaders choosing engagement and global outreach over retreat.
From March 3 to 5, ITB Berlin welcomed tourism ministers, airline executives, hotel groups, tour operators and technology pioneers who gathered not just to do business, but to shape the future of travel itself.