Deborah Rothe, Director of ITB Berlin, and H.E. Vilma Bello, Deputy Minister of Tourism (from left to right), signed the Memorandum of Understanding during the ceremony on 3 November 2023.
A huge stage for an ambitious country: Albania and ITB Berlin have just announced a close collaboration for the year 2025. At a ceremony held on 3 November 2023 in Berlin, both sides signed a memorandum of understanding. As a result, the Southeast-European country will be the Official Host Country of ITB Berlin 2025, which will take place from 4 to 6 March 2025 as a pure B2B show.
The memorandum of understanding was signed by H.E. Vilma Bello, Deputy Minister of Tourism, and by ITB Berlin Director, Deborah Rothe. In addition, Herida Duro, Director of the Development of Tourism Programs, and Edlira Zyfi, Advisor to the Minister of Tourism, and the ambassador of Albania in Germany, H. E. Mrs. Adia Sakiqi attended the ceremony.
“As the World’s Leading Travel Trade Show for the tourism industry, ITB Berlin is an exceptional platform that brings together stakeholders from numerous countries in the German capital,” commented Deputy Minister Vilma Bello on the signing. “Albania has exceedingly great plans in the coming years and decades. The partnership will certainly give us an invaluable boost and bring us closer to a wide audience.”
“ITB Berlin has always had its finger on the pulse and it recognizes trends and the potential of countries and regions,” Dirk Hoffmann, COO Messe Berlin, commented. “Albania is a nation with this very potential and we are very pleased to jointly lift the country’s great treasure and provide it with an international stage.”
“A few months ago, I had the honour of personally experiencing Albania’s great hospitality and ambitious spirit on site,” added ITB Berlin Director Deborah Rothe. “I am all the more pleased that our talks are now bearing fruit. The host country Albania will certainly enrich ITB Berlin 2025 enormously and win over numerous new enthusiasts for the country.”
Albania has seen remarkable increases in guests in the recent past and is enjoying ever-increasing popularity. With its colourful and lively capital Tirana, the country scores as well as with the sea, turquoise bays and its authentic and unspoiled backcountry. Furthermore, Albania is very popular with travellers who have a passion for hiking. With all its advantages, Albania also offers an exceptionally good price-performance ratio.
As the Official Host Country of ITB Berlin, Albania will be presenting itself to the B2B audience in several ways. To kick off the trade show, Albania will host the festive opening gala in the CityCube Berlin on the eve of ITB Berlin, on Monday, 3 March 2025. Among other things, it will present its traditional folklore and culinary offerings to guests. During the trade show, Albania will have an extensive stand on the fair ground. Last but not least, the country is also expected to play an important role in the program at the ITB Berlin Convention, which will take place parallel to the trade show.
