ITB Berlin tourism fair opens its doors to visitors.

The ITB Berlin Tourism Fair, regarded as the most important promotional event in the world for the tourism sector, opened its doors to visitors this year under the theme “The power of change starts here.” The fair is hosting 5,800 companies from 170 countries.

Türkiye is participating in the fair with the GoTürkiye stand, set up across a 747-square-meter area organized in coordination with the Republic of Türkiye Ministry of Culture and Tourism and TGA. The Türkiye stand features 55 participating organizations — made up of tourism stakeholders such as hotels, agencies, and airlines, as well as public and private sector institutions — together with TÜROB. A total of 137 tourism organizations from Türkiye, including the Istanbul Convention and Visitors Bureau, are taking part in the fair.

Sessions are being held at the fair covering numerous topics such as digital transformation, expectations in world tourism, sustainability, artificial intelligence, virtual reality, the use of IT technologies in the tourism sector, and climate change.

At the fair, the first positive news for Türkiye came from the German Travel Association (DRV): it was announced that Türkiye continues to rank first, with a total of 1.2 billion euros, among the 10 most-booked holiday destinations from Germany for the 2025 summer holiday. The announcement stated that Türkiye was followed by Spain, Greece, Egypt, Portugal, Italy, Tunisia, the United States, the Maldives, and Bulgaria. According to the DRV, Germans spent more than ever on travel last year. For all pre-booked travel, German spending rose by 5.6 percent compared with the previous year to reach 83.4 billion euros.

At the Türkiye stand, tourism destinations are being promoted in separate areas — each featuring a campaign video belonging to that brand and region on specially designed screens — under the brands Istanbul “Istanbul is the New Cool,” the Aegean Region “Turkaegean,” the Mediterranean Region “Turkish Riviera,” the Black Sea Region “Black Sea,” Cappadocia “Cappadocia,” and “Sustainable Türkiye,” which represents Türkiye's leadership in sustainable tourism.

Representing TÜROB at the fair are President Müberra Eresin, Vice President Hediye Güral Gür, Secretary General İsmail Taşdemir, and Board Members Mustafa Topaloğlu and Ayhan Hacıbektaşoğlu.

The fair will conclude on Thursday, 6 March 2025.