hub27 to shine spotlight on German-speaking countries at ITB Berlin 2024

Monday, February 19, 2024

Following its successful debut in 2023, hub27 is gearing up for another standout year at ITB Berlin 2024, this time with a special focus on German-speaking countries, Slovenia, and Liechtenstein. This fully booked, multi-purpose hall has become a central point for showcasing the rich cultural and tourism offerings from these regions. Notably, the Principality of Liechtenstein is making a much-anticipated return to ITB Berlin after several years of absence, signaling a renewed interest in engaging with the global travel and tourism community.

Austria is set to make a significant impact, expanding its presence with a larger exhibition area and a greater number of co-exhibitors compared to the previous year. This expansion reflects Austria’s intent to more robustly promote its diverse attractions and tourism services. Similarly, Germany is prominently represented by the German National Tourist Board (DZT) along with almost all federal states, demonstrating a unified effort to showcase the country’s vast tourism potential. States such as North Rhine-Westphalia are making independent appearances alongside their inclusion as co-exhibitors with the DZT, emphasizing their unique regional offerings.

Transportation is a key theme at hub27 at ITB Berlin, with Germany’s leading transport companies and airports, including Deutsche Bahn, Fraport, and BER, among others, showcasing their services. This highlights the critical role of connectivity and infrastructure in tourism. Moreover, AIDA is capturing the attention of visitors with six of its leading brands, including AIDA Cruises and Costa Cruises, underlining the importance of cruise tourism in the industry.

ITB Berlin 2024, scheduled from March 5 to 7, continues its legacy as the world’s leading travel trade show since 1966. The event will once again host the Internationale Tourismus-Börse Berlin Convention 2024, a live event renowned for its insightful discussions led by prominent figures from business, science, and politics. This year’s theme, “Pioneer the Transition in Travel & Tourism. Together.”, aims to address the sector’s ongoing and upcoming challenges across 4 stages, 17 themed tracks, and with more than 24,000 attendees, setting the stage for a pivotal gathering of the global travel community.

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