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ITB Berlin 2025: Your guide to Africa's participation

The International Tourism Bourse (ITB) Berlin 2025, scheduled from March 4 to 6, 2025, will showcase a robust representation from Africa, highlighting the continent's diverse tourism offerings and commitment to sustainable growth.

East African Community (EAC) Participation

For the first time, the East African Community will have its own stand at ITB Berlin, promoting the region as a unified tourism destination under the brand "Visit East Africa: Feel the Vibe." The EAC aims to attract international tourists and investors by highlighting its rich cultural heritage, natural beauty, and unique attractions. The region is home to iconic wildlife, including the Big Five, Mount Kilimanjaro, and the Great Migration, offering diverse experiences for travelers. Participation at ITB Berlin serves as a platform to promote East Africa's multi-destination tourism offerings and cross-border experiences.

South Africa's Tourism Showcase

South African Tourism will actively participate in ITB Berlin 2025, led by Minister of Tourism Patricia de Lille. The delegation includes key industry representatives aiming to strengthen trade relationships and promote South Africa's diverse travel experiences. A media conference on March 5, 2025, will highlight the country's offerings, from safaris and luxury travel to vibrant cities and culinary experiences. The participation underscores South Africa's commitment to enhancing its global tourism presence and attracting visitors from key markets like Germany.

Broader African Representation

ITB Berlin 2025 will feature a significant African and Indian Ocean presence, reflecting the continent's growing prominence in global tourism. Countries such as Namibia, Madagascar, Ethiopia, and Mozambique are expanding their stands, aiming to showcase their unique attractions and establish global partnerships. This strong participation offers opportunities to strengthen international relationships, attract investment, and drive sustainable growth in Africa's tourism sector. 

ITB Berlin Convention Focus

The ITB Berlin Convention, held alongside the trade fair, will focus on transformation under the theme "The Power of Transition Lives Here." Key topics include sustainability, digitalization, and workforce development, which are crucial to Africa's tourism industry. The convention provides insights into tourism trends, innovations, and responsible tourism practices, aligning with Africa's goals for sustainable development in the sector.

Conclusion

Africa's participation in ITB Berlin 2025 underscores the continent's dynamic tourism sector and its commitment to sustainable growth. The collaborative efforts of regional organizations and national tourism bodies aim to position Africa as a premier global destination, offering diverse experiences that cater to a wide range of travelers.