ITB BERLIN 2025 - DAY 1: ON THE THEME OF "THE WORLD OF TRAVEL LIVES HERE", THE SHOW HONOURS THE 2025 HOST COUNTRY, ALBANIA (Allemagne)
ITB boasts a record number of 5,800 exhibitors from over 170 countries. |
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ITB BERLIN 2025 - DAY 1: ON THE THEME OF "THE WORLD OF TRAVEL LIVES HERE", THE SHOW HONOURS THE 2025 HOST COUNTRY, ALBANIA (Allemagne)
ITB boasts a record number of 5,800 exhibitors from over 170 countries. |
Catégorie : Europe - Allemagne - Économie du secteur
- Expériences exclusives
- Tendances, avis d'expert - Tourisme - Événements
Article rédigé par Asia Abadie le 04-03-2025
 Crédit photo © ITB Berlin Nugget of the day
As we walked through the South Asia hall, images of colonial villas by a lake, a swimming pool with clear turquoise water and a barge on a river caught our attention, leading us to discover a nugget: Paul John Resorts & Hotels. Owned by whiskey producer John Paul Distillery, the hotel group has five different establishments: Kumarakom Lake Resort, The Paul Bangalore, Forte Kochi, and the latest, Coorg Wilderness Resort & Spa. The Kumarakom Lake Resort offers Ayurvedic wellness treatments, as well as a houseboat for guests wishing to escape for a night on the water.
After a Swedish lunch, we split up to tackle our respective interests. While I tasted wine on the stand of this year's host country, Albania, Sylvie and Vanessa went off to attend conferences.
“Rethinking the future of cruises”
At a conference dedicated to the future of cruising, Georg Schmickler, SVP Onboard Revenue at MSC Cruises, spoke of the importance of attracting new cruisers who have never tried the experience before. The development of the group's luxury branch, through Explora Journeys, illustrates this trend. The brand, which adopts the codes of luxury hotels, has 50% of travellers who discover the cruise format.
The SVP Onboard Revenue naturally touched on the delicate issue of sustainabilitý and ambitious zero carbon emission targets, but reminded us that the company alone could only go 70% of the way, referring in particular to the crucial need for alternative fuels.
Lastly, Georg Schmickler described the importance for companies as a whole of having ships in different regions of the globe, making it possible to offer experiences more tailored to local markets, and avoiding the need to transfer ships from one continent to another at the whim of the seasons
The new tourism strategy of Albania, the show's host country
The Albanian Riviera may have acquired a fine reputation, but Albania has much more to offer, as Deputy Minister of Tourism Ilva Gjuzi reminded participants at a round table discussion, highlighting the country's diversity and its green tourism: the Albanian Alps, the Vjosa river, the national parks... She also stressed the importance for each country not to try to copy another, but rather to do things "its own way", while retaining its own identity. And when a country's identity is as strong as Albania's, it's a hit with many types of traveller.
Hiking, climbing, mountain biking, kayaking... are just some of the 'active' and sustainable tourism activities on offer in Albania's hinterland. Ilva Gjuzi sees this tourism as an essential opportunity to revitalise the region, bringing direct financial benefits to local communities, particularly through agritourism, while offering tourists a real change of scenery and incredible authenticity.
The Caribbean and Latin America
Meanwhile, I was doing the rounds of Caribbean and Latin American destinations. I started in Jamaica to say hello to my contact and talk about our recent article on the island. I then moved on to St Lucia to discuss a paper that will be published soon. Keep an eye out on Journal des Palaces!
My itinerary then took me to my appointment with the Guatemalan Ministry of Tourism to discuss the country. At the stand, I had the chance to taste local 70%, 85% and 100% chocolate and delicious hot chocolate. I also discovered the kites made by the locals on Dia de los Muertos (Day of the Dead).
I then headed to the ITB Creator Base stand, where the Mexican destination Jalisco was offering a tequila and Crémant de Bourgogne cocktail, accompanied by traditional foods, while watching a lasso demonstration - an exquisite experience.
My day ended at the stand of Aruba, the Happy Island, to catch up with an ILTM contact over a glass of prosecco and talk about the article I've just finished on the destination and the baby turtle hatchlings that's coming soon!
"Immersive experience versus simplicity: what's next?"
To round off the day, Sylvie and Vanessa attended the final conference of the day, on the ambitious theme of "Immersive experience versus simplicity: what's next?" which brought together a panel made up of Markus Weber, adventurer, Gebhard Rainer, CEO of Hurtigruten Expéditions, Jennifer Haack, WiFi Tribe ambassador, and Shabib Al Maamari, Director General of Visit Oman. It was an opportunity for the latter to talk about the great diversity that shapes the Sultanate. From unplugged experiences in the middle of the desert to luxury mountain lodges, 5-star hotels and resorts with all the comforts of home and unspoilt beaches, there are many ways to strike a balance, and immersion and simplicity can be one and the same. As for the CEO of Hurtigruten, he emphasised the educational programmes offered on expedition cruises and the immersion that travellers experience within the communities.
See you tomorrow for another day that promises to be just as intense!
 Crédit photo © ITB Berlin
 Crédit photo © ITB Berlin
 Crédit photo © ITB Berlin
 Crédit photo © ITB Berlin
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