UNWTO takes advantage of ITB Berlin to outline priorities

12-02-23

ITB Berlin is the world's largest travel and tourism trade fair, and this week's in-person event, the first in four years, comes at a time when the sector's recovery is going from strength to strength. According to the UNWTO, international tourism could reach 80-95% of pre-pandemic figures by the end of the year, with 70 million international arrivals recorded in January alone (more than double the January 2022 figure).

The return of ITB was heralded by the UNWTO as evidence of strong travel confidence and "the best barometer" of it. UNWTO Secretary-General Zurab Pololikashvili was invited to officially open the event, along with German Vice Chancellor Robert Habeck, Georgian Prime Minister Irakli Garibashvili, Berlin Mayor Franziska Giffey and leaders from the public and private sectors.

Education and investment: key priorities for tourism

At the official opening of ITB, UNWTO underlined the importance of education, training and investment for tourism to reach its full potential.