Albania is poised to take centre stage as the official host country of ITB Berlin 2025, the world’s leading travel trade show, scheduled from 4 to 6 March 2025. This prestigious role offers Albania an unparalleled platform to showcase its rich cultural heritage, stunning landscapes, and growing tourism industry to a global audience.
A grand opening ceremony
The festivities start today with a grand opening ceremony at Berlin’s CityCube, where around 2,500 guests, including high-ranking political figures and industry leaders, are expected to attend. Albania’s Prime Minister, Edi Rama, will lead the delegation, underscoring the country’s commitment to strengthening its position on the international tourism stage.
Themed “All Senses”, the ceremony promises to take attendees on an immersive journey through Albania’s landscapes, traditions, and cultural heritage. Official greetings will be delivered by Berlin’s Mayor, Kai Wegner, as well as representatives from the World Travel and Tourism Council (WTTC) and the World Tourism Organization (UNWTO).
A cultural extravaganza
A carefully curated programme will bring Albania’s diverse cultural identity to life. The duo Shkodra Elektronike, Albania’s representatives for Eurovision 2025, will merge traditional folk music with modern electronic rhythms, offering a fresh take on the country’s musical roots.
The Albanian National Ensemble will showcase traditional dances, including the Dance of Tropoja, the Sword Dance, and the Dance of Osman Taka, each narrating stories of heroism, resilience, and joy at the heart of Albanian culture.
The event will also feature Kaba and Iso Polyphony, the latter recognised by UNESCO, with a special performance by acclaimed pianist Robert Bisha. Choreographer Edi Blloshmi will present a contemporary dance piece, blending modern movement with Albania’s historical traditions.
Albania’s tourism boom
Albania’s push to establish itself as a tourism powerhouse is deeply rooted in its history and economic ambitions. “We were an isolated country for over 50 years, and when democracy arrived, we spent the first 20 years trying to understand what freedom was and what it meant,” explains Mirela Kumbaro Furxhi, Albania’s Minister of Tourism and Environment. The dual role she occupies reflects the government’s approach to developing a regulated and sustainable tourism sector.
Albania’s role as ITB Berlin 2025 Host Country comes at a time of impressive tourism growth. According to the World Travel & Tourism Council (WTTC), international visitor spending in Albania surged by 45% compared to 2019, reaching €4.68 billion. Domestic visitor spending also surpassed 2019 levels, exceeding €1.03 billion.
The travel and tourism sector is estimated to have contributed €6.13 billion to GDP in 2024, with nearly 10,000 new jobs created.
