The Arab world is making a bold statement at ITB Berlin this year, showcasing its growing influence and indomitable ambition
ITB Berlin 2025 (March 4 to 6) has announced a record number of international exhibitors from 165 countries ahead of the show this month. Demand is particularly high in the cruise sector, as well as from Southern Europe, Asia and Africa, with a growing presence from the Middle East. ITB Berlin 2024 saw more than 5,500 exhibitors from 170 countries and territories displaying their products and services to almost 100,000 visitors and this year’s show is expected to trump these figures.
We speak to Deborah Rothe, Director, ITB Berlin, for more insight into the Middle East exhibitors and what buyers can expect from this year’s show.
KEY REGIONAL EXHIBITORS
“The Middle East is setting an impressive tone at ITB Berlin 2025 with major presentations that emphasise its growing global importance in tourism,” says Rothe.
“Saudi Arabia leads as the largest ITB Berlin exhibitor in Hall 4.2, while Qatar also features in this hall. The Gulf region dominates Hall 2.2 with strong representations from Oman – last year’s host country, and expanded displays from Dubai, Fujairah and the UAE overall, with destinations like Abu Dhabi and Ras Al Khaimah making an impact.
“Bahrain, with its own stand, further strengthens the regional presence.
“Egypt is among the top three ITB Berlin exhibitors, occupying 1,500 square metres in Hall 6.2 alongside 30 Egyptian tourism companies. Additionally, Jordan maintains its presence, targeting both European and global markets.
“These diverse exhibitors underline the Middle East’s rising influence in global tourism, with a focus on luxury experiences, cultural heritage, and sustainable travel initiatives. Their active participation signals a dynamic industry shift,” Rothe tells TTN.
Rothe mentions Diriyah, one of Saudi Arabia’s most historic and culturally significant cities, a stand-out debut exhibitor at the show in Hall 4.2. Known as the birthplace of the first Saudi state, Diriyah is home to the UNESCO-listed At-Turaif District, showcasing stunning Najdi architecture and rich Arabian heritage.
“The city is undergoing a massive transformation into a world-class tourism destination, featuring luxury hotels, fine dining and immersive cultural experiences. As part of Saudi Vision 2030, Diriyah aims to attract global travellers with its unique blend of history, authenticity, and modern luxury, making it one of the most exciting emerging destinations in the Middle East,” she says.
ITB BUYERS CIRCLE
The ITB Buyers Circle is a key part of ITB Berlin’s buyer programme, welcoming 1,300 top decision-makers from the global travel industry, including a strong presence from the Middle East.
“While the exact percentage of Middle Eastern buyers varies,” Rothe says, “past events have seen a significant representation from major markets like Saudi Arabia, the UAE, and Qatar.
“Members gain free admission, fast-lane entry and access to the Buyers Circle Lounge for private meetings. The ITB Speed Networking event on March 6 further enhances business opportunities.
These diverse exhibitors underline the Middle East’s rising influence in global tourism, with a focus on luxury experiences, cultural heritage, and sustainable travel initiatives. Their active participation signals a dynamic industry shift
– Deborah Rothe
“Middle Eastern travel buyers at ITB Berlin 2025 will find a wealth of opportunities across luxury, technology, wellness, and adventure.”
Here are a few examples: the UAE, with returning exhibitor Fujairah, present high-end family and halal-friendly experiences. Visa, Casablanca AI, and Stripe debut in the Travel Technology halls, catering to fintech needs. The Home of Luxury at the Palais am Funkturm features newcomers like HI DMC, Grupo Vidanta, Koh Jum Beach Villas, The Biltmore Mayfair und Sani Ikos. The Medical & Health Tourism segment in Hall 4.1 showcases top Turkish and German clinics, and adventure buyers can explore luxury safaris and eco-resorts in the African halls.
HOME OF LUXURY
The presence of luxury hospitality providers has always been and continues to be spread across the entire ITB Berlin venue, explains Rothe. “With the Home of Luxury, we offer an additional opportunity for all interested exhibitors to present themselves together in one hub. The needs of luxury exhibitors have evolved over time, and we have responded to this by developing the Home of Luxury. It caters to high-end travel experiences and is moving to the Palais am Funkturm this year in response to demand for greater proximity to members of the ITB Buyers Circle.”
Key exhibitors include Abercrombie & Kent, Hi DMC, Koh Jum Beach Villas, Grupo Vidanta, and Lobster Experience. The segment offers tailored networking opportunities for luxury travel buyers and includes specialised speed networking events.
“With the Middle East’s strong interest in ultra-luxury travel, these exhibitors are particularly relevant to regional buyers seeking bespoke experiences, private tours, and high-end resort partnerships,” concludes Rothe.