During the UN Tourism Ministers Summit at ITB Berlin, tourism ministers from various nations convened to explore the intricate relationship between tourism and peace. They acknowledged that both elements are interdependent and cannot exist in isolation. Delegates from Europe, Asia, and Africa underscored the significance of travel in fostering mutual understanding among people. Additionally, cross-border collaboration was noted as a means for smaller nations to benefit from the economic advantages generated by tourism. Countries with substantial tourist inflows shared their insights on effectively managing visitor numbers.
Dr. Mario Tobias, CEO of Messe Berlin, extended a warm welcome to the attendees, expressing his satisfaction that ITB Berlin was facilitating discussions among tourism ministers globally. He emphasized the heightened importance of in-person interactions in the wake of the pandemic, noting that the strong interest in trade shows and travel serves as evidence of this need. Furthermore, he announced the inaugural ITB Americas, set to take place in Mexico in 2026. Julia Simpson, President and CEO of the World Travel & Tourism Council (WTTC), pointed out the transformative changes the industry is experiencing due to digital advancements. She indicated that AI-driven super apps are poised to revolutionize the trip booking process in the future and advocated for a more open mindset, viewing this evolution as a significant opportunity.
Mirela Kumbaro Furxhi, the Minister of Tourism and Environment in Albania, emphasized that the benefits of increased visitor numbers extend beyond the tourism sector. Other industries, including agriculture, stand to gain additional revenue as well. As the host country for this year’s ITB Berlin, Albania is making significant investments in its infrastructure, with the new airport in Vlora serving as a prime example. Looking ahead, personnel in this sector will receive training at the UN Tourism Academy located in Tirana. The nation aspires to establish itself as one of Europe’s premier travel destinations by the year 2030. Zurab Pololikashvili, the Secretary General of UN Tourism, commended Albania for its accomplishments thus far, highlighting the vital role of tourism in fostering global peace.
During the summit, the ministers engaged in discussions regarding future opportunities and challenges. Nations such as the Republic of Moldova are optimistic about achieving greater stability through tourism. Meanwhile, countries like South Africa recognize that small enterprises and vulnerable populations, including women and children, can also reap the benefits of increased visitor traffic. Istanbul has gained recognition for its successful organization of conferences within the MICE sector. The experience of Montenegro illustrates effective management of visitor flows. To entice tourists from coastal areas to the interior, the Balkan nation is investing in adventure-oriented products for holidaymakers.
