Albania was a place of honor at ITB Berlin 2025. The National Tourism Agency participated as a partner country in the International Tourism Fair, the largest in Europe and among the largest in the world, held in Berlin, Germany on March 4-6, 2025. With the slogan “Albania all Senses”, Albania was presented with a dignified stand, conceived with a modern design.

One day before the official launch of ITB Berlin 2025, the Opening Ceremony of the ITB Berlin 2025 Fair took place with the participation and welcoming speech of the Prime Minister of the country, Mr. Edi Rama.

The opening ceremony performance had Albanian colors, through traditional Albanian songs and dances and the performance by the groups of the National Song and Dance Ensemble of the National Opera and Ballet Theater.

Albanian hospitality, natural beauties, rich cultural heritage brought Albania in all its flavors during the days of ITB Berlin.

At the Albanian stand, the image of Albania as a tourist was promoted through high-level meetings, presentations on Albania as a tourist, various forums and by participating tour operators.

“This is a historic moment for Albanian tourism,” said Ms. Zana Çela, General Director of the National Tourism Agency.

“At the Albanian stand, there are over 50 agencies, tour operators, hotels and investment companies that are representatives of the country of honor at ITB Berlin, among 200 participating countries,” she added.

The second day of the international fair opened with an official ribbon-cutting ceremony at the Albanian stand, attended by high-ranking state and international figures. Present at this ceremony were the Prime Minister of Albania, Mr. Edi Rama, the Minister of Tourism and Environment, Ms. Mirela Kumbaro Furxhi, Mayor of Berlin, CEO of Messe Berlin and Secretary-General of UNWTO. The ceremony was accompanied by an emotional artistic performance with the song “O Shqipëria e bukur”, as a tribute to the Albanian cultural heritage.

After the ceremony, Prime Minister Rama held a meeting with Albanian tourism operators present at the fair, emphasizing the importance of public-private cooperation in promoting the destination Albania.

Participation in the International Tourism Fair ITB Berlin is an excellent opportunity not only to promote Albania as a tourist destination, but also the right place to hold meetings and create new contacts.

During the days of the ITB Berlin 2025 Fair, the General Director of AKT, Ms. Zana Çela signed a Memorandum of Understanding with the Executive Director of the Austrian Tourist Board, Ms. Astrid Steharnig-Staudinger, with the aim of strengthening cooperation in the promotion of tourism.

This Memorandum of Understanding between the National Tourism Agency and the Austrian Tourist Board is a great opportunity to further develop tourism in Albania and bring more Austrian visitors.

“Austria is considered a pioneer in sustainable tourism therefore the cooperation offers valuable opportunities to further develop Albania as an attractive destination and to enhance the travel experience for Austrian visitors, said the Director General of AKT.

At the meeting, Ms. Astrid Steharnig-Staudinger said: “Austria has decades of experience in tourism, especially in internationalization and networking of the global market. We want to use this expertise to support Albania in its dynamic development as a tourist destination”.

During 2024, Albania was visited by over 71 thousand Austrian visitors.

The General Director of the National Tourism Agency, Ms. Zana Çela, also met with the CEO of the Azerbaijan Tourism Board, Mr. Florian Sengstschmid, on the eve of the finalization of the Memorandum of Understanding between the National Tourism Agencies of the two countries.

The promotion of tourism, the exchange of experiences and the expansion of the partnership between the Agencies of the two countries were at the center of the conversation. The Executive Director of the Azerbaijan Tourism Board expressed his admiration for the Albania All Senses Opening Ceremony, Albania’s stand at ITB Berlin and the wonderful 2024 tourist season of our country.

The Director General of AKT gave an overview of Albania’s tourism and stressed the importance of building bridges of cooperation. During the conversation, the establishment of contacts between tour operators and businesses with the aim of promoting tourism was also discussed.

In 2024, Albania was visited by 4800 tourists from Azerbaijan, with an increase of 50.8% more than in 2023.

Also, the Director General of the National Tourism Agency Ms. Zana Çela met the Director of the Italian Tourism Agency Ms. Alessandra Priante, with whom they agreed on the key points of the Memorandum of Understanding between the two Agencies. The Memorandum of Understanding between the two Agencies is expected to help in the mutual promotion of tourist destinations, bringing more opportunities for attracting tourists and developing the sector.

The National Tourism Agency presented at ITB Berlin, the Digital Calendar of Tourist and Cultural Events of Albania, TEA. During the presentation, the importance of this application for all tourists’ visiting Albania was emphasized because it highlights not only the natural, cultural beauties and essential services it offers but also the importance and contribution that this application brings to a sustainable and long-lasting tourism.

Also, at ITB Berlin 2025, the International Photography and Video Reels Competition “Wanderlust in Albania”, Second Edition, was presented.

At the International Tourism Fair ITB Berlin 2025, Albania organized numerous activities. Among them, the global roundtable “Future changes, future challenges” was organized, where Minister Kumbaro Furxhi participated, discussing the challenges and opportunities of tourism in a constantly changing world.

In the framework of the promotion of Albanian nature and culture, the live performance “Whispers of the Vjosa – The Melody of Nature in Albania” was held, part of the Albanian cultural night, where traditional sounds brought the atmosphere of Albanian rivers and mountains through music.

The activities at the Albanian stand continued with “A Taste of Albania – Wine & Tradition”, organized by the Albanian Association of Agrotourism, which brought authentic Albanian products and artisanal wines to visitors.

The session “Exploring Albania through Active Tourism” was also held, with the participation of the Deputy Minister of Tourism and Environment, Ms. Ilva Gjuzi, who presented the country’s extraordinary potential for nature and adventure tourism.

The Albanian stand attracted the attention of numerous visitors and German and international media who attended the Fair.