THE AFRICAN COURIER. Reporting Africa and its Diaspora! The African Courier is an international magazine published in Germany to report on Africa and the Diaspora African experience. The first issue of the bimonthly magazine appeared on the newsstands on 15 February 1998. The African Courier is a communication forum for European-African political, economic and cultural exchanges, and a voice for Africa in Europe.
The just concluded ITB Berlin 2025, the world’s leading travel trade show, underscored the resilience and innovation driving the global tourism industry amid ongoing challenges. From 4 to 6 March, the event welcomed 100,000 attendees, 87% of whom were international participants and featured 5,800 exhibitors from 170 countries. This year’s showcase reaffirmed ITB Berlin’s status as the premier meeting point for the global travel industry.
Walking through the bustling exhibition halls, it was clear that Africa’s presence at ITB Berlin 2025 was stronger than ever. Countries from across the continent seized the opportunity to present their tourism potential, with a focus on sustainability, cultural heritage and digital innovation. Exhibitors highlighted initiatives in eco-friendly travel, community-based tourism and conservation, aligning perfectly with ITB’s overarching themes of sustainability and digital transformation.
One of the most significant developments was the East African Community’s (EAC) debut as a unified exhibitor, promoting the region under the slogan “Visit East Africa: Feel the Vibe”. This joint effort aimed to position EAC as a top-tier global destination, emphasizing its diverse landscapes, rich culture and seamless cross-border tourism opportunities.
Meanwhile, South Africa, led by Minister Patricia de Lille, delivered a dynamic showcase that highlighted everything from its world-famous nature parks to its vibrant urban experiences. Notably, the country brought along 15 small, medium and micro enterprises (SMMEs), reflecting a commitment to inclusive economic growth by giving smaller players a platform to engage with international markets.
Another milestone was Djibouti’s first-ever participation at ITB Berlin, adding a fresh perspective to the African tourism landscape. The country positioned itself as an emerging destination for adventure seekers and history enthusiasts, further enriching the continent’s diverse offerings at the event.
Beyond the exhibition, the ITB Berlin Convention cemented its reputation as a trendsetting think tank, featuring over 200 expert speakers across 400 sessions. Discussions spanned topics such as AI-driven travel solutions, sustainable business models and emerging markets like Africa. A key highlight was the ITB Ministers’ Summit, organized by UN Tourism, which convened 35 tourism ministers, including several from Africa, to discuss strategies for sustainable development and regional collaboration.
For Africa, one of the most compelling takeaways was the need to leverage digital transformation to enhance tourism experiences. Innovations such as AI-powered travel assistants, smart booking platforms and sustainable mobility solutions emerged as game changers. Industry leaders encouraged African nations to embrace these technologies to attract tech-savvy travellers and streamline operations.
A major announcement during the event was the launch of ITB Americas, a new B2B travel trade show set to debut in Guadalajara, Mexico, in November 2026. While primarily focused on the Americas, this expansion presents strategic opportunities for African nations to forge cross-continental partnerships and tap into new tourism markets.
Meanwhile, Albania, the official host country of ITB Berlin 2025, set a high standard with its “Albania All Senses” campaign, which showcased its culture, nature and sustainability-driven tourism model. This emphasis on authenticity and responsible tourism offers valuable lessons for African countries aiming to position themselves as must-visit destinations.
As ITB Berlin gears up for its 60th anniversary in 2026, this year’s event reinforced Africa’s increasing influence in the global travel industry. The continent’s representation was not only more prominent but also more strategic, emphasizing long-term growth through sustainability, digital innovation and international partnerships.
Looking ahead, African nations have a unique opportunity to capitalize on the momentum gained at ITB Berlin 2025. With a renewed focus on collaboration, innovation and responsible tourism, the continent is well-positioned to unlock its vast tourism potential in the years to come.
Femi Awoniyi
