UNWTO returned to ITB Berlin with a clear message: Tourism is back and committed to delivering positive change that goes beyond the sector itself.
Tourism returns – why ITB matters
ITB Berlin is the world’s biggest tourism and travel trade fair. This week’s event was the first in-person ITB for four years and comes as the sector’s recovery is well underway. According to UNWTO, international tourism could reach 80 to 95% of pre-pandemic numbers by the end of the year, with 70 million international arrivals recorded in January alone (more than double the number of January 2022).
The return of ITB was heralded by UNWTO as proof of strong confidence in travel as “the ultimate barometer of trust”. UNWTO Secretary-General Zurab Pololikashvili was invited to officially open the event, alongside Germany’s Vice-Chancellor Robert…
#unwto #travel #traveltrade