Albania at ITB Berlin 2025: Inviting visitors to embark on a multisensory journey
As this year’s Official Host Country, Albania will be captivating ITB Berlin 2025 visitors with its unique offering of breathtaking landscapes and rich cultural heritage under the theme “Albania All Senses”
The landmark presence of Albania at this year’s ITB Berlin will kick off with a pre-event press conference, opening ceremony, and reception.
In advance of this year’s show, Albania will launch into its role as the Official Host Country with a grand opening line up of events on 3 March. The opening press conference led by Albanian Prime Minister H.E. Edi Rama, Dr Mario Tobias, CEO of Messe Berlin, Mitra Sorrels, SVP Content, Phocuswright and Mr. Norbert Fiebig, President, German Travel Association (DRV) will take place at 10:00a.m. in the Marshall-Haus. This will be followed later in the day by the ITB Berlin 2025 opening ceremony at 6:00p.m. During the opening speeches, the Albanian Prime Minister will address global tourism leaders and set the tone for Albania’s momentous presence at this year’s ITB Berlin. After the speeches, Albania will provide a rich cultural programme including The Dance of Tropoja, UNESCO heritage (K’cimi i Tropojës), The Sword Dance (Vallja e Shpatave -Variation on a theme) and The Dance of Osman Taka (Vallja e Osman Takës).
On the first day of ITB Berlin on 4 March, Albania’s multisensory celebration will begin with the ribbon rutting ceremony on the Albania stand, attended by the Prime Minister of Albania, the Minister of Tourism and the Environment of Albania, the Governing Mayor of Berlin, the CEO of Messe Berlin, and the Secretary-General of UNWTO while a group of artists perform the song “O my beautiful Albania.”
Throughout the day, ITB Berlin visitors will be able to explore diverse elements of Albania’s tourism appeal such as adventure and active tourism with a panel featuring local guides, tourism entrepreneurs, and policymakers. Held at 2:30p.m., they will discuss Albania’s potential in the sector, including climbing, hiking, cycling, and ski touring. Visitors also won’t want to miss the “Whispers of Sorrow” performance at 5:00p.m., which will present Albania’s tradition of weeping songs.
On 5 March, the destination will be showcasing innovation, culture, and sustainable tourism with a focus on its cultural heritage, investment opportunities, and sustainability. At 11:30a.m. the panel “Albania 2030: The Next Investment Frontier in Europe” will look at the country’s huge economic potential. At 3:00p.m., a dedicated panel will explore Albania’s unique agritourism and folklore experiences.
On the final day of ITB Berlin 2025, Albania will highlight its UNESCO-listed historic city Gjirokastra, feature a documentary chronicling the country’s transformation from a closed-off regime to a thriving tourism destination, and host the “Wanderlust in Albania” competition celebrating travel photography and storytelling.
Albania is a rising star in global tourism and its participation as the Official Host Country of ITB Berlin 2025 underscores its emergence as a leading travel destination. With a record 11.7 million visitors in 2024, Albania is set to inspire and awaken the senses of global travellers, industry leaders, and investors.
The taste of Albania
Albanian gastronomy is a fusion of flavours that tell the story of the country’s people and landscapes. At ITB Berlin, this year’s the Official Host Country will be spotlighting its rich culinary heritage. Visitors will have the opportunity to discover traditional delicacies, from cheeses and wines to local specialties, in a relaxed networking environment, at the “A Taste of Albania” event taking place at the stand at 1:30p.m. on 4 March and at 12:00p.m. on 6 March. A live cooking demonstration will also be hosted on 5 March at 12:00p.m. featuring Albania’s authentic taste sensations created by the Chefs of Mandarine Restaurant.
Beyond tradition, Albania is also home to a contemporary restaurant and bar scene, something it will be showing off during the Happy Hour & All Senses Cocktail Experience on 4 March at 5:00p.m. Visitors can experience the vibe and mixology of the Albanian coast by Marina Beats, accompanied by the sensations and the unforgettable awakening of senses by the professionals of the l’Artizan Academy.
