DISCOVER ALBANIA: A SENSORY JOURNEY AT ITB BERLIN 2025
As the official host country of ITB Berlin 2025, Albania is set to captivate the world with its rich cultural heritage, breathtaking landscapes, and vibrant traditions.
Under the theme “Albania All Senses,” the Ministry of Tourism and Environment invites visitors to embark on an immersive journey that celebrates all aspects of the country’s uniqueness. From March 4 to 6, 2025, the global tourism spotlight will shine brightly on this hidden gem of Southeast Europe, offering a dynamic program full of cultural performances, engaging activities, and intriguing discussions.
Opening the Curtain on Albania’s Wonders
The journey begins on March 3 with a special opening press conference and ceremony at ITB Berlin. Led by Albania’s Prime Minister Edi Rama and the Minister of Tourism and Environment Mirela Kumbaro Furxhi, the official opening will feature a cinematic showcase of the country’s natural beauty and cultural vibrancy. Guests will be transported into the heart of Albania’s traditions with live performances, including a special appearance by Shkodra Elektronike, Albania’s Eurovision 2024 representatives, alongside traditional music and dance performances by the Albanian National Ensemble. Dances such as the energetic “Kcimi i Tropojës” (Dance of Tropoja) and the dramatic Sword Dance will celebrate the deep-rooted traditions of the country. Following the ceremony, a sumptuous culinary reception will offer a taste of Albania’s delicious delicacies.
A Stand Brimming with Interactive Experiences
Albania will be prominently featured at ITB Berlin with an impressive 700-square-meter stand in Hall 3.1 (Stand 105) and Hall 4.1 (Stand 200), offering an array of interactive experiences for visitors. From March 4 to 6, the host country’s stand will serve as a gateway to explore Albania’s scenic landscapes, culture, and history. Expect to see stunning multimedia presentations and virtual tours that bring Albania’s most beautiful destinations to life, all while engaging in conversations with local tourism professionals, operators, and experts.
A Packed Agenda of Activities
Each day at ITB Berlin will feature exciting events and performances showcasing the diversity of Albanian tourism. On March 4, the first day of the exhibition, Albania’s Prime Minister and Minister Kumbaro Furxhi will meet with Albanian tour operators and industry stakeholders. At 1:30 p.m., visitors are invited to savor “A Taste of Albania – Wine & Tradition,” a special event by the Albanian Agritourism Association. This will be followed by an engaging discussion titled “Exploring Albania Through Active Tourism,” moderated by travel journalist Alex Crevar.
Later in the day, from 3:30 p.m., a panel titled “Albania: The Rising Gateway of Southeast European Tourism” will bring together industry leaders to discuss Albania’s growing significance in the global tourism sector. From 4 to 4:30 p.m., attendees can enjoy “The Art of Elegance: Valle as a Dance of Grace,” a captivating performance highlighting Albania’s regional dances.
The first day wraps up with a “Happy Hour & All Senses Cocktail Experience,” where guests can sample Albanian-inspired cocktails, each crafted to evoke the spirit of Albania’s beautiful coast.
A Dive into Albania’s Cultural Richness
On March 5, Albania’s presence at ITB Berlin continues with the introduction of TEA, a new digital tool promoting cultural tourism in Albania. Later that day, a live cooking show titled “A Mediterranean Culinary Journey” will feature Albania’s finest chefs preparing authentic dishes. Meanwhile, discussions on agritourism, tradition, and folklore will deepen visitors’ understanding of Albania’s rich rural heritage.
At 3:30 p.m., attendees can explore the role of cultural exchange in sustainable tourism with the panel discussion “Albania: Cultural Exchange as the Foundation for a Sustainable Future.” The day will culminate in a delightful Albanian wine tasting, accompanied by the haunting melodies of traditional serenades from the Korça region.
Showcasing Innovation and Sustainability
On the final day of ITB Berlin, March 6, Albania’s focus will shift to its innovative spirit. At 11:30 a.m., a panel titled “Innovation Now: The Amazing Landscape of Innovative Albania” will explore the country’s burgeoning start-up ecosystem. Following this, “A Taste of Albania” will return for another interactive culinary experience, showcasing Albania’s Geographical Indication (GI) and Traditional Specialities Guaranteed (TSG) products.
In the afternoon, the documentary “Peeping Tourist – A Journey Beyond the Forbidden Curtain” will offer a glimpse into Albania’s dramatic transformation from an isolated nation to one of Europe’s most sought-after destinations. A photography competition titled “Wanderlust in Albania” will also give visitors the chance to admire Albania’s natural beauty and cultural vibrancy through the lens of international photographers.
Albania’s Tourism Investment Opportunities
Albania will also use ITB Berlin to highlight its growing investment opportunities. On March 5, experts will discuss Albania’s investment landscape, presenting the country as the next frontier for business development in Europe. This will include insights into Albania’s investment potential, with a special focus on the tourism sector.
A Tribute to Nature and Heritage
Visitors to the exhibition will also be treated to artistic tributes to Albania’s natural wonders. A performance dedicated to the Vjosa River, one of Europe’s last wild rivers, will showcase the melodies of ancient Albanian songs. Additionally, performances celebrating Albania’s UNESCO-recognized Iso Polifonia will honor the country’s rich vocal traditions.
The Future of Digital Nomads in Albania
A unique panel on March 6, titled “Beyond Traditional Tourism: Albania in the Lenses of Digital Nomads,” will explore the growing trend of remote workers flocking to Albania for its natural beauty and affordable living. This session will dive into why Albania has become a favorite destination for digital nomads who come to work, explore, and settle down.
Join Albania’s Immersive Journey at ITB Berlin 2025
From its rich cultural heritage to its stunning landscapes and innovative spirit, Albania is primed to take center stage at ITB Berlin 2025. With a packed program of events, performances, and panel discussions, visitors will have the chance to experience the full spectrum of what this dynamic country has to offer. Be sure to stop by the Albanian stand in Hall 3.1 and 4.1 for a sensory journey like no other. Whether you’re an industry professional, a curious traveler, or simply an enthusiast of all things beautiful, Albania’s all-encompassing charm is set to make a lasting impression.
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