10. mars 2023

Iceland at the ITB travel exhibition in Berlin


At the ITB travel exhibition in Berlin, 27 Icelandic companies and Visit North Iceland and Austurbrú, the regional advocate for East Iceland, participated.

The German tourism market is back in full swing! After a three-year hiatus, people met face-to-face at ITB Berlin, one of the largest travel fairs in the world. The exhibition ran from March 7-9, and around 100,000 visitors attended.

Iceland attended the exhibition with twenty-seven companies from North Iceland and Austurbrú. There was a strong representation from Iceland, with 60 representatives from the tourism sector at ITB. 

The design of Iceland's stand at ITB reflected a core message, "Looks like you need Iceland." A new promotional video highlighted the destination's diverse attractions and how they can attract travelers. Check out the video below:

In addition to organizing the national stand, Business Iceland held a reception with the Minister of Tourism, Lilja Alfreðsdóttir, for German journalists in collaboration with the Icelandic Embassy in Berlin.

Sigríður Dögg Guðmundsdóttir, head of tourism at Business Iceland, was pleased with Iceland's participation in the exhibition, saying, "It was encouraging to find a strong interest in Iceland and enlightening to see how many people are still struggling with the consequences of the pandemic. It was not a given that things would return to normal."

The Nordics have shared a stand at the ITB Berlin exhibition for years. This collaboration has been mutually beneficial for the Nordics. Each country can highlight its identity while gaining increased visibility at a stand with a significant presence at 150m2.

ITB is one of the most crucial travel exhibitions we participate. There are invaluable opportunities to network with our foreign counterparts and form new business relationships.

View some photos from the exhibition below.

Business Iceland

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