UN Tourism has made a dynamic return to ITB Berlin 2025, the world’s largest travel trade show, emphasizing the crucial role of investment and tourism in fostering peace.

Marking its 50th anniversary, the United Nations’ specialized agency is reinforcing its core mission of promoting tourism as a force for peace and security. At Messe Berlin, a UN Tourism Affiliate Member, the organization once again acted as a vital link between public and private sector leaders. For the first time, it hosted a high-level summit that brought together Ministers of Tourism from 23 countries, underscoring its commitment to shaping a more resilient and inclusive travel sector through strategic investments and innovation.

Officially opening ITB Berlin 2025, UN Tourism Secretary-General Zurab Pololikashvili said: “As we have in Berlin and in many other parts of the world, when people can travel freely and when everyone can benefit from tourism, they are more likely to back peaceful resolutions and work together. And peace and security allow us to achieve our vision for the future. Our focus on education, innovation, and investment is ensuring that tourism is not only a driver of economic growth but also a vehicle for empowerment and sustainability.”

Albania Takes the Spotlight as ITB Berlin 2025 Host

During the event, Secretary-General Zurab Pololikashvili extended his congratulations to Albanian Prime Minister Edi Rama for the country’s impressive tourism growth. As the official host of ITB Berlin 2025, Albania has emerged as Europe’s top-performing destination in terms of visitor arrivals since the pandemic. The country also hosted the UN Tourism Regional Commission for Europe in 2024 and is recognized as a key player in tourism investments, a distinction highlighted in the latest UN Tourism Investment Guidelines for Albania.

Historic Ministerial Summit Highlights Investment and Security

A major milestone at ITB Berlin 2025 was the first-ever High-Level Ministerial Discussion, themed “Enhancing Investment, Ensuring Peace: Harnessing Growth, Shaping the Future.” This landmark session brought together Ministers of Tourism from 23 countries alongside key figures such as Julia Simpson, President and CEO of the World Travel and Tourism Council (WTTC), and representatives from the International Air Transport Association (IATA) and the Istanbul Convention & Visitors Bureau.

Discussions centered on the fundamental link between peace, security, and investment, stressing the importance of public-private collaboration and strong governance. Leaders shared best practices from various destinations, showcasing how well-structured investments can drive both economic growth and social development for host communities.

Bilateral Engagements Strengthen International Cooperation

During ITB Berlin, UN Tourism leadership also engaged in high-level discussions with representatives from several Member States. Bilateral meetings were held with ministers and senior officials from Armenia, Cambodia, Croatia, Indonesia, Poland, Montenegro, and Venezuela, reinforcing the organization’s commitment to fostering global partnerships and sustainable tourism development.

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