ITB Berlin 2025 will be officially opened by this year’s Official Host Country, Albania, with a spectacular ceremony on 3 March.
With an extraordinary cultural showcase, the event will set the stage for the World’s Leading Travel Trade Show. The ceremony will be attended by high-level political representatives and key figures from the global tourism industry.
The curtain rises for Albania – the Official Host Country of ITB Berlin 2025. Represented by H.E. Edi Rama, Prime Minister of Albania, the Mediterranean country will open the World’s Leading Travel Trade Show on the eve of the first day of the trade show, 3 March 2025 at 6 p.m. at the CityCube Berlin. Under the theme “All Senses”, some 2,500 guests – among them numerous prominent political and tourism industry figures – will embark on a spectacular journey through Albania’s stunning landscapes, rich traditions, and vibrant cultural heritage.
Political representatives Kai Wegner, Governing Mayor of Berlin, and Dieter Janecek, Federal Government Coordinator for the Maritime Industry and for Tourism, will welcome the host country and those present. The travel industry will be represented by Julia Simpson, president and CEO of the World Travel and Tourism Council (WTTC), and Zurab Pololikashvili, Secretary-General of the World Tourism Organisation (UN Tourism). Dr. Mario Tobias, CEO of Messe Berlin, will represent ITB Berlin.
Albania, the Official Host Country of ITB Berlin 2025, will open the trade show with a spectacular programme on 3 March. © Ministry of Tourism and Environment of Albania
A spectacular showcase of Albania’s rich heritage and beauty
Albania, a country steeped in history and tradition, will take the audience on an impressive artistic journey, blending its ancient cultural roots with contemporary influences: Representing Albania at at Eurovision 2025, the duo Shkodra Elektronike will entertain the guests with captivating traditional Albanian folk sounds with modern electronic music.
The Albanian National Ensemble will take the stage with mesmerising folk dances, some of which date back centuries and reflect the deep-rooted traditions of different Albanian regions: The Dance of Tropoja (“K’cimi i Tropojës”) is a high-energy dance from the mountainous northern region of Albania, marked by its fast footwork, powerful leaps, and rhythmic complexity.
Recognised as UNESCO heritage, this performance embodies the spirit and resilience of Albania’s northern communities. The Sword Dance is a dramatic dance symbolising bravery and warrior traditions. Dancers wield swords in a choreographed display, evoking Albania’s historical battles. The Dance of Osman Taka is a traditional folk dance inspired by a legendary 19th-century Albanian freedom fighter. This performance conveys a story of heroism, defiance, and patriotism, blending graceful movements with dramatic storytelling. Today Albania Celebrate (“Festë të madhe ka sot Shqipëria”) is a vibrant and uplifting dance that captures the spirit of Albanian festivity and joy, featuring elaborate costumes and dynamic choreography.
The musical heritage of Albania is as diverse as its landscapes – guests at the opening ceremony will enjoy Traditional Albanian Folk Music presented by the Albanian National Ensemble, such as Kaba – an Albanian musical genre and a folk instrumental expression. The Albanian Iso Polyphony, a traditional style of vocal music from Albania, will also be presented, accompanied by the acclaimed pianist Robert Bisha.
Under the direction of renowned choreographer Edi Blloshmi, the contemporary dance performance “Allbania All Senses” will reinterpret the cultural essence of Albania through movement and conclude the performance part of the evening.
Following the opening ceremony, Albania will host a culinary reception at the CityCube Berlin, offering guests a taste of its renowned cuisine. The exclusive menu will be curated by celebrated chef Genti Malaveci, showcasing traditional flavours from the Mediterranean nation.
Host Country Report: From Hidden Champion to Rising Star
Albania will be welcoming the world and the travel industry openly at ITB Berlin 2025. The Host Country Report offers in-depth insights into the Mediterranean treasure that unites millennia-old heritage, UNESCO-recognised traditions, and breathtaking natural beauty with a modern and dynamic spirit.
Read the Host Country Report here (PDF, 377.4 kB)
