Apulia looks to Europe from Berlin. News from ITB 2026

A significant presence from Apulia at the 60th edition of ITB, the International Tourism Exchange in Berlin, at Messe Berlin Exhibition Grounds, from March 3 to 5.

Focus on international tourism, sustainability, and territorial value.

Apulia Region and Pugliapromozione are present with a stand and dedicated desks for 16 Apulian companies, including tour operators and qualified accommodation facilities, within the Italy pavilion of ENIT, in a space of 80 square meters where the present players, thanks to the online platform ITB Navigator, are meeting international buyers for B2B meetings with foreign operators and consolidating commercial relationships.

Now in its 60th edition, ITB Berlin is considered one of the most relevant fairs in the world for the tourism industry and serves as a global platform for networking, market analysis, and innovation in the sector. This edition has involved about 6,000 exhibitors from over 160 countries, and there has been a significant participation of tourism professionals from the very beginning.

The connection with Germany has been strong for a long time. Since 2011, Apulia has been continuously participating in the event, strengthening its presence in international markets year after year. According to the regional councilor for Tourism and Promotion, Graziamaria Starace, participation in Berlin represents “an unequivocal indicator of strategic positioning.”

It is worth noting that the Region has surpassed 22 million tourist presences and recorded a 25% increase in international demand, a sign of a positive trend and strong attractiveness for foreign markets, and in this context, the German market confirms itself as the second foreign market for Apulia, a figure that highlights the importance of maintaining and developing relationships with operators and buyers from Germany and other European and non-European countries.

ITB Berlin is not just an exhibition event, but also a space for international debate on the main trends influencing the future of tourism. Key topics include technological innovation, digitalization, sustainability, flow management, and new business models. At the ITB Berlin Convention, which takes place alongside the fair, over 400 international speakers participate with hundreds of thematic sessions dedicated to the ongoing transformations in the sector, from the use of artificial intelligence to the resilience of destinations.

The event is designed as an opportunity to promote responsible and balanced tourism, where economic growth, innovation, and the protection of the environment and local communities can proceed hand in hand. For this reason, many exhibitors and operators use the event not only to present offers and products but to share sustainable development strategies and strengthen collaborations in transnational contexts.

The participation of the Apulia Region and Pugliapromozione is indicated as a clear signal of strategic positioning. Surpassing 22 million presences and the 25% increase in international demand confirm the solidity of the path taken. In this context, Germany — now the second foreign market of reference — represents a significant testament to the quality of the work done.

At ITB, a mature Apulia is presented: less focused on seasonal peaks and more attentive to territorial balance; less oriented towards the consumption of places and more towards the creation of lasting value. A vision already reiterated at BIT in Milan and, just a few days ago, also at BTM Italy. In the foreground is the quality of the offer, the enhancement of internal areas, and support for businesses investing in sustainability and identity.