As the Host Country at ITB Berlin 2025, Albania will showcase its rich natural and cultural heritage during the three days of this global tourism fair, as well as at the opening ceremony on March 3.

Under the slogan “Albania All Senses,” the Ministry of Tourism and Environment of Albania will present the country’s diverse tourist offerings from March 4 to 6, 2025. Albania invites all participants of this fair to embark on an inclusive journey through the variety of its offerings, an expanded program of events, performances, and activities.

Official Press Conference and Opening Ceremony on March 3

The Albanian delegation at ITB Berlin will be led by Prime Minister Edi Rama and the Minister of Tourism and Environment, Mirela Kumbaro. The official press conference will take place on March 3 at 10:00 AM at the Marshall-Haus. The opening ceremony, to be held at 6:00 PM at CityCube Berlin, will present a captivating showcase of Albania’s cultural assets under the slogan “All Senses.”

This ceremony is designed with key elements: a cinematic journey through Albania, live performances by “Shkodra Elektronike” – Albania’s representatives at Eurovision 2025 –, traditional music recognized by UNESCO, and performances of traditional Albanian dances by the Albanian National Ensemble. After the ceremony, guests will enjoy Albanian culinary specialties at 7:30 PM at CityCube Berlin.

A Strong Presence at the Tourism Fair with Inspiring and Inclusive Activities

The official opening tour of ITB Berlin will begin on March 4 at 9:30 AM at the host country stand in Hall 3.1, where a ribbon-cutting ceremony will be held, with the participation of the Prime Minister of Albania, the Minister of Tourism and Environment of Albania, the Mayor of the City of Berlin, the Secretary-General of the United Nations World Tourism Organization, and the Director General of Messe Berlin. A special artistic performance will accompany the event.

Throughout ITB Berlin, Albania will be prominently featured with a stunning 700 square meter stand in Hall 3.1 (Stand 105) and Hall 4.1 (Stand 200), offering interactive experiences, opportunities to collaborate, and learn about the Albanian tourism industry. Over the three days, Albania will present a virtual discovery and multimedia journey through its destinations, culture, and landscapes.

Main Events at the Host Country Stand in Hall 3.1

Tuesday, March 4

• At 10:30 AM, Prime Minister Edi Rama and Minister Mirela Kumbaro will meet with Albanian tour operators for a welcome meeting and group photo.
• At 1:30 PM, the Albanian Agrotourism Association invites visitors to the exclusive event “A Taste of Albania – Wine and Tradition.”
• From 2:30 PM to 3:00 PM, the discussion “Exploring Albania through Active Tourism” will be held, moderated by travel journalist Alex Crevar, with speeches from Ilva Gjuzi, Deputy Minister of Tourism and Environment of Albania, and Dr. Sonja Kurz, Director of GIZ Albania.
• At 3:00 PM, the performance “Melodies of the Metropolis: The Soul of Albanian Cities” will take visitors on a musical journey through the familiar melodies and rhythms of Albania’s urban landscapes.
• At 3:30 PM, a panel discussion titled “Albania: The Developing Gateway to Southeast European Tourism” will take place.
• From 4:00 PM to 4:30 PM, the performance “The Art of Elegance: Dance as a Dance of Grace” by Albanian Night will showcase traditional dances from different regions of Albania.
• At 4:30 PM, an immersive art experience titled “The Beauty of Tradition is ‘Woman’” by the Digital Art Gallery of Korça and Space 05 Tirana will present traditional “Made in Albania” products through a dynamic visual exhibition.
• The day will end at 5:00 PM with an “All Senses Happy Hour and Cocktail Experience,” offering a cocktail experience inspired by the Albanian coast, curated by Marina Beats and professionals from l’Artisan Academy.

Wednesday, March 5

• At 11:00 AM, TEA (Albania’s Digital Calendar of Tourist Events) will be presented, a new digital tool created to promote cultural tourism in Albania.
• At 11:30 AM, “Albania 2025 – The New Investment Front in Europe” will offer an overview of the investment landscape in Albania, with speakers such as Elira Kokona, Head of the Albanian Investment Corporation, Laura Saro, Head of the Albanian Investment Development Agency, and Hans-Jürgen Wittmann, Germany’s Western Balkans Correspondent for Investment and Trade.
• At 12:00 PM, “A Mediterranean Culinary Journey” will feature a live cooking show by chefs from Mandarine Restaurant in Marina Bay, revealing authentic Albanian flavors.
• At 3:00 PM, “Agrotourism, Tradition, and Folklore” will be a discussion featuring Anila Denaj, Minister of Agriculture and Rural Development. Moderated by Armando Muça from Albanian Night and Sofjola Kotelli from GIZ Albania, this activity will immerse visitors in Albania’s rich traditions, folklore, and hospitality.
• From 3:30 PM to 4:15 PM, “Albania: Cultural Exchange as a Foundation for a Sustainable Future” will bring together experts to discuss the role of cultural exchange in the sustainable development of tourism, with speakers Sofjan Jaupaj, Deputy Minister of Tourism and Environment of Albania, and Elvis Kotherja, Director of Elite Travel Albania.
• At 4:30 PM, visitors can experience an Albanian wine tasting, accompanied by the sounds of Korça serenades, performed by Albanian Night.

Thursday, March 6

• From 11:00 AM to 11:30 AM, “Visit Gjirokastra” will present how this area leads efforts in destination management in Albania, serving as the country’s model for the Destination Management Organization (DMO) and Destination Management Company (DMC).
• At 11:30 AM, a panel discussion titled “Innovation Now: The Stunning Landscape of Innovative Albania” will explore the country’s growing start-up ecosystem and its role as an innovation hub.
• At 12:00 PM, the Albanian Agrotourism Association invites visitors to “A Taste of Albania,” an interactive culinary experience offering local specialties with Geographical Indication (GI) and Traditional Guaranteed Specialties (TSG).
• From 2:00 PM to 2:15 PM, the documentary “Peeping Tourist – A Journey Beyond the Iron Curtain” will showcase the transformation of Albania from a hidden enigma behind the Iron Curtain into a sought-after destination, with clean beaches, majestic mountains, and a rich history.
• At 2:30 PM, the panel discussion “Beyond Traditional Tourism: Albania in the Focus of Digital Nomads” will be moderated by Arlind Haxhiaj from Coolab & C4Communities, revealing why Albania has become a preferred destination for remote workers who visit, return, and choose to stay.
• Finally, from 3:00 PM to 3:30 PM, the Wanderlust in Albania photography competition, organized by the Albanian National Tourism Agency, will reveal the best promotional images and videos of the country, showcasing Albania’s natural beauty and cultural vibrancy through the lens of national and international photographers.

Other Activities at the ITB Berlin Fairgrounds: Key Presentations and Panels

Tuesday, March 4

• At 11:40 AM, Minister Mirela Kumbaro will represent Albania at the ITB Berlin Convention Roundtable at the Orange Stand in Hall 7.1a.
• At 1:00 PM, visitors can experience an artistic homage to the Vjosa River, one of Europe’s last wild rivers, at the southern entrance. The live performance “Whispers: The Melody of Nature in the Songs of Albania” will be a hymn to Albania’s natural beauties through the melodies of ancient Albanian songs.

Wednesday, March 5

• At 10:30 AM, Minister Mirela Kumbaro will give a keynote speech at the ITB Berlin Convention, on the blue stage in Hall 7.1b, marking the opening of the Destinations section.
• At 10:30 AM, the performance “Whispers of Pain: Voices of Iso-Polyphony” by Albanian Night will showcase the emotional depth of Albania’s Iso-Polyphony, a UNESCO Cultural Heritage site.
• From 1:00 PM to 3:00 PM, Minister Mirela Kumbaro will participate in the Ministerial Summit: “Boosting Investments, Ensuring Peace: Leveraging Growth, Shaping the Future” at CityCube Berlin, discussing global tourism initiatives.
• At 2:00 PM, also on the Blue Stage at the Convention in Hall 7.1b, a session on Destinations will feature a discussion with Sofjan Jaupaj, Deputy Minister of Tourism and Environment.

Thursday, March 6

• From 3:30 PM to 4:10 PM, at the Lighthouse Stand in Hall 4.1b, a discussion on “Adventure Tourism along the Trans-Dinarica Cycling Route” will take place. This cultural corridor, which connects Slovenia, Croatia, Bosnia and Herzegovina, Montenegro, Albania, Kosovo, North Macedonia, and Serbia, will be highlighted as a key initiative for sustainable tourism development in the Western Balkans. Speakers Jan Klavora, Director-General of Trans Dinarica, and Alex Crevar, Cultural Manager of Trans Dinarica,