Armenia Presented at ITB-Berlin 2025 International Tourism Exhibition

Armenia Presented at ITB-Berlin 2025 International Tourism Exhibition

From March 4-6, the ITB-Berlin 2025 international tourism exhibition took place in Berlin, where Armenia was represented by RA Tourism Committee with a large unified pavilion. Armenia was also represented by tour operators "Nueva Vista" and "Rubentours", who participated with the support of "Living Landscapes for Market Development in Armenia" (LILA) project.

ITB Berlin, operating since 1966, is one of the leading events in the global tourism and travel sector. The 2025 exhibition was held under the slogan "Where the World of Travel Lives". The event featured various tourism directions, including adventure tourism, business travel, medical tourism, and travel technologies.

LILA project partner tour operators and Alla Ghazaryan, the project coordinator from Strategic Development Agency (SDA) NGO, participated in various format meetings, presenting Armenia's adventure tourism attractions and nature-based experiences. Additionally, sustainable and inclusive tourism results created within LILA project were presented to visitors and industry specialists.

The main goal of Armenia's participation was to showcase the country's tourism potential and offerings on an international platform, which will help attract more tourists and contribute to community sustainable development.

Within "ITB Berlin 2025" international exhibition, "PATWA" international tourism awards were also held, during which Armenia was recognized as the winner in "Adventure Tourism" category.

Over the past year, LILA project beneficiary tour operators have participated in five major international exhibitions in Dubai, London, Singapore, Madrid, and finally Berlin. According to Alla Ghazaryan, participation in international exhibitions allows tour operators to make their tourism products visible, promote and sell experiences and services created within LILA project.

"Exhibition participation is essential for the project's beneficiary businesses, as tour operators acquire new partners, sign contracts, develop new packages that contribute to increasing tourist flows to Armenia. All this directly impacts the development of LILA project partner businesses operating in the regions.

Beyond sales opportunities, exhibitions are also highly significant for information dissemination and familiarizing with current market trends. Tour operators get the opportunity to study global tourism trends, which is crucial for developing competitive tourism offerings," she emphasized.

"Living Landscapes for Market Development in Armenia" (LILA) project is funded by the Swiss government through the Swiss Agency for Development and Cooperation (SDC) and implemented by the Caucasus and Armenian offices of WWF in conjunction with Strategic Development Agency (SDA) NGO.

March 26, 2025 at 15:31