‘Tourism Always Comes Back’ – UNWTO Celebrates Reopening of ITB Berlin as Live Event

UNWTO Secretary-General Zurab Pololikashvili speaking during the official inauguration ceremony of ITB Berlin 2023. Photo source: UNWTO

Tourism is on track to achieve full recovery in 2023 and ready to deliver on its potential as a pillar of peace and sustainability, World Tourism Organization (UNWTO) Secretary-General Zurab Pololikashvili told sector leaders at the ITB Berlin trade show in Germany.

With the slogan “Open for Change”, the world’s leading travel trade show ITB Berlin opened its doors on Tuesday.

As ITB Berlin celebrates its first in-person event since 2019, UNWTO data shows that more than twice as many people travelled internationally in January as they did at the start of last year.

The UNWTO’s secretary-general said the “message” is clear.

“Tourism always comes back”, said Pololikashvili, adding that the return of ITB, alongside the recent re-opening of China, is clear proof of renewed confidence in international travel.

Building a better tourism

UNWTO Secretary-General Zurab Pololikashvili presenting tourism data during the official inauguration ceremony of ITB Berlin 2023. Photo source: UNWTO

Pololiksahvili was invited to be part of the expo’s official inauguration ceremony on Monday, alongside Germany’s Vice-Chancellor Robert Habeck, Georgian Prime Minister Irakli Garibashvili, Berlin Mayor Franziska Giffey, and public and private sector leaders.

While welcoming the positive data, he also stressed that tourism has a “responsibility to grow back better. We must speed up and scale up to a more sustainable and resilient tourism.”

Outlining UNWTO’s priorities for the sector, Pololikashvili urged both governments and businesses to recognize the importance of education and training, as well as the crucial role of investment – the “missing ingredient” for turning plans for greater sustainability and resilience into reality.

According to the UNWTO’s secretary-general, “investment” will be the theme for World Tourism Day 2023, to be celebrated on September 27.

UNWTO at ITB Berlin 2023

Photo source: UNWTO

At ITB 2023, UNWTO will be part of a special Industry Roundtable, focusing on ‘transitions in travel’, while also sharing key knowledge and insights into tourism’s climate action efforts, and expectations for tourist behaviour as the sector’s recovery continues. UNWTO will also provide an update of its leading work in tourism for rural development, including through the Best Tourism Villages initiative.

ITB Berlin 2023 will run until Thursday, March 9.