Cambodia’s Ministry of Tourism visited the famous Internationale Tourismus-Borse Berlin (ITB Berlin) this month in an effort to showcase the country’s tourism potential on a global scale.

‘Visit Cambodia 2023’ is one of the Kingdom’s international tourism campaigns, as is sports tourism, which includes the SEA Games and ASEAN Para Games.

The Ministry of Tourism delegation participated in several important seminars and meetings with the World Tourism Organization, including the ITB ministers’ roundtable on ‘Mastering Transformation on a Global Scale,’ the industry roundtable on ‘Transition in Travel,’ workshops on ‘Customer Expectations and Predictions for the Tourism Industry of Tomorrow,’ and the ‘Start of Study: Tourism Sector’s Climate Action,’ among others.

The ITB Berlin took place in Georgia from March 7-9, 2023. Messe Berlin had planned a number of important changes this year to mark the first in-person edition of ITB Berlin since the pandemic began. Instead of running from a Wednesday to a Sunday, ITB Berlin 2023 took place on three successive days, from Tuesday 7 to Thursday, 9 March.

The demands placed on global trade fairs have changed considerably in recent years, which is why in future and in terms of customers, ITB Berlin 2023 is concentrating its efforts to focus on exhibiting companies as well as exclusively on trade visitors, buyers and the media.

“By positioning ITB Berlin exclusively as a B2B product we want to make the format future-proof and further significantly enhance the brand as a global catalyst of the tourism industry, said David Ruetz, head of ITB Berlin.

“At the same time we are making sure to give our image a necessary boost and improve our existing ties and ability to attract new customers. In the past we have repeatedly observed that the majority of our exhibitors place a clear emphasis on addressing B2B audiences. In future, this move will make it possible to further concentrate their efforts.” Travel and Tour World