ITB Host Country Albania Presents A Wide Range Of Activities And Attractions Under The Theme “All Senses”

ITB Host Country Albania Unveils Activities

Promoting the theme “Albania All Senses”, Albania’s Ministry of Tourism and Environment will highlight the country’s rich offerings at ITB Berlin from March 4 to 6, 2025. As the designated host nation, Albania welcomes visitors to explore its varied attractions through a comprehensive schedule of events, performances, and activities.

Official Opening Press Conference and Opening Ceremony on 3 March

H.E. Edi Rama, Prime Minister of Albania, and H.E. Mirela Kumbaro Furxhi, Albania’s Minister of Tourism and Environment, will lead Albania’s delegation to ITB Berlin. An official press conference will occur on 3 March at 10 a.m. at the Marshall-Haus. That evening, a grand opening ceremony at 6 p.m. in CityCube Berlin will offer a captivating display of Albania’s cultural wealth, themed “All Senses.”

The event features a cinematic journey through Albania, live performances by Shkodra Elektronike—Albania’s Eurovision 2024 representatives—and UNESCO-recognized traditional music and dance showcased by the Albanian National Ensemble. Guests will experience dances such as “Kcimi i Tropojës” (the Dance of Tropoja), the Sword Dance, and the Dance of Osman Taka, all of which highlight the richness of Albanian culture. The National Opera Theater promises to enchant the audience further with a contemporary dance presentation. Following the ceremony, attendees are invited to a culinary reception at 7:30 p.m. in CityCube Berlin, featuring a selection of Albanian delicacies.

A Strong Trade Show Presence with Engaging Activities

The official opening of ITB Berlin will occur on March 4 at 9:30 a.m. at the host country’s Stand in Hall 3.1. The ceremony will include a ribbon-cutting attended by the Prime Minister of Albania, the Minister of Tourism and Environment of Albania, the Governing Mayor of Berlin, the Secretary-General of UN Tourism, and the CEO of Messe Berlin. A unique artistic performance will enhance the event.

Albania will shine at ITB Berlin with a 700-square-metre stand in Hall 3.1 (Stand 105) and Hall 4.1 (Stand 200). Visitors can look forward to interactive experiences, networking opportunities, and insights into the industry. Over three days, Albania will unveil a virtual exploration and multimedia journey showcasing its breathtaking destinations, rich culture, and beautiful landscapes.

Highlights at the Host Country’s Stand in Hall 3.1

Tuesday, 4 March

At 10:30 a.m., the Prime Minister of Albania, Edi Rama, and the Minister of Tourism and Environment, Mirela Kumbaro Furxhi, will engage with the Albanian tour operators in a meet-and-greet session, followed by a group picture.

At 1:30 p.m., the Albanian Agritourism Association invites visitors to “A Taste of Albania – Wine & Tradition”, an exclusive event featuring Anila Denaj, Minister of Agriculture and Rural Development of Albania.

From 2:30 to 3 p.m., the session “Exploring Albania Through Active Tourism” will be moderated by travel journalist Alex Crevar and will feature distinguished speakers, including Ilva Gjuzi, Deputy Minister, Ministry of Tourism and Environment of Albania, and Dr. Sonja Kurz, Country Director, GIZ Albania.

At 3 p.m., Albanian Night will perform “Melodies of Metropolis: The Spirit of Albanian Cities,” taking visitors on a musical journey through diverse melodies and urban landscapes.

At 3:30 p.m., a panel discussion titled “Albania: The Rising Gateway of Southeast European Tourism” will gather industry leaders such as Sinan Isik, CEO of Air Albania, Brano Djurovic, CEO of One Albania, Ridgers Mema, CEO of Tirana International Airport & Kastrati Group, and Besmir Lulaj, CEO of Marina Bay, to discuss Albania’s significance in the tourism sector.

From 4 to 4:30 p.m., “The Art of Elegance: Valle as a Dance of Grace” by Albanian Night will showcase traditional dances from various regions of Albania, highlighting their unique movements and cultural significance.

At 4:30 p.m., an immersive art experience titled “The Beauty of Tradition is ‘Woman’” by the Digital Art Gallery of Korça &Space 05 Tirana will present traditional “Made in Albania” products through a dynamic visual display.

The day will conclude at 5 p.m. with a “Happy Hour & All Senses Cocktail Experience”, offering guests a mixology event inspired by the Albanian coast, curated by Marina Beats and the professionals of l’Artisan Academy.

Wednesday, 5 March

At 11 a.m., TEA (Tourism Events of Albania), a new digital tool designed to promote cultural tourism in Albania, will be introduced.

At 11:30 a.m., “Albania 2025 – The Next Investment Frontier in Europe” will provide insights into Albania’s investment landscape, featuring speakers such as Elira Kokona, CEO of Albanian Investment Corporation, Laura Saro, CEO of Albanian Investment Development Agency, and Hans-Jürgen Wittmann, Correspondent Western Balkans Germany Trade & Invest.

At 12 noon, “A Mediterranean Culinary Journey” will offer a live cooking show by the chefs of Mandarine Restaurant by Marina Bay, highlighting authentic Albanian flavours.

At 3 p.m., “Agritourism, Tradition and Folklore” will feature Anila Denaj, Minister of Agriculture and Rural Development of Albania. Moderated by Armando Muça, Albanian Night, and Sofjola Kotelli, GIZ Albania, this event will immerse visitors in Albania’s rich traditions, folklore, and hospitality.

From 3:30 to 4:15 p.m., “Albania: Cultural Exchange as the Foundation for a Sustainable Future” will bring together experts to discuss the role of cultural exchange in sustainable tourism development, including Sofjan Jaupaj, Deputy Minister, Ministry of Tourism and Environment of Albania, and Elvis Kotherja, Managing Director Elite Travel Albania.

At 4:30 p.m., visitors can enjoy an Albanian wine tasting accompanied by traditional serenades from the Korça region performed by Albanian Night.

Thursday, 6 March

From 11:00 to 11:30 a.m., Visit Gjirokastra will present how the region leads Albania’s destination management efforts as the country’s model for a Destination Management Organization (DMO) and Destination Management Company (DMC).

At 11:30 a.m., a panel discussion titled “Innovation Now: The Amazing Landscape of Innovative Albania” will explore the country’s start-up ecosystem and its role as a growing innovation centre.

At 12:00 noon, the Albanian Agritourism Association invites visitors to “A Taste of Albania”, an interactive culinary experience featuring local specialities with Geographical Indication (GI) and Traditional Specialities Guaranteed (TSG) status.

From 2 to 2:15 p.m., the documentary “Peeping Tourist – A Journey Beyond the Forbidden Curtain” explores the transformation of a once-hidden enigma under the Iron Curtain into a sought-after travel destination, featuring crystal-clear beaches and majestic mountains in its history.

At 2:30 p.m., the panel discussion “Beyond Traditional Tourism: Albania in the Lenses of Digital Nomads” will delve into the growing trend of digital nomads making Albania their base. Moderated by Arlind Haxhiaj of Coolab & C4Communities, the discussion will explore why Albania has become a favoured destination for remote workers who visit, return, and choose to stay.

Finally, from 3 to 3:30 p.m., the Wanderlust in Albania photography competition, organised by the National Tourism Agency of Albania, will showcase the country’s best promotional images and videos. The competition highlights Albania’s natural beauty and cultural vibrancy through the lens of international photographers.

Further Activities at the ITB Berlin Exhibition Grounds: Key Presentations and Panels

Tuesday, 4 March

On Tuesday at 11:40 a.m., Mirela Kumbaro Furxhi, Albania’s Minister of Tourism and Environment, will represent Albania at the Global Round Table Panel of the ITB Berlin Convention on the Orange Stage in Hall 7.1a.

At 1 p.m., visitors can experience an artistic tribute to the Vjosa River, one of Europe’s last wild rivers, at the South Entrance. The live performance “Whispers of Vjosa: Nature’s Melody in Albania Song” by Albanian NighAlbanian Night’sill pays homage to Albania’s timeless natural beauty through the melody of Asian songs.

Wednesday, 5 March

On Wednesday at 10:30 a.m., Mirela Kumbaro Furxhi will deliver a keynote speech at the ITB Convention Blue Stage in Hall 7.1b, marking the opening of the Destination Track.

From 10:30 a.m., at the Vjosa installation at the South Entrance, the performance “Whispers of Sorrow: The Albanian Night’scase the emotional depth of Albania’s ancient Iso Polifonia, at the Vjosa installation at the South Entrance Cultural Heritage site.

From 1 to 3 p.m., Mirela Kumbaro Furxhi will participate in the Ministers’ Summit: Enhancing Investment, Ensuring Peace: Harnessing Growth, Shaping the Future at CityCube Berlin in room A3 and discuss global tourism initiatives.

At 2 p.m., also on the Convention Blue Stage in Hall 7.1b, the Destination Track will feature a discussion with Mr. Jaupaj, Deputy Minister of Tourism for Albania.

Thursday, 6 March

This Thursday from 3:30 p.m. to 4:10 p.m., the Lighthouse Stage in Hall 4.1b will feature a session titled “Adventure Travel featuring the Trans Dinarica Cycling Route”. This cultural corridor, which links Slovenia, Croatia, Bosnia and Herzegovina, Montenegro, Albania, Kosovo, North Macedonia, and Serbia, will be emphasized as an essential initiative for promoting sustainable tourism development in the Western Balkans. Speakers Jan Klavora, the General Manager of Trans Dinarica, and Alex Crevar, the Cultural Manager of Trans Dinarica, will explore the project’s effects on local communities and the regional tourism landscape.