Warsaw on the Global Stage: Navigating Tourism Challenges at ITB Berlin

At the recently concluded ITB Berlin, one of the most significant events in the tourism industry, our organization, in cooperation with the Masovian Regional Tourist Organization, was present at the national stand prepared by the Polish Tourism Organisation (POT). This year’s edition of the fair, which took place from March 5th to 7th, focused on key topics such as the growing significance of artificial intelligence in tourism, staffing challenges in the sector, and the unavoidable issues of climate change.

Our organization utilized this international platform to showcase the appeal of Poland’s capital as a travel destination. In light of the increasing challenges posed by contemporary tourism, the Warsaw representation (WOT and SBT) also emphasized the importance of innovative solutions and sustainable development of the city to meet the needs of modern tourists.

This year’s ITB Berlin attracted nearly 100,000 attendees, with over 5,500 exhibitors from 170 countries participating. Despite the global challenges facing the tourism industry, the mood among participants was decidedly positive. It was noted that the desire to travel remains strong and is not deterred by current economic difficulties.

Additionally, the ITB Congress was held parallel to the fair, where nearly 200 sessions discussed current trends and innovations in tourism. Sessions dedicated to artificial intelligence were particularly popular, highlighting its increasing importance in the industry.

By presenting the city’s potential and the offerings of our members, we were able to establish valuable contacts, which we hope will help increase the number of tourists visiting the Polish capital. The event also provided an opportunity for exchanging experiences and best practices, which we intend to use to further promote Warsaw as a friendly, green, and culturally rich destination on the map of tourist cities.