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Mar 12, 2023

ITB Berlin sets priorities for tourism

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FA Correspondent
Thailand Princess Ubolratana graciously attended supporting Thailand’s presence at the ITB-- leading travel show. TAT image
Thailand Princess Ubolratana graciously attended supporting Thailand’s presence at the ITB– leading travel show. TAT image

ITB Berlin is the world’s biggest tourism and travel trade fair. This week’s event was the first in-person ITB for four years and comes as the sector’s recovery is well underway.

According to UNWTO, international tourism could reach 80 to 95% of pre-pandemic numbers by the end of the year, with 70 million international arrivals recorded in January alone (more than double the number of January 2022).

The return of ITB was heralded by UNWTO as proof of strong confidence in travel as “the ultimate barometer of trust”.

UNWTO reinforced the importance of education, training and investments for tourism’s ability to deliver on its potential, giving a clear message: Tourism is back and committed to delivering positive change that goes beyond the sector itself.

UNWTO Secretary-General Zurab Pololikashvili was invited to officially open the event, alongside Germany’s Vice-Chancellor Robert Habeck, Georgian Prime Minister Irakli Garibashvili, Berlin Mayor Franziska Giffey, and public and private sector leaders.

UNWTO announced a new partnership that will see the Organization work with Saudi Arabia to promote education and professional development in tourism.

Alongside this, UNWTO also signed a new agreement with the Business School of Lucerne University of Applied Sciences and Arts to partner towards the creation of a new Bachelor of Science degree in International Sustainable Tourism.

Recognizing the vital need for more and better-targeted investments to put transformative plans into action, UNWTO also confirmed that World Tourism Day 2023 will be celebrated around the theme of “Tourism and Green Investments”.

UNWTO also released a new report highlighting the progress that global tourism has made in measuring greenhouse gas emissions.

ITB 2023 coincided with International Women’s Day.

Visit Thailand Year 2023 at ITB

The Tourism Authority of Thailand (TAT) showcased the ‘Visit Thailand Year 2023: Amazing New Chapters’ campaign at ITB Berlin 2023.

Graciously supporting Thailand’s presence at the leading travel show is Princess Ubolratana.

TAT Governor Yuthasak Supasorn said “The Thailand presence at ITB Berlin 2023 is focused on creating awareness of the ‘Visit Thailand Year 2023: Amazing New Chapters’ campaign, and the kingdom’s direction towards more sustainable and responsible tourism.

“TAT is currently developing the Sustainable Tourism Goals (STGs) in line with the Sustainable Development Goals (SDGs) of the United Nations, which will help drive the entire Thai tourism industry to put sustainability into practice. There will be a STAR (Sustainable Tourism Acceleration Rating) system that certifies tourist businesses in the area of tourism sustainability. Businesses that are able to comply with a number of goals will attain a corresponding amount of stars.”

The Thailand Stand at ITB Berlin 2023 features the ‘Visit Thailand Year 2023: Amazing New Chapters’ theme and is promoting the leveraging of Thailand’s 5Fs soft-power foundations – Food, Film, Fashion, Festival, and Fight.

In line with the kingdom’s new direction toward more sustainable and responsible tourism, the stand has been decorated with reused materials from the previous trade event.

TAT is expecting to welcome around 5.8 million arrivals in 2023, generating 406.42 billion Baht or 11.28 billion Euros.