Rich travel offerings on show from across the world at ITB Berlin 2023

For more than 50 years, ITB has been showcasing the travel sector, hosting network events and trade fairs. Every March, the world of international tourism gathers in Berlin, for the largest travel trade show, ITB Berlin, which this year was hosted by Georgia.

Euronews reporter Cyril Fourneris attended ITB Berlin 2023, which ran from 7 to 9 March, to find out for Focus what the world of tourism has in store for the coming year, as experts predict that tourism could reach pre-pandemic levels.

The Middle East has experienced a boom in tourism, with Saudi Arabia investing large amounts of cash in the industry, to improve tourism infrastructure.

CEO of the Saudi Tourism Authority, Fahd Hamidaddin, told Euronews that the country is the “largest investor in tourism”, and that the government expects tourism to be the “second largest contributor to our GDP growth by 2030 after oil.”

But what is the draw of Saudi Arabia for tourists?

Hamidaddin added: "Saudi has been the home of Arabia and with that it's rich with culture, archeological sites, diverse topography, geography... So that's been the world's best kept secret.”

All eyes are on the Asia-Pacific region, ahead of 2025 when Japan will host the World Expo in Osaka, the theme of which is ‘Designing Future Society for Our Lives’.

Japan is creating a ‘People’s Living Lab’, a space where 8 billion people from around the world will be able to view exhibits and discuss the planet’s future.

The island country promises a full cultural immersion for visitors, capitalising on its efficient train network, a green form of travel that is increasingly popular among holiday-makers who are more conscious of their carbon footprint.

Sayaka Usui, the Frankfurt office director at the Japan National