To showcase its stunning landscapes and vibrant cultural heritage, European country Albania is set to host the world’s leading travel trade show ITB Berlin, which will run from March 4 to 6.

In a press statement, ITB says that this year’s event will begin with a spectacular ceremony, featuring 2,500 guests on March 3. The ceremony will highlight Albania’s rich traditions, stunning landscapes and vibrant heritage.

It further adds that the opening ceremony, taking place at the CityCube Berlin, will feature an impressive artistic journey through Albania’s cultural history, blending ancient traditions with contemporary influences. This ceremony will also be attended by high-level political representatives, including Albania’s Prime Minister Edi Rama and other key figures from the global tourism industry.

As per press statement, political representatives Kai Wegner, Governing Mayor of Berlin, and Dieter Janecek, Federal Government Coordinator for the Maritime Industry and Tourism, will welcome the host country and all attendees. The travel industry will be represented by Julia Simpson, President and CEO, World Travel and Tourism Council (WTTC), and Zurab Pololikashvili, Secretary-General, UN Tourism,  while Mario Tobias, CEO, Messe Berlin, will represent ITB Berlin.

Meanwhile, ITB also says that it will start the trade show with a cultural programme under the theme All Senses. Under this programme, participants will embark on a sensory journey through Albania’s stunning landscapes, iconic traditions, and dynamic culture. The opening event will feature performances by Shkodra Elektronike, a duo representing Albania at Eurovision 2025, blending traditional Albanian folk sounds with modern electronic music.

As per the press statement, one of the highlights of the evening will be a performance by the Albanian National Ensemble, showcasing mesmerising folk dances that date back centuries.

Additionally, the Dance of Tropoja, a UNESCO-recognised performance, will bring to life Albania’s northern communities with its fast footwork and dramatic energy. The Sword Dance will evoke the country’s warrior traditions, while the Dance of Osman Taka, inspired by a 19th-century Albanian freedom fighter, will tell stories of heroism and patriotism.

Moreover, as per ITB Berlin, it will also feature a presentation of traditional Albanian folk music, including the genre of Kaba and the renowned Iso Polyphony. Aiming to offer the participants a truly authentic Albanian experience, the musical performance will feature pianist Robert Bisha.

Additionally, choreographer Edi Blloshmi will present the contemporary dance piece Albania All Senses, which will reinterpret Albania’s cultural essence through movement. Following the ceremony, the attendees will get a special culinary reception curated by acclaimed chef Genti Malaveci. As per the press statement, the exclusive menu will feature traditional Albanian dishes, showcasing the Mediterranean nation’s renowned flavours.

Meanwhile, according to a press statement, Albania’s presence at ITB Berlin 2025 underscores its growing influence in the global tourism industry. With a mix of UNESCO-recognised traditions, breathtaking natural beauty, and a modern, dynamic spirit, Albania is rapidly becoming a sought-after travel destination. Hence, further enhancing its reputation as a rising star on the global stage, the host country will aim to offer attendees in-depth insights into Albania’s cultural and tourism offerings.