As ITB Berlin marks its 60th anniversary, the Middle East is emerging as one of its most influential partners, with strong representation from tourism boards, airlines, and hospitality groups. The show continues to play a vital role in helping the region expand global market access, strengthen partnerships, and accelerate growth.
Dr Shehara Rizly Fernando
ITB Berlin has been one of the most important travel trade shows for Sharjah tourism, as Europe is an important market for the emirate. H.E. Khalid Jasim Al Midfa, Chairman, SCTDA, and other eminent leaders share their plans for this year’s event.
H.E. Khalid Jasim Al Midfa
Chairman, SCTDA
At ITB Berlin, we will showcase Sharjah as a year-round destination that brings together culture, heritage, nature, and adventure, family-friendly experiences, and a strong calendar of events. Our focus is to highlight Sharjah’s authentic identity — where visitors can explore world-class museums and heritage areas, enjoy contemporary cultural landmarks, and discover diverse landscapes across the Emirate. This is relevant for Middle East travellers because Sharjah offers an accessible, comfortable, and family-oriented travel experience with genuine cultural depth. It is ideal for short breaks and longer stays, and it responds to the growing regional preference for meaningful travel — experiences that combine relaxation, learning, outdoor activities, and quality time, while remaining close to home. We will be accompanied by a delegation of destination partners representing key sectors of Sharjah’s tourism ecosystem, including Government and Semi Government entities, hospitality, travel trade, and visitor experiences. Together, we are presenting a unified destination proposition that is easy for the global travel trade to understand, package, and promote. What makes Sharjah unique is the strength of our culture-led positioning, combined with the variety of experiences across multiple regions of the Emirate. We will highlight Sharjah’s rich heritage and cultural uniqueness.
Yamina Sofo
Director – Marketing & Sales Office, GNTO GCC
ITB Berlin is a key global marketplace for the travel industry, connecting Germany with international buyers and media. While GNTO does not organise ITB, we see it as an important platform for GCC travel industry leaders to connect directly with German destinations and key decision-makers.
Freddy Farid
Managing Director, Two Seasons Hotel and Apartments
At ITB Berlin, we will reveal our major renovations — including the pool, apartments, and elevators — to showcase our commitment to enhancing guest services and facilities. Our expectations from the event are to renew existing partnerships, secure new clients, showcase renovation plans, and yearly promotions to MICE.
Rehan Ali
CEO, Tawfeeq Travel Qatar
As a DMC in Qatar, we are looking forward to connecting and collaborate with international tour operators in promoting Qatar as an Inbound/MICE destination and experiences designed to redefine traveller engagement. We aim to engage industry stakeholders, technology & innovation, and create collaborations that drive sustainable growth.
Michael Goetz
Cluster General Manager, Mövenpick Hotel Jumeirah Beach and Mövenpick Dubai Creek
At ITB Berlin, we are excited to showcase what makes us unique — our beachfront and city-side experiences, elevated guest offerings, sustainability efforts, and partnerships. Our goal is simple: strengthen relationships, explore new markets, and turn talks into opportunities.
Abdulla Yusuf
Director – International Operations DCT Abu Dhabi
Our annual presence at ITB Berlin will continue, reinforcing Abu Dhabi as a leading global destination for culture-led travel. With at least 31 stakeholders represented this year, DCT Abu Dhabi and its partners invite visitors to connect with the Experience Abu Dhabi delegation at stands 200 and 200A in Hall 2.2.
Iyad Rasbey
Vice President, Destination, Tourism Development, RAKTDA
This year, we will highlight new hotel openings, upcoming attractions, and destination developments in Ras Al Khaimah. We will be joined by 16 co-exhibitors, including hotels, destination management companies, and experience providers, collectively, highlighting the diversity of RAK’s tourism ecosystem.
