TIRANA, March 2 /ATA/ – Albania will present itself as an authentic Mediterranean destination at ITB Berlin 2026, taking place from March 3-5 in the German capital.

Tourism, Culture and Sports Minister Blendi Gonxhja said on Monday that this year’s edition of ITB Berlin, which marks its 60th anniversary, will see Albania represented with an extensive agenda and a stand designed by the Ministry of Tourism, Culture and Sports in cooperation with the National Tourism Agency.

“The fair will showcase an experience combining innovation, culture, natural beauty and local experiences, together with several municipalities, 30 tour operators and Albanian businesses,” Gonxhja said.

Despite its small size, Albania’s geographical diversity gives it a natural advantage in positioning itself as a sustainable tourism destination with the Albanian Alps being very popular for mountain and adventure tourism, the Riviera for limited-capacity coastal tourism, historic towns for cultural tourism and villages for rural and gastronomic experiences.

ITB Berlin 2026 is placing particular emphasis on these forms of tourism, offering what officials describe as a platform for differentiated promotion beyond the mass tourism model.

For Albania, participation in ITB Berlin 2026 is not merely promotional, but a reflection of the future direction of its tourism sector, the minister said.

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