A few days at ITB Berlin

Every year in early March, a large part of the global tourism industry gathers in Berlin. ITB Berlin remains one of the most important travel trade fairs in Europe, and again this year the halls were full of meetings, conversations, and the steady rhythm that defines large industry events.

Finland was well represented. Visit Finland hosted a large national stand where Finnish destinations and tourism companies presented their products and regions to international buyers. The Finnish approach to trade fairs is something I have always appreciated. Instead of competing against each other, destinations and companies work together to showcase the country as a whole while still highlighting the unique characteristics of each region.

For destinations like Oulu and Northern Finland, this kind of collaboration is essential. Many buyers visiting the stand are looking at Finland for the first time or are still learning about the diversity of experiences available across the country. Having a shared national platform allows those conversations to start in a coherent way.

Meetings that shape future travel

The days at ITB are usually structured around a full calendar of meetings. This year was no different. From morning to late afternoon the schedule consisted of discussions with tour operators, travel designers, and distribution partners exploring how travel to Northern Finland can be developed further.

These meetings are rarely about immediate results. They are about relationships, understanding market demand, and gradually building the confidence that leads to future travel programmes. Many of the conversations focused on winter travel, nature-based experiences, and the cultural dimension that is becoming increasingly important for visitors seeking more meaningful travel experiences.

Between meetings there were also opportunities to attend seminars and discussions that reflected the broader state of the tourism industry. These sessions often provide useful context for understanding how global developments are affecting travel behaviour.

A fair shaped by the wider world

One topic that surfaced repeatedly during the week was the current geopolitical situation and how it is affecting international travel. Several participants mentioned the operational challenges created by no-fly zones over parts of the Middle East. These restrictions have lengthened flight routes and, in some cases, caused cancellations of trips.

The same situation also affected the trade fair itself. Some participants who had planned to attend were unable to travel because of these disruptions. It served as a reminder that tourism operates within a much wider global system where political and security developments can quickly influence travel patterns.

Conversations within the destination community

Alongside meetings with buyers, ITB also offers opportunities to meet colleagues from other destinations. One of the highlights this year was a meeting with the Destinations International European Stewardship Council.

The council brings together destination leaders from across Europe, and the conversation focused in part on how the Destinations International Foundation might play a stronger role in supporting destination development in the European context. These meetings are particularly valuable because most of the interaction normally happens online. Meeting face to face creates space for more open discussions about shared challenges and opportunities.

In the evening we joined a dinner with several European destination leaders. As often happens in these settings, the conversation moved naturally between different topics affecting destinations today. Artificial intelligence and its role in destination marketing came up frequently, as did questions around digital marketing strategies, funding models for DMOs, and the broader issue of resilience in an increasingly uncertain geopolitical environment.

A visit to the Finland stand

The Visit Finland stand itself attracted steady interest throughout the fair. At one point we also had the opportunity to meet the Berlin Senator of Culture, Sarah Wedl-Wilson, who visited the stand while we were presenting Oulu’s European Capital of Culture year. It was a short but engaging discussion about cultural tourism and how cultural programmes can shape how visitors experience a destination.

Moments like these illustrate the role that cultural initiatives can play in tourism conversations. They connect travel with broader questions about identity, creativity, and how cities present themselves internationally.

Returning each year

ITB Berlin remains an important meeting place for the tourism industry. Beyond the scale of the event, what makes it valuable is the concentration of conversations that take place within a few days: discussions with buyers, exchanges between destinations, and reflections on how global developments are influencing travel.

For those of us working in destination development, it offers a useful moment each year to step back from daily operations and listen to how the wider tourism ecosystem is evolving.