Deborah Rothe, the Exhibition Director of ITB Berlin, a major international tourism fair that launching in the German capital on Monday, told Agenda.ge the show was putting the “spotlight” on Georgia through its Host Country status.

Set to open under the “Infinite Hospitality” theme to showcase Georgian tourism destinations, cuisine, culture and performing arts to visitors, the event will present various facets of the country over the next three days.

• ITB Berlin 2023: Georgia to host world’s leading tourism exhibition with “infinite hospitality”

Speaking about opportunities for Georgia through its hosting of the event, Rothe said the status meant gaining a “huge audience worldwide”.

We have over 100,000 people coming to the IBT Berlin from all over the world to explore the countries who are represented in all these halls, in over 30 halls. That is why it is important to be the Host Country, because the spotlight is on your country. You have the possibility to organise events, to show the cultural heritage of the country”, the Exhibition Director said.

The Georgian National Tourism Administration cited Rothe as noting Georgia’s potential for becoming an "even more popular" tourism destination. 

"Georgia can offer a lot for global tourism. Georgia is the hidden pearl of the world, which everyone wants to see. You should visit Georgia to discover what tourist opportunities this beautiful country has”, she said.

“Last year I travelled to Georgia and visited [the eastern winemaking region of] Kakheti. I really fell in love with this wine region and local people. As a person, a tourist, a traveller and a professional, I really liked this warm hospitality and excellent welcome in Georgia", Rothe added.

The fair will be opened by Georgian Prime Minister Irakli Garibashvili and other officials with a “brilliant and spectacular” ceremony at CityCube Berlin. 

About 2,500 guests will be involved in the 45-minute official opening show under the heading “Infinite Georgian Culture - From the Beginnings of Viticulture to Modern Avant-garde Art”. The main programme of the event will then run between Tuesday and Thursday.

agenda.ge