Georgia will be the host country of next year’s edition of the world's leading tourism exhibition ITB Berlin, enabling the country to present its tourist destinations to an international audience, Levan Davitashvili, the Georgian Economy Minister, announced on Tuesday. 

Applying for the status of the host country at the world’s leading travel trade show before the pandemic, Georgia won the contest ahead of countries with “great contribution” to the development of the tourism industry, Davitashvili said.

Following the signing of a memorandum of cooperation with the ITB Berlin exhibition earlier today, Davitashvili also noted Georgia's participation in the event would be “more effective in further encouraging and promoting the Georgian tourism sector.”  

David Ruetz, the Head of ITB Berlin, said Georgia was selected as the host country of the exhibition due to its natural surroundings, adding while the country was “well known,” its “mysterious world” was still undiscovered.

• Georgia to partner with Berlin travel trade show to promote tourism to country

In his comments, German Ambassador to Georgia Hubert Knirsch welcomed ITB Berlin’s decision to partner with Georgia and said he expected visits from German tourists in the country.

Business-to-Business meetings with representatives of Georgian and German tourism companies were held following the signing of the memorandum, and involved the Georgian National Tourism Administration and organisers of the exhibition, the Georgian Economy Ministry announced.

Representatives of German tourism companies and media have also visited Georgia's eastern Kvemo Kartli region and winemaking Kakheti region along with the organisers to be introduced to the local tourism potential, the Administration said.

As one of the most prestigious events in the tourism and travel industry worldwide since 1966, ITB Berlin brought together more than 10,000 companies from 181 countries annually in the pre-pandemic period, with the event being attended by more than 160,000 visitors, including 113,500 business visitors.

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