Luxembourg for Tourism (LFT) and partners’ presence at ITB Berlin Convention with the Visit Luxembourg stand is an opportunity to promote the destination but also serves as an invaluable networking platform for the travel industry and national stakeholders.
In general, ITB Berlin, known as "The World's Leading Travel Trade Show", is the most important global event for the travel and tourism industry. Since its inception in 1966, it has served as a central platform for industry professionals to network, discover new trends, and discuss innovations shaping the future of travel.
“Germany is our largest target market with the highest travel potential for Luxembourg and our presence at ITB this year with the 100m2 Visit Luxembourg stand gives us excellent visibility and opportunity to build our travel trade and media networks,” says Sebastian Reddeker, CEO of LFT.
While it is always difficult to quantify the success of a trade fair presence, in the case of ITB, the number of exhibitors on the Visit Luxembourg stand demonstrates that there is still a clear interest in participating in the trade fair. “When a national pavilion is organised, the goal is to meet the demand of Luxembourg companies and institutions. In this sense, the strong continued interest demonstrates the value of being an exhibitor,” says Minister of the Economy, SME, Energy and Tourism, Lex Delles.
The ITB Convention is also of great strategic and political importance and the Minister Delles led discussions on current topics such as sustainability in tourism. He also held bilateral talks at the political level, including with Mr Gregor Freches, Minister for Culture, Adult Education, Tourism, Monument Protection and Landscape Protection of the German-speaking Community of Belgium.
ITB 2025: ‘The Power of Transition’
The Visit Luxembourg stand is coordinated by LFT and made available to professional partners (companies and institutions) from the Luxembourg travel industry. Each year, the event provides an excellent networking opportunity not only with international professionals, but also with partners from Luxembourg, from governmental institutions and accommodations to service providers and transport.
“Working in proximity with our partners over two to three days, amounts to many productive meetings, exchanges and of course, convivial moments. In addition, ITB offers an impressively broad range of conferences and other learning opportunities,” says Sarah Pitt, Head of Corporate & Brand Communication at LFT.
In 2025, meetings were scheduled with many international tour operators, travel agencies, travel journalists, media, content creators and influencers. LFT directs any specific requests towards the right partner present on the stand, and is responsible for making connections where appropriate.
“In addition to the scheduled meetings, we were very pleased to have many visitors to the stand, to ask questions about Luxembourg, pick up our publications, or to request spontaneous meetings on topics ranging from content collaborations, to service providers and paid campaign opportunities,” says Liz Moris, PR & Corporate Events at LFT.
Four selected students Lena Gillander, Lynn Weidert, Gloria Arsenio Isa and Lara Morgan Inacio Santos from the École d'Hôtellerie et de Tourisme du Luxembourg (EHTL) and their teacher Lisa Hildegard Meyer experienced their first ITB working on the stand. They made partners and guests feel at home serving food and drinks during meetings, during the very popular Luxembourg Evening, as well as assisting at the welcome desk, and ensured a high level of hospitality to everyone around during the three days.
Once again, LFT extends a warm thank you to everyone who joined us. We look forward to the next edition together!
