ITB Berlin 2023: Greece Receives Positive Feedback from German Market – Photo Report

The revamped pavilion of the Greek National Tourism Organization (GNTO) at ITB Berlin 2023.

For three days, Greece exhibited its tourism offerings at the ITB Berlin 2023 in Germany, the world’s leading travel trade show.

With the slogan “Open for Change”, ITB Berlin 2023 opened its doors on the Berlin exhibition grounds during March 7-9 for the first time after a three-year hiatus caused by the Covid-19 pandemic. The exhibition was held for the first time as an exclusively B2B event.

Over 70 Greek exhibitors were hosted at the Greek National Tourism Organization’s (GNTO) revamped pavilion in Hall 1.1/101. There, Greek regions, hotels, travel agencies and tour operators aimed to get the word out on Greek tourism and introduced their hospitality products, travel deals and gastronomy to tourism professionals from Germany and from all over the world.

The Greek stand was packed with business meetings during ITB Berlin 2023.

During the days of ITB, the GNTO’s stand was buzzing with business negotiations for travel and tourism deals between Greek exhibitors and trade professionals leading to the conclusion that Greece is once again among the most sought after destinations for the Germans traveling abroad this year.

According to data released by the Bank of Greece, in 2022 the country saw the most travel revenue from the German market at 3.25 billion euros, an amount up by 10 percent compared to 2019 levels and by 40.6 percent compared to 2021 (the first year of recovery from the Covid-19 crisis). In terms of arrivals, the German market came in second place (after the UK) at 4.35 million.

The Germans will holiday in Greece this year

German Travel Association (DRV) President Norbert Fiebig speaking during ITB Berlin’s opening press conference and presenting data on the German travel market. Photo source: ITB Berlin

According to data presented at ITB Berlin by the German Travel Association (DRV), the top five summer 2023 travel destinations for the Germans are Turkey, Spain, Greece, Egypt and Portugal.

Moreover, DRV said Greece was among the destinations of choice for the Easter holiday but also for vacations in May.

During ITB Berlin, major players also revealed that strong demand by German travelers for Greece is expected for the summer season.

Greek Secretary General of Tourism Policy & Development, Olympia Anastasopoulou (second from right) at TUI Group’s offices in Germany with the company’s CEO, Sebastian Ebel (center), and TUI Care Foundation Chairman Thomas Ellerbeck (left), among others. Photo source: Olympia Anastasopoulou

German travel giant TUI said that already 50 percent of airline seats and beds for some Greek islands were booked. Top Greek destinations for the Germans this summer are the islands of  Rhodes, Kos and Zakynthos as well destinations in the Cyclades.

Last year, some 2.9 million people traveled to Greece through TUI, a number that corresponds to a 6 percent increase compared to 2019 levels.

The alltours press conference at ITBBerlin 2023. Photo source: alltours.

German tour operator alltours also said that Greece is among its most popular travel destinations for the summer with bookings for the country already up by 30 percent compared to 2022. This year alltours has Athens, Volos and Evia in their travel packages and plan to include Thessaloniki in the near future.

Greece makes ITB Berlin appearance with new stand

The revamped pavilion of the Greek National Tourism Organization (GNTO) at ITB Berlin 2023.

This year at ITB Berlin, Greece made its appearance with a brand new pavilion that highlighted the country’s identity and showcased individual elements of Greece’s tourism campaign “All you want is Greece”.

One of the highlights at the Greek stand this year was an event focused on the promotion of Greece’s alternative tourism forms to international tourism professionals and journalists from a number of countries.

Greek Secretary General of Tourism Policy & Development, Olympia Anastasopoulou, GNTO Secretary General Dimitris Fragakis and Hellenic Hoteliers Federation President Grigoris Tasios were the only Greek officials to attend the ITB Berlin expo this year.

Hellenic Hoteliers Federation President Grigoris Tasios at the Greek stand. Photo source: Hellenic Hoteliers Federation

Anastasopoulou, representing Tourism Minister Vassilis Kikilias who was unable to attend ITB, held a series of meetings with German officials and tourism professionals on the sidelines of the exhibition.

Accompanied by the Ambassador of Greece in Berlin Mara Marinaki, Anastasopoulou met with the federal government coordinator for maritime economy and tourism, Dieter Janecek, with talks focusing on the promotion of special forms of tourism and the exchange of know-how between Greece and Germany. Among other things, the promotion of medical tourism in Greece through the contribution of German insurance organizations was also discussed.

Greek Secretary General of Tourism Policy & Development, Olympia Anastasopoulou, at the Rhodes stand with regional and local authorities and German travel industry players. Photo source: Olympia Anastasopoulou

Moreover, Anastasopoulou held bilateral meetings with representatives of airline companies such as Deutsche Lufthansa, Eurowings and Condor and tour operators active in tourism and cruises.

More specifically, she met with representatives of TUI Group, alltours, FTI Touristik GmbH, DER Touristik Partner-Service, Attika Reisen GmbH & Co. KG, Marabu and AIDA Cruises and discussed ways to attract more German visitors to the country.

Greek Secretary General of Tourism Policy & Development, Olympia Anastasopoulou (second from left) at ITB Berlin 2023. Photo source: Olympia Anastasopoulou

On his part, GNTO Secretary General Dimitris Fragakis held meetings with important domestic and international industry players and was also the keynote speaker at a special event organized by Expedia where he presented Greece’s strategy and goals for 2023.

During a panel discussion, high-ranking Expedia executives highlighted Greece’s important path towards tourism recovery following the pandemic and said the company saw a total sales turnover of US$570 million for the Greek market in 2022.

GNTO Secretary General Dimitris Fragakis with (from left) GNTO General Manager Sofia Lazaridou and Director at GNTO office in Frankfurt Nicole Lekanidi. Photo source: Nicole Lekanidi

Moments @ ITB Berlin 2023

ITB Berlin hosted some 5,500 exhibitors from 161 countries.

According to the expo’s organizer Messe Berlin, 2023 could become a record year despite economic challenges as people’s desire for travel is back in many parts of the world.

ITB Berlin 2024 will take place during March 5–7 on the Berlin Exhibition Grounds.