The Med Pearls project attends the ITB travel convention in Berlin to promote Breathing Land.


During the first trimestre of 2023, in the month of March, the Med Pearls project has attended different international travel trade shows to promote the Breathing Land brand. In this article we will explore how the ITB Berlin - International Travel Trade Show, in Germany, has given the project the chance to promote internationally its slow tourism offer across the mediterranean.

ITB Berlin 2023, Germany

Considered the world's leading travel trade show, the ITB is an important travel convention that provides unique B2B networking opportunities to learn about different countries and regions all over the globe in one place. The ITB, or Internationale Tourismusbörse, started in 1966 in Berlin as part of an overseas import trade fair with only 5 participating countries. Currently, the trade show attracts every year around 180.000 visitors and welcomes more than 10.000 exhibitors from more than 180 countries and regions. From cities and regions, to tour operators, booking systems, airlines, hotels and service providers, among many stakeholders. 

This year the show took place between the 7th and 9th of March, and returned as an in-person event after an enforced three-year break due to the coronavirus pandemic. In this one, the Med Pearls project had the chance to present the Breathing Land brand under the stand of the Catalan Tourism Board. There, the project was able to meet with different agents of the travel industry to present its network of 6 countries, 13 destinations and more than 200 slow tourism experiences. From tour operators, to travel agents, travel influencers and media, attendees where interested in learning more about the different mediterranean destinations involved in the project and the benefits of slow tourism. Furthermore, participants were also impressed to discover the coordination between the different Mediterranean countries involved, as well as the diverse range of DMCs that have created slow tourism experiences. 



In conclusion, the attendance to this show has been a good opportunity to raise awareness of the Breathing Land brand, and detect the necessities of the market that the project is able to help in. Just as it was with previously trade shows attended, one of the most requested necessities from the buyers met was information about the DMCs of the project. Moreover, there were also a lot questions regarding how slow tourism is a growing trend inside the travel industry, with travellers seeking for more responsible and slow tourism experiences after the effects of the coronavirus pandemic. In this regards, companies currently seek to create trips more experiential, unique, and locally involved. Thus, both the Med Pearls project and its brand Breathing Land showed to be a good asset to target this necessities, since it proved to be a reliable source of contacts, information, and unique experiences to offer in new travel products. 

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