Maldives to headline ITB Berlin 2027
The Maldives has been announced as the Official Host Country of ITB Berlin 2027, marking its return to the spotlight at one of the world’s leading travel industry events. The agreement was signed during ITB Berlin 2026 between Visit Maldives and Messe Berlin.
As host, the Maldives will showcase its diverse tourism offering, including luxury resorts, boutique stays, water sports, diving experiences, wellness retreats and cultural tourism. Sustainability will remain a key focus, with initiatives aimed at protecting marine ecosystems and supporting local communities.
The announcement aligns with the “Visit Maldives Year 2027” campaign, a national initiative to boost global visibility through marketing, partnerships and events. The hosting role is expected to strengthen the Maldives’ position as a leading long-haul destination while reinforcing its global tourism presence.
Kenya unveils new global tourism strategy
Kenya has launched a new global tourism campaign, “Experience Wonder,” aimed at strengthening its international positioning and attracting more travellers. Unveiled at ITB Berlin 2026, the campaign introduces a refreshed identity under the “Origin of Wonder” theme, highlighting Kenya’s wildlife, culture, beaches and adventure offerings. It responds to growing demand for authentic, sustainable and experience-led travel, particularly among younger audiences.
The initiative will be promoted through digital tools, trade partnerships and global marketing efforts, supporting Kenya’s target of five million international arrivals by 2027. It also includes innovations such as the Magical Kenya Souvenir Passport to enhance visitor engagement and exploration. This follows strong sector growth, with arrivals rising 14.7 per cent to 2.39 million in 2024, alongside increased tourism revenue. Key markets, including India, remain central to the campaign’s expansion strategy.
Cappadocia trail wins global sustainability award
The Salomon Cappadocia Ultra Trail has been named winner in the “Community Impact in Sports Tourism” category at the UN Tourism Awards for Excellence in Sustainable Sports Tourism, organised by UN Tourism and Fédération Internationale de l’Automobile. The award ceremony took place in Madrid during the ABB Formula E FIA World Championship.
Held annually in Cappadocia, the event attracts over 2,000 participants and was recognised for its strong focus on sustainability, community impact and destination branding.
Supported by Türkiye Tourism Promotion and Development Agency and organised by Argeus Travel & Events, the race plays a key role in promoting Türkiye as a leading destination for sustainable sports tourism. Now in its 13th edition, the event continues to boost international visibility and tourism to the region.
Azerbaijan expands Southeast Asia outreach
The Azerbaijan Tourism Board participated for the first time in the Indonesia Travel Expo 2026, held in Jakarta on April 6, with a second phase in Surabaya on April 9. The initiative aimed to strengthen Azerbaijan’s presence in the Indonesian outbound travel market and promote the country as an emerging tourism destination.
Through B2B meetings, ATB engaged with local travel agencies and outbound operators, introducing new tourism products while building partnerships and exploring business opportunities. A key focus was positioning Azerbaijan as an “Umrah Plus” destination, highlighting its Islamic heritage, mosques, halal dining options and modern infrastructure.
The board also expanded its outreach in Southeast Asia by hosting a webinar with Malaysian Umrah-focused agencies, reinforcing Azerbaijan’s appeal as an extension to pilgrimage travel and supporting broader regional market development.