ArmInfo. Lusine Gevorgyan, Chairperson of the Tourism Committee of the Ministry of Economy of the Republic of Armenia, participated in the ministerial summit "Empowering Emerging Destinations: From Potential to Performance," held on the eve of the opening of the international tourism exhibition ITB Berlin 2026.
The event, held in Berlin, brought together senior representatives of the tourism industry and the private sector to discuss ways to ensure sustainable and effective growth in emerging destinations.
Specifically, the discussions focused on human resource development, mechanisms for effectively managing rapid tourism growth, community-driven investment, and the use of digital tools for strategic planning and innovation.
In his address, the UN Secretary-General emphasized the key importance of peace as the foundation for sustainability, international cooperation, and long-term tourism development. The summit has become an important platform for strengthening cooperation between the public and private sectors and promoting sustainable tourism development.
It is worth noting that ITB Berlin is one of the largest and most prestigious international tourism exhibitions in the world, annually bringing together tourism professionals from dozens of countries. Held since 1966, the exhibition has grown from a small industry fair into a global platform for business contacts, the exchange of experiences, and the showcase of tourism services and products from around the world.
The event attracts tens of thousands of tourism professionals, including representatives of travel agencies, airlines, hotel chains, travel technology developers, and other travel-related organizations. ITB Berlin offers exhibits, thematic pavilions, conferences, seminars, and programs for business networking and contracting.
The platform includes a business-to-business section where industry representatives discuss current trends, technologies, marketing strategies, and international cooperation, as well as the ITB Berlin Convention-a congress program featuring experts and industry leaders.
