TAT leads strong Thai delegation to ‘ITB Berlin 2024’ in Germany

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This year marks Thailand’s 49th participation in the world’s leading travel trade Show.

The Tourism Authority of Thailand (TAT) is celebrating its 49th participation in the ITB Berlin with a dynamic programme that includes two high-profile events – one graced by the presence of Her Royal Highness Princess Ubolratana and another to be presided over by Prime Minister H.E. Mr. Srettha Thavisin.



The ITB Berlin 2024 is taking place from 5 – 7 March at the Messe Berlin Exhibition Grounds in Berlin, Germany. The Thai delegation, comprising 61 hotels and resorts, 13 tour companies, the Thailand Privilege Card, the Thai Ecotourism and Adventure Travel Association (TEATA), the Designated Areas for Sustainable Tourism Administration (DASTA), and the Department of Tourism, is stationed at the Thailand stand in Hall 26B.



Ms. Sudawan Wangsuphakijkosol, Minister of Tourism and Sports, said “Thailand invites all tourism professionals attending the ITB Berlin 2024 to meet and discuss business opportunities with senior travel executives, while exploring mutual partnerships with government representatives at the Thailand stand. We place emphasis on highlighting our direction towards high value and sustainability while strengthening our position as a leader in the global tourism industry.”

TAT’s programme during the three-day ITB Berlin 2024 includes:

The gracious appearance of Her Royal Highness Princess Ubolratana was at the Thailand stand on 5 March 2024. The Princess also joined in an activity to paint on eco-friendly paper made from elephant dung, using all natural acrylic paints. The activity promotes responsible travel experiences in connection with TAT’s “Elephant Care Tourism” initiative while showcasing community tourism experiences with the use of earth and plant-based paints.

The “Amazing Thailand Networking Event with the Prime Minister of Thailand” is scheduled on 7 March at the CityCube Berlin. Prime Minister H.E. Mr. Srettha Thavisin will outline his plans to boost the Thai tourism industry while announcing Thailand’s role in the development and promotion of intra-ASEAN travel. More than 100 invited European tour operators and media members in Europe are expected to attend.



The annual ‘Thailand Mini Mart’ is taking place on 6-7 March at the Thailand stand. In its 10th edition, the tabletop sales activity has been expanded to two days. This year, TAT has invited around 30 travel decision-makers from leading European-based tour operators to meet and discuss business with senior members of the Thai delegation.

As well as 74 tables presenting Thai suppliers, the Amazing Thailand stand features an information counter, showcasing an exciting mix of innovative tourism offerings that touch on sustainability, culture and digital. Moreover, the Stand’s design reflects local wisdom on indigo dyeing heritage in combination with exquisite illustrations of rich natural resources and soft powers.



Ms. Thapanee Kiatphaibool, TAT Governor, said “For this year’s ITB Berlin 2024, TAT is presenting tourism offerings that correspond with our enhanced efforts to shape tourism supplies towards high value and sustainability. These include a selection of winners of the Thailand Tourism Awards and businesses with STAR certifications.”

The Sustainable Tourism Acceleration Rating (STAR) system represents a key element under TAT’s own Sustainable Tourism Goals. At least 80% of all tourism stakeholders in Thailand are earmarked to get a STAR by 2025, up from currently 576 businesses. Meanwhile, the Thailand Tourism Awards 2023 added Low-carbon and Sustainability categories to demonstrate the country’s commitment to carbon-neutral and sustainable tourism. (TAT)