Liechtenstein at the world's largest tourism trade fair
From March 4 to 6, 2025, Liechtenstein Marketing will showcase the Principality at the world’s largest international travel trade show, ITB Berlin. The focus will be on the new digital guest card and on combining outdoor and culinary travel experiences.
March 6, 2025 – The global tourism industry is currently gathering in Berlin: ITB Berlin is the largest trade fair for the international travel industry. Over 90,000 industry professionals and media representatives are expected to attend over the three days of the fair. This is the second year in a row that Liechtenstein is on site with the “House of Liechtenstein,” and once again this year, the miniature version of the Landtag building is proving to be an eye-catcher that attracts numerous interested visitors. The Liechtenstein Marketing team is establishing valuable contacts and partnerships with leading travel providers, media professionals, and interested industry experts.
Reception in Liechtenstein attended by about 50 experts
The Liechtenstein Reception took place last night, attended by representatives of the Liechtenstein Embassy in Germany. “Liechtenstein is Europe’s hidden gem. Away from mass tourism, a diverse range of attractions awaits in a very small area,” said Mathias Ulrich, Managing Director of Liechtenstein Marketing, as he opened the Liechtenstein Reception. Ulrike Charles then presented this year’s highlights. These include, among other things, a new milestone in Liechtenstein tourism: the new digital guest card, which will be in use starting this summer. This innovative offering will be available to all overnight guests and provide free use of public transportation within Liechtenstein. In addition, guests will receive attractive discounts from selected partners.
The appearance at the ITB in Berlin is an important opportunity to showcase Liechtenstein as an independent country offering a wide range of outdoor, family, and leisure experiences. It also provides an opportunity to present the Principality as a welcoming host to industry professionals and the media.