ITB Berlin 2024: Central Asia’s showcase of Culture & Tradition

We took the opportunity to visit ITB Berlin 2024 again to report how the Central Asian countries present themselves to the tourism world and what went this year well or wrong.

The International Tourism Exchange, better known as ITB, took place once again this year from March 5 to March 7, 2024, at Berlin’s trade fairgrounds under the iconic Radio Tower. This year’s ITB Berlin 2024 theme was Pioneer the Transition in Travel & Tourism. Together. With around 5,500 exhibitors from across the globe, the fair attracted approximately 100,000 visitors – a plus of around 10,000 people compared with 2023. Among the various countries and regions presenting their tourism highlights, Central Asia held a distinct and captivating presence with its own dedicated exhibition space in hall number 10/2. We had already reported on the ITB Berlin last year and wanted to visit the exhibition again to see how the presentation of the Central Asian stands had changed over the course of a year.

Uzbekistan: A Spectacular Stand in Timurid Style

Uzbekistan stood out as the highlight among the Central Asian countries with an elaborately designed exhibition stand. Styled after the traditional Timurid architecture, it featured blue and turquoise mosaics and towering archways that evoked the nation’s famous historic sites. Large canvas displays showcased scenic views of Uzbekistan’s landscapes and cultural heritage, while paintings by local artists offered a closer look at the rich artistry of the region. A prominent feature was a large display of fruits, traditional bread loaves, and authentic Uzbek snacks, which drew many visitors eager to experience the culinary side of Uzbekistan.

Kyrgyzstan: Tradition Showcased in a Yurt

Kyrgyzstan’s booth took the shape of a traditional yurt, though it was smaller and less impressive than last year’s presentation. Missing were the large photographs of the country’s breathtaking landscapes and rich cultural life that had adorned the stand in 2023. However, the yurt design still conveyed the charm and traditions of Kyrgyzstan, providing visitors with a tangible sense of the country’s heritage at the ITB Berlin 2024.

Tajikistan: A Debut with Oriental Architecture

Tajikistan marked its debut at ITB with a full-scale national stand, reflecting the oriental architecture typical of the region with some large photographs of the Pamir mountains. The stand provided an immersive experience into Tajikistan’s rich cultural legacy, drawing significant attention and welcoming visitors to explore the country’s beauty and diversity for the first time on such a scale.

Kazakhstan: Nomad Games and Modern Presentation

Kazakhstan’s booth at the ITB Berlin 2024 focused on promoting the upcoming Nomad Games 2024, scheduled for September in Astana. Videos looping on large screens showcased the country’s diverse landscapes, underscoring the unique natural experiences available in Kazakhstan. Hostesses dressed in traditional Kazakh attire greeted visitors, while small treats, flyers, and takeaways—including some from Shymkent—were distributed. This year, each local travel provider had its own individual counter, a shift from last year’s shared counter arrangement, allowing for more personalized conversations with potential clients. Although some professional photographs showcasing Kazakh culture, cuisine, and landscapes were missed, Kazakhstan’s overall presentation underscored its ambition to solidify its place in the global tourism scene.

Conclusion and Outlook

The ITB Berlin 2024 provided a vibrant platform for countries around the world to showcase their cultures, landscapes, and hospitality, with Central Asian countries claiming their own space in Hall 10/2 as a region of growing importance. While Uzbekistan and Kazakhstan have previously attracted attention, this year’s show also highlighted strong entries from Tajikistan and Kyrgyzstan. Kazakhstan captivated with its Nomad Games theme, while Tajikistan made an impression with its architectural presentation. Central Asia as a whole demonstrated at ITB 2024 its increasing role in the global tourism landscape, inspiring many to consider this region for future travel.

We look excited already forward to seeing how the region will improve to present itself at ITB Berlin 2025.