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October 16, 2020

Saxony is to become the first Official Cultural Destination of ITB Berlin 2021 and the Host Country of ITB Berlin 2022

Both partnerships were announced today at the virtual We Love Travel!  event

Saxony is due to celebrate a genuine first at ITB Berlin 2021: the federal state has been declared the Official Cultural Destination of ITB Berlin 2021 and a year later will be the host country of the World’s Leading Travel Trade Show.

”The new concept of a cultural partnership is tailor-made for Saxony. This title provides a special opportunity to draw attention to Saxony as an outstanding and globally important destination for culture and cities along with unique natural attractions. We will be able to offer trade visitors from Germany and abroad a foretaste of events in 2022, when Saxony will be the official host country of ITB“, said Barbara Klepsch, State Minister for Culture and Tourism in the Free State of Saxony. It had originally been planned to announce this status for 2021. The organisers of ITB Berlin and Oman, at present the partner country, are currently negotiating a possible partnership for next year. Messe Berlin and Oman will make a corresponding announcement as soon as the partnership has been sealed.

Next year, Tourismus Marketing Gesellschaft Sachsen mbH (TMGS) will present Saxony as the Official Cultural Destination of ITB Berlin, and along with a variety of events will offer an insight into Saxony’s wealth of cultural attractions. “Whether on the large stage at the ITB Live Podcast Show at the Palais am Funkturm, at the grand finale entitled ’Festival of the Senses‘, or at various venues in and around Messe Berlin, taking as our slogan ’SAXONY – FEEL THE ART BEAT’ we want to make the most of promoting travel to our beautiful land“, said Veronika Hiebl, managing director of TMGS. Visitors to the stand will be able to sense how art and culture blend with nature and the region of lakes and rivers merges seamlessly with a unique cultural landscape.   

 Natural beauty, outstanding art and culture, world-famous traditional crafts and modern artisan businesses can be found side by side in Saxony’s seven travel regions. The local music scene has no equal anywhere in Germany. Spectacular castles, palaces and gardens are part of the state’s grand cultural heritage. Saxony also impresses visitors with its historical steam engines and automotive heritage.

About ITB Berlin and the ITB Berlin Convention
ITB Berlin 2021 will take place from Wednesday, 10 to Sunday 14 March, and from Wednesday to Friday will be open to trade visitors only. ITB Berlin is the World’s Leading Travel Trade Show. In 2019 some 10,000 companies and organisations from 181 countries exhibited their products and services to around 160,000 visitors, including 113,500 trade visitors. Parallel with the show the ITB Berlin Convention, the largest event of its kind, will be held from Wednesday, 10 to Saturday, 13 March 2021. Admission to the ITB Berlin Convention is free for trade visitors and exhibitors. For more information please visit, and the ITB Social Media Newsroom.

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About Tourismus Marketing Gesellschaft Sachsen mbH
Tourismus Marketing Gesellschaft Sachsen mbH has been promoting the Free State of Saxony as an attractive travel destination on the German and international market since the year 2000. Under the brand slogan ’SACHSEN LAND VON WELT.’, it has positioned Saxony as a quality cultural destination featuring art, culture and city tourism as well as holidays for families, health and fitness enthusiasts. Saxony’s largest markets are Germany itself, the Netherlands, Switzerland, Austria, the USA, UK, Italy, Poland, the Czech Republic, Russia and Asia. Buchungsservice Sachsen has information and advice on Saxony as a travel destination and offers a booking service. 

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