Over the past four years, Saudi Arabia has welcomed 2.5 million sports tourists, hosting 80 international sporting events as part of its rapid transformation under Vision 2030, according to Minister of Tourism Ahmed Al-Khatteb.

“(Events such as) Formula 1 in Jeddah, which brought in visitors from 160 countries, created 20,000 jobs, and generated a SAR 900 million economic impact,” said Al-Khatteb.

Sharjah, represented by Sharjah Commerce and Tourism Development Authority, along with a delegation comprising 19 entities from both the government and private sectors in Sharjah, is participating in the “ITB Berlin 2025,” the world’s largest travel trade fair. The event is being held from March 4 to 6 at the Berlin Exhibition Centre under the slogan “The world of travel lives here.” This participation aims to offer a comprehensive picture of the Emirate’s distinctive tourist attractions and the exceptional qualities that make it a prominent destination on the global tourism map.

Sarawak, Malaysia’s largest state on the island of Borneo, made a powerful impact at ITB Berlin 2025, showcasing its diverse tourism offerings, rich cultural heritage, and commitment to sustainable travel. The official launch at Hall 26, Stand 115 was led by Datuk Sebastian Ting Chiew Yew, Deputy Minister of Tourism, Creative Industry & Performing Arts Sarawak, in the presence of Dato Sri Tiong King Sing, Malaysia’s Minister of Tourism, Arts, and Culture, alongside industry leaders and international media

After a busy first day, the international travel industry can look forward to more highlights at ITB Berlin 2025, and the mood among participants is positive. Media professionals and content creators can find the latest information on ITB Berlin and the ITB Berlin Convention for their editorial coverage here.

Under the motto ‘The Power of Transition lives here’, today’s ITB Berlin Convention will once again focus on the transformation of the industry. Top-class speakers from companies such as Expedia, Google, Uber, Booking.com, Microsoft Advertising, Wyndham, UN Tourism, TUI and Ryanair will discuss the key challenges and opportunities of a changing market.