Botswana Promotes Tourism Growth at ITB Berlin 2025. Botswana is once again shining on the global stage as it participates in the Internationale Tourismus-Börse (ITB) Berlin 2025, one of the world’s largest travel trade shows. Supported by the Embassy of Botswana in Germany, a delegation of twenty-nine (29) tourism operators is showcasing the country’s diverse travel experiences, products, and services to an international audience.
Held annually in Germany, ITB Berlin brings together industry leaders, tour operators, travel agents, airlines, hotels, and media from over 180 countries. The platform offers opportunities for networking, business development, and market visibility, positioning destinations like Botswana to attract new partnerships and grow tourism arrivals.
Germany continues to play a critical role in Botswana’s tourism sector, serving as the country’s second-largest source market since 2013. In 2023, Botswana welcomed 40,856 visitors from Germany, making up 20% of arrivals from the country’s top ten source markets. This figure represents a 9% increase compared to pre-pandemic levels in 2019, demonstrating a strong recovery and growing interest in Botswana as a travel destination.
Holiday and leisure travel remains the primary motivation for German visitors, with approximately 86% of arrivals in 2023 falling under this category. These numbers exceeded 2019 figures by 7%, underlining the market’s consistent upward trend and its importance to Botswana’s tourism industry.
On the opening day of ITB Berlin 2025, Botswana’s Ambassador to Germany, Mr. John-Thomas Dipowe, expressed his appreciation for the dedication of the local tourism operators and commended the quality of their offerings.
Botswana’s presence at ITB Berlin highlights its commitment to expanding its tourism footprint and strengthening its position as a premier destination for global travelers.
