Cotonou, February 25, 2026 — Benin Tourism announces its participation in ITB Berlin, the leading trade show for the global travel and tourism industry, taking place March 3–5, 2026, in Berlin, Germany. Through this strategic presence, Benin aims to further strengthen its position as a forward-looking destination on the international stage by combining institutional visibility, industry engagement, market development of its tourism offering, and the promotion of its cultural identity. This participation builds on Benin’s recent presence at major international tourism events, following its participation in IFTM in Paris and FITUR in Madrid in recent months. It extends the country’s broader international outreach strategy to enhance Benin’s attractiveness, deepen relationships with travel industry stakeholders, and accelerate the commercialization of the destination across priority markets.
ITB Berlin: A key international platform for promoting Destination Benin
ITB Berlin is a must-attend event for any destination seeking to build a lasting position on the global tourism stage. Since 1966, the show has established itself as the world’s leading platform for the travel industry, and the 2026 edition will be especially significant as it marks the event’s 60th anniversary, taking place March 3–5 in Berlin under the theme, “Discover the stories behind 60 years of legacy.” With its structure organized both geographically (by destination) and by market segment (including adventure tourism, business travel, luxury travel, medical tourism, travel technology, and more), ITB offers a unique environment for visibility, strategic intelligence, and business development. The scale of the event underscores its importance: the previous edition brought together more than 170 countries and territories, 5,800 exhibitors, and nearly 100,000 trade visitors. Benin’s participation in 2026 is the result of long-term planning: after attending last year as an observer, Benin Tourism returns this year with a fully structured pavilion, building on preparatory work launched in 2025.
A delegation structured around experience and commercialization
For the 2026 edition of ITB Berlin, Benin Tourism has chosen to work alongside partners that reflect the growing strength of Benin’s tourism ecosystem, bringing together complementary stakeholders from across the value chain. The Benin pavilion will feature Benin Tours S.A., which is being mobilized to support the commercialization of Destination Benin and the structuring of its tourism offering, with the goal of expanding distribution opportunities and partnerships with international travel professionals. Alongside it, Ouidah Golf Club will highlight Benin’s potential across leisure, experiential tourism, and hospitality segments, while Sofitel Cotonou Marina Hotel & Spa, a flagship property, will showcase the rising quality of the country’s hospitality infrastructure and its ambition in the high-end travel segment. Together, these partners reflect a clear objective: to present in Berlin a destination that is not only inspiring, but also market-ready, programmable, and well-positioned for integration into international tour operators’ catalogs and travel offerings.
A pavilion designed as a living showcase of Benin
Beyond its institutional dimension and B2B engagement, the Benin pavilion will offer an immersive discovery experience designed to leave a lasting impression on visitors, spark the
interest of travel professionals, and embody the full richness of Beninese hospitality. A dedicated tasting area will be set up to introduce visitors to flavors and products from Benin as part of a sensory storytelling approach to the destination. This tasting experience will play a central role in telling Benin’s story, highlighting the quality of its products, the diversity of its culinary traditions, and the refinement of its culture of hospitality. The goal is to give visitors a tangible first encounter with Benin through an experience that engages the senses and creates lasting recall. Conceived as a space for exchange, discovery, and projection, the pavilion will bring together the cultural, tourism, and commercial dimensions of the destination within a scenographic concept aligned with Benin’s positioning.
An artistic and cultural program at the heart of the pavilion’s identity
Benin’s presence at ITB Berlin will be brought to life through an ambitious artistic and cultural program designed as a central driver of differentiation, visibility, and appeal. The program is intended to make the Benin pavilion a vibrant, recognizable space deeply rooted in the country’s cultural expressions.
In this spirit, Pépit’Arts will play a major role in the pavilion’s artistic and musical programming through the presentation of FAADJI, a percussion-based creation presented in formats tailored to visitor flow and the trade show environment. This performance concept will establish a strong sonic and stage presence, creating an experience that is immediately distinctive and memorable.
The pavilion will also welcome Akonhoun Delidji, a cultural ensemble from Abomey renowned for its traditional dance performances, including Zinli and the Akonhoun dance. The sequences presented will highlight the expressive power, symbolic depth, and heritage significance of these dances, echoing the history of the Danxomè Kingdom and the imagery of strength, courage, and pride associated with the Amazons. Through this presence, Benin will deliver a powerful cultural performance that is identity-driven, visually striking, and fully aligned with the story it is bringing to the international stage.
More broadly, these cultural performances will strengthen the identity of the Benin pavilion, showcase the country’s intangible cultural heritage, and affirm Beninese artistic creation as a core pillar of the national narrative presented in Berlin.
A clear objective: elevating and selling Destination Benin
Through its participation in ITB Berlin, Benin Tourism is pursuing a clear ambition: to combine international visibility with the market development of the destination. The trade show will provide a strategic platform to engage with tour operators, travel agencies, key industry influencers, specialized media, and institutional partners, while presenting a tourism offer that is more clearly defined, more competitive, and more distinctive.
Benin’s participation in this major international event reflects a resolutely modern approach to destination promotion, one that goes beyond simply showcasing assets. It is an approach that builds connections, creates emotion, structures commercialization, and establishes a lasting brand image. By leveraging the complementarity between public and private stakeholders, and between hospitality, culture, and distribution, Benin is affirming its ambition to claim its full place in the global tourism conversation.
Sindé CHEKETE, CEO of Benin Tourism, said: “Benin’s participation in ITB Berlin 2026 is part of a consistent strategy to strengthen our presence on the world’s leading tourism stages, following our participation in IFTM in Paris and FITUR in Madrid. It reflects our determination to steadily advance the visibility, credibility, and commercialization of Destination Benin. In
Berlin, we will present a structured tourism offering, supported by complementary stakeholders from across our ecosystem, and a pavilion designed as a space for engagement, experience, and forward-looking dialogue.”