Portugal is present at ITB Berlin, considered the world's largest tourism fair for professionals, with an 830 m² stand, 82 companies and the seven Regional Tourism Promotion Agencies (ARPT).
The national presence, organised by Turismo de Portugal, aims to present and promote the diversity and excellence of the national offer, explore opportunities for cooperation between markets and promote investment in the sector. The event provides companies with direct contact with tour operators from Central Europe, particularly Germany, Austria and Switzerland, stimulating commercial opportunities and business deals.
Portugal's new stand reinforces the visibility of regional destinations and creates better conditions for business activity, with more business areas, more efficient workspaces and a strong focus on sustainability and technological innovation.
Designed as much more than an exhibition space, the stand reflects the country's deep connection to the sea, culture and Portuguese way of life, incorporating a central element of great visual impact, inspired by the waves of the Atlantic Ocean, which combines nature, innovation and national identity. The architecture, marked by organic and undulating shapes, shades of blue and gold and a colour palette distinctive to each region, is combined with a paperless approach, based on the use of recycled materials and the elimination of plastics, reinforcing Portugal's commitment to sustainability.
This configuration reinforces the national presence in what is a privileged location at the fair and generates an aggregating effect that simultaneously benefits the destination as a global brand and the entities installed in this complementary space, which now enjoy the projection, notoriety and attractiveness associated with Destination Portugal.
The German market remains one of the most important for Portuguese tourism, both in terms of overnight stays and tourism revenue. In 2025, there were 6.4 million overnight stays and 1.8 million guests from Germany in Portuguese tourist accommodation. These figures represent a 1.2% increase in overnight stays and a 1.9% increase in guests compared to the previous year, consolidating Germany as the second largest source market in terms of overnight stays for Portugal, behind only the United Kingdom.
Tourism revenues from this market reached 3,4 billion euros, representing around 11.5% of the country's total tourism revenues. The projections for German outbound tourism remain positive. Between 2026 and 2029, average annual growth of 4.2% is expected in international departures from Germany, reinforcing the strategic importance of this market for Portuguese tourism.
