ITB 2025: Argentina conquered the German market with Its nature and landscapes
The national delegation had a prominent presence at Germany’s leading trade fair and one of the most important in Europe. Around 1,700 business meetings were held over three days.
Through the National Institute of Tourism Promotion (INPROTUR), Argentina carried out a promising initiative at ITB Berlin 2025, one of the largest trade fairs in the world and the most important in Germany, from March 4 to 6 of this year.
Over the course of three intense days, the national delegation, which included the presence of Argentina’s Ambassador to Germany, Fernando Brun, and strong support from the Embassy team, showcased the country's full tourism offer in one of the main markets in Europe and the world.
It is worth noting that Germany ranks as the third-largest European market in terms of arrivals to Argentina, with 116,000 visitors in 2024 (+9.6% compared to 2023). For this reason, and given the strong presence of destinations and tourism companies from around the world, Argentina’s participation was crucial in boosting inbound tourism.
The INPROTUR team was accompanied by 13 national destinations and 20 private-sector companies. In total, more than 1,700 business meetings were conducted. Argentina’s nature, vast landscapes, and hospitality were the most highlighted aspects by the local trade, which showed great enthusiasm for the country’s offerings.
It is also important to mention that the province of Tucumán, a key destination in the North region, successfully organized a business breakfast at the Argentine Embassy in Berlin for important German tourism industry players. The goal was to promote not only Tucumán’s options but also the entire northern region of Argentina. This part of the country stands out for its traditional cuisine—empanadas, locro, and tamales, among other dishes—its festivities, its vibrant colors, and the rich heritage of native communities.