Cotonou, March 6, 2026 — Benin Tourism participated in the 2026 edition of ITB Berlin, held from March 3 to 5 in the German capital. This participation, months in the making, enabled the destination to fully engage in the professional exchanges of a trade show that once again attracted a large number of exhibiting countries and thousands of industry professionals, on the occasion of a landmark edition celebrating the event’s 60th anniversary.
Professional Meetings at the Core of the Strategy
Located in Hall 21, Stand 205, the Beninese pavilion brought together three representatives of the country’s tourism offering alongside Benin Tourism: Bénin Tours S.A., an operator specialising in destination marketing and product structuring; the Ouidah Golf Club, representing the country’s leisure and hospitality segment; and the Sofitel Cotonou Marina Hotel & Spa, a flagship property reflecting the growing quality of the country’s accommodation infrastructure.
Over the three days of the show, the Beninese delegation conducted a packed B2B agenda with key players across the travel industry, including tour operators specialising in African destinations, inbound agencies, group buyers, trade influencers, and institutional partners from major source markets. Many of these meetings had been arranged prior to the event and led to substantive discussions on destination programming, distribution terms, and near-term partnership opportunities. Several operators expressed genuine interest in adding Benin to their catalogues and itineraries for upcoming seasons.
A Cultural Presence Reflecting the Destination’s Identity
Culture was a defining pillar of the pavilion, consistent with the destination’s broader positioning. The Pépit’Arts group delivered musical performances centred around their percussive creation FAADJI, while the Akonhoun Delidji group from Abomey performed sequences of traditional dances Zinli and Akonhoun, drawing on the historical legacy of the Danxomè Kingdom.
A tasting area further enriched the experience, offering visitors a tangible introduction to Beninese flavours and cuisine.
Together, these elements helped anchor the destination’s story in a sensory and memorable experience, complementing the pavilion’s institutional and commercial offerings.
Participation Anchored in a Long-Term Strategy
ITB Berlin 2026 marks the third milestone in an ongoing international presence cycle launched by Benin Tourism, following IFTM in Paris and FITUR in Madrid. Consistent participation in the world’s leading travel trade shows is central to the agency’s strategy, helping to build recognition, strengthen relationships, and refine Benin’s commercial proposition across priority markets with each successive edition.
In the coming weeks, Benin Tourism will follow up on the contacts and opportunities identified during the show, with the aim of translating expressed interest into concrete partnerships.
Sindé Chekete, CEO of Benin Tourism, said:
“ITB Berlin gave us the opportunity to continue doing what we have been working towards: being in the room where decisions are made, speaking directly with the professionals who shape the market, and presenting a structured, credible offer backed by the right partners. A destination’s reputation is built through consistency, and that is exactly what we are focused on.”