Benin Makes Its Mark on the International Tourism Stage at ITB Berlin 2026

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, allowed the destination to engage fully in the professional exchanges of a trade show that once again drew 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 actors representative 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 carried out 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 the main source markets. Many of these meetings had been arranged prior to the show 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 the coming seasons.

A Cultural Presence That Speaks to 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 dance, Zinli and Akonhoun, drawing on the historical legacy of the Danxomè kingdom. A tasting area rounded out the experience, giving visitors a tangible first encounter with Beninese flavours and cuisine.

Together, these elements helped root the destination's story in something sensory and lasting, sitting alongside the pavilion's institutional and commercial offer.

A Participation Rooted in Long-Term Strategy

ITB Berlin 2026 is the third milestone in an ongoing international presence cycle launched by Benin Tourism, following IFTM in Paris and FITUR in Madrid. Appearing consistently at the world's leading travel trade shows sits at the heart of the agency's approach, building recognition, deepening relationships and sharpening Benin's commercial proposition across priority markets with each successive edition.

In the weeks ahead, Benin Tourism will follow up on the contacts and opportunities identified at the show, with the aim of translating expressed interest into concrete working partnerships.

Sindé CHEKETE, CEO of Benin Tourism, said: "ITB Berlin gave us the opportunity to keep doing what we have been working towards: being in the room where decisions are made, talking directly with the professionals who shape the market, and putting forward 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."

About Benin Tourism

Benin Tourism is the official Government of Benin agency responsible for promoting and developing tourism across the country. It also oversees the implementation of Benin’s country brand strategy, ensuring its consistency, visibility, and international reach. With a mission to position Benin as a must-visit destination, the agency promotes the country’s assets through innovative initiatives and strategic partnerships. Benin Tourism invites travelers to discover “A World of Wonders,” where authenticity, cultural diversity, and Beninese hospitality come together to create a truly memorable experience.
For more information: www.benin.bj

Press Contact
Jean-Wilfried KEMAJOU
Country Brand Manager for the Republic of Benin
Email: jkemajou@presidence.bj