The world’s leading tourism fair, ITB, returned to Berlin this March, attracting countries and tourism-related businesses from around the world. Many exhibitors showcased impressive pavilions, and we’ve selected some of the most outstanding country presentations for a quick review.
As highlighted in one of our previous articles, storytelling is a critical element in the design of country stands. While incorporating national positioning and even some stereotypes, effective stands also highlight modern and innovative aspects.
https://www.5starplusdesign.com/blog.html#NationBranding
This year, Arabic countries especially stood out with their large-scale, highly immersive, and experiential exhibition pavilions. Check out our photos below!
Saudi Arabia
Saudi Arabia boasted the largest stand at the exhibition, occupying nearly an entire hall. The exhibition pavilion featured double-sided, circular LED screens suspended from the ceiling, creating a captivating visual experience. Distinct areas were designed in various styles, ranging from traditional architectural motifs to modern, innovative designs, each reflecting the culture of specific regions on display. The space also featured a vibrant bazaar, a café, live music with dancers, and even a race car.
UAE
In the adjacent hall, several UAE emirates also captivated attention with striking exhibition designs.
Sharjah’s exhibition stand embraced rectangular forms with LED screens integrated into the floor, ceiling, and some walls. This immersive setup surrounded visitors with scenic landscapes as they walked through a custom-designed corridor.
Abu Dhabi
Abu Dhabi presented an impressive multi-dimensional pavilion with distinct spaces. Traditional corners showcased local artisans in costumes working on handicrafts, while an LED immersive corridor and walk-through area added a futuristic touch. Several creatively designed islands facilitated meetings and company presentations.
Ajman highlighted the emirate’s unique offerings through an exhibition pavilion design inspired by local architectural patterns and forms.
Similarly, Jordan and Egypt embraced iconic historic architectural elements inthe design of their exhibition pavilions, ensuring instant recognition of their countries.
Two European countries stood out among their peers: Austria and Spain.
Austria utilized a ribbon-like design inspired by the national flag. This unifying element tied the pavilion’s entire space together, creating a striking branded effect visible from afar. The red-white-red ribbon motif also extended to graphic elements on walls and freestanding panels.
Andalusia featured a dark, event-like atmosphere enhanced by LED strips and translucent fabric screens. Architectural arches, highlighted by modern finishes, set a dramatic tone. Columns displaying historically inspired yet contemporary busts completed the look of the exhibition pavilion.
The Canary Islands employed a multi-sensory approach for their exhibition pavilion, featuring sculptural ceiling elements with color-changing LED lights. These dynamic structures simulated wave movements and moods of the underwater world. Full-wall LED screens with abstract visuals, touchscreens, and ambient sound further enriched the experience.
The Maldives stood out prominently in the Asia-Pacific section with an exhibition pavilion design resembling a traditional wooden architectural structure set by the shore. Real wood and straw elements lent authenticity, creating a warm, immersive experience.
Conclusion
While some country pavilions emphasized traditional cultural and architectural elements, others adopted innovative, contemporary approaches to reinterpret local heritage. The most compelling stands effectively combined strong design concepts, immersive content, multi-sensory features, and storytelling to deliver unforgettable visitor experiences.
