In an exclusive conversation at ITB Berlin 2025, Martina Gelardi, Strategic Planning Manager at EMPROTUR, shared her excitement about Bariloche’s evolving tourism strategy. Representing one of Argentina’s most iconic adventure and winter destinations nestled in Patagonia, Gelardi opened up about the city’s commitment to international partnerships, market-specific strategies, and seasonal campaigns that are reshaping its global tourism appeal.

A First-Timer’s Energy at ITB Berlin

“I am Martina Gelardi, Strategic Planning Manager at EMPROTUR from Bari,” she begins with a smile, referencing her hometown roots before diving into the purpose of her presence. “This is my first time at Berlin and this fair, and I find it incredible,” Martina Gelardi, Strategic Planning Manager at EMPROTUR continues. “Everyone is here—so we are expecting to have a lot of meetings and a lot of connections with the trade. Our goal is to expand our connections with the European market.”

That sense of wonder and ambition is tangible, as Bariloche makes its push toward becoming a stronger contender in the global travel conversation.

Positioning Bariloche as a Year-Round Tourism Magnet

Viluchi, also spelled as Bariloche (San Carlos de Bariloche), is famously known for its snow-capped Andes vistas, ski resorts, lakes, and Alpine-style charm. But Martina Gelardi, Strategic Planning Manager at EMPROTUR emphasizes it’s not just a winter destination.

“Depending on the segment, we have different tourist profiles. For European tourists, summer is more attractive to visit Bariloche,” Martina Gelardi, Strategic Planning Manager at EMPROTUR explains. “And for us, Russian tourists or markets like that—it’s more attractive to visit Bariloche in winter. So we’re making strategies for seasons.”

Targeting Europe’s Core Markets

When asked about Europe’s top source markets, Gelardi highlights the key players: “Spain, Italy, France, Germany.” She explains that EMPROTUR is actively working with trade professionals and tour operators to strengthen relationships with each of these markets.

“We’re working a lot along with the trade and tour operators to get more tourism from these markets,” she shares. “And that’s not just for this year—it’s part of our long-term strategy to keep Bariloche visible to Europe.”

Expanding to New Markets Like Russia

Interestingly, Gelardi sees potential in expanding beyond traditional source markets. “You can add something more,” the interviewer says, noting Russian interest in Argentina. “I’m from Russia, and a lot of people want to go to Argentina, but they don’t know the relevant tourism information.”

Gelardi responds enthusiastically: “Yes! Depending on the segment, we can create a plan. We’d love to welcome more Russian tourists, and we can definitely work on creating specific plans for new markets.”

Latin America Remains the Heartbeat of Bariloche’s Growth

While European expansion is vital, Latin America remains Bariloche’s strongest tourism foundation. Gelardi is clear about her priorities: “Our main goal is to strengthen our relationship with tour operators in Latin America.”

“Brazil is our main market,” she states. “We are working hard—and from the beginning of the year—along with airlines to have more direct flights. Our goal is to double the volume of tourism from Brazil to Bariloche.”

And it’s not just Brazil that’s getting attention. Gelardi also highlights Chile and other Latin American countries as important for continued growth, alongside the US and the key European markets previously mentioned.

Trade Shows Like ITB Berlin as a Catalyst

When asked about her experience at ITB Berlin 2025, Gelardi beams. “We’re really excited to be here,” she says. “This fair is incredible. Everyone from the industry is here, so we expect a lot of meetings, networking, and real opportunities to take our strategies forward.”

Bariloche is clearly thinking big. From doubling down on Brazil to tapping into Russia and revitalizing its European outreach—EMPROTUR is strategically focused on driving multi-seasonal, diversified tourism.

“Whether it’s winter adventure, summer hiking, or year-round charm, we want the world to see what Bariloche has to offer,” Gelardi concludes.

This exclusive interview is part of Travel And Tour World’s ongoing coverage of ITB Berlin 2025, bringing you firsthand insights from the industry leaders shaping global tourism trends.

ITB Berlin 2025: Global Travel Trade Unites for a Future-Ready Tourism Industry

ITB Berlin 2025 has once again proven why it remains the world’s leading travel trade show. Held from March 4–6 at Messe Berlin, the event brought together over 10,000 exhibitors and tourism professionals from more than 180 countries, offering an unparalleled platform for networking, innovation, and strategic collaboration.

This year’s edition focused heavily on sustainable tourism, digital transformation, and resilient travel ecosystems. Key themes included the integration of AI and smart tech in tourism operations, the rise of regenerative travel, and strengthening global connectivity through smarter airline and DMC partnerships. Industry leaders, tourism boards, airlines, hospitality groups, and startups unveiled cutting-edge solutions and discussed strategies to tackle evolving travel demands post-pandemic.

From Latin America’s adventure travel pitches to Asia’s luxury experiences and Europe’s cultural tourism showcases, ITB Berlin 2025 was a true reflection of the industry’s diversity and global reach. Countries like Saudi Arabia, Indonesia, Argentina, and Greece made bold impressions with immersive pavilions and new offerings.

The event also featured exclusive interviews, B2B meetings, destination presentations, and the ITB Convention — packed with expert panels forecasting travel trends for 2025 and beyond.

For many destinations, ITB Berlin isn’t just a trade show — it’s a gateway to the world. And in 2025, that gateway felt more open, connected, and forward-thinking than ever before.

As the curtains close on this year’s edition, the industry walks away inspired, optimistic, and ready to shape the future of travel.

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