ITB’s MUSEUMSWELT Showcases European Culture – and Football

For the first time ever, ITB Berlin 2017 welcomes MUSEUMSWELT [World of Museums], a stand representing 123 museums from Germany, Austria, Greece, the Netherlands, Spain and Switzerland. The internet portal museum.de. inspired the idea of uniting a diverse array of European museums in one single ITB location.

Founded in 2008, museum.de allows cultural institutions from all over the world to publish their exhibition information, pictures, news and audio guides for free. “We want to give museums an opportunity to better communicate with visitor,” explains Uwe Strauch, who runs the project. “A major issue for museums is to be able to communicate internationally or even beyond their own region. They mostly lack financial resources to do so and our initiative at ITB Berlin is to give them an opportunity to reach a global audience.”

Located in Hall 10-2, visitors are welcomed by an impressive landscape of museums, with postcards showing pieces being exhibited in the 123 participating institutions. “Response has been very good from museums, especially as we charged a minimal fee for their presence,” says Strauch.

There are also real exhibition objects being shown at ITB MUSEUMSWELT, the highlight being the 2014 FIFA World Cup trophy that is normally held in the German Football Museum in Dortmund.