There is a particular energy that comes with a first appearance, and at ITB Berlin, that sense of anticipation surrounds Abu Dhabi‑headquartered STORY Hospitality as it steps onto the world’s leading travel trade stage for the very first time. Among the familiar names and long‑established exhibitors, STORY Hospitality arrives with a fresh narrative—one shaped by contemporary Middle Eastern hospitality and a clear ambition to connect with a global audience.