As it grows in size and stature every year, ITB Berlin’s importance among the travel trade industry grows with it. 11 years ago, the ITB Berlin Convention was set up, and has long since established itself as the world’s largest tourism convention with 21,000 participants, and is recognised as a leading think tank of the global travel industry. “Today, ITB Berlin is truly the world´s leading travel trade show. All sectors of the leisure and corporate travel market are represented. The volume of business negotiated and concluded at the show is in the order of EUR 6 billion. At ITB Berlin, anyone with a lust for travel can experience the whole world in a single place,” said David Ruetz, Head, ITB Berlin.
According to him, the number of bookings at ITB Berlin 2014 has remained consistently high compared with the last year. One noticeable trend, he stated, is that exhibitors are booking larger stands, which demonstrates that the show is a reliable economic indicator which accurately mirrors the industry’s developments.
India has always considered ITB Berlin an important part of their annual strategy to showcase Incredible! India, and this year the country has upped its ante. “As always India´s participation is very important at ITB Berlin. There has been particularly high demand for places at the world’s leading travel show from India. But as the show is completely booked each year, space is limited at ITB Berlin and we cannot offer more square meters to Indian exhibitors. Hall 5.2b, occupied by India, is again booked up this year. For the first time the three Indian states of Andhra Pradesh, Maharashtra and West Bengal will be represented with their own stand. First-time exhibitors are healing travel (jet on Travels), Welcome Tours, Brys Hotel, Indian Zing and The Ultimate Travelling Camp,” Reutz revealed.
This year, ITB Berlin will kick off with an event on the topical subject of omni-channel marketing featuring high-ranking participants. The ITB Berlin Convention’s agenda too, features up-to-the-minute and forward-looking themes and leading experts will be taking part in the debate. On 5 March 2014, at the ITB Future Day, Nils Müller, CEO, TrendONE, will look ahead to the year 2025 and present some innovative travel products. Jean-Claude Biver, President of the administrative board of Hublot, will talk about the rules of the market for luxury products.
Christine Duffy, President & CEO, Cruise Lines International Association (CLIA) will examine how destinations can participate in the cruise boom. Bernhard Bohnenberger, President, Six Senses Hotels Resorts & Spas will talk about Luxury & Eco in the hospitality industry. Doug Lansky, award winning Travel Journalist will deliver insights on technology innovations for overcrowded destinations. These are just a few of the names from a strong line up on speakers at this year’s Convention.
Speaking about the importance of travel trade shows in today’s tourism market, Reutz opined that trade fairs are an extremely effective marketing instrument that offer excellent value for money. The costs of establishing customer contact at ITB Berlin are far below those of buyers’ business trips or of organising road shows. Equally, these contacts are of a higher quality, as meetings take place between interested and well prepared business partners in the presence not only of the products being offered by the exhibitor but also of a representative display of the industry, he added.
“Every year ITB Berlin attracts more and more decision-makers from abroad. ITB Berlin not only boasts the world’s most diverse and international range of exhibitors, but is also the event with the most trade visitors from abroad. In the light of these advantages, in terms of the value they offer nothing can better face-to-face meetings at a trade fair. We make use of the many possibilities offered by the internet and social networking sites in order to improve our trade fair services. However they are no substitute for face-to-face meetings at trade fairs,” said Reutz.
