Strong demand from exhibitors and a convention featuring high-ranking international speakers are setting the tone.

From today until March 10th, ITB Berlin will again be the tourism industry’s meeting place and must-attend event, devoting itself to innovative and forward-looking trends in the travel industry, politics and business.

At the ITB Berlin Convention close to 400 leading speakers will discuss how the international tourism industry should respond to overtourism crises, the shift in customer demands, the threat of climate change, and new forms of transportation.

This year’s official partner country is Malaysia.

”Once again ITB Berlin shows that traditional trade show formats can be more successful than ever in the digital age.

“We are quick to recognise industry trends while also developing existing formats further.

“The new Technology, Tours & Activities segment at ITB Berlin 2019 is perfect proof of that,” said Christian Göke, chief executive of Messe Berlin.

For the first time the show is devoting an international platform to the fast-growing Technology, Tours & Activities segment.

Both major players and small start-ups will be able to present their innovative products at the first event of its kind in the new exhibition and meeting area in the Adventure Travel Hall – 4.1.

Workshops and convention sessions at the CityCube Berlin and the eTravel World in Halls 7.1B and 6.1 will provide first-hand knowledge over the three days reserved for trade visitors.

The Virtual Reality Lab is also new in Hall 10.2.

From today until Friday there will be exhibitions on virtual reality and augmented reality applications and projects as well as papers by speakers from major companies on the same subject.

In 2019 the Travel Technology segment at ITB Berlin will be larger than ever before.

In order to satisfy the space requirements of this fast-growing segment the eTravel World has grown by 20 per cent and for the first time will take place in three adjacent halls (6.1, 7.1B and 7.1C).