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ITB pushes global influence

ITB Berlin, now in its 41st year and established as the world’s largest
travel exhibition is getting some significant help from across the
Atlantic this year. Read interview with organisers here >>Exhibitors from the United States and Canada are
occupying more space at the show, “thereby making it their largest
participation since 2001,” says Björn Bieneck from B-FOR International,
organisers of the North American pavilion. For the first time the US is
exhibiting under the new Discover America banner.

Meanwhile, the collaboration between India, another nation with a
booming tourism industry, and ITB Berlin has come to fruition with the
event’s official partner country hosting a wide range of activity at the

“As a principal destination for business travellers and tourists India
has now established a firm place in world tourism, in particular it is
also becoming more important as a source for Europe’s incoming market,”
said Dr. Christian Göke, COO of Messe Berlin.

ITB Berlin will also be staging its first specialist Asian exhibition in
Singapore next year.

Experience leads the way


Expeditions, adventure and discovery travel represents one of the
fastest-growing sectors of the industry, a trend which visitors will
experience first-hand in the “Experience Adventure” section of ITB, Hall
4.1. The programmes offered by tour operators and tourist boards from
around the world look set to spark visitor’s enthusiasm for adventure.

Travel tech just got bigger

This year the travel technology section is more comprehensive with over
120 international exhibitors. Experts will be exhibiting products such
as back, mid and front office software, booking tools and booking

The travel technology market is growing rapidly so new players are being
incorporated. These include Globetrack from Ireland, Triton Data
Solution from the USA and Skyline Internet Station from Israel.

Cultural tourism in focus

The ITB Book World & Cultural Tourism is at a new location this year.
The Palais am Funkturm is being turned into a cultural centre.
Exhibitors representing city and cultural tourism from Europe, Asia and
Africa, as well as leading travel publishers will all have their
products and services on display. Cultural attractions will be on
display including a large stage hosting events and a Culture Bar on the
top floor.


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