Emirates has moved to stabilise some of the turbulence around the travel industry by standing firm in its support for ITB, the world’s largest travel trade show.
Buzzing with exhibitors from 180 countries, such as hotels, tourist boards, tour operators, carriers and travel agents, ITB has come a long way since 1966, when just five overseas countries participated - Brazil, Egypt, the Federal Republic of Germany, Guinea and Iraq.

Nabil Sultan, Emirates’ Senior Vice President, Commercial Operations, Europe, said: “ITB is an important driving force for the travel industry and it is important that Emirates should attend and support the show, particularly during these testing times. This is a good opportunity to get together with contacts, business partners and speak to the world from our spectacular Emirates Globe in one of our key markets.”

Mr Sultan added: “While the travel industry may have slowed, Emirates continues to push ahead, with the key word for this year being consolidation. We are taking a forensic approach to pricing to make sure that our products and services have maximum appeal at a time when we appreciate that our customers are increasingly cost-conscious.”

The giant 9.5 metre high rotating Emirates Globe stand, with its 65-metre circumference, had its European debut at ITB last year. The structure has the capacity to slowly rotate 360 degrees every 30 minutes, a real head turning feature for curious exhibition goers.

Primarily, the stand will showcase Emirates Hotels and Resorts. Room set ups on the ground floor whisk you away to Al Maha Desert Resort & Spa, which this year is celebrating its 10th anniversary. Another display features the Wolgan Valley Resort & Spa, also a conservation-based resort, set to open this October in Australia’s Blue Mountains.

The first floor provides spacious areas for business meetings, private conference rooms and catering facilities. The top floor provides a large VIP area and majlis for hosting guests. On the fringes of the stand, visitors will be able to sample the exquisite First Class Suites onboard Emirates (available on the latest Emirates’ 777-200 and 777-300ER and A380 aircraft) in a specially recreated cabin area. An array of audio and visual displays supplement this gigantic exhibit, the result of 22,000 hours of exhaustive creative and technical work.

Dr. Christian Goeke, Chief Operating Officer for the organisers, Messe Berlin, said: “We consider it to be an impressive indication of commitment and faith in ITB Berlin and its international importance within the industry, that a globally-active company such as Emirates has continued, over many years, to choose Germany and Berlin as the location for its largest trade-fair presence outside its home market”.

Last week, Emirates announced plans to bring 2,000 travel agents, tour operators and MICE agents from around the world to Dubai on a series of 3-day familiarisation trips, as part of a “Keep Discovering Dubai” campaign.

Working in conjunction with DTCM, hoteliers and DMCs, the AED 50 million campaign will take place throughout March, April and May and showcase Dubai’s accessibility, infrastructure and range of amenities. Around 300 international media representatives will also take part.

Emirates operates 49 weekly passenger flights between Dubai and its four German gateways Frankfurt, Munich, Dusseldorf and Hamburg.

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