ITB Berlin, which is taking place for the 43rd time
from 11 to 15 March 2009, has been fully booked since February with exhibitor numbers remaining stable at last year’s
level. A total of 11,098 exhibiting companies (2008: 11,147) from 187
countries will occupy 26 halls, arranged on a geographical basis and
according to the particular section of the tourism industry that they
“The many uncertainties within this sector make this
outstanding market place more important than ever,” said Dr. Göke,
Chief Operating Officer of Messe Berlin. “All the relevant participants
in this market are expected on the Berlin Exhibition Grounds. Not only
are trends on display here, this is also a venue for discussions about
the strategies to be adopted in difficult times. Above all it is a place
where business is negotiated on an international level. With over three
quarters of its exhibitors and more than 35% of its trade
visitors coming from other countries, ITB Berlin remains the undisputed
leader for the world’s travel industry.”
The presence of some 120 ministers of tourism
from around the world ensures close contacts with politicians and
provides opportunities for discussions about the present economic
situation with people in positions of responsibility.
Partner region RUHR.2010
metropolis, which has been chosen as Europe's Capital of Culture 2010,
will be presenting the many facets that it can offer visitors in Hall
8.2 at ITB Berlin: a total of 150 projects and 1500 events.
include a “Day of Songs”, when 300,000 singing enthusiasts will join in
a song, and a day on which the A 40, the main highway through the
metropolitan region, will be completely closed to traffic and will
instead become a boulevard for art and culture.
Together with other
region and cities RUHR.2010 occupies a 400 square metre area to
provide a foretaste of its industrial heritage, its museums, festivals
and sport. The Duisburg Philharmonic will be performing, Shrek from the
MoviePark in Bottrop and the artist Horst Wackerbarth with his red couch
can all be found on the stand. Visitors can also explore the
metropolitan region using interactive tables, kiosks and 3 D screens or
from a bird’s eye view.
New Exhibitors and Bigger
The world’s newest nation, Kosovo (Hall 3.2), is one of the new
exhibitors this year. A number of hotels are making their first
appearance at ITB Berlin 2009, including the Bahia del Duque (Teneriffe)
and the Gran Hotel Valentin Imperial Maya (Cancún). Following its
successful introduction last year the Economy Accommodation section in
Hall 4.1 has also expanded and features six new international
exhibitors: Alzaytuna Resort (Egypt), Broadway Hotel/Hostel (Egypt),
superbude Hotel Hostel lounge (Hamburg), 50 plus Hotels Germany, JJW
Hotels resorts France and Hostelworld.com (headquarters in Ireland,
facilities around the world).
Among the carriers making their first
appearance are Eurostar (Hall 18) and Gulf Air (Hall 22) as well as the
cruise companies Amadeus Waterways and Premicon Line (Hall 25), and
Berlin’s two zoos, the Zoologische Garten Berlin and Tierpark
Berlin-Friedrichsfelde are also represented (Hall 14.1).
is prominently represented at ITB Berlin: New York and Florida are
occupying larger display areas this year. A new event stage has been set
up featuring, among others, dances by Native Americans.
travel appears set for expansion too. The CULTURE LOUNGE in Hall 10.2
has increased in size and provides details about exhibitions, festivals,
concerts and major collections. The Palace of Arts, Hungary, GOP
Entertainment Group from Germany and the Vienna Summer of Opera,
Austria, are exhibiting for the first time. Istanbul is represented on
its own stand as the Capital of Culture 2010. In the adjacent Book World
the publishing company Travel House Media is staging a larger display,
while the new exhibitors Stiefel Digitalprint GmbH and Geo Institut
complete the range of travel guides, travel literature, illustrated
travel books and tourist maps.
Marking a significant moment in
history there will be an exhibition entitled “20 Years after the Wall
Fell – the Changing Face of Berlin”.
Returning after an Absence
of Several Years
After a long interval a number of countries have
returned to Berlin to promote their tourism attractions and facilities.
They include Malawi (Hall 20), Gabun (Hall 4.1) and Bahrain (Hall 23).
Turkmenistan and Tajikistan have returned too and are in Hall 26, while
the displays by Vietnam and Thailand feature some new exhibitors.
China’s official airline is represented on its own stand for the first
In 2009 the Middle East reports a continuing boom in
tourism. The Emirates of Abu Dhabi and Qatar now have an even wider
range of attractions and facilities. For the second time the airline
Emirates is bringing its spectacular stand, in the form of a globe, to
Expansion and Offers
has now become the established place in which to find online tour
operators, and this is another place where ITB Berlin continues to
expand, especially with exhibitors from around the world. Among the new
names to be found here are Unister, hosteras spa and belocal. Many new,
small and innovative exhibitors can be found in the Travel Technology
section in Hall 6.1.
The ITB Berlin Employment Exchange in Hall
5.1 has also increased in size, with many more contributors. At the ITB
CareerCenter visitors have an opportunity for the first time to meet
with the personnel representatives of major tourism companies. The
YOURCAREERGROUP is helping them to make contact with The Rocco Forte
Collection, Marché Restaurants Deutschland GmbH, Robinson Club, HRS -
Hotel Reservation Service, Kempinski Hotels, Vamos Eltern-Kind-Reisen,
Enterprise Rent-A-Car, DERTOUR and associated companies from the Rewe
group, A-ROSA Resorts and DEHOGA Berlin. “MeerArbeit”, an initiative of
the Federal Labour Agency, Suhl, is a new partner at the fair,
exhibiting for the first time and helping jobseekers to get in touch
with almost all the cruise companies. For example, AIDA and its training
academy, A-ROSA, Columbia Ship Management (e.g. MS Europa) and the Peter
Deilmann shipping line can be found here.
Platform for Information
In addition to its comprehensive and
wide-ranging displays ITB Berlin also plays a leading role as a source
of information. It stages Europe’s largest and most important conference
of specialists, attended by more than 10,000 people from all over the
world. The ITB Berlin Convention provides answers to many of the
pressing issues confronting the industry. This year the programme
comprises some 80 major topics and 250 speakers. Moreover, with its ITB
Business Travel Days, ITB Berlin gives particular prominence to this
aspect of the travel industry. In another innovative development the ITB
Business Travel Forum includes MICE topics as separate items on its
Economic Crisis and
Price of Oil
The financial crisis gives rise to many questions and is the focus
of many discussions and presentations. During the ITB Future Day Prof.
Dr. Norbert Walter, chief economist of Deutsche Bank, will analyse
economic developments and the consequences for the travel industry.
event will feature an analysis of problems and possible solutions to the
crisis affecting capital markets, from the viewpoint of experts on
financial markets, hoteliers and the UNWTO, as well as forecasts about
worldwide travel behaviour and future travel trends, as seen by
futurologists. During the ITB Aviation Day analysts will assess the
impact on the airline industry of the crisis affecting capital markets.
Other key subjects will include the sharp drop in capacity, climate
protection and the prices of oil and aviation spirit. At the ITB Future
Day the effects of rising oil prices on leisure mobility will be
investigated by leading figures representing various forms of transport.
Sustainable business practices: ITB Corporate Social Responsibility
The ITB Corporate Social Responsibility Day is making its
debut at the ITB Berlin Convention. As far as the tourism industry is
concerned CSR is not an attempt to be fashionable but is a real
prerequisite for long term economic success and the competitiveness of
companies. The first comprehensive study of CRS is being presented in
association with GfK. It explains what customers understand by this
term, how much they are prepared to pay, and what CSR measures could
bring lasting improvements to the efficiency of companies. The focus
will be on practical experience and on visions for the future. In
addition to examples of best practice from other sectors there will also
be some realistic ideas on how to apply CSR to the tourism industry. In
addition a large number of papers on the subject of “CSR in Tourism”
will be given in Halls 4.1 and 5.1 and in the ICC Berlin. All the events
dealing with the subject of CSR at ITB Berlin 2009 can be found in a
printed programme which is available on the Exhibition Grounds.
ITB Tourism and Culture Day
For the first time the ITB
Berlin Convention will include a number of sessions showing how the
potentials of tourism and culture can be linked together and exploited.
Taking the lead on this new day of events is RUHR.2010, the official
partner region of ITB Berlin 2009. Two exclusive studies will be
presented: The tourism research organisation Deutsche Gesellschaft für
Tourismuswissenschaft (DGT e.V.) will present the findings of its
research cluster into Culture and Tourism. Another empirical study
analyses the importance of cultural highlights when people are making
decisions about travel.
Innovations for the Industry: PhoCusWright@ITB Berlin
The travel technology conference
PhoCusWright@ITB Berlin will show ways of selectively using technology
to achieve success in the travel, tourism and hospitality sectors.
Social media are now an indispensable feature of the industry. Blogs,
user-generated content, YouTube, Facebook, Google Connect and Twitter
are the keywords here.
The two-day programme has been drawn up by
PhoCusWright, internationally recognised market researchers and
consultants from the USA specialising in the travel sector. In a series
of keynote speeches, executive round tables, CEO interviews and brief
“Five Minutes of Fame” presentations, PhoCusWright@ITB Berlin will
provide comprehensive insights into developments, innovations and new
services. With even more participants, the PhoCusWright Bloggers Summit
that was successfully launched last year now enters its second round: on
11 March bloggers from the travel industry will be discussing current
trends. There will be free workshops presenting numerous case histories,
addressing such aspects as fragmentation and consolidation in the areas
of social media, Twitter and search engine optimisation (SEO).
Prominent New Contributors and
The founder and
editor in chief of the cult magazine Monocle, Tyler Brűlé, has attracted
a great deal of attention with his forecasts and trends in the fields of
travel, tourism and lifestyle. This prominent trendsetter and
cosmopolitan figure will be the keynote speaker at the Destination
Forums, where he will address the subject of optimising city
Sustainable travel and authentic experiences are
significant trends in this industry, and the new ITB Indigenous Day will
feature them in a fascinating context. Over 370 million indigenous
peoples inhabit some ninety countries around the world. As well as
differing widely in geographical terms, their environment and their
communities offer a vast cultural diversity. This is an enormous
resource which they could deploy to their own benefit in a tourism
context. The ITB Indigenous Day represents new territory for ITB Berlin
and offers some new horizons too.
During the weekend ITB Berlin provides
members of the general public with some ideas for their next holidays.
The fair will encourage them to think about their coming holidays with
many shows, information events, activities in which they can get
involved too, and culinary highlights too. The admission ticket to ITB
Berlin also entitles all visitors to take part in a grand prize draw.
The torn-off strip serves as the ticket for the draw and should be
deposited in the box provided for this purpose by the stage in Hall 4.1.
Over 100 travel prizes with a total value of over 50,000 euros are
available to be won.
Open Days for the Public,
Visitors to ITB Berlin when it is open to the
general public of Saturday and Sunday, 14 and 15 March 2009, can obtain
their admission tickets from the comfort of their own homes at a reduced
rate (12 instead of 14 euros) until 15 March 2009 by buying them online.
Tickets for ITB Berlin are also available at all S-Bahn ticket outlets
and, as of now, from all automatic ticket dispensers on the S-Bahn
stations. To facilitate travel to and from the fair and for other
journeys by public transport the VBB day ticket, costing 6.10 euros
(Berlin AB), is recommended.
The cost of admission to ITB Berlin
at the fair’s ticket offices is 14 euros. Children up to the age of 14
accompanied by parents will be admitted free of charge. Schoolchildren
and students can obtained reduced rate tickets costing 8 euros from the
ticket offices at the fair. ITB Berlin is open daily from 10 a.m. to 6
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