1. Event Preview
The World’s Leading Travel Trade Show
Come March and travel professionals from across the globe
will converge in Berlin to exhibit, visit the world's largest tourism
trade fair ITB Berlin. Chandragupta Amritkar previews this all
Messe Berlin, the organizers of ITB Berlin (Internationale
Tourismus-Börse Berlin) the world's largest tourism trade fair this
year again expects around 10,000 exhibiting companies and
organisations from more than 180 countries to be present in the
26 halls on the Berlin Exhibition Grounds. The event attracts a
whole variety of travelling community be it destinations (country,
state or city), tour operators, booking systems, technology
providers, carriers, hotels and all other suppliers.
Since its inception in 1966, the structure of ITB Berlin has
developed and expanded. Last year the show saw more than
170,000 visitors, among these 113,000 trade visitors, and 11,000
represented companies from 180 countries ITB Berlin is the leading B2B-Platform of all tourism industry offers. In addition, the
world’s largest tourism convention ITB Berlin Convention provides unique opportunities to benefit from the leading think tank
of the global tourism industry. As a driving force in the travel
industry, ITB Berlin gives important impulses to a continuously
growing market. Exhibitor sales of about 6 billion Euro and an
exhibitor satisfaction rate of 92 percent are evidence enough that
supply and demand meet at the right place.
Top themes of the year
ITB Berlin offers besides the established geographic structure,
segments for all themes which are of particular interest. Book
World (Hall 25); Business Travel Days (Hall 7.1a, Convention
Rooms); Cruises (Hall 25); Cultural Tourism (Hall 10.2); eTravel World (Hall 6.1)
Adventure Travel, Responsible Tourism (Hall 4.1); Gay & Lesbian Travel (Hall 3.1); ITB Mobile Travel Services (Hall 6.1);
PR- Marketing Agencies (Hall 5.3); Training and Employment
(CareerCenter) (Hall 11.1); Travel Technology (Hall 5.1, 6.1, 8.1
and 10.1); Wellness (Hall 16)
Youth Travel & Economy Accommodation (Hall 4.1).
Mexico, the partner country of ITB Berlin
In 2014 the focus is on Mexico, the partner country of ITB
Berlin, which is organising the opening ceremony of the show.
Furthermore, all of this country’s regions will be presenting their
wide range of products and services to trade visitors and the general public in Hall 1.1. The partner country of ITB will also be
represented in the Gay & Lesbian Travel section in Hall 3.1.
The majority of the halls are already booked up and with quite
a few waiting lists. There has been particularly high demand for
places at the world’s leading travel show from countries in Asia
and the Arab world. One noticeable trend is that exhibitors are
booking larger stands. The ITB Berlin Convention’s agenda features up-to-the-minute and forward-looking themes and leading
Mar - Apr 2014
2. Event Preview
experts will be taking part
in the debate.
As in previous years
Germany’s federal States
are all represented at the
show. Travel Technology
has expanded significantly. Due to the high number
of bookings (about 30 new
exhibitors will be represented at ITB Berlin 2014)
this fast-growing segment
with its focus on up-tothe-minute topics will now
also occupy Hall 5.1.
Occupying Hall 22, the
Arab countries will be just
as strongly represented as
last year. Muriya Tourism
Development from Oman
Researching and networking in order to look for a job:
these are the skills required of students and graduates,
and for them ITB Berlin is an important platform as well.
This year, for the first time, the show will be assisting
this audience by providing them with a comprehensive
online guide which enables visitors in search of courses
and jobs to make the best possible use of the opportunities at ITB Berlin.
This guide offers visitors tips on how to clearly define
their aims before visiting the show. Furthermore, they
can find out about how to make optimum use of their
calling card and CV and where to go to have their job
applications checked. In addition to its official website
ITB Berlin also provides information on these subjects
via social networks such as Facebook and Twitter. The
list of tips is rounded off with advice on so-called soft
skills, including on how to approach the companies
applicants have on their wish list.
During the show Hall 11.1 will be of special interest to
these visitors. Training and Employment in Tourism
(TET) is the main place to go for those in search of the
right Bachelors or Masters degree course. Some 50
international universities and technical colleges will be
providing information on everything they have to offer.
At the panel discussions and lectures in Hall 11.1 universities will have information on the various courses available.
is a newcomer to the event.
In Hall 4.1 the focus is on Youth Travel, Adventure Travel and
Responsible Tourism. 25 nations are represented in this hall,
some are newcomers as the Agency of Protected Areas from
Georgia, the Ministry of Nature Protection from the Republic of
Armenia, ExploRussia and Xtremedesert.com from Dubai. Once
again, socially responsible tourism is a key topic at ITB Berlin
2014, and not only at the ITB Convention.
Indian Exhibitors @ Hall 5.2b
The Indian exhibitors are located in Hall 5.2b. For the first time
the three Indian states of Andhra Pradesh, Maharashtra and West
Bengal will be represented with their own stand. “We are participating for the fourth consecutive year. ITB provides an excellent
opportunity to showcase our entire group to the travel managers
across Europe. We are already strong in the domestic market and
now seek International travelers. Also this year we are launching
Aerocity property. Last year many agents showed interest in the
Aerocity and Goa properties. Goa property is already launched
and quite in demand,” said Satyen Jain, CEO, Pride Hotels.
ITB Berlin 2014 will take place from Wednesday to Sunday, 5
to 9 March. Entrance fees trade visitors Online in advance for
permanent trade visitor pass (5 days) Euro 48.00 while Onsite it
Mar - Apr 2014
is Euro 58.00.
ITB Berlin 2014 will kick off with an event on the topical subject of omni-channel marketing featuring high-ranking participants in the eve of the show. Among those taking part in the new
ITB Summit on 4 March 2014 from 2 to 6 p.m. will be Facebook’s Head of Travel Lee McCabe, who will talk about the
prospects for social media securing new customers. The ITB
Berlin Convention will also be examining forward-looking topics. On Thursday, 8 March he will be speaking about ”leaving a
data trail on one’s travels – how accessible should traveller information be?” Jean-Claude Biver, the president of the administrative board of Hublot, will talk about the rules of the market for
luxury products. An executive who has won many awards, he will
explain how globally, customers’ attitudes towards luxury products are changing and will provide an insight into the secrets of
successful luxury brand management.