TravTalk Middle East Online Magazine
Gearing up this year for the biggest travel trade show in Europe, ITB Berlin expects an incredible increase in terms of visitors and exhibitors from the Middle East. Around 150,000 visitors, 10,000 exhibitors from over 180 countries and 1,000 senior buyers are expected to attend this important travel event. David Ruetz, Head of ITB Berlin shares some insights with TRAVTALK.
What is the theme and focus for this year’s edition of ITB Berlin?
Under the theme ’Smart Tourism for Future’ we are placing the spotlight on sustainability, a pressing issue, at this year’s ITB Berlin. This is where the industry must push for a plan of action so that in the future people can still explore the world with a clear conscience. As an industry we want to be part of the effort to minimise the effects on our planet’s resources. Digitalisation is an aspect that we will also feature prominently. This topic is globally relevant and concerns the entire industry.
How many countries from the Middle East will participate this year?
All the main countries from the region are represented – UAE, Bahrain, Israel, Qatar, Iran and Saudi Arabia. Oman is represented on two stands in three fairground areas, Hall 2.2, Entrance South and now also in Hall 4.1. The Sultanate is also the partner country for this year’s ITB Berlin and will co-organise both the opening event and grand finale.
What will be different from last year at ITB Berlin?
With hub27 we have a brand new, state-of-the-art hall with an exhibition area covering more than 10,000 square metres, which via passageways provides excellent access to Hall 1 and Hall 25. The ‘Home of Luxury‘ by ITB at the Marshall Haus is a new and exclusive format, where we are presenting luxury travel on a suitable display in the shape of a house, rooms, a garden and patio.
What are the expectations for this year in terms of business revenue?
In actual numbers, we expect 10,000 exhibitors from over 180 countries, 1,000 senior buyers, around 150,000 visitors, industry turnover to reach around 7 billion euros, and more than 31,000 business meetings to take place using the show’s networking tools.
Could you share the area covered by the Middle East?
Countries from the Middle East are occupying over 5,000 square metres, nine per cent more than last year. Saudi Arabia, which in 2019 introduced electronic visas, is exhibiting in a new two-storey pavilion behind the CityCube.
Millennials play an important role, hence is there anything specific for them?
For millennials, a visit to the Adventure Hall (4.1) where the focus is on activities and adventure holidays, will be especially worthwhile. The emphasis here is on trips where visitors can experience nature and gain insights into the culture
of the host country besides benefiting the environment and the welfare of local inhabitants.
Digital presence is trending around the world, so are there any special programmes for it?
We are presenting digital innovations in the eTravel World which in recent years has been one of our fastest-growing segments. One part of it is TTA, i.e. Technology, Tours and Activities, which is taking place for the second time this year. At the enlarged ITB Virtual Reality Lab in Hall 10.2, companies and startups will present trendsetting AR and VR developments and show how they can be used in the tourism industry.
What are some of the main events focused on travel agents and tour operators to make their business easier?
As mentioned above, the eTravel World is presenting digital innovations for both travel agencies and operators. The ITB Berlin Convention is also the travel industry’s leading think tank. Numerous innovative sessions will address global travel and tourism industry topics which in the years to come will have a long-term, dominant influence on the industry’s structures.
There is currently an outbreak of Coronavirus; will this affect some of the participants from Asian destinations?
Fortunately, as far as we are concerned the effects are still limited. A very small percentage of exhibitors and visitors are from China. However, since restrictions have been imposed on outbound travel and commercial flights, this will naturally lower the number of visitors from that country. We are closely monitoring the situation and are in contact with the relevant authorities.
