Focus on digitalisation@ ITB

As this year’s ITB Berlin, slated for March 9-13, celebrates its golden jubilee, David Ruetz, Head of ITB Berlin, reveals interesting aspects of the upcoming edition that will welcome over 30 per cent new exhibitors.

With the last edition of Berlin recording a participation of more than 10,000 exhibitors from 186 countries, ITB Berlin also reported an increase in business volume which Messe Berlin estimates reached € 6.7 billion. Ruetz is optimistic that they will achieve the same numbers this year, despite the difficult economic situation of the world market, the refugee crisis and terror attacks in the country.

Ruetz says, “This year, we expect around 10,000 exhibitors and organisations from more than 180 countries. We anticipate trade visitor numbers to be stable as well.” He reveals that around 30 per cent of the exhibitors are newcomers to the show among which numerous countries from Africa will be participating at the mega event after a long absence. “Zimbabwe, Cameroon, Burundi, and Sierra Leone, are some countries whose appearance at the show after the ravaging Ebola epidemic marks their return to the tourism market. The arrival of several newcomers from Europe emphasises the increasing importance of ITB Berlin. For the first time, the Vatican Museums and the papal art collection from Vatican City are represented with their own stand. Last year, the Turkish Village was a newcomer to ITB Berlin; this year, Turkey is represented in its own hall with 15 new exhibitors, a new record figure.”

Furthermore, Ruetz adds that the demand from Asia remains particularly high. “China Southern Airlines, as well as tour operators and destination management companies (DMCs), are represented for the first time,” he comments. “After the disastrous earthquake in April 2015, Nepal is back with its campaign ‘Nepal Now’, promoting the country as an attractive and safe tourism destination. India’s tourism industry is booming and the country will once again be represented in large numbers at ITB Berlin. Hall 5.2b, occupied by India, is booked up again and we also expect a strong presence from Indian trade visitors.”

To live up to the momentous occasion of ITB Berlin’s 50th anniversary, a bevy of interesting aspects have been included that guests can look forward to. “Visitors to ITB Berlin will be able to witness the first run of Toshiba's humanoid robot in Europe,” informs Ruetz. “Chihira Kanae, the robot, will be welcoming trade visitors on March 9 and 10 while a live demonstration will show her in action during the discussion panel on March 11. Digital revolution will be the main topic at the ITB Hospitality Day with 25 events in total that will address every aspect of digitalisation. The convention, ‘Travel 4.0 – the digitalisation of the travel industry’, will examine a number of topics, including the dig- ital infrastructure, relevant content and the use of humanoid robots in the tourism industry. Ministers from countries which are forging ahead with the digital transition will be highlighting opportunities and ways in which the tourism industry must adapt. The challenges posed by the current refugee crisis, and in that context the general shortage of specialists, will also be the subject of debate at the ITB Berlin convention.”

India’s tourism industry is booming and the country will once again be represented in large numbers at ITB Berlin. Hall 5.2b, occupied by India, is booked up again and we also expect a strong presence from Indian trade visitors.

David Ruetz

Head of ITB Berlin