With a population burgeoning on 4 million, Berlin is perfectly poised to host an event as big as the International Tourism Bourse 2012.
From 7 to 11 March, the Messe Berlin will set the global tourism industry ablaze with the ITB, a nouveau gathering of the industry’s biggest players.
Tourism was hit hard by the recession, with tight pockets leaving little room for the luxuries of travel. That’s all changing though, with the global tourism industry slowly inching its way back up to its pre-2008 levels.
As one of the world’s biggest trade shows, the ITB packs a punch where it counts. For starters, it’s being held at the Messe Berlin, a 26-hall, 160 000 square metre fairground built in 1936 with the express aim of being Berlin’s premier conference destination. The state of the art convention centre is the darling of global event organisers.
Tourism is big business no matter where you are, and it’s no secret that success lies in information and innovation. The way to get the most out of tourism is by staying attuned to industry developments. The industry is evolving, and interactive services that merge the earthy experience of travel with web and social media-based platforms are commonplace. And that’s where ITB Berlin steps in.
The five-day event makes full use of the Messe Berlin centre, housing interactive exhibitions from some of the world’s biggest travel and tourism companies. In keeping withthe ITB’s characteristic analysis of major trends, the event will be broken into different categories. Future Day will look at major trends in the industry; Hospitality Day, will focus on chaotic market developments; and Marketing Day willlook at brand penetration in luxury markets.
Delegates from around the world will attend the ITB, including government ministers, policy makers from country-specific tourism industries, service and product providers, just about anyone who’s a travel and tourism junky.
The world still may be in the midst of recession, but tourism is a multi-trillion dollar industry that’s part and parcel of most countries’ revenue streams. And with Africa set to be the fastest growing economy of 2012, the continent’s tourism industry is poised to ride on the back of this growth.
Anatole
February 29, 2012
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