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 lead-

ing B2B-Platform of all tourism industry offers. In addition, the

world’s largest tourism convention ITB Berlin Convention pro-

vides 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); eTrav-

el World (Hall 6.1)

Adventure Travel, Responsible Tourism (Hall 4.1); Gay & Les-

bian 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 gen-

eral 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 fea-

tures up-to-the-minute and forward-looking themes and leading

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

important event.

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Global Destinations Mar - Apr 201414

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 significant-

ly. Due to the high number

of bookings (about 30 new

exhibitors will be repre-

sented at ITB Berlin 2014)

this fast-growing segment

with its focus on up-to-

the-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

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 partic-

ipating 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 is Euro 58.00.

ITB Berlin 2014 will kick off with an event on the topical sub-

ject of omni-channel marketing featuring high-ranking partici-

pants 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 Face-

book’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 top-

ics. On Thursday, 8 March he will be speaking about ”leaving a

data trail on one’s travels – how accessible should traveller infor-

mation be?” Jean-Claude Biver, the president of the administra-

tive 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 prod-

ucts are changing and will provide an insight into the secrets of

successful luxury brand management.

E v e n t P r e v i e w

Global DestinationsMar - Apr 2014 15

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 assistingthis audience by providing them with a comprehensiveonline guide which enables visitors in search of coursesand jobs to make the best possible use of the opportu-nities at ITB Berlin.This guide offers visitors tips on how to clearly definetheir aims before visiting the show. Furthermore, theycan find out about how to make optimum use of theircalling card and CV and where to go to have their jobapplications checked. In addition to its official websiteITB Berlin also provides information on these subjectsvia social networks such as Facebook and Twitter. Thelist of tips is rounded off with advice on so-called softskills, including on how to approach the companiesapplicants have on their wish list.During the show Hall 11.1 will be of special interest tothese visitors. Training and Employment in Tourism(TET) is the main place to go for those in search of theright Bachelors or Masters degree course. Some 50international universities and technical colleges will beproviding information on everything they have to offer.At the panel discussions and lectures in Hall 11.1 univer-sities will have information on the various courses avail-able.