ITB opens on a robust note

ITB Berlin opened this morning, 10 March, with exhibitors  representing 11,127 companies from 187 countries showcasing travel products and the latest trends in technology. This year’s attendance is up marginally from 11,098 last year.

“At a time of reduced marketing budgets, ITB Berlin enjoys a clear competitive edge,” said Messe Berlin’s chief operating officer, Christian Göke. “We are proud to announce that exhibitors increased again. Moreover, with new sections and new exhibitors, ITB Berlin confirms its role as a trendsetter and an opinion leader.”

The rate of increase was not as great as previous years, a telling reflection on the state of Europe’s economy and possibly the shift to online marketing at the expense of traditional travel fair attendance.

But ITB officials during the opening ceremony said they considered the world’s largest travel show was in robust health despite the negative pressure on revenues.

As the 44th ITB Berlin opens, there are encouraging signs that travel bookings will recover this year although rising fuel prices could dampen growth particularly for long-haul travel. ITB officials said figures supplied by the latest GfK Tourism Sales Panel show demand across Europe is recovering.

Mobile internet services are right at the top of the agenda for visitors this year and ITB has sensed the trend by ensuring it is the first trade fair for the travel industry that has established a separate platform, the “Mobile Travel Services” section.

Travel Technology has traditionally been strongly represented at ITB Berlin, and this year major players such as Sabre are back again, this time joined by new exhibitors that include XClirion, Lute Tec, Hotel Net Solutions, Vertical Booking and Hotelreservierung.de.