ITB motors on to overtourism

BERLIN, 7 March 2018 ITB Berlin opens today claiming  as many as 10,000 exhibiting companies from 186 countries will vie for business over the next five days.

This year, the convention themes on the sidelines of the world’s largest travel show will focus on the threat of overtourism and digitalization of the travel experience.

Key conference events will look at luxury travel, medical tourism and technology advances.

Owner of the show, Messe Berlin, will present ITB as an international umbrella brand with a global focus rather than just promoting the annual event in Berlin.

This re-orientation will focus on three trade shows in Germany (ITB Berlin), Singapore (ITB Asia) and China (ITB China), under a single brand label.

At the 52nd edition of ITB Berlin around 10,000 tourism companies will be represented on an area covering 160,000 sq m at the Messe Berlin fairgrounds.

Over 80% of the exhibitors are from overseas. Once again the organisers expect more than 100,000 international trade visitors seeking to gain business opportunities as well as many thousands of visitors during the weekend when the show opens to travel consumers.

From today through to 10 March ITB Berlin’s convention  sessions will focus on various topics including overtourism, revolutionary forms of transport for business and private travel, plus the challenges of and future prospects for artificial intelligence in the travel sector.

The turnout of exhibitors from China is growing especially fast. The online portal Ctrip will be exhibiting its products at ITB Berlin for the first time.

Other newcomers from China will include Flightroutes, Ucloudlink, Letsfly, Qyer and Qup. For the third year running ITB Berlin will be organising the ITB Chinese Night, where invited participants can find out more about the Chinese travel market, exchange views and establish new contacts. This year’s event on Wednesday, 7 March is being co-organised by Jin Jiang International and Ctrip and will welcome around 300 representatives of the travel industry by invitation only.

The second ITB China will convene 16 to 18 in Shanghai.


  1. We must put our heads and hands together to suppress the situation of over tourism. Balancing tourism and enough is enough, use our national resources on other social and economic sectors wisely to create sustainable balance of efficiency growth.

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