Hotel & Tourism SMARTreport #29

Advertorial
Dr. Martin Buck
Senior Vice President
Travel & Logistics
TELL US, DR. BUCK...
Dr. Buck, in 2016 the world’s largest tourism industry
trade show will celebrate its 50 th anniversary. What can
the exhibitors and visitors look forward to?
On the occasion of the anniversary, we visited many different
destinations all over the world in order to offer
our personal thank-you, “From Berlin With Love!”. In the
process, 50 topics or events from 50 destinations all over
the world were selected; each is related to one of the following
topics: tourism, politics, social issues, nature or history.
A total of 50 ITB Ambassadors from Berlin traveled
to selected destinations and visited local representatives;
both the ambassadors and local representatives have a
personal connection to the selected destination. One particularly
exciting meeting involved David Ruetz, Head of
ITB Berlin, who visited Dr. Manfred Busche, the founder
of ITB Berlin, in his hometown of Ketzin/Havel. The two
men discussed the milestones of the development of the
tourism trade show. The fact is: What began in 1966 with
nine exhibitors from five countries and only 250 trade
visitors has developed into a huge international success. In
2015 over 10,000 exhibitors from 186 countries presented
their products and services to ca. 175,000 visitors. All
50 encounters will be showcased in a video, a book and
via Social Media. In addition, the anniversary will be duly
celebrated at the Opening Ceremony on 8th March and
throughout the next ITB Berlin, from 9 – 13 March 2016.
The tourism industry is dealing with new aspects of
digitalization and disruptive business models. What will
you offer at the trade show?
Travel Technology has turned out to be one of the biggest
and most dynamic exhibitor segments. We are currently
experiencing an unparalleled change in this tourism industry
area. Mobile Payment, Deep Link and humanoid
robots, like “ChihiraAico” from Toshiba, are changing the
tourism industry. For years eTravel World has successfully
conveyed knowledge about the key Travel Technology
market. We also acknowledge the importance of these
topics at the ITB Berlin Convention with a broad forum:
“Travel 4.0”. On ITB MICE-Day, for example, the focus will
be on the topic “Man vs. Machine”. The question whether
Augmented Reality or Google Glasses drive innovation or
destroy personal encounters, and future topics like “when
the robot fluffs up the pillows”, are on the agenda.
Sustainability is playing an increasingly important role
for vacationers. How does ITB Berlin address this topic?
We worked together with National Geographic Travel
magazine to create the World Legacy Award: It is given
to the leading tourism companies, organizations and destinations
which advance a re-thinking of the travel industry
according to sustainable tourism-based principles and
practices. But we do even more: ITB Berlin is committed
to a variety of important areas, including human rights,
social justice, fighting against the sexual exploitation of
women and children in tourism and protection of the
climate, environment and animals.
As the Official Partner Country of ITB Berlin 2016, the
Maldives take center stage of the international travel
industry. What makes this island country in the Indian
Ocean so unique?
With dazzling white beaches, turquoise lagoons and
unique diving sites, the Maldives is one of the last paradises
on earth. Furthermore, the island country is one of the
best examples for controlled and environmentally-friendly
tourism, well beyond the world of mass tourism.
CELEBRATING 50 YEARS OF ITB BERLIN
50 OCCASIONS
50 DESTINATIONS
50 ENCOUNTERS
9 – 13 March 2016 · itb50.com
Official Partner Country
ITB Berlin 2016