ITB Berlin News 2020 #1

cleverdis

01

ITB BERLIN:

VIRTUAL PRESENCE,

REAL NEWS

THE WORLD'S LEADING TRAVEL

TRADE SHOW IS STILL STANDING

– OFFERING A COMPREHENSIVE

VIRTUAL VERSION OF THE EVENT

DESTINATION SPOTLIGHT

#27

EUROPE

#18

EXCLUSIVE

INTERVIEW

GIORGIO PALMUCCI

President, ENIT

(Italian National

Tourist Board)

ITB BERLIN CONVENTION

SPECIAL FEATURE

ADVENTURE

TOURISM

Norbert

Barthle MP

Parliamentary State Secretary

to the German Federal Minister

for Economic Cooperation

and Development

#12

#21



I NEWS I

EDITORIAL

Richard Barnes

Editor-in-Chief,

ITB Berlin News

ITB opens its gates… virtually

While ITB Berlin 2020 has been cancelled

due to government constraints over the

risk of spread of COVID-19, proof of the

resilience of this industry comes in the

fact that the show has “gone virtual” – in

many ways.

Those who had already travelled to Berlin

from afar have set up camp and are

using social media to organise pow-wows

of their own – at their hotels or other

convivial settings in the German capital.

At the same time, ITB is leveraging its

online platform to enable those who had

announcements to make at ITB to do so

in a virtual environment, still “getting the

message out there”.

And in close collaboration with ITB

management, ITB Berlin News, the

official show daily, has become more

than ever the “essential information

source” of the world’s leading travel trade

show. In the coming weeks, we will be

compiling information in such a way as

to mitigate, to some extent, the effects of

the cancellation of the show – at least in

terms of information dissemination.

We believe all industry professionals –

from all sides – understand the current

situation, and hope our efforts in the

coming editions will be useful in your

planning

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CONTENTS

#05 NEWS

#12 ITB BERLIN

CONVENTION

#15 RESPONSIBLE

TOURISM

#17 TRADE TALK

#18 EXCLUSIVE

INTERVIEWS

SPECIAL FEATURES

#21 ADVENTURE

TOURISM

#24 YOUTH TRAVEL

#25 EDUCATION

#27 REGIONAL SPOTLIGHT

EUROPE

#38 GERMAN REGIONS

#39

WHERE

TO GO IN

BERLIN

ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020 3



I NEWS I

#whatwewantedtosayatITB

- Selected comments

In the aftermath of the cancellation

of ITB Berlin, numerous entities

have been taking advantage of the

#whatwewantedtosayatITB platform.

Here are a few of the comments. Please

feel free to utilise ITB’s social media to get

your message out there...

Kirsi Hyvaerinen and #whatwewantedtoseeatITB

ITB Convention for a digital reset too, I hope?

Truly global, accessible, extended, recorded, less CO 2

...

#GoDigital #GreenMeetings

#whatwewantedosayatITB

Sophie Cartwright

Meanwhile, Guestline are busy moving our stand online! Join our

virtual ITB!

#VirtualStandITB Join here

https://www.guestline.com/virtual-itb-stand/

Waseem Shabaan

Dear Partners, Greetings from The Kingdom of Saudi Arabia.

The kingdom is opening up for tourism widely as the biggest

undiscovered hidden treasure country of the whole world. Saudi

Arabia has been one of the most difficult countries to enter. Recently

the electronic visa has been launched, and this will mark a huge

change and is the beginning of a new chapter for the kingdom.

Founded in 2015, Saudi Silk Road (The Arabian Peninsula - DMC) is

one of Saudi’s leading inbound tour operators and DMC, serving the

leisure and incentive markets. Our success is built on the extensive

knowledge of all our staff, the ability to retain our committed

employees and high customer service, thereby ensuring that you

receive a consistent quality of service. Throughout the whole year we

organize excursions and itineraries such as: Cultural, Adventurous,

Religious, Photography, Filming, Ecological, Wildlife, Scientific

Expeditions, Sand Ski, Diving, Youth camps, 4X4 Jeep Safari,

Agricultural and Relaxation at Sea Resort Holidays.

Saudi Silk Road Team

Kingdom of Saudi Arabia

Tel +966535708057 / +962799455103

info@saudisilkroad.com

www.saudisilkroad.com

Karim Uddin

It's too bad that ITB not going to be happening. So, on behalf of Active

Tours Pakistan, we are more than welcome to every travel lovers

looking forward to explore Pakistan. Active Tours Pakistan feel proud

to show you the most exiting places across Pakistan. Must visit us at

www.activetourspakistan.com or email us at

info@activetourspakistan.com

Nasir Hussain

Travel to Pakistan with confidence to explore many aspects!

Culture - Adventure - Ancient civilisations - Walking & trekking

Holidays - Jeep Safari

info@explorekarakuram.com

Explore Karakuram

#whatwewantedtosayatITB

Jaco Nortje

We wanted to share information of our exciting, ever growing hotel

group in South Africa, called De Chatillion Collection. We have a

collection of Hotels, Guest Houses and Safari Lodges from Hermanus,

the Cape West Coast up to the Kruger National Park. For more

information please visit our website at www.dechatillioncollection.

co.za or send me an email at jaco@dechatillioncollection.co.za

Britta Ramhapp

Looking to address potential austrian travelers ?

Do it with the market leader in online advertising in www.sdo.at

Peter Hoogstaden

Come #HikingItaly #WandernItalien.

The best way to get rid of all viruses.

Kefhilwe Tlotlo Mokotedi

We do safari tours in Botswana: the Okavango delta, Moremi,

Chobe, CKGR, Makgadikgadi. Like and follow our page on Facebook,

Twitter and Instagram.

www.myafricansafari.co.bw

Katja Hasselkus

For anyone interested in superb resorts in the Maldives with an

extensive holiday plan which already includes EVERYTHING you can

imagine - from Champagne to Spa to Excursions - please feel free to

contact me! I am responsible for the worldwide PR for Atmosphere

Resorts in the Maldives, with currently 5 resorts. If you are interested

- please feel free to get in touch with me. I will make sure your request

is directed to the correct correspondent.

www.atmospherehotelsandresorts.com/

ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020 5



I NEWS I

Biometrics are here… now

Biometrics are actually more of a reality for

travellers than many people may realise,

according to Phocuswright's latest travel

research report on tech, Travel Evolutions in

Voice Recognition & Biometrics.

While biometrics - the

measurement and analysis

of body characteristics

through techniques such

as digital fingerprint

matching, retinal

and facial scanning

and recognition,

unique heartrate

EKGs, gesticulation,

and piezoelectric crystal

detection (a measure of

certain biochemical levels) - may seem more

futuristic or something out of a movie, if you

leave the United States on a commercial

flight, chances are you may have already

had your face scanned. Reported

figures have gone from 2

million passengers scanned

in April 2019 to 25 million

in August 2019. And

China already relies

on facial recognition

technology to enable

everything from

security to commercial

transactions

© Darien Lizard

PERCo CL15 biometric

controller for access

control system

Europe destined to be #1

for online distribution

According to Phocuswright, Europe is

set to have the highest online penetration

of any region from 2021, while 2019 gave

the European travel industry plenty of

opportunities to demonstrate its resilience.

The recent travel research by Phocuswright,

entitled the Europe Online Travel Overview

2019, the sudden collapse of one of the

region's biggest travel brands, the looming

exit of the UK from the European Union, and

myriad challenges in the airline segment

each threatened to derail growth.

Despite these and other formidable issues,

Europe's travel market grew roughly 2% in

2019 to €296bn. Though the fallout from

these challenges will no doubt extend into

2020 and beyond, travel continues to be a

key element of the European lifestyle and the

continent remains an attractive destination

for travellers everywhere. Hence, the overall

market is still projected to climb over the

next several years.

These gains, however, are not reflected

equally across all distribution channels.

Offline bookings continue to decline as

European consumers seek out online

platforms both to plan and purchase their

leisure trips. For the first time, more than half

of all European travel bookings were made

online in 2019.

Led by Europe's two largest markets — the

UK and Germany — online bookings are

projected to continue to climb. By 2021,

Europe will, says Phocuswright, surpass the

US to have the highest online penetration of

any region

Online Travel Penetration by Regon, 2017-2022

ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020 7



I NEWS I

SELECTED

TTA

EXHIBITORS

Charlotte Lamp Davies at ITB 2019

Tours, activities and attractions make

up the third largest tourism sector

worldwide.

A number of would be exhibitors at ITB this

year are specialists in the combination of

technology with tours and activities. Following

is a short selection of just a few:

bookingkit GmbH:

Europe's #1 booking & marketing

suite for tours & activities

bookingkit claims to be Europe's leading SaaS

solution for the recreation and experience

industry, providing travel and activity operators

with standardized and scalable technology

designed to help them promote bookable

activities and drive sales.

iVenture Card Travel Limited

- Global Visitor Attraction Pass

Specialists

iVenture Group is a global leader in the

development, promotion and distribution of

branded, white label and custom designed

pre-paid visitor attraction passes. They work in

major destinations around the world, offering

travellers the ability to cost effectively and

conveniently discover and explore the best

experiences that a destination has to offer. The

group assists attractions, tourism marketing

authorities and global distributors in delivering

incremental visitation, new revenue streams

and reduced operating and marketing costs.

vipper.com

vipper.com emerged out of the idea that door

to door flight tickets and ground tickets should

be booked at one central point under one

booking number to make the booking process

for passengers more convenient. Vipper.com

extends the online airport reach of airliners

through interline agreements and code sharing

partnerships: “Every journey is hassle-free,

door to door airline tickets and ground tickets

are sold under one flight number with an option

to combine multiple modes if needed.”

A bright approach @ ITB

Berlin for technology, tours

and activities…

Charlotte Lamp Davies, founder of A Bright Approach,

was to have been the moderator for a second year

running at the TTA Forum. We asked her why this

segment is becoming so important.

TTA – tours, tickets, attractions,

events, food – are why people

travel. What we remember and talk

about after a trip is not the airport,

the flight, or the hotel room, it’s

what we did, what we saw, what we

ate. Phocuswright research says

the sector will be worth €169bn

this year. All the major OTAs, tour

operators, cruise lines and hotels

are interested in offering their

customers extra things to do, which

means there’s a lot of exciting

technology innovation happening

behind the scenes.

Are partnerships important in this

sector?

The T&A space is a world where

partnerships are as important as

they are inevitable. Partnerships

exists between the tech supplier

and the operator, the tech supplier

and the seller, the operator and the

destination, the destination and the

OTA and many other combinations.

There will be commercial

parameters dictating the balance

of power in the partnerships, but

Charlotte

Lamp Davies

Founder of A Bright

Approach

there really does appear to be room

for everyone.

Can you give an example of a

working partnership?

Urban Adventures (UA) has linked

up with The New York Times to

run cobranded tours based on

the paper’s 36 hours in… column.

UA’s Klaudija Janzelj, Global Sales

Director, said in 2019 that this

was a great example of how T&A

operators can think beyond the

traditional travel industry to widen

brand awareness and attract new

business.

So, it’s the experience that

matters?

Yes… as many speakers and

panellists said during the TTA Forum

in 2019, what people remember

from their trip is not the airport, the

flight, or the hotel room, it’s what

they did, what they saw, what they

ate. It is the experience that counts.

Tours, activities, events, attractions

and food are the best part of travel

WHO IS

CHARLOTTE

LAMP DAVIES?

Charlotte Lamp Davies

is a multilingual Dane

living in London.

After nearly 25

years handling travel

clients for big-name

tech, publishing and

advertising businesses,

two years ago, she

founded A Bright

Approach, advising

on sales strategy,

marketing, PR and

events management for

travel tech companies.

“I like technology, I

like people and I’m

passionate about

diversity, and I like

traveling!”, says Lamp

Davies…

ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020 9



I ITB GLOBAL I

ITB: One World. One Industry.

One Trade Show.

Gone are the days when a trade show was a trade

show. In today’s world, where, thanks to digital

communication, physical borders are less and less

important, professionals in the travel industry expect

“here and now” information on demand.

Indeed, in an age of global

communications, which is

dominated by the internet, mobile

devices and video conferences,

trade fairs are constantly being

put to the test. In reality, they

have grown in importance. In

the case of ITB, this also means

re-orientation on a global scale

and combining the individual

profiles of four trade shows from

Germany, Singapore, India and

China under the umbrella of an

international hub. The continuing

development of ITB Berlin as

a brand which has grown and

established itself over the past 50

years was, in the past, a challenge

when it came to adapting to a

uniform brand architecture.

Quite simply, the name “ITB”

stands for contacts with the global

travel players and first-hand

knowledge about the industry.

“Anybody who reads those three

letters can be sure that this is the

place of passionate and leading

minds,” explains David Ruetz,

head of ITB Berlin. “ITB is much

more than the sum of ITB Berlin,

ITB Asia, ITB India and ITB China.

Our network is your think tank,

marketplace and trendsetter

around the globe on 365 days a

year. This has been our promise

and motivation, for more than 50

years. It is the logical consequence

of positioning ourselves as

‘leading in content, contacts,

responsibility and service’”

ITB Global can be found

with the simple link:

itb.travel

ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020 11


I ITB BERLIN CONVENTION I

THE GOAL OF OUR WORK

IS TO LEND IMPETUS TO

INCLUSIVE DEVELOPMENT.

Norbert Barthle MP

Parliamentary State Secretary to the German

Federal Minister for Economic Cooperation and

Development

Taking new strides in

sustainable development

ITB Berlin Keynote by Norbert Barthle MP, Parliamentary

State Secretary to the German Federal Minister for Economic

Cooperation and Development spotlights importance of

sustainability

Norbert Barthle MP, Parliamentary State Secretary to

the German Federal Minister for Economic Cooperation

and Development was scheduled to deliver a keynote

on 5 March on the topic of sustainability, as well as

hosting the “Sustainable Development Day”. We asked

the Mr Barthle why this theme is so important.

At the German Development

Ministry (BMZ), we work for

environmental, social and

economic sustainability worldwide.

Tourism is a key instrument for

this, as it plays a role for all of

these aspects. We therefore want

to work with the tourism industry

to leverage tourism for sustainable

development. We are convinced

that this is the only way in which

progress can be made on longterm,

viable change – and that is

the message we wanted to convey

at ITB Berlin.

What are the key stakes and

challenges as time goes on?

The goal of our work is to lend

impetus to inclusive development.

That is why we are particularly

active in networks, for instance with

industry initiatives. The better the

cooperation between the various

actors from politics, business, civil

society and academia, the more

effective we will be in achieving

lasting results. .

How and why do you believe the

annual ITB Berlin convention is

important in advancing thought

leadership on issues such as

these?

ITB gives us a chance to reach

out to the various actors in this

multifaceted industry. It is also

a place where we can enter into

an exchange with industry. Last

year, we published the second

edition of the Global Report on

Women in Tourism together with

the United Nations World Tourism

Organisation (UNWTO), the United

Nations Entity for Gender Equality

and the Empowerment of Women

(UN Women), Amadeus Germany

GmbH and the World Bank. We

are also making gender equality

and the empowerment of women

a stronger focus of our work on

tourism.

Can you outline the opportunities

offered by BMZ in tourism

development?

Tourism provides great

opportunities for emerging

economies and developing

countries to develop their

infrastructure, create jobs and,

thus, income opportunities, boost

local economic cycles, conserve

their natural heritage, and reduce

poverty. In many developing

countries tourism has turned

from a niche product into a mass

product. In the least developed

countries, tourist arrivals have

tripled within ten years. Being an

employment-intensive sector,

tourism makes an important

contribution to sustainable

economic development. It is

estimated that, in the next ten

years, eight million new jobs could

be created through tourism in

Africa alone.

BMZ WORKS

THROUGHOUT

THE YEAR

TO FOSTER

DEVELOPMENT

COOPERATION

The tourism value chain is very

complex and provides openings

for addressing many further

industries and issues. This

means the tourism sector has

a lot of potential for successful

development cooperation.

BMZ currently supports more

than 100 projects with tourism

components.

These projects also address

priority areas such as sustainable

economic development, nature

conservation, rural development

and improvement of the policy

environment. One project in

Morocco uses the potential of

sustainable tourism in order to

generate jobs and income for

rural people. So far, it has helped

create more than 400 jobs and

improve working conditions

and incomes for over 2,000

Moroccans. Another example

is in Madagascar, where an

environmental project seeks

to create alternative sources

of income for people living in

protected areas.

Based on cooperation with local

communities, the project has

supported the development of

tourism products that are now

generating income for more than

180 local people.

12 ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020

www.itb-berlin-news.com


I ITB BERLIN CONVENTION I

Towards a frictionless future

Smooth digital technologies help drive consumer satisfaction

IN JUST ONE YEAR,

MESSAGES EXCHANGED

BETWEEN PEOPLE

AND BUSINESSES ON

FACEBOOK MESSENGER

HAVE GROWN FROM 8 TO

MORE THAN 20 BN.

Jan Starcke

Travel Industry Lead DACH,

Facebook

Jan Starcke, Travel Industry Lead DACH, Facebook

stresses how smooth booking procedures are influencing

consumers' choices. We ask him about his work at

Facebook and how it matches with the travel industry.

In my position as Travel Industry

Lead I support companies from the

travel industry with their strategic

development. My team works with

these companies to help them

enhance their marketing activities

and keep up to date with the latest

developments.

Your talk at ITB Berlin Convention

was to be about a “zero friction

future”. What does it mean?

Digitization and smartphones have

transformed consumers' behaviour,

who can access information anytime,

anywhere. This also influences

people’s expectations. They want to

be able to seamlessly plan and book

their travels. Travellers are opting for

brands that offer frictionless booking

experiences and if they encounter

difficulties such as a slowly loading

page or an error during the payment

process, many will switch to a

business with a more seamless

experience. Digital technologies can

then help businesses reduce these

frictions.

Have you been able to measure

the level of importance of FB - and

social media in general - as part

of the decision-making process

today?

Facebook, Instagram, Messenger

and WhatsApp offer reliable reach

and great opportunities to build and

strengthen connections with real

people. Mobile video in particular is

currently developing into a decisive

success factor. Another important

factor is messaging. Customers'

direct support throughout their

entire journey will also drive the

success of businesses. In just one

year, messages exchanged between

people and businesses on Facebook

Messenger have grown from 8 to

more than 20 billion.

How important is average spending

(in percentage) of the travel industry

on social media promotion- and

what should it be?

As an integral part of people's

everyday lives, it is essential for

businesses to integrate mobile in

their media plans. Mobile video

in particular should get a bigger

share, as 60% of all online videos

are consumed on mobile. From

studies, we know the considerable

impact of mobile video campaigns

on people’s decision to buy. Video

ads on Facebook and Instagram

provide incremental reach for TV

campaigns, and the combination

of both channels show the best

results

JAN STARCKE

Jan Starcke has been working for Facebook

in Hamburg for 6 years and as Travel

Industry Lead is responsible for strategic

customer development in D-A-CH. With

12 years of online marketing background,

he has always had a focus on the travel

industry.

ZERO

FRICTION

FUTURE

WITH

FACEBOOK

Stacke will be addressing

3 key points during his

conference:

Friction is one of the biggest

threat to businesses today

as consumer expectations

continue to rise with the pace

of technology.

Danger of frictional losses is

increasing, as the customer

journey is often very

fragmented.

Learn from Facebook about

their vision of a Zero Friction

future and how consumers

engage with travel brands on

their platforms.

ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020 13



I RESPONSIBLE TOURISM I

Rika Jean-François, CSR commissioner, ITB Berlin, planting trees

Navigating

the way forward…

ITB Berlin sets tone at GSTC sustainable tourism conference

ITB Berlin’s CSR commissioner, Rika Jean-François, has

been appointed to the board of the Global Sustainable

Tourism Council (GSTC), and recently took part as a

speaker in the annual global conference of the GSTC in the

Azores.

Sustainability, climate change and

environmental protection have always

been matters of great importance to

ITB Berlin, not just since the Fridays

for Future movement. With its

involvement in numerous initiatives,

ITB has been campaigning for

sustainable and socially responsible

tourism for many years now.

Together with other international

tourism industry players, Rika Jean-

François, the CSR commissioner of

ITB, set the tone at the annual global

conference of the Global Sustainable

Tourism Council, taking part in one

of the panel discussions reflecting

on the organisation’s work. The main

question was how to approach the

marketing of high-quality sustainable

tourism products in order to ensure

a positive image and acceptance

among consumers.

The slogan of the GSTC Global

Conference 2019, which took place

in early December on the island of

Terceira in the Azores, was “Navigating

the way forward in sustainable

tourism”. The participants examined

the status quo and had come together

in these times of climate change in

order to jointly develop ideas for a

viable, sustainable future in tourism.

At the end of the conference the

participants planted around 2,000

trees in the island’s interior to help

offset the carbon footprint of the

event.

The GSTC is a non-profit organisation

that establishes and manages global

standards for sustainable tourism.

The criteria, which ITB emphatically

supports, were first established in

2008 by an alliance of the UNEP,

Rainforest Alliance, UNWTO and

the UN Foundation. They consist

of comprehensive, freely available

guidelines which destinations and

private tourism enterprises can use

to integrate sustainability in their

business strategy and protect and

preserve the natural beauty and

cultural heritage of our planet.

“We are proud to be members of this

outstanding council. For tourism to

justify its role in the future it needs

to be shaped by social responsibility

and be redefined”, said Jean-François

after attending her first session as a

board member

SOCIAL RESPONSIBILITY

IN TOURISM A KEY TOPIC

AT ITB

Langkawi geopark, Malaysia

Topic such as corals and reefs,

astrotourism, and geoparks were

among the main subjects to be

discussed at the 15 th pow-wow

at ITB.

When it comes to sustainable and

regenerative tourism, the Ulcinj Salina

Nature Park in Montenegro has been

highlighted as a key example where tourism

development respects both communities

and nature. The project entitled “Live like a

Maasai - Experiences with impact at the foot

of Kilimanjaro” is one where all revenues

from the lodge operated by the Maasai go

directly to local community projects such as

schools, nurseries and hospitals.

The topic of UNESCO Global Geoparks is

one that attracts growing interest in the

industry. In 2000, four geoparks from

Greece, Spain, France and Germany set

up the European Geoparks Network at ITB

Berlin. There are now 147 UNESCO geoparks

around the world belonging to the global

geoparks network. The 2030 United Nations

agenda for sustainable development of

UNESCO as well as the UNESCO Global

Geopark Bergstraße-Odenwald, subscribe

to 17 sustainability goals for regional

development of its territory

ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020 15


I RESPONSIBLE TOURISM I

Penan villagers, Mulu, Sarawak

Tourism as a cause

for good

The Malaysian state of Sarawak

has underlined its dedication to a

"sustainable future".

As often stated by the former Secretary-

General of the UNWTO, Taleb Rifai, tourism

can and should be a force for good. In

Sarawak, this is very much the case, as every

person who visitors Sarawak’s national

parks and protected areas and pays fees

contributes to the upkeep of these fragile

forests – much of them pristine primary

growth – and protects the unique wildlife

that lives within them.

Some local tour operators also offer the

chance for visitors to become involved in

reforestation initiatives. Park buffer zones

are extremely important in increasing the

available habitat for wildlife, so by extending

the forest cover this further helps in

protecting the wildlife.

Huge steps are being made across the

state to conserve and manage Sarawak’s

valuable and unique forests. In addition to

some 800,000 hectares of Totally Protected

Areas (TPAs) that are off-limit to logging

companies, large areas of land classed as

“terrain 4” (steep and hilly) areas, “High

Conservation Value Forests”, buffer zones

and verified “Native Customary Rights” land

remain pristine.

CELEBRATING 20 YEARS

WORLD HERITAGE STATUS

In November 2020, Mulu National Park in

Sarawak celebrates its 20th anniversary of

being named one of only 20 World Heritage

sites in the world that qualify for a total of

four world heritage criteria. These are:

Superlative beauty – mountains, combined

with huge river systems, a tropical rainforest

and huge caves. The earth’s history and geo

features are evident in the gigantic caves

and the Pinnacles. Visitors appreciate the

biodiversity and ecological processes when

adventure trekking or just strolling along the

botany trails.

MEETING THE LOCALS –

ORANG ULU, THE UPRIVER

PEOPLE

From the river-based Berawan tribes of

Long Terawan to the now settling Penan in

the villages of Batu Bungan and Long Iman:

these are the Mulu locals and they play an

integral part in the affairs of Mulu National

Park. These villages are also made accessible

for tourists to visit, specifically to enjoy the

local handicraft market and of course to try

their hand at the weapon of choice – the

blowpipe!

River at Mulu

The declared initiative by Sarawak's state

government to pursue responsible tourism

underpins the importance of other moves

that had already been initiated by the state

authorities to protect forests and wildlife.

16 ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020

www.itb-berlin-news.com


I TRADE TALK I

Doing business - at ITB Berlin

ITB Buyers Circle: The exclusive

meeting place for leading buyers

Access to a premium circle at the World’s Leading Travel Trade Show

for the best buyers in the tourism industry – numerous advantages for

members

National and international decisionmakers

from the leisure, business

travel and MICE sectors, as well as

start-ups, are able, each year, to take

advantage of free services offered by

the ITB Buyers Circle. The senior buyers

of the ITB Buyers Circle benefit from

numerous services which save time

and significantly improve efficiency as

well as ensuring a pleasant stay at the

show. The ITB Buyers Circle Lounge

at the Marshall Haus offers a tranquil

atmosphere where Wi-Fi, refreshments

and a quiet area are available to the

selected members. Buyers can make

use of the Open Networking Area in the

gallery and separate meeting rooms,

which can be booked in advance, for

in-depth meetings with exhibitors away

from the bustle of the fair.

Other advantages of the ITB Buyers

Circle include free admission, including

to the ITB Berlin Convention, early

access via a fast lane to the exhibition

grounds from 8.30 a.m., and shuttle

services.

At the last ITB Berlin in March 2019

50% of the members had at least five

million euros at their disposal, 50% were

from companies with more than 100

employees, 60% had previously visited

ITB Berlin at least four times, and 70%

operated in Europe. 80% were involved

in the final decision-making process,

70% were interested in European

destinations, 30% in Africa, 40% in

Asian destinations, 20% in the USA, 10%

in Australia and Oceania, and a further

10% in Central and South America.

HOME OF LUXURY

ITB’s partnership with Loop and Luxury Hotel & Spa

Management Ltd. has resulted in the new HOME OF

LUXURY by ITB – the exclusive meeting place for

luxury buyers at ITB Berlin at the Marshall Haus of

Messe Berlin. Participation in the HOME OF LUXURY

also includes membership of the current ITB Buyers

Circle at ITB Berlin.

As the name suggests, the "New Home of Luxury

Tourism" is more than simply an exhibition area for the

luxury market at each year's ITB show. Individual topics

will be assigned to different living areas, as in a private

house, where "New Luxury" can be experienced under

the heading "Back to Nature", The Garden, The Terrace,

The Library and The Lounge are where providers and

buyers of luxury products can congregate in a special,

almost private atmosphere, hold meetings, meet for

pre-arranged individual talks, lunch together, take part

in networking sessions, and round off the first day with

drinks after work.

ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020 17


I EXCLUSIVE INTERVIEW I

Maria Elena

Rossi

Director, Marketing

and Promotion, ENIT

Giorgio Palmucci

President, ENIT

Sustainable Italy: culture, g

nature & sports... off peak

Exclusive Interview: Giorgio Palmucci, President, and Maria Elena Rossi

and Promotion, ENIT - Italian National Tourist Board

Italian National Tourist Board, ENIT, this year continues

a strong push to put the nation even more firmly onto

the global tourism stage. With a renewed momentum

coming from the organisation’s dynamic new President,

Giorgio Palmucci, ENIT is very active, supported by Maria

Elena Rossi, ENIT’s director of Marketing and Promotion.

Firstly, we asked them about the key elements of their

strategy.

Giorgio Palmucci: The first main

element is that of sustainability.

Italy’s promotional strategy is

centred around this when it comes

to promoting our destinations

and tourism products. We are also

aiming to convince people to visit

Italy during the low season or follow

circuits that are off the beaten track.

Maria Elena Rossi: Our marketing

strategy is based on value growth,

enhancing the value of our

country through the promotion

of authenticity and experiences

to conscious travellers who wish

to deepen their knowledge of “off

the beaten track” destinations, but

also who want to look with different

eyes the most popular ones. Recent

surveys show that 58% of travellers

would choose not to visit a place

if doing so has a negative impact

on its inhabitants. Moreover, 86%

of global travellers are willing to

engage with actives that counteract

the environmental impact of their

trip.

What are the biggest challenges

to increasing visitor numbers, and

how are you addressing these?

GP: We do not aim expressly to

increase visitors, but to do that

out of the high season from June

to August and to move tourism

where there is slightly lesser-known

cultural heritage, by suggesting

for them to visit not only the big,

86% OF GLOBAL

TRAVELLERS

ARE WILLING TO

ENGAGE WITH

ACTIVES THAT

COUNTERACT THE

ENVIRONMENTAL

IMPACT OF THEIR

TRIP

MARIA ELENA ROSSI

18 ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020

www.itb-berlin-news.com


but also small cultural destinations,

coastal and inner rural areas,

enjoying them in winter and spring

time.

MER: Indeed, our value growth

tourism strategy implies specific

objectives, in terms of increase of

income for our tourism businesses,

increase of average overnights,

less seasonality and increase

of overnights in less known

destinations, where 64% of our 55

UNESCO sites are located.

Please tell us more about your

added efforts for promotion in

China, the USA and the Middle East.

GP: These three markets are targeted

in our promotional plan thanks to

different actions that we have been

planning. China is essentially a

market where the tourism demand

is changing in depth, moving from

groups of “golden age” tourists

visiting our major art cities to future

couple of affluent baby-boomers,

Gen X and millennials, interested

in new small cultural destinations

our competitors. In the markets you

mentioned, we are, as Giorgio stated,

concentrating our efforts on the

luxury segment and on Millennials

and Gen Z. The current situation

is not changing our strategy but

our investments, especially on

the Chinese market, are now

concentrated in digital marketing.

Also, Expo Dubai 2020 will be a

great opportunity for the promotion

of Italian lifestyle and tourism

experiences in Asia and The Middle

East.

Your job entails harmonising the

promotion of different regions, and

creating a “Brand Italy”. Why is this

important?

GP: It is really necessary to combine

the tourism promotion of specific

regions and areas and the brand

concept standing in the name

“Italia”. Italia is not only a brand

because it is a whole country, but

it is much more than that, because

of the Italian style and way of life,

which, all born in a single place,

become common heritage. These

What is your message to the world’s

travel professionals?

MER: Our message is that Italy offers,

to the different market segments,

new ways to be visited, new paths

to be explored thanks to the beauty

all around and the all year around

experiences. The very important

aspect of the Italian way of life is to

catch and enjoy the authenticity,

characterised by a profound material

and immaterial cultural heritage,

the joy of life and the attitude in

enjoying tastes and fragrances of

nature. Preserving authenticity

and nature is the concrete path to

sustainable development. Innovation

connects the past with the future

and implies both for destinations and

professionals a new positioning on

the market. Italy is ready to accept

the challenge

IT IS REALLY

NECESSARY

TO COMBINE

THE TOURISM

PROMOTION

OF SPECIFIC

REGIONS AND

AREAS AND THE

BRAND CONCEPT

STANDING IN THE

NAME “ITALIA” -

GIORGIO PALMUCCI

astronomy,

, director of Marketing

to be visited during the whole year.

Therefore, in China, we are opening

two new ENIT offices to be able

to promote Italy correctly to each

specific target. In the USA, the main

target is those of affluent and HNWI

(high net worth individuals) and we

are organising specific workshops

to connect Italian and American

tourism systems. In the Middle

East, we are orienting the promotion

to health and wellness tourism

because of the huge prospective of

these tourism products both in the

multigenerational groups than in the

emerging market of millennials.

MER: Italy is the first tourist

destination in Europe for visitors

from other continents, and we are

growing at a higher rate compared to

sentiments are collective, not only

territorial. Therefore, it is vital that

will be the “continuity” between

local and national themes of tourism

promotion.

MER: “Italia” is globally a very

strong tourist brand, thanks to

the reputation of “made in Italy”

products and brands in the fields

of fashion, design, food and wine.

The diversity which every region,

city and village carries acquires

more value under the brand Italia.

At the same time, diversity and

authenticity bring value to the

brand, as they enrich the marketing

opportunities in a context were

travellers are looking more and more

for distinction, personalisation and

unique experiences.

GERMANY

#1 TOURISM

MARKET FOR ITALY

Germany is Italy's #1 source market, with a value

of more than €7bn. Italy's promotional strategy

towards Germany has evolved over recent years,

beginning with the target of lovers of seaside

holidays, continuing on to the natural offering

and eco-tourism for couples and families. Further

to this, ENIT is proposing combinations, such

as cultural and sporting destinations for active

families, with the added touch of local gastronomy.

The next step is that of millennials who are looking

for new ways to visit Italy, combining sustainability

with authenticity of experiences.

© Jordiferrer

German tourists at Pantheon

ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020 19



I SPECIAL FEATURE I ADVENTURE TOURISM I

Durban Tourism opens

the gates to the “wild”

South Africa

YOU

ONLY HAVE

ONE LIFE…

One Life Adventures was spawned

in Australia with one idea; to create

ethical, transformational travel

experiences for adventurous

individuals. These are no ordinary

group tours. One Life won’t herd

the visitor from one crowded

photo opportunity to another.

They give something different to

the norm while making a positive

impact on the communities they

visit, and on the environment.

Durban Tourism is offering, as a “key selling

point” the fact of being the gateway to an

extraordinary array of adventures along the

east coast of South Africa. Imagine coming

face to face with a bull elephant in musth in the

wilds of the African savannah. From Durban,

travellers are able to reach Africa’s oldest

established game reserve – Hluluwe-Imfolozi

– within just a few hours, enabling them to

gain an exceptional view of Africa’s “big five”

– elephants, lions, leopards, rhino and buffalo.

The park is the birthplace of rhino preservation.

Near Tende, not far from Italy, and just a

couple of hours’ drive from Nice, La Vallée des

Merveilles (the valley of wonders) is known not

only for its majestic mountains and lakes, but

in particular for its extraordinary prehistoric

engravings.

Tourists enjoying one of the Big Five in the Thanda Safari Park

As the home of Operation Rhino in the 1950s

and 60s, driven largely by the park's warden, Ian

Player, the park became world-renowned for its

white rhino conservation. The Rhino Capture

Unit of the park helped save the endangered

White Rhino from the brink of extinction, and

constant efforts are being made to protect

these, and other endangered animals. Another

unforgettable adventure in the region is that

of shark diving, where even inexperienced

divers have the chance to observe these great

predators from the safety of a shark cage

France’s Valley of Wonders –

the hikers’ dream

At over 2200 meters, at the foot of Mount Bego

is a narrow valley dotted with boulders. The

valley is home to mysterious prehistoric rock

carvings, including the great anthropomorphic

like "the sorcerer", the "Christ", the "tribal

chief"... etched around 5,000 years ago. Hikers

will encounter ground hogs and

chamois, and above all will be

astounded by the views.

According to a company statement, “Anyone

that enjoys hiking, snorkelling and any other

form of travel has a responsibility to care

for our planet. As travellers, we have the

best opportunity to make a change – not

only can we limit our negative impact as we

move around, but we can push ourselves and

influence the rest of the travel community to

leave positive impacts. We are environmentally

and socially conscious in everything that we

do, from the suppliers that we use, to the

ways we fight against plastic usage. From

the community projects we support, to the

guides that lead our tours – tourism is an

incredible opportunity for local communities

and choosing to be socially responsible in the

way that you travel can change lives.”

One Life is for adventure-seekers,

backpackers, or anyone looking to experience

some of the most beautiful and culturally rich

travel destinations in the world. As they say,

“We all have one life and one planet, it’s time

to embrace both”

It’s just one of the countless

magical destinations within easy

reach of Nice Côte d’Azur

Frog Lake

ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020 21


I SPECIAL FEATURE I ADVENTURE TOURISM I

Italy's regions offer outdo

of all kinds

From mountain biking to rock climbing, from whitewater raft

for those of all fitness and energy levels.

EMILIA

ROMAGNA

Emilia Romagna in northern Italy is excellent

cycling territory, so its hills have long been

favourite training grounds for professional

cyclists. It is no wonder, then, that the

celebrated Giro d'Italia or Tour of Italy is

passing through from May 20 to 22 this year

and taking in three cities (Cervia, Cesenatico,

Rimini).

Hiring a bike is one of the best ways to enjoy

this region, especially as many of its roads

are known for having little traffic.

For outdoor enthusiasts, Emilia Romagna

has dozens of hiking trails, as there are the

Apennines. Among them are the 18 ancient

pilgrimage routes that pass through the

region. These offer opportunities for cycling

as well as walking.

© Alvaro German Vilela - Dreamstime.com

REPUBLIC

OF SAN MARINO

San Marino is a cultural destination on a par with

any other, with its historic centre, along with the

municipality of Borgo Maggiore and the highest

peak, Mount Titan, having been added to the list

of UNESCO World Heritage sites in 2008.

But for those who enjoy a holiday that is as

energetic as it is cultural, San Marino is also

ideal, with many areas to explore on foot, bike or

horseback.

There are appealing mountain bike routes suitable

for riders at all levels, plus bike hotels that can

take care of their guests' two-wheelers.

Meanwhile, Mount Titan, which reaches 739

metres above sea level, is an ideal place for those

who would like an energetic walk. The views from

the top are well worth the effort.

© Antanovich 1985 - Dreamstime.com

LAZIO

The multiple protected areas in this region of

central Italy are drawing increasing numbers of

visitors looking for outdoor activities.

Lazio has no fewer than four state nature

reserves, three national parks and two marine

protected areas, making the region a hub for

sustainable tourism.

People seeking high-adrenaline action need

look no further. Paragliding and kite surfing

are popular, while Lazio has what is described

as the longest and fastest zipline in the world.

Further high-octane pursuits including free

climbing on cliffs overlooking the sea.

Rafting, canoeing, kayaking, mountain biking

and canyoning - jumping into a river - are also

possible.

But Lazio is not all about thrill-seeking. Those

looking for the quiet contemplation of the

outdoors will also find much to enjoy, with the

region having an extensive network of hiking

trails.

© Antonio Nardelli - Dreamstime.com

Cyclists crossing Via Giuseppe Mazzini

of Ferrara, Emilia-Romagna

Republic of San-Marino

Abruzzo - Lazio National Park

22 ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020

www.itb-berlin-news.com


ADVERTORIAL

or opportunities

ing to hiking, there are activities

BASILICATA

This beautiful region of southern Italy remains

undiscovered by many tourists, yet its outdoor

attractions are a match for anything on offer

elsewhere in the country.

In Basilicata it is easy to combine cultural

delights with open-air action. For example, the

area around the extraordinary rock-hewn city

of Matera is a popular place for quad biking,

so tourists can enjoy both a relaxed walk

through the city and a session of petrol-headed

adventure.

The beautiful blue waters off the coast are ideal

for organised boat excursions, with caves, small

islands and beaches to be enjoyed.

Other open-air activities for which Basilicata is

renowned include hiking in the natural parks.

Italy's largest national park, the Pollino, is

especially known for its unspoilt upland areas.

The park is also great for mountain biking,

whitewater rafting, canoeing and, in winter,

cross-country skiing.

PUGLIA

A southern Italian region full of undiscovered

gems for the cultural tourist, Puglia is also

excellent for those who enjoy outdoor activities.

Visitors can explore a nature reserve by trekking

a path of red soil through Mediterranean

scrubland down to the blue sea.

There are the delights of the Ionian and Adriatic

seas to explore, and there is never a shortage of

sun and wind, with spectacular bays where surf

lovers can tame the waves.

Holidaymakers can also go horse riding

through the gentle hills of the Murge plateau or

take a bike ride through Puglia's country roads.

Cycling can be combined with the joys of Italian

food, with cities such as Bari offering bike tours

combined with pasta making - a uniquely Italian

experience.

Golf enthusiasts can tee off on vast golf courses

next to the sea.

PIEDMONT

This region in northwest Italy is a magnet for

those who enjoy skiing - and much else. Set

against the Alps, top international destinations

have 1,350km of slopes suitable for everything

from steep downhill skiing to cross-country

skiing, ice-skating and snowboarding.

The rushing rivers draw in people who enjoy

the thrill of rafting, specially in Valsesia. In

summer, mountains and valleys offer a wide

network of trekking, walking and hiking

routes, while the whole region is ideal for

cycling tours. The shores of Lake Maggiore are

great for sailing, windsurfing and canoeing.

There are myriad large-scale outdoor cultural

attractions in the area, notably ancient caves

and talc mines in the valleys, or the magnificent

protected area of the 7 Sacred Mountains,

popular for spiritual treks. Wine trails are an

excellent way to enjoy the region, as in the

Langhe, Roero and Monferrato UNESCO area.

© Ffolle90 - Dreamstime.com

© Cezary Wojtkowski - Dreamstime.com

© Roberto Caucino - Dreamstime.com

Sunset Pollino national park mountains Row of Trulli houses - historical quarter - Alberobello Skiing in Biella, Italy

ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020 23


I SPECIAL FEATURE I YOUTH TRAVEL I

TALEB RIFAI - FORMER

SECRETARY GENERAL,

UNWTO - ON YOUTH

TRAVEL

Roughly 50% of millennial and gen Z travellers are travelling for the purpose of holidays

ITB Berlin places the Youth

Travel sector firmly under

the spotlight

“Youth travel has become one of

the fastest growing segments of

international tourism, representing

more than 23% of the over one billion

tourists travelling internationally each

year. This growth represents tremendous

socioeconomic opportunities for

local communities as youth travellers

stimulate local tourism businesses,

foster closer social interaction with

host populations and champion

environmental protection. Young

people (…) have the potential to drive

sustainable development in the tourism

sector”

Youth Travel is a popular segment at

ITB Berlin each year, with experts and

newcomers alike.

Most of the young travellers (aged 15 to 29) of today

come from two generational cohorts: generation Y,

born between the early 1980s and 2000 and better

known as “millennials,” and generation Z, born

after 2000. Roughly 50% of millennial and gen Z

travellers are travelling for the purpose of holidays,

but the other 50% are undertaking experiential

travel such as work abroad, language study, higher

education, au-pairing, and volunteering. These

experiential youth travellers generally stay longer

and spend more.

Research by WYSE Travel Confederation and

UNWTO indicated that while the total value of

the international youth travel market was almost

US$190 bn in 2009, by 2018 that figure had risen to

more than US$308 bn. Based on UNWTO forecasts

for global tourism growth, it was estimated that by

this year, almost 370 million youth travellers would

account for a total spend of over US$400 billion.

WYSE Travel Confederation’s “New Horizons”

research in 2017 indicated that young travellers

spent on average a total of €2,867 on their main

trip. Young people often take much longer trips

than most other tourists – 52 days was the global

average in 2017.

One secret to leveraging the greater spending

power of young travellers is tapping into the

resources of their parents (often struggling with the

opposite time-money dynamic). The WYSE Travel

Confederation New Horizons Survey has shown that

just under a quarter of young travellers’ expenditure

tends to be financed by family and friends. Another

secret is for destinations to enable young travellers

to work in order to earn additional money during

their travels.

The New Horizons IV survey by WYSE Travel

Confederation uncovered a number of new

developments; notably:

• Growing information intensity, with a wider range

of sources and booking channels

• Accelerated growth within the sharing economy

• Increased travel spending and the top ‘splurges’

for young travellers

• A major jump in desire to live like a local, the

motivations and influences fuelling this desire

• The rise of digital nomadism

• Continued success of festivals and events in

attracting youth travellers and promoting local

development

• A shift towards low-cost airlines and a surge in OTA

bookings

The high value of youth travel also lies in the “lifetime

value” that young people deliver to destinations

over the course of their travel career, as travellers

often return to the places they visited earlier in life

WYSE TRAVEL

CONFEDERATION

– AN ONGOING

PARTNER OF ITB

BERLIN

WYSE Travel Confederation was founded

through the merger of the Federation of

International Youth Travel Organisations

(FIYTO) and the International Student

Travel Confederation (ISTC) in order to

create a stronger united body to represent

the global youth travel industry. The

philosophy was that student travel, and

the exchange of ideas it encourages,

contributes positively to education and

plays an important role in developing

greater international understanding

© Messe Berlin GmbH

Taleb Rifai at ITB Berlin 2016

WYSE Travel Confederation @ ITB Berlin 2019

24 ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020

www.itb-berlin-news.com


I SPECIAL FEATURE I EDUCATION I

The Hong Kong Polytechnic University (PolyU)

ITB BERLIN

CAREER CENTRE

- STUDIES,

JOBS &

PERSPECTIVES

Hotel & tourism schools

announce new partnerships

Top establishments from around the world innovate

in research and study programmes

This year sees a number of major announcements

from tops schools when it comes to education

programmes and new partnerships.

THE HONG KONG

POLYTECHNIC

UNIVERSITY (POLYU)

has announced a new partnership

with the University of Surrey,

offering PhD programmes that

will allow doctoral students from

various disciplines to attain a dual

PhD from both institutions.

The first programme will be

launched in the research fields

of hospitality and tourism, with

further programmes to follow

in other disciplines. Under

the cotutelle model, the PhD

students in both universities will

have the privilege of broadening

their international exposure and

network during their studies.

They will also be involved in

research projects that are

supervised by their home and

host universities. This is the first

joint PhD programme leading to

dual awards between PolyU and

a global leading institution in

Europe.

Citing the example of the first

programme in the agreement,

the School of Hotel and Tourism

Management (SHTM) at PolyU

and the School of Hospitality

and Tourism Management at

Surrey will provide joint thesis

supervision and award of a dual

degree to doctoral candidates.

The students will spend no less

than 18 months at each institution

and must fulfil all requirements

set by each. However, they only

need to complete one doctoral

thesis.

Upon completion of the

programme, they will receive a

dual PhD degree with separate

award parchments.

Professor Jin-Guang Teng,

President of PolyU, stated,

“Collaboration between academic

institutions is a prevailing global

trend in higher education. The

sharing of resources and expertise

between universities can greatly

benefit their educational and

research programmes. This

agreement provides an excellent

opportunity for our PhD students

to participate in world class

research led by internationally

leading experts in their fields at

both universities”

EHL AND KEDGE

BUSINESS SCHOOL

make partnership official –

launching “Master of Science

Wine & Hospitality Management”.

Inès Blal, Managing Director and

Executive Dean of Ecole hôtelière

de Lausanne, and José Milano,

Director General of KEDGE

Business School, have announced

the launch of a joint “Master

of Science Wine & Hospitality

Management” programme for the

2020-2021 academic year.

The new course will, says Ms

Blal, offer an unprecedented

programme which responds to

the issues of the viti-vinicultural,

hotel and restaurant sectors and

to market demand.

The Master of Science Wine &

Hospitality Management will

welcome its first students in

October 2020. The programme will

run for three semesters, including

six months’ in-company work

experience. It will enable students

to acquire sound technical,

managerial, marketing and

economic skills, and understand

and analyse key trends in the

wine, hotel and restaurant

sectors, market opportunities

and potential synergies, in order

to develop an optimal strategic

vision

Inès Blal

Managing Director

and Executive

Dean of Ecole

hôtelière de

Lausanne

Each year, the ITB Career Centre

powered by German Federal

Employment Agency is all about

a career in the travel industry.

Companies show what future

employees can expect from them while

German and international universities,

colleges of applied science, vocational

academies, scientific institutes and

other service providers present their

educational offers in the Career

Centre.

STUDY & TRAINING

Everyone who’s interested can get

information about study and training

opportunities and start networking.

The advantages for exhibitors: You can

reach (potential) students, enhance

your reputation among tourism

companies and raise your profile in

the highly competitive international

training environment.

THE RECRUITING AREA

Central meeting point in the ITB Career

Centre is the Recruiting Area. Visitors

have the opportunity to get in direct

contact with personnel managers

from well-known tourism companies

and find out about the latest job offers

and career opportunities

© Messe Berlin GmbH

ITB Berlin 2019 Career Center

ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020 25


I SPECIAL FEATURE I HONEYMOONS I

26 ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020

www.itb-berlin-news.com


I REGION I EUROPE I

Lake Bled in Slovenia

EUROPE

Europe still dominates world

tourism in 2019 despite softer

growth

In 2019, Europe's growth rate was below the world

average for the first time in three years. According to

preliminary statistics released by the UNWTO, Europe

recorded last year 742.3 m international arrivals, a

growth of 3.7%, while the world saw tourist arrivals

growing by 3.8%.

The difference is minimal but

this marks a return in fortune for

Europe. In 2017, international tourist

arrivals to Europe were up by 8.6%

compared to a world average of 7%

and in 2018, Europe growth was still

superior by 0.2 point to the world

with a growth of 5.8%.

According to UNWTO, 2019 was in

fact a very special year for Europe

as many events contributed to

derail tourism expansion. Negative

factors were the global trade war

and the Brexit issue. For UNWTO

intelligence chief, Sandra Carvao,

“Britain's looming departure from

the European Union had generated

strong uncertainty and has

impacted its economy, which has

impacted the value of its currency

leading to fewer British nationals

going abroad on holidays.”

European tourism woes came also

from the collapse of European tour

operator Thomas Cook as well

as the bankruptcy of a number

of European carriers such as

Adria Airways in Slovenia, FlyBMI,

Germania and Aigle Azur and XL

Airways.

Within the continent, Southern and

Mediterranean Europe continued to

record the strongest rate of growth.

This part of Europe was up last

year by 5.5% with a market share

reaching 41% of all international

tourist arrivals to Europe. Western

Europe remained the second largest

destination within the continent

with a market share of 27.5% of

all international tourist arrivals,

translating into 204-million visitors.

Europe destined to be #1 for online

distribution, says Phocuswright

According to Phocuswright, Europe

is set to have the highest online

penetration of any region from 2021,

while 2019 gave the European travel

industry plenty of opportunities to

demonstrate its resilience.

The recent travel research by

Phocuswright, entitled the “Europe

Online Travel Overview 2019”, the

sudden collapse of one of the region's

biggest travel brands, the looming

exit of the UK from the European

Union, and myriad challenges in the

airline segment each threatened to

derail growth. Despite these and

other formidable issues, Europe's

travel market grew roughly 2%

in 2019 to €296bn. Though the

fallout from these challenges will

no doubt extend through 2020 and

beyond, travel continues to be a key

element of the European lifestyle

and the continent remains an

attractive destination for travellers

everywhere. Hence, the overall

market is still projected to climb

over the next several years.

Led by Europe's two largest markets

— the UK and Germany — online

bookings are projected to continue

to climb. By 2021, Europe will, says

Phocuswright, surpass the US to

have the highest online penetration

of any region

77.8%

This is the market share of the

European Union with its – still

by then – 28 countries. This

is equivalent to 577.2 million

international tourist arrivals,

a growth of 2.6% over 2018.

Numbers for 2020 will be down,

due to the departure of the UK

from the EU...

SPAIN,

EUROPE'S

NUMBER 2

The number of international

visitors to Spain hit an all-time high

of 83.7 million in 2019 realising its

seventh straight year of records.

This represented a growth of 1% in

arrivals compared to 2018. France

remains number one with 89

million arrivals in 2018...

150 MILLION

TOURISTS TO

CENTRAL/

EASTERN

EUROPE

With over 150 million international

tourist arrivals, Central/Eastern

Europe continues to be popular,

reaching a growth of 3.9% and a

market share of 20.8% in 2019.

ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020 27


I REGION I EUROPE I

THE WHOLE

WORLD WITHIN

RUSSIA

In September 2019, tourism ministers,

public and private sector leaders and key

decision makers headed to St Petersburg

and Moscow to meet for the 23rd Session

of the World Tourism Organisation

(UNWTO).

This most important high-level event for

global tourism came at a crucial time for

the sector. According to the latest Tourism

Barometer from the United Nations

specialised agency for tourism – released

on the eve of its General Assembly –

international tourist arrivals for the first six

months of 2019 totalled 671 million, a 4%

increase on the same period of 2018. At the

same time, guided by UNWTO, tourism has

emerged as a key pillar of the Sustainable

Development Agenda, identified as a

powerful driver of economic growth,

job creation and the preservation and

promotion of cultural and natural heritage

© 2019 Козинцев

Three Volcanoes - Elizovsky District - Russia

ADVERTORIAL

Krugozor Expo Travel is promoting

new routes in a number of Russian

places. Among them, as popular

destinations, Moscow, St. Petersburg,

the Golden ring, but also new and now

popular, Altai, Baikal, Siberia, Sochi,

Murmansk.

Krugozor is a destination management company

(DMC) and professional conference organiser

(PCO). Building on years of experience and

extended knowledge of Russia, their strong team

prides itself in providing highly competitive service

Russian DMC Krugozor

Expo Travel promotes

new routes… and ideas

that focuses on people and their needs.

Their team speaks English, German and

French, and they serve markets such as

the USA, Canada, Australia, Germany,

Austria, Portugal, Latin American

countries and France.

“Our main goal is for our guests to have

the best impressions from their trip to

Russia. We stand behind the quality of

our services. Our clients' peace of mind,

satisfaction with our services and joy of

travel always remain as our top priority”,

explains Managing Director Luba

Kravchenko. “Our business is not what we

do, it is who we are. We believe that the

world is for sharing, and we look forward

to sharing with you the Russia we know

and love so much.”

Russia is changing rapidly, yet remains faithful to

its rich heritage. The splendour of the royal palaces

and residences will help the visitor immerse him

or herself in its past, while the modern vibe and

tourism opportunities that have been developing

there – at the speed that Gagarin shot through the

stratosphere – will surprise even the harshest of

critics.

“Krugozor” means “worldview”, or “range on

interests”. The company are passionate about

helping its clients discover the world from different

perspectives and enhance the scope of their

interests

28 ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020

www.itb-berlin-news.com


I REGION I EUROPE I

I REGION I EUROPE I

Giving a new perspective

on travel in Russia

© 2019 Volga Balt Tours

Winter tour in Karelia and Murmansk

Russian DMC Volga-Balt Tour is presenting an extraordinary range of

tour ideas, including several – highly popular – Northern Lights tours

planned for winter 20/21.

Volga-Balt Tour is a Moscow-based travel

company, created by the people passionate

about travel and eager to connect people

with the grandeur of Russian culture and

nature.

They offer river cruises along unique

itineraries aboard carefully selected

ships, classical group tours to must-see

destinations, expedition trips on lesstravelled

paths as well as travel programmes

in former USSR countries such as Belorus,

Georgia and Uzbekistan.

Volga-Balt Tour selects local partners

with great responsibility to ensure that

all ingredients of one’s tour are “perfect”.

Their vision: “to give our clients a whole

new perspective on travel in Russia and

maximise their chance to deeply connect

with the country of their destination”.

Tours include: Silk Road, gastronomic tours,

religious tours, historic tours, weekends

in St Petersburg, cruising on Baikal lake,

and “active winter” breaks in Karelia, just

to mention a few. Winter (January 2021)

highlights include spectacular Northern

Lights tours to Kizhi Island, Petrozavodsk

and Murmansk

2020: the year of business

tourism for St Petersburg

With even more major international events and more than a million

business tourists, Saint Petersburg is preparing to spend 2020 under

the banner of business tourism.

“Currently, business tourism is among the

priority areas for the development of the

tourism sector of St. Petersburg. At the

end of 2019, there was a 26% increase in

the number of congress and exhibition

events, compared to last year”, said

Yevgeny Pankevich, the Chairman of the

Saint Petersburg Committee for Tourism

Development. “This year, we expect the

number of business tourists and travellers

who come to St. Petersburg for various

congresses and business events to grow by

20%.”

The activation of business tourism is the

result of an increase in the number of events,

as well as a variety of Congress and exhibition

venues. Today, there are 199 venues in St.

Petersburg, including 110 congress hotels and

10 convention and exhibition complexes

© 2019 - Ninara

Alexandrinsky theatre, St Petersburg

ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020 29


I REGION I EUROPE I

ADVERTORIAL

THE TOP

TOURISM

TRENDS IN

MOSCOW

FOODIE

DESTINATION

Moscow has become a gastronomy capital,

a title that is backed up by its 13,000 cafes and

restaurants – twice more than it had 10 years ago

– which offer a wide range of choices, with the new

Russian cuisine the "stand-out option". Thousands

of tourists are attracted by the opening of new

markets, such as Danilovski, Usachevsky and the

Central or DEPO, which is the biggest food mall in

Europe. Located in the old tram station, it extends

over 11,000 square meters and has 75 restaurants

and 140 market stalls, with over 8 million visitors

since its grand opening in 2019.

The floating bridge in Zaryadye Park, Moscow

Millennials are

choosing Moscow

Around 70% inbound tourists travelling to

Moscow are under 34 years old

– according to latest official surveys

DIGITALISATION

One of the key strategic directions of tourism

development, digitalisation has prompted the

Moscow City Tourism Committee to hold events

such as Moscow Travel Hack – the first large-scale

hackathon in the travel industry in Russia aimed

at boosting the number of tourists. In the first

edition, 50 teams worked for 30 hours to create

10 solutions for Facebook, telecom companies, city

museums, etc

Moscow at night

Moscow satisfies all demands of the new

generation. Numerous fests, cultural,

entertainment, and sporting events

alongside with the development of transport

infrastructure and new services make the

capital even more attractive for tourists – and

especially for millennials.

As millennials increasingly

seek individualised tourism,

they want up to the minute

information about unique

aspects of a city, its history

and places of interest, and

special itineraries with out of

the ordinary things to see.

CONVENIENCE

A new digital platform,

Russpass, are being

developed for tourists visiting

Moscow providing help with

booking everything from

flights to theatre tickets is due

to be launched this spring.

Russpass will also provide

tourists with convenient

travel routes around the city,

an extensive listing of the

city's attractions and advice

about what's on.

SUSTAINABILITY

Moscow follows the global

trend of sustainable tourism,

in which the comfort of

residents is given priority in

the development of the city.

The approach is based on

the logic that residents and

tourists use the same services

each day and therefore the

more convenient the city is

for Muscovites, the more

tourists it will attract.

Under this model, tourism

in the capital is developed

to improve the quality of life

of the residents themselves,

making effective use of

the existing infrastructure,

services and human capital.

The various projects that

are being implemented are

aimed at decentralising

tourist flows, involving and

supporting local initiatives,

and individualising tourism.

Decentralization is regarded

as useful for the city and its

residents, because it reduces

and redistributes the load

on the transport system and

infrastructure in a healthy

way.

Another example of

sustainability is that of S7

Airlines, which, together

with Moscow Domodedovo

airport, has begun sorting

non-food waste that

accumulates from on-board

food packages during flights.

About 20,000 snack boxes

are now collected per day

from S7 Airlines flights,

corresponding to about

1.5 tonnes of waste. Thus,

every month S7 Airlines and

Domodedovo airport send

about 45 tonnes of waste for

processing

30 ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020

www.itb-berlin-news.com


I REGION I EUROPE I

7.3% rise in

international

visitors for

Georgia

The small country with a big

heart offers an extraordinary

range of tourism products

© 2017 Mostafameraji

In 2019, the number of arrivals of international travellers in the territory

of Georgia was 7.7 million, 7.3% higher compared to the previous year,

according to the country’s National Statistics Office. 66% of the visitors

were tourists.

Most visitors were from the Russian

Federation and Azerbaijan, with Armenia

and Turkey taking third and fourth places as

source markets. A survey of visitors found that

over 90% of all inbound travellers were either

satisfied or very satisfied with their visits.

Georgia is a small country situated on the

crossroads of Europe and Asia. Tbilisi, the

capital of Georgia was founded in the fifth

century, and amazing nature and the diversity

The Kura river, Georgia

of this country have been the sources of

inspiration for a large number of writers and

poets. The nation offers “everything that the

traveller can only dream about”: mountains

of eternal snow, mountain lakes, alpine

meadows, canyon rivers full of flowers and

fruit, palm coasts, natural canyons, ancient

caves, mineral waters and sulphur water

pools.

The history of Georgia is the history of

struggling for freedom. Nearly all the largest

empires in the world attempted to possess

this land. But after all, the Georgians

amazingly managed to survive and preserve

their independence. The nation boasts a

number of unique attractions, including its

distinctive winemaking technology, called

Qvevri, in which grape juice together with the

seeds and skin are buried under the ground in

clay vessels. Winemaking has been practiced

in Georgia for over 8,000 years.

The first human civilisation outside of Africa

has been discovered in Georgia (the remains

of that settlement are 1.75 million years old),

and the highest permanent settlements

In Europe can also be found in Georgia’s

mountain regions

Making a visit to Dubrovnik

a little easier…

The Dubrovnik Tourist Board is promoting, among other things, the

“Dubrovnik card”, as the “key that opens the doors to all of the top

attractions of the cities of Dubrovnik and Cavtat and provides the card

holder with a number of discounts and significant savings in money”.

The cards will come very much in handy to

facilitate touring the city, as news comes of

the fact that total visits to Croatia's favourite

coastal town rose by 13% to 1.44 million in 2019,

while total tourist overnights rose by 6% to

4.4 million, according to the country's tourism

ministry. UK visitors topped the list, followed

by those from the US, Germany, France, and

Spain. The number of people who stayed

in Dubrovnik hotels rose 18% year on year

to 815,000, while tourists who stayed in private

accommodation numbered 480,000, up 10%.

Depending on the length of stay in Dubrovnik,

visitors can buy 3 types of Dubrovnik

cards: 1-Day, 3-Day or 7-Day. The 1-Day

Dubrovnik Card is allows entry into 9 culturalhistorical

monuments, the top attractions of

Dubrovnik. The 3-Day and 7-Day Dubrovnik

Cards allow entry into 10 culturalhistorical

monuments, 9 top attractions

of Dubrovnik, and 1 museum in Cavtat. By

purchasing a Dubrovnik Card, the holder also

gets a bus card valid throughout the city of

Dubrovnik

The new Dubrovnik Card

ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020 31


I REGION I EUROPE I

ADVERTORIAL

Aerial of Yacht in Blue Lagoon, off Comino

Stockholm targets

environment-conscious

fashionista travellers

Being already well known as a destination for design

lovers, Stockholm is now targeting fashion-conscious

travellers however with a strong environmental ethic.

Malta,

Gozo and Comino

- a sunny island

trio in the

Mediterranean Sea

Located in the middle of the Mediterranean Sea,

the Maltese Islands comprising of Malta, Gozo and

Comino have so much to offer which is authentically

Mediterranean and oftentimes unique to the islands.

The motivations to visit Malta and Gozo are probably

as plentiful as the things to see, do and experience

there.

Stockholm is already

acknowledged as one of the most

environmentally-friendly city. The

city plans to be completely free

of fossil fuels by 2040. Today, its

entire electricity requirements are

covered by renewable sources,

and many buses and taxis run on

biofuel. Back to 2010, Stockholm

was the first to be named European

green capital. And it has also been

named by a famed travel magazine

one of the most underrated cities

in the world for shopping.

While shopping is increasingly

turning into a main motivation for

travel, the shopping experience in

Stockholm is very special. It blends

together trends with a sense for

sustainability.

Next to Swedish classic fashion

brands such as Fjällräven, House

of Dagmar or Filippa K, the city

offers a range of exciting upcycling

brands, ethical and vintage shops.

This is a trend which particularly

attracts younger travellers. A

survey conducted in the United

States looking at modern buyers

found that 87% of millennials

would be willing to pay more for

sustainable products and 62%

for a product supporting a social

cause.

Visit Stockholm, the tourism

marketing agency, is targeting

shopping travellers by creating

online guides while raising

awareness among social media

to promote Sweden capital as a

heaven for sustainable shopping.

Visit Stockholm website created

special theme guides such as

"Sustainable Fashion", "Gender

fluid shopping", "Lovely vintage"

and "Fashion innovators".260

The Stockholm archipelago with the old town

The smallest country in the

European Union blends a

perfect mixture of British and

Mediterranean influences, a

relaxed lifestyle and an opportunity

to indulge in various activities

while enjoying a temperate climate

all year round, with over 300 days

of sunshine and glorious weather.

The islands are steeped in history,

reaching back over 7,000 years -

from the mysterious megalithic

temples to the underground

Hypogeum Temple and a romantic

stroll through the magnificent

Baroque City of Valletta, the

European Capital of Culture for

2018.

Visitors are able to experience

countless music and cultural

festivals and celebrate along with

the colourful village feasts, known

locally as “festa”. Meanwhile, the

Malta International Fireworks

Festival is one of the most

spectacular annual events. It

takes place at the end of April to

commemorate Malta’s accession

into the European Union on 1st

May 2004. The festival is held in

Valetta’s Grand Harbour and other

locations. It includes fireworks

displays designed by foreign

pyrotechnic companies as well as

some of the best local fireworks

factories. Maltafireworksfestival.

com

As a diving, snorkelling and

water-sports paradise, the

archipelago surrounded by the

azure Mediterranean has long

established a name on its own.

While main coastal resorts and

larger sandy beaches are in the

northern part of Malta, smaller,

quieter beaches can be found at

the tip of Malta, overlooking Gozo

32 ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020

www.itb-berlin-news.com


I REGION I EUROPE I

© NH Hotels

NH Hotel Group's iconic brand nhow to open a new establishment on top of a bunker in the city of Hamburg in 2021

PREMIER INN

TARGETS 20

HOTELS FOR

GERMANY BY

THE END OF

2020

Premier Inn, the hotel brand already

well-known in England, is storming

ahead here in Germany and is this

year set to increase its hotels from the

current three to at least 20.

After a modest start, the first opening will be the

premises in Munich’s Sonnenstraße in March and

the successful year is due to conclude with the

opening of a Premier Inn in Essen in December.

Strength in unity

With Minor International Public Company Limited (MINT) securing a

94.1% shareholding in NH Hotel Group late last year, at a cost of around

€2.3bn, MINT now has a platform of 549 hotels across Asia, Australia,

the Middle East, Africa, Europe, Latin America and the US.

In Frankfurt am Main, Hamburg and Munich city

tourists, business travellers and families are already

enjoying the premium services of Premier Inn

Deutschland at economy prices. Over the course

of the year the hotel brand is set to increase its

German hotels by a factor of more than six. The

starting point for this ambitious wave of expansion

is the opening of the newly built Premier Inn Munich

City (Centre).

© HAMCIT

Lounge Lobby - Premier Inn Hamburg

MINT is a hotel owner, operator and investor

with a portfolio of properties under the

Anantara, AVANI, Oaks, Tivoli, NH Collection,

NH, nhow, Elewana, Marriott, Four Seasons, St.

Regis, Radisson Blu and Minor International

brands in 53 countries.

“We are extremely pleased with the outcome

of our tender offer,” commented William E.

Heinecke, Founder and Chairman of MINT.

“The acquisition of NH Hotel Group has

transformed MINT into a truly global hospitality

company, with a strong focus on exceeding

the expectations of today’s customers. The

combined MINT-NH Hotel Group platform

offers an extended product range across

our combined brand portfolio with global

geographical coverage. This, combined with

the opportunities to leverage the respective

strengths of MINT and NH Hotel Group to our

mutual benefit, make it an extremely exciting

time for our companies, our shareholders and

our valued guests.”

Dillip Rajakarier, CEO of Minor Hotels added,

“The acquisition of NH Hotel Group is a true

game-changer for both MINT and NH Hotel

Group. We have complete confidence in the

NH Hotel Group’s business fundamentals and

anticipate strong earnings results in 2018

and beyond, as management announced

earlier this year. NH Hotel Group has a clear,

proven track record of delivering strong and

consistent EBITDA growth, underpinned by a

strategic, high-value hotel real estate portfolio

and deep relationships with asset owners

and customers throughout Europe and Latin

America. I am personally very excited to

welcome the highly talented management

team of NH Hotel Group and to work closely

with them”

© Nickgray

William

E. Heinecke

Founder and Chairman

of MINT

Inge Van Ooteghem, COO of Premier Inn Deutschland,

is optimistic for the future: “Our affordable and highquality

product in top locations make us confident

that we can achieve good booking figures in all

locations.”

Further openings are to follow, among them in

Cologne and Essen, Dresden, Leipzig, Stuttgart

and Freiburg. Overall, Premier Inn Deutschland has

currently secured 48 locations all over the country

– but it’s not stopping there: land and properties in

top locations are still hotly pursued

ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020 33


I REGION I EUROPE I

The secret of

Serbia's tourism

success

Marija Labović, CEO, National Tourism

Organisation, Serbia, explains the

country's tourism success story

The landlocked crossroads between central and southeast

Europe has recently tapped into its appeal as an

international tourist destination. ITB Berlin News spoke

to Marija Labović, CEO, National Tourism Organisation,

Serbia, and asked her to expand on this impressive

growth.

Over the last few years Serbia

has become increasingly popular

among international tourists. In

the period 2013-2018 Serbia saw

year on year double-digit growth of

international visitor overnights, and

in 2019 we recorded a further 10%

increase in international tourists,

reaching a total of more than 4

million overnights.

For the first time, in 2019 the number

of international overnights exceeded

the number of domestic overnights.

The increasing popularity of Serbia

is the result of several important

factors: improved connectivity

and accessibility, diverse tourism

products comprised of city breaks,

active holidays, cultural tours,

festivals, gastronomy and wine,

good value for money and of

course increased promotional and

marketing efforts."

What are the trends in terms of

tourist arrivals to Serbia?

We are very excited to say that

Serbia recorded above average

growth of German tourists to Serbia,

with +19% compared to last year,

and over 200,000 overnights. Thus

Germany is now in sixth place of our

top ten international markets, after

Bosnia and Herzegovina, China,

Montenegro, Turkey and Russia. It

is also interesting to note that both

China and Russia markets increased

in 2019 by over 50%.

The most visited destinations

by foreign tourists in Serbia are

Belgrade, with more than a half of

all international overnights, followed

by our second city Novi Sad, then

it is the all year-round mountain

resorts of Zlatibor and Kopaonik,

Serbian spas Vrnjacka, Sokobanja,

Koviljaca and Palic and the cities of

Kragujevac and Subotica.

Which development plans do you

have for infrastructure?

The development of our

infrastructure is very positive.

Both the connection to Serbia

from outside, and individual

transportation within the country,

are improving continuously.

With the construction of the third

international airport Morava near

Kraljevo, now central Serbia is very

easily accessible for tourists in

addition to the established good

access to northern and southern

Serbia.

The expansion of highways

throughout the country ensures

that tourists can also travel quickly

and comfortably within the country.

In the future, we look forward to

the completion of the railway line

between Budapest and Belgrade.

IN 2019 WE

RECORDED A

10% INCREASE IN

INTERNATIONAL

TOURISTS,

REACHING A

TOTAL OF MORE

THAN 4 MILLION

OVERNIGHTS

We also see strong developments

in the hotel segment, with 21 newbuilt

hotels throughout Serbia in

2019. As the number of tourists

increases and travel connections

for visitors improve, we expect

to see more hotel openings in the

future, including new developments

increasingly in regions outside our

larger cities

CULTURE

Serbia has become a member of

two new European Cultural Routes

- Nikola Tesla Ways of the European

Route of Industrial Heritage and the

cultural cycling Iron Curtain Trail.

NATURE

In National Park Tara in Western

Serbia tourists can have an

exceptional nature experience

during a bear watching hike. A threeday

Danube cruise arrangement

leads tourists along beautiful nature

and cultural locations as the wellknown

Djerdap Gorge, historical

fortresses and prehistoric sites.

© Denis Barthel

NEWS

MOUNTAINS

Golubac Fortress, Serbia

The longest panoramic lift

worldwide, the 9km long Zlatibor

Gold Gondola Lift, connects Zlatibor

mountain with the ski centre

Tornik, via Lake Ribnicko. Visitors

can expect spectacular views and

numerous destinations for nature

excursions (opening May 2020).

34 ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020

www.itb-berlin-news.com


I REGION I EUROPE I

Strasbourg - La Petite France

European

Parliament

as a destination

When it comes to “experiencing” a

destination, what better way than to sit in

on a real session of parliament?

© Patrick Giraud

CORSICA TURNS

GREENER FOR ITS

PROMOTIONAL

CAMPAIGN IN

2020

Corsica plans to entice travellers

in the field of ecotourism activities,

promoting the island’s low season.

Germany, Switzerland, Belgium but also the UK

and Scandinavia: Corsica's Tourism Authority

continues its marketing and communication

initiatives towards these international markets

described as “core outbound markets”.

The tourism agency aims in 2020 for its

communication to evolve into a more

environmentally-related concept: "The green

island of the Mediterranean", linking together

sea and mountain offers, all-year round.

Ecotourism should help soften the high

seasonality of tourism on the island and also

give a different positioning compared to other

islands of the Mediterranean.

Corsica's Tourism Agency will particularly

target niche tourism segments as Corsica

recognises that it will face difficulties to sustain

competition if uniquely based on prices.

Professionals on the island are consequently

looking at strengthening business tourism,

outdoor activities, wellness and resourcing,

culture and heritage.

The European Parliament, the heart

of democracy in the European Union

– in Strasbourg, is a destination unto

itself. Seeing it with one’s own eyes

is a great way to find out about its

work as the voice of European Union

citizens.

Around 450 000 people from the EU and beyond

visit the hemicycle of the European Parliament

in Brussels and Strasbourg every year. Many of

these visitors come as part of one of more than

9,000 groups with individual visitors increasing

in past years.

Visitors coming to Brussels can also visit the

Parlamentarium and the House of European

History, which are outside the European

Parliament premises and open during the

weekend (around 470 000 visitors in 2018).

In Strasbourg, an exhibition space known

as Parlamentarium Simone Veil with a 360°

cinema and interactive tools are part of the visit.

The Strasbourg premises of Parliament also

host the Euroscola student programme, which

offers thousands of students between 16 to 18

years old the experience of being a member of

parliament for a day.

In Strasbourg, visitors can also see the hemicycle

with a speaker and, depending on the calendar,

even observe the plenary session taking place

once a month. All activities can be adapted

according to the age and interest of the visitors.

Moreover, specialised offers have been designed

for groups, families and school groups.

All activities are free of charge and most are

available in all official European Union languages.

You will find more information of the offer in the

section “products” and on the visiting website of

the European Parliament.

Parliament organises annual open days in early

May in Strasbourg and Brussels. In 2020, open

days will take place on 9 May in Brussels and 17

May in Strasbourg

The target is to continue to develop selective

tourism rather than mass tourism to foster

high quality, high spending outbound markets.

A particular campaign to be launched for

neighbouring markets will revolve around short

stays outside the high season. The campaign

will be focused on 10 reasons to come to

Corsica for short stays in spring and autumns

supported by promotional actions for last

minute or early booking during the low season.

© CorsApha

ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020 35


I REGION I EUROPE I

© Mooons

ARCOTEL HOTELS & RESORTS

TO LAUNCH MOOONS, A NEW

BOUTIQUE HOTEL CONCEPT

IN VIENNA

The Arcotel Hotels & Resorts Group is set to

manage a new hotel concept called MOOONS.

The first property is a contemporary style,

design-minded property offering 170 rooms

in the immediate vicinity of Vienna Central

Station (Wien Hauptbahnhof), a popular

upcoming area in the Austrian capital, ideal for

both leisure and business travellers.

Innsbruck offers free

public transport to any

guests staying at least two

nights from May

The concept is to offer a stylish boutique-hotel

offering an incredible design at affordable

prices. MOOONS is more than just a place to

spend the night. Inspiring international cuisine,

exclusive events and the central location aim

to turn the property into an urban hotspot for

guests and locals. A skybar is due to become a

popular venue with 360° breathtaking views all

over Vienna. A fitness club will also offer great

vistas all across town. The hotel is due to open

in spring of this year.

© Bwag/Wikimedia

Tyrol capital Innsbruck grabs the initiative to become even more

environment-friendly. Any guests staying in the greater Innsbruck region

for at least two nights will be able to benefit from this offer.

From 1 May 2020, visitors to Innsbruck will

feel even more motivated to get on the bus or

train to explore the Tyrol capital and its region.

The new Welcome Card will be automatically

attributed to any guest staying in Innsbruck for

at least two nights. And contrary to similar offers

in other cities across Europe, this includes any

guest recorded in town. This means people using

apartment sharing offers such as Airbnb will also

be able to enjoy the new offer.

The 2020 version of the Welcome Card will be

valid for buses and trains operating between

all villages and towns in the Innsbruck region

and, as of 1 st May 2020, for public transport in

Innsbruck city as well.

The Welcome Card also includes a long list of

benefits for visitors of Innsbruck. Card holders

enjoy discounts on entry fees to local swimming

pools and bathing ponds, as well as in guided

hiking programmes. Travel on VVT (Verkehrsbund

Tirol) buses connecting the surrounding villages

to Innsbruck are also included. Starting in May

2020, the coverage area of the Welcome Card

will expand to also include public transport in

the city centre, covering all routes operated

by the IVB (Innsbrucker Verkehrsbetriebe).

The Welcome Card can be obtained from all

participating partner accommodations. If

booking a stay of three or more nights, visitors

receive the Welcome Card Plus. This also

provides free access to select mountain lifts and

gondolas.

“Only by providing alternatives will we be able

to make using public transport more attractive

and efficient also for our visitors. The launch of

the new Welcome Card by Innsbruck Tourismus

represents a milestone in sustainable tourism

development”, said Tyrol Provincial Minister for

Transport, Ingrid Felipe

Hallstatt, Austria

ASIAN GUESTS REPRESENT

SIX OUT OF TEN TOP-

SPENDERS IN AUSTRIA

Guests from Asia, especially from China,

are more than ever top spenders in Austria.

Chinese tourists' spending increased by 7%

over the past year, according to an evaluation

by the VAT refund company Planet Payment.

Among the top ten highest spenders are

Taiwanese (3 rd place), South Koreans (5 th

place), Thai (6 th place), Hong Kong residents

(9 th place) and Indonesians (10 th place). While

tourist spending per capita reached on average

€525 per purchase in 2019, Chinese travellers

spent around €645 per purchase. They are

however beaten by tourists from Hong Kong,

who spent around 1,107 euros.

36 ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020

www.itb-berlin-news.com


I REGION I EUROPE I

TWO MORE

UNESCO WORLD

HERITAGE SITES

FOR PORTUGAL

The classification of the Royal Building of Mafra

and the Sanctuary of Bom Jesus in Braga brings

to 17 the total of UNESCO World Heritage sites

in Portugal.

Malaga

is European Capital

of Smart Tourism 2020

With Gothenburg, Malaga is European Capital of Smart Tourism 2020. While

the title might not be such a surprise for Gothenburg, a creative eco-friendly

city in Western Sweden, it sounds more unusual for Malaga, perceived as a

typical Spanish sun and beach destination.

The Royal Building of Mafra includes the Palace,

Basilica, Convent, Garden and Hunting Park

(Tapada). Built in the 18th century, it is one of

the rare examples of a perfect Italian Baroque

style outside Italy. Among its significant

features are the six organs of the Basilica and

the historic Library with its collection of 36,000

volumes.

The Sanctuary of Bom Jesus in Braga, is an

architectural and landscape complex that

blends Baroque, Rococo and Neoclassical

styles. The site evokes a Christian Jerusalem,

recreating the sacred mount crowned by the

Basilica, which is accessed through a long

Via Sacra surrounded by woods. The Basilica

of Bom Jesus is considered one of the most

emblematic important cultural and religious

heritage in the country

However, Malaga managed over the last decade

to reinvent itself. It has been incorporating the

concepts of sustainability, innovation and culture

into their strategic plans for many years. There is

a constant exchange between visitors and the

government’s tourism services, so that Málaga

can do more to meet the needs of visitors.

In terms of sustainability, Málaga works in all

spheres – it has installed public LED lighting,

offers over 20 bike hire stations and created

bike lanes that now add up to over 40km. The

city has installed smart watering systems for

parks and gardens in order to save water and has

introduced an Air Quality Sectoral Plan to reduce

air pollution, monitor pollen levels and improve

noise quality. Málaga has also upgraded street

cleaning equipment and has worked on better

waste separation in the city centre.

In terms of nature, Málaga has much to offer.

The city has almost 50 hectares of protected

natural areas, 60 hectares of botanical gardens,

more than 400 hectares of green space and 5

beaches. Málaga revitalised many of their natural

spaces, such as its wetlands, creating ideal spots

for bird watching and nature walks

The Braga Bom Jesus Sanctuary staircase

ADVERTORIAL

© Vladimir-Jovanovic

Niš, CHARMING CITY ALTERNATIVE

Bohemian quarter in the city of Niš, Serbia

Looking for an original city break in

Europe? Think of Niš, Serbia's third

largest city, located 250 km southeast

of Belgrade. The city is an architectural

kaleidoscope with its fortress dating back

from the Ottoman time to monuments

and skyscrapers reflecting Tito era in the

1970s, but also lively bohemian quarters

in the baroque old town. A special

experience is the popular Nisville Jazz

Festival with its joyful crowds.

Pristine landscapes such as Sicevo Gorge

and Suva mountain are just around the

corner.

Niš is easily accessible from Germany

with flights from Berlin, Dortmund,

Frankfurt, Friedrichshafen, Hanover,

Karlsruhe, Munich or Nuremberg

ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020 37


I GERMAN REGIONS I

© TMBW - Lengler

Hessigheimer rock gardens

LAKE

CONSTANCE

REGION

PROMOTES

OFF-PEAK

TOURISM

Spotlight on

German regions

Germany: stepping out with new ideas

and promotions

International guests travelling

to the Lake Constance region

in spring or late summer will

again be able to enjoy a special

combination offer, merging the

services of two inclusive cards,

the Bodensee Card PLUS and the

Bodensee Ticket.

Germany is always one of Europe’s most popular

destinations, thanks to its highly varied culture,

history, nature, and welcoming people.

“Nature” will in fact be the key theme this year for

the German region of Baden Württemberg, under

the theme “Wilder Süden”. Indeed, for taking in the

great outdoors, this region is quite exceptional.

Activities include hiking and walking, cycling

holidays and boating on Lake Constance.

PANORAMIC VIEWS IN

BADEN-WÜRTTEMBERG

In Baden-Württemberg, there are now some

fascinating places where visitors can admire

nature and wilderness up from the treetops.

Ranging from observation towers, suspension

bridges, treetop walkways and nature cinemas,

architects and designers have found new ways

of setting the scene for nature at its very best.

Here is an overview of some of the most successful

attractions.

NEW: SKYWALK TO WILDERNESS:

BLACK FOREST NATIONAL PARK

The new visitor centre in the Black Forest National

Park opening in late 2020 will offer remarkable

sights and distant views. The tree trunks that

appear to lie randomly interspersed in the

landscape make the wood-panelled buildings

beautifully blend in with the surroundings. Inside,

information about the National Park is given by a

dedicated exhibition.

TOUCH THE SUMMIT: BLACK FOREST

TREETOP WALKWAY

At eye level with the alpine mixed forest, the

1250-metre long treetop walk in Bad Wildbad

snakes its way through wild nature.

ONLY FOR THOSE WHO CAN BRAVE

GREAT HEIGHTS: BAD WILDBAD

SUSPENSION BRIDGE

It measures 380 metres long, 60 metres high and

just over a metre wide: The “Wildline” suspension

bridge in Bad Wildbad connects the Sommerberg

with the treetop walk and offers spectacular views

over the Black Forest.

FILIGREE VIEWS:

SCHÖNBUCH TOWER

The observation tower in the Schönbuch Nature

Park can be seen from far away. The 35-metrehigh

wood and steel construction on the Stellberg

looms high above the surrounding trees in Baden-

Württemberg’s oldest nature park

Bad Wildbad suspension bridge

The city of Konstanz on Lake Constance

Travellers using the combined ticket will

receive free admission to 160 excursion

destinations and can also use for free all local

public transport as well as public boats in the

international Lake Constance region and on

Lake Constance.

The new combined offer is valid on three

consecutive days in the campaign periods

lasting from 04 April to 17 May and from

28 August to 18 October 2020. It will cost

€98 for adults for three days while children

between 6 and 15 will only pay €55.

Holidaymakers can reach excursion

destinations around the lake comfortably by

train, bus and ferry, making it possible for

the first time to travel to the most beautiful

places in Germany, Austria and Switzerland

in a completely relaxed manner.

Visitors will be able, with the combined

ticket, to also visit the Regional Garden Show

(Landesgartenschau) in Überlingen, a garden

city located on the Lake which celebrates

this year its 1,250th anniversary. The special

garden exhibition will last for 179 days with

special themes and gardens as well as 3,000

events

38 ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020

www.itb-berlin-news.com


WHERE

© Thomas Keller

TO GO IN

BERLIN

West Berlin glamour

at Kurfürstendamm

One of Berlin’s most iconic boulevards is the Kurfürstendamm,

a legend shaped during its years as THE address to go in

former West Berlin. While tourists now favour the historical

districts in the East, the Kurfürstendamm remains an

evocative area to explore.

For most visitors, the Kurfürstendamm

boulevard centres on the shops

surrounding the Europa Centre

(Berlin’s highest skyscraper, opened

in 1965) and the ruins of the Memorial

Church. But for Berliners, the area still

nostalgically recalls the West Berlin

golden years, as the half-city firmly

anchored itself to the Western world.

From the 1880s onwards, the

Kurfürstendamm took its inspiration

from the Champs Elysees in Paris. It

soon became the home for fashion,

chic restaurants and hotels, a role

confirmed during its West Berlin

years. Many buildings still evoke

Kurfürstendamm’s opulence.

Walk along the section between

Uhlandstrasse and Leibnitzstrasse

to admire the majestic 19th and 20th

century architecture. A great place

for a break is the House of Literature

(Literaturhaus) in Fasanenstrasse

23. The mansion used to welcome

Russian poets in the 1920s and now

houses literature events, a bookshop

and a charming nostalgic café.

Opposite Fasanenstrasse, walk along

Bleibtreustrasse in the direction of

Savignyplatz. The area is lined by 19th

century classical houses, home to

local designers. It is also a place where

West Berliners meet over a drink or a

meal. Try 12 Apostel for its outstanding

Italian food or NU for top Asian fusion

food. Go to Restaurant Café Bleibtreu

and Lubitsch for a German gastronomy

experience. The first offers popular

dishes while the second caters for the

more upscale segment.

Looking at more reminiscences of

West Berlin? Although the iconic

Café Kranzler disappeared, its typical

1950s architecture now welcomes

the Barn, a hipster coffee shop with a

terrace providing a 180o view of the

Kurfürstendamm. The coffee shop is

accessible from Kranzler Eck Berlin.

Other West Berlin institutions in the

area are the Paris Bar in Kantstrasse

152, a meeting point of artists since the

1960s, and the former Kempinski Hotel

Bristol Berlin – today the Bristol Berlin.

The elegant hotel welcomed VIPs such

as Sofia Loren, Alfred Hitchcock and

Romy Schneider. It recently underwent

renovation, and is once again the place

to be seen in the western part of town.

Still having some energy to walk

around? View a sunset from the top of

the Europa Centre at Puro Sky Lounge

– Beyonce and Lady Gaga were seen

there! – or from the Roofbar at Hotel

Zoo Berlin

ITB BERLIN NEWS • WEDNESDAY 26 TH FEBRUARY 2020 • 39


WHERE

TO GO IN

BERLIN

© Thomas Keller

RESTAURANTS

New chef for Brechts Steakhaus

Brechts Steakhaus, with its focus on

steaks and Austro-German cuisine

was Bertold Brecht’s favourite

restaurant

Today, Brechts Steakhaus has a new

chef: Christoph Ganzert, a 33 years

old "meat expert", who spoils guests

with a selection of dishes, including

Irish pasture beef, 100% fed with

grass. "My main focus is to use fresh

produce", he says. Steak lovers love

the dry-aged-meat which matures

CULTURAL ENTERTAINMENT & SHOPPING

KaDeWe

Founded in 1907, the KaDeWe is

one of the world’s most renowned

department stores. Its fine and

distinct feel for emerging trends,

and the selection of products

and services offered, have been

instrumental in shaping the KaDeWe

image. KaDeWe provides Personal

Shoppers who accompany, serve

and expertly advise the customers

throughout a visit, a professional

shipping service completes the

convenient shopping experience.

Shoppers with a permanent

residence outside the EU have the

in a visible display at the Steakhaus.

The menu includes barbecue

classics such as Tomahawk Dry

Age, Double Flank, Spare Ribs and

the popular burgers with homemade

sauces. The restaurant can

be reached in only a few minutes by

foot from Friedrichstrasse station.

Special offer during ITB Berlin: 3

course meal starting from €34,50

per person.

Open daily: 12 noon - 1 am

Brechts Steakhaus

Schiffbauerdamm 7

10117 Berlin

Tel: +49 (0)30 2757 2037

www.brechts.de

Metro:

S & U Friedrichstrasse

possibility of receiving a tax-free

shopping at each cash desk and

immediate cash back at the Global

Blue Counter.

Shoppers can now enjoy their

evenings on the sixth floor at the

champagne and wine bar or at one of

the three new restaurants open until

midnight.

Opening Hours: Mo-Th: 10 am - 8 pm,

Fri: 10 am - 9 pm, Sat 9:30 am - 8 pm

Restaurants open Mo-Sa: 12 pm-12 am

KaDeWe

Kaufhaus des Westens

Tauentzienstrasse 21-24,

10789 Berlin

Metro: U Wittenbergplatz

U1 U2 U3

RESTAURANT

Dae Mon

Dae Mon has been a

culinary hotspot in the

middle of the city since

2016. "Open minded

cuisine" is the philosophy from the host Stefan Reinhardt, that chef

Raphael Schünemann implement in an avant-garde restaurant with

an open kitchen.

Cosmopolitan and open minded: true to this culinary concept, the

young team offers a bold combination in the dishes, with influences

from Europe, Japan and Korea, and even looking beyond its

horizons. Never dogmatic, always curious and above all, fresh and

tasty.

Open Monday-Friday, 12:00-2:30pm; Monday-Friday-Saturday,

5:30pm-10:30pm; Tuesday-Wednesday-Thursday, 6:30pm-10:30pm

Dae Mon

Monbijouplatz 11, Berlin Mitte

www.dae-mon.com

Tel: +49 30 26 30 48 11

RESTAURANT

Ganymed

Brasserie

French cuisine kissed

German cuisine with regional

products at the Ganymed

Brasserie. Gourmets and

fans of French cuisine are

pampered with the highest culinary standards, and a special

new menu prepared for ITB attendees. In former times, the

playwright Bert Brecht and actress Helene Weigel stopped here

to enjoy the cooking and the authentic Parisian atmosphere. The

dishes are prepared with fresh regional products and special

French delicacies; the waiters celebrate flambéing, carving and

filleting in front of the guests. Come back a little later in the year,

when on hot days and warm summer nights, spending time on

the Spree Terrace is a memorable experience in itself.

Open daily: 12 noon - 1 am

Ganymed Brasserie

Schiffbauerdamm - 510117 Berlin Mitte

Tel: +49 (0)30 28 59 90 46

www.ganymed-brasserie.de

Metro: S & U Friedrichstrasse

40 ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020

www.itb-berlin-news.com



THANK YOU TO OUR ITB Q

42 ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020

www.itb-berlin-news.com


UICKFINDER PARTNERS

ITB BERLIN NEWS 01 • WEDNESDAY 4 TH MARCH 2020 43


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