ITB Berlin News 2020 #1
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
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
ITB BERLIN NEWS is a CLEVERDIS Publication.
65 av. Jules Cantini - Tour Méditerranée, 13006 Marseille, France
• Tel: + 33 442 77 46 00
• SARL capitalised at €155,750 • VAT FR 95413604471
• RCS Marseille 413 604 471 • info@cleverdis.com • www.cleverdis.com
• info@itb-berlin-news.com • www.itb-berlin-news.com
• Publisher: Gérard Lefebvre
• Managing Director: Jean-François Pieri
• Publishing Director: Jean-Guy Bienfait
• Project Manager: Bettina Badon
• Editor-in-chief: Richard Barnes
• Head of editorial team: John Falchetto
• Editorial team: Daniel Bardsley, Luc Citrinot, Brendain O’Shea
• Art Director: Hélène Beunat
• Design & Page Setting: Guillaume Vinrich
• Distribution Manager: Xiaojing Si
• With the participation of: , Benjamin Klene, Jasdeep Singh,
Veronika Verzhak
>>> To contact them: first name.last name@itb-berlin-news.com
Cover: © Cleverdis
© CLEVERDIS 2020 - Registration of Copyright March 2020. Information presented in
this publication is purely indicative in order to illustrate subjects contained therein. No
guarantee can be given as to the accuracy of data or content at time of printing and thus
the latter should not be used for professional or commercial ends. While all efforts have
been made as to accuracy and pertinence of content and data contained in this publication,
CLEVERDIS may in no case be held responsible for the consequences, whatever their nature
may be, that may result from the interpretation of this data or content, or any eventual
errors therein. Any reproduction of the content of this publication, even partial, by any
means whatsoever, is strictly prohibited without the prior autorisation of the publisher.
Any copy, whether by photography, photography film, magnetic tape, disc or other means
constitutes a forgery, liable to punishment under French law according to the legislation
of 11 th March 1957 covering copyright. All brands cited in this publication are registered
trade marks and/or belong to companies which are their respective proprietors. The
publishers and editorial staff decline all responsibility as to opinions formulated in this
publication by those interviewed or cited therein. Their opinions are entirely their own, and
are included with the understanding that they contain, to our knowledge, no malicious
intent. The inclusion of all texts, photographs and other documents supplied by those
included in this publication imply the acceptance by their authors of their free publication
therein. Documents and photographs will not be returned. It should be understood that
this publication contains forward-looking statements that involve risks, uncertainties and
assumptions. All statements other than statements of historical fact are statements that
could be deemed forward-looking statements. Risks, uncertainties and assumptions include
assumptions relating to the timing of the recorded date. If any of these risks or uncertainties
materialises or any of these assumptions proves incorrect, actual results could differ
materially from the expectations outlined in these statements. Cleverdis assumes no
obligation and does not intend to update these forward-looking statements during the
period of publication. Photo Credits and Copyright: All Rights Reserved.
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,
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
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