ITB Berlin News 2021 - Day 1 Edition

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DAY 1

TUESDAY 9 TH MARCH 2021

ITB BERLIN NOW 2021

IT’S HERE,

AND IT’S… NOW

THE WORLD IS CHANGING,

AND SO IS TRAVEL AND TOURISM.

BE THE FIRST TO KNOW HOW AND WHY

NEWS

#05

NATURE

IN THE RAW

REGION

EUROPE

SPECIAL FEATURE

#18

#12

EXCLUSIVE

INTERVIEW

BARBARA KLEPSCH

Minister of State for Culture

and Tourism - Saxony

CULTURAL

TOURISM

#26

Start Planning Your Magical Journey

to Wondрful Indonesia

Likupang, North Sulawesi


FEATURED EXHIBITORS

VISIT THE ITB BERLIN NOW

SHOW FLOOR:

Click on the logo

to go to the Brand

Cards


EDITORIAL

Richard Barnes

Editor-in-Chief,

ITB Berlin News

Welcome to NOW…

Welcome to NOW… ITB Berlin NOW, that

is. Wherever you may be in the world,

indeed, the show is here and now, with

a wealth of online functions, enabling all

players in the sector to meet up virtually,

exchange ideas, do business and make the

most of your B2B trade show experience.

With thousands of tourism companies from

over 120 countries registered, the World’s

Leading Travel Trade Show enters a new

era, where, thanks to smart matching

technology, participants can hold oneon-one

meetings with relevant partners,

group video chats, explore theme worlds in

virtual cafés or follow lectures by leading

experts and industry figures at the ITB

Berlin NOW Convention.

ITB Berlin NOW is an innovative platform

for tourism professionals everywhere,

who over four days will be able to focus

on business, networking and updating

their knowledge. Whether by providing

smart matching technology with the socalled

“Discovery Graph” and "Lead

Finder", inspirational showcases or expert

discussions, in this extraordinary year

the organisers are offering exhibitors and

visitors a wide range of options, enabling

them to make the most of their time at the

virtual ITB.

The positive news is that ITB Berlin and

Statista have just published a survey

indicating that a large number of private

respondents surveyed in Germany, the US

and China were thinking about travelling

this year. Specifically, 37% of Germans,

42% of Americans and 66% of Chinese

were planning one or more trips. Close to

25% of respondents in Germany and the

US and over 35% in China also believe

they will spend more money on travelling

over the next 12 months than during the

same period to date.

So, welcome to the show. NOW you’re able

to get down to business!

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CONTENTS

#04 DAILY BRIEFING

#05 NEWS

#09 TRADE TALK

#10 EXCLUSIVE

INTERVIEWS

#18 REGIONAL SPOTLIGHT

EUROPE

#14 GERMAN REGIONS

SAXONY

SPECIAL FEATURES

#22 TRANSPORT

#25 TRAVEL TECHNOLOGIES

#26 CULTURAL TOURISM

CULTURE

IN ITALY

ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021 3


I NEWS I

Daily

Briefing

By David Ruetz,

Head of ITB Berlin NOW

A very good morning to one and all. In this first daily briefing for 2021, I

must first thank all our teams who have been working tirelessly in order to

make this event a success for all those participating.

Each morning, I will bring you an outline of

key events throughout the day.

I should underline the fact that there are

way too many singular events throughout

the day to be able to list them all. I strongly

suggest to take some time to go through

the lists of events that may be of interest

and select those that are pertinent to your

business.

Today, after the official opening conference

at 9am, the ITB Future Track will see

interviews with leading CEOs from every

walk of the industry. A morning keynote

interview with Richard Holden, vice

president, Product Management, Google –

will give an up-to-the-minute and qualified

view of the challenges the tourism industry

is having to confront during the coronavirus

pandemic.

High-ranking representatives of Emirates,

Air France KLM and Ryanair will have their

say on the situation in the airline industry.

The CEOs of the TUI Group and DER

Touristik Group will each explain how tour

operators can successfully emerge from

the crisis. Leading figures representing

Hyatt, Accor and Deutsche Hospitality will

outline solutions for the hotel industry. The

CEOs of MSC Cruises, Celebrity Cruises

and TUI Cruises will talk about the trends

and challenges in the cruise market.

Convention stage two will see the TTA

Forum, hosted by Charlotte Lamp Davies.

Highlights will include appearances from

Lukas C C. Hempel, CEO Bookingkit; Patrick

Mendes, CCO, Accor, Stephen Kaufer, CEO,

Tripadvisor, Dara Khosrowshahi, CEO,

Uber, and Sean Menke, CEO, Sabre Corp.

This afternoon, ITB's CSR Commissioner,

Rika Jean-François will be hosting

"SheTrades: Women in Tourism Building

Back Better", with a number of speakers,

including H.E. D Sarangerel, the Minister of

Tourism and Environment of Mongolia.

AWARDS CEREMONIES

NOT TO BE MISSED

A highlight of the afternoon will be at

2pm, with the TO DO Award 2020/21 & TO

DO Human Rights Award 2020/21, while

at 3pm, we will most importantly see the

ITB Awards - “Celebrating Her Awards

2021” - Honouring extraordinary women

in tourism, organised in cooperation

with the International Institute of Peace

in Tourism (IIPT), Indian branch. Winners

will be announced live on stage, following

greetings by Taleb Rifai, former UNWTO

secretary-general and Louis D’Amore,

founder IIPT. This is definitely a moment

not to be missed!

Full programme details and tickets for the

virtual show are available online.

Hold on to your hats… it’s going to be a riproaring

ride!

4 ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021

www.itb-berlin-news.com


ADVERTORIAL

I NEWS I

Tegudon Tourism Village, Sabah, with Mount Kinabalu as a backdrop

Nature

in the raw

Amazing adventure, genuine culture,

mouthwatering cuisine and warm welcome...

this is Malaysian Borneo

Malaysia has two states that take up a huge chunk of the

massive island of Borneo: Sabah and Sarawak. Much of what

they have to offer remains a secret to all but a lucky few.

SABAH

A tantalising experience of wildlife

exploration awaits everyone

who visits Sabah; a state wellknown

for its elegant islands

and gorgeous parks. For all

nature and wildlife enthusiasts,

a comprehensive journey around

Sabah’s attractions will give a

unique and exclusive experience

in Malaysia.

With the backdrop of Mount

Kinabalu, visitors can discover

more than 4,500 species of flora

and fauna in Kinabalu Park,

trekking in the verdant rainforest

or browsing Kinabalu Park’s most

sought-after attractions such as

the Canopy Walkway, Butterfly

Farm, Orchid Conservation Centre,

or Rafflesia Garden.

Or what about the floating oasis

of Bohey Dulang, one of the most

interesting islands to visit among

the Tun Sakaran Marine Park

archipelago. What used to be a

part of a volcanic crater now forms

a charming lagoon that draws

visitors from across the globe.

Easily recognisable as the largest

park in Sabah, another must-visit

for nature lovers is the Crocker

Range National Park. Offering an

array of interesting flora and fauna

that is found nowhere else, it is

also a prime spot for the ultimate

outdoor adventure, from hiking

the Crocker Trail, water rafting at

the Kiulu River and Padas River,

to enjoying a refreshing dip under

the Mahua Waterfall.

SARAWAK

Sarawak is awash with unexpected

cultural experiences. Whether you

enjoy its gastronomic delights

or looking forward to some new

experiences and adventures,

Sarawak’s rugged beauty should

be on everyone’s bucket list.

Home to 30 national parks and

an abundance of cultural villages

preciously preserving the local

heritage, visitors are spoilt for

choice and guaranteed a packed

itinerary.

Uncover Sarawak’s hidden gem

of Bung Jagoi – an old village

considered the ancestral home

of the Dayak Bidayuh for over

175 years where visitors may

experience homestays while

exploring the Bidayuh history

and cultural gallery, including the

crafts of Rumah Gawai.

Experience both worlds at

Kampung Boyan, one of the many

authentic Malay villages along the

north bank of the Sarawak River.

One can expect to see rows and

rows of colourful traditional Malay

houses, with nuances of modern

architecture. There is a stark

contrast between the village and

the opposing, bumbling Kuching

downtown visible from the

waterfront.

One of UNESCO’s World Heritage

Sites in Malaysia, the enchantment

of Gunung Mulu National Park

comes from its karst formations

in its mountainous equatorial

rainforest setting – it is also the

most studied area of tropical

karst in the world. Cited as an

outstanding example of the world’s

geological history, the national

park boasts one of the longest

chains of caves in the world, as

well as being the home for the

Sarawak Chamber – the largest

natural underground chamber that

is huge enough to fit a total of 40

Boeing 747 aeroplanes!

A short write-up definitely doesn’t

do justice to all the marvels

Malaysian Borneo can offer. From

its rich flora and fauna, vibrant

culture, and unique gastronomy,

Sabah and Sarawak always await

your visit and appreciation

To find out more, check

out the SMARTguide

"Sarawak: a new vision" - a

valuable resource for travel

professionals.

© Borneo Eco Tours

VISIT

BR AND CARD

BORNEO PYGMY

ELEPHANTS -

KINABATANGAN,

SABAH

IBAN WARRIOR,

SARAWAK

A FEMALE

ORANG UTAN -

IN THE WILD -

AT SEMENGGOH

RESERVE, CLOSE

TO SARAWAK'S

CAPITAL KUCHING

ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021 5


I NEWS I

Café chat

ITB Berlin NOW’s cafés are a great place to stop for a chat after witnessing

some of the great content from the ITB Berlin NOW Convention. It’s all about

building upon ideas. Choose a theme that is of vital interest, watch the talk

at the convention, and then dig deep in a group discussion in which you

really get to play an active role. For specific convention topics, the ITB Berlin

“Convention Café” is the place to continue discussions. Other cafés abound

where participants can discuss subjects of interest in the various forums at

the show.

A BUSY DAY AT

THE TTA FORUM CAFÉ

The forum, focusing on tours, attractions

and technology, opens at 10am, with a talk

on “The year of the unthinkable”, followed by

another discussion on the Post Corona world

– looking at the “new reality” in distribution.

Other themes during the day will include

exploring locally in recovery, keynotes at

lunchtime on “recovery through happiness”

and “what’s next in experiences”, followed by

panel discussions.

Nathan Dumlao / Unsplash

HOME OF LUXURY CAFÉ

The Home of Luxury Café is the exclusive

meeting area for worldwide stakeholders of

the top-end luxury travel industry. Luxurythemed

sessions in the ITB Berlin convention

are followed by further discussions in the

café afterwards. Here you can meet, chat and

exchange with relevant business contacts

from the industry in a café atmosphere.

SAXONY'S CULTURE CAFE

Saxony is the Official Culture Destination of

ITB Berlin NOW 2021. The most important

meeting point for immersing in Saxony’s

cultural offerings is the digital Culture Café

from 9-12/3/21 with interviews, videos, music

and presentations.

DON'T MISS THE HAPPY HOURS AND

NETWORKING OPPORTUNITIES:

THE TRAVEL TECH & STARTUP CAFÉ

Every day at 5pm, it’s happy hour, powered

by VIR e.V. It’s a special time to get together!

CAREER CAFÉ – a daily rendez-vous: At 5:30pm,

it’s all about effective networking – with

YoungTIC

… Check-out other cafés based on youth

travel, adventure travel, responsible tourism,

LGBT+ tourism and media (two different

cafés), and medical tourism

THE BLOGGER CAFÉ –

THE COMMUNITY FOR

COMMUNICATORS

The Blogger Café is THE place-to-be for

every accredited travel blogger at ITB Berlin

NOW. Different meeting corners can be

used to connect with one’s peers, exchange

experiences or ask for help with blogrelated

topics. There will be an inspiring and

engaging live programme with, for and from

bloggers.

6 ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021

www.itb-berlin-news.com


I NEWS I

ADVERTORIAL

François

Baltus-Languedoc

CEO, Martinique Tourism Authority

A question

of trust

An ITB / Travelzoo global study has found European

consumers’ trust for the travel industry has taken a

hit with the Covid crisis.

Martinique named the world's

"top emerging destination"

by TripAdvisor

TripAdvisor has this year named the French Caribbean Island of

Martinique as the world's “top emerging destination in 2021” in

its Travellers’ Choice Best of the Best Awards. We asked François

Baltus-Languedoc, CEO of the Martinique Tourism Authority to tell

us about the award, and Martinique’s presence at ITB Berlin NOW.

This distinction is a real recognition,

and is TripAdvisor's "highest honour". To

compile its ranking for this award, the

opinions of millions of users are taken

into account. Martinique is the only

Caribbean island on the list.

What else is "new"?

Last December, UNESCO officially

included the traditional Yole sailboat

of Martinique in its Intangible Cultural

Heritage List. Our traditional Yole

is much more than simply a boat. It

symbolises the people of Martinique,

that, united by their traditions and

culture, can brave the elements.

Meanwhile, on 5 January, France

officially asked UNESCO to list the

15,000 hectares of volcanoes and

forests of Pelee Mountain and the

Pitons of northern Martinique as a

World Heritage Site.

With the establishment of strict health

measures adapted to the current

situation, all tourism professionals

in Martinique are ready to welcome

visitors. With a similar attendance to

previous years, last December was

proof that Martinique remains a very

attractive destination. The Martinique

Tourism Committee continues to step

up its efforts to make the island the

must-see destination for Europeans in

winter 2021-2022

MARTINIQUE LAUNCHES THE

MARTINIQUE TRAVEL SHOW

VISIT

BR AND CARD

The Martinique Tourism Committee has announced its first ever 100% virtual show

for the destination: the Martinique Travel Show. It will take place from 18 to 20 May

and will bring together all professionals and players in Martinique tourism with

prescribers and resellers from European and American source markets.

An enriching, interactive, innovative and fun experience will be offered via a modern,

high-quality platform. The exhibition will allow further training on Martinique as a

tourism destination through expert conferences, also enabling participants to

learn about the health measures introduced following the Covid-19.

Conferences, networking, business opportunities and prizes will be on the agenda.

For more information please contact : business@martiniquetravelshow.com or

presse@martiniquetravelshow.com

The survey took place in the

form of an online questionnaire

by research company OnePoll

between 12 and 18 January

2021. It was completed by

8,000 people across Canada,

China, France, Germany,

Spain, the UK and the USA.

A Travelzoo keynote

presentation The Rise of

Trust - A Global Study on

Changing Customer Attitudes

to Trust in Travel, outlining

the survey results, will be

presented by Christian Smart,

General Manager of Travelzoo

Germany on 10 March.

According to the survey,

European consumers are

disappointed with how travel

brands have handled bookings

and communication during

the pandemic. The study

found fewer people now trust

travel brands and airlines in

the UK, Germany, and France

than before the pandemic. The

USA and China however are

in stark contrast to this with

many saying they trust both

travel brand and airlines more

now.

Wednesday,

10 March 2021

10:40 - 10:55

In the UK and Germany,

trust in the travel industry

has suffered the most. 24%

of respondents in these two

countries say they trust the

companies in the industry

less now than before the

pandemic. In contrast, there

is a far greater propensity to

trust travel brands in the USA

and China, where confidence

has increased by 47% (USA)

and 49% (China).

The global study asked if

trustworthiness towards

people or companies was

the single most important

trait they could have, and

83% globally agreed with this

statement.

For the travel industry, the

trust factor opens up new

opportunities as globally

a large percentage of

holidaymakers are willing

to spend more money for

services they know they can

trust

VISIT

BR AND CARD

ITB KEYNOTE

The Rise of Trust - A Global

Study on Changing Customer

Attitudes to Trust in Travel:

Exclusive ITB/Travelzoo Survey

ITB Berlin NOW Convention Stage 1

ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021 7


I NEWS I

ADVERTORIAL

FlockEO

IDENTIFIES THE

BEST TOURISM

SPOTS FOR

ECO-FRIENDLY

TRAVELLERS

FlockEO is a great new tool for people

interested in sustainable travel. Their

website sports a unique, bespoke

world map, showing scores of ecodestinations.

It helps travellers

choose their itinerary, calculate their

environmental footprint and get

in touch with sustainable tourism

professionals.

The trade is invited to participate by sharing

their commitment and their actions towards

the environment with travellers. Flockeo

brings a range of indicators related to

environmental impacts and underlines

various companies' contributions to

sustainable tourism. In return, travellers have

the tools to act in a responsible way.

FlockEO also created "FlockEO Partners"

group, a B-2-B network implementing

discussions and informal meetings. It is

also a professional space to exchange

information on sustainable development...

knowing each other better.

The solution allows tourism actors access

management tools that will enable them to

measure real human impact and to propose

effective actions to develop sustainability

Where does the name "FlockEO" come from?

"Flock" describes birds' gathering prior to

migration. Like birds, sustainable

tourism stakeholders gather

on the FlockEO site to

defend their values. As

they say, "birds of a feather

flock together". And

EO stands for Earth

Observation as the site

uses satellite data to help

travellers in their decisions

VISIT

BR AND CARD

The Home of Luxury is a microcosm within the world of ITB Berlin. It’s an exclusive

platform for the global luxury travel industry that encourages networking, business

and exchange. We asked Deborah Rothe, Head of Business Development & Sales,

ITB Berlin, to explain the concept.

The original idea was for the Home of Luxury to

be housed in a special setting: an exclusive and

private atmosphere in the middle of the action,

surrounded by the hustle and bustle of ITB Berlin.

The concept has obviously changed as one

cannot just transfer a concept to a digital version.

The centrepiece this year is the Home of Luxury

Café as a starting point: an “always available”

place to exchange and get in touch with the

luxury community. Hand-selected luxury buyers,

suppliers and media are granted access by

personal invitation or upon approval of an access

request. The Café is open 24/7.

There are 3 areas: namely, the Office, the Kitchen

and the Garden. The Office is a place to hold

a meeting. People can just drop by, so it’s like

a table within a Café that invites others to join

anytime.

Deborah Rothe

Head of Business

Development & Sales,

ITB Berlin

Luxury travel under

the spotlight

In the Kitchen, we’ll be having discussions about

trends and challenges as well as Q&A’s, set

to take place right after the luxury convention

sessions as part of the official program.

The Garden is for mind and body. To start the day

refreshed, attendees can take part in Morning

Wake Up, Stretch and Meditation sessions before

the official program begins.

In 2022, the focus will be on rebooting live

encounters and meetings. However, we’re

planning to combine the best of both elements, a

physical event complemented by relevant online

features

Paris Bathtub

© Yann Maignan / Unsplash

8 ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021

www.itb-berlin-news.com


I TRADE TALK I

Peter Strub

COO Studiosus Reisen

München GmbH

ITB Berlin NOW -

More important

than ever

Studiosus is the European market

leader in the cultural tours segment,

and every year, company COO,

Peter Strub, is present at ITB Berlin.

We asked him why the show is so

important for him.

We normally publish our tourism brochures

in September, so March is a good time to

talk about what to change for the following

year, and what to introduce as a new

product. Last year would have been my 34 th

ITB in a row, so I am quite experienced with

this event, and I love it! ITB Berlin NOW

2021 is a good chance to meet all those

partners from around the world on a virtual

basis.

It’s even more important than in normal

years, because there’s much more to

discuss than just tourist offerings. It’s not

only hotels, activities, sightseeing, and

new attractions in the country. It’s also

about getting a feeling of when a country

might open – and under which conditions

travelling might be possible. We are talking

not only about quarantine, but also about

whether there is a size limit for groups,

what hygienic protocols have been put in

place in hotels and in bus companies. Is it

only possible for FITs to travel, or is group

travel also possible? There are many new

questions coming up.

Tell us a little bit more about your session

at the convention.

This year, there is one topic of particular

interest for us, and that will be the topic of

our ITB panel discussion on Friday. That is

that the German Parliament will introduce

a new law that tour operators have to also

check the social responsibility of all their

partners and providers; if they respect the

international laws of labour, and how they

treat employees. It is something that’s not

really new, but the legal basis will be, when

the law is introduced in summer

Friday,

5 March 2021

14:00 - 14:30

Studiosus-Gespräch: Menschenrechte

in den Lieferketten: Welches

Sorgfaltspflichtengesetz brauchen wir?"

ITB Berlin NOW Convention Stage 1

ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021 9


I EXCLUSIVE INTERVIEW I

Italy still

top of mind

tourism

destination

Exclusive Interview:

Giorgio Palmucci, President, ENIT –

Italian National Tourist Board

10 ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021

www.itb-berlin-news.com


I EXCLUSIVE INTERVIEW I

Italy continues to be top-of-mind as the ultimate destination for travellers from all

around the globe. We asked Giorgio Palmucci, President, ENIT – Italian National Tourist

Board, how the country is fairing in light of the Covid-19 crisis.

ABOUT ENIT

The promotion of Italy across the world has never

stopped, and neither has the desire to come and

visit the peninsula. The pandemic has upset plans

and projects of the entire tourism sector, forcing

operators and other professionals to redesign new

strategies, but Italy remains undeniably a top-ofmind

destination.

The country continues to be one of the top preferred

destinations and this is also demonstrated by

searches and mentions on social media, where

Italy is among the most searched words. It is

also an absolute leader in long-haul tourism in

Europe: a quarter of tourists from outside Europe

come to Italy and therefore the peninsula suffers

particularly from the blocking of flights from longhaul

countries. Here, ENIT is trying to strengthen

Italy's position with an operation to maintain the

brand through promotional activities.

The international networking activity conducted

by ENIT between institutions, organisations, SMEs

and operators in the sector aims to implement and

update the ways of creating and promoting the

tourism offering. We have developed more than

30 marketing campaigns, at least one for each

country with ENIT representative offices around

the world. We immediately started developing

a dashboard on the sector, with national and

international monitoring to provide useful tools and

data for the restart of the sector. We also launched

and implemented a free app for smartphones that

offers tastes of Italy to be experienced, then lived.

Although Italy has been hit hard by the crisis,

have there been "bright spots"?

Italy showed peaks during the crisis with places

that nearly sold out last summer thanks to both

domestic tourism and local European tourism.

There was no shortage of tourists from the UK and

Ireland, thanks to the maintenance of a “corridor”

that remained open until October, allowing for an

extension of the season, a prospect that we also

expect for 2021.

What will be the key elements of your post-Covid

strategy?

A value growth strategy will focus on the launch of

a new positioning of destination Italy in the world,

more contemporary and built on sustainability,

diversity and inclusivity. Such a vision requires

a strong synergy between the public and the

private sectors, between destinations and among

cities that have been more heavily affected

by the pandemic. A contemporary vision also

means giving more attention to innovation in

“green” tourism, and positioning the Italian

brand to new generations of travellers across

rapidly growing markets. Finally, we will work

to have an increasingly pervasive presence on

the global digital ecosystem to strengthen our

competitiveness, also thanks to training activities

aimed at the sector.

Which markets will you mainly focus on in the

coming months?

In the short term, operational marketing actions

will focus on European proximity markets and

the Russian market, not forgetting medium-haul

travellers, such as the Gulf countries and Israel.

At the same time, positioning will continue both

on traditional markets with the USA, Brazil,

Australia and on China and Southeast Asia, which

will restart in 2022 but which must be followed

very carefully and with particular reference to the

development of air connections.

THE DISRUPTION

PRESENTED BY

THE PANDEMIC

HAS ACCELERATED

A PROCESS OF

INNOVATION AND

RETHINKING THE

CURRENT OFFER.

Please tell us about your roadmap.

ENIT's three-year planning has focused on

value-driven growth, focusing on sustainability.

The disruption presented by the pandemic has

accelerated a process of innovation and rethinking

the current offer. This is indispensable in gaining

competitiveness and maintaining the international

leadership of our country.

How important are ITB events in terms of creating

promotional opportunities for Italy?

They are an opportunity to maintain relations with

our main market, to learn more about the change

underway and to allow our companies to make use

of a promo-marketing platform

Today, Tuesday,

09 March 2021

16:30 - 17:00

ITB PRESS

CONFERENCE 1

Italian National

Tourism Board

ENIT – Italian National Tourist Board

works to promote Italy all around the

world. The promotion is carried out

with a corporate strategy that is “made

in Italy”. It is implemented through

local offices and partnerships with

embassies, Italian culture institutes

abroad, the Italian Trade Agency,

chambers of commerce, trade unions

and Italy’s regions. In the next few

years, Italy’s tourism development will

be focused on a valuable growth to

generate economic, social and cultural

sustainability: enhance tourism supply,

increase the value of the territories

and businesses, as well as market

relevance. Marketing strategies are

based on the knowledge of trends,

tourists, and products thanks to

the internal Department of Market

Research and Statistics / National

Tourism Observatory of ENIT. These

strategies are developed for each

individual market due to a precise

demand segmentation. Operational

marketing supports the products’

commercialisation to strengthen the

existing tourism-related products,

introducing new ones into traditional

markets as well as breaking into

markets with a high growth potential.

Moreover, the digital strategy covers

any action of the agency in an allencompassing

way

VISIT

BRAND CAR D

ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021 11


I EXCLUSIVE INTERVIEW I

Saxony –

Official Culture

Destination

ITB Berlin NOW

2021

and rightly so

© Ansicht-PressefotoQuer

Exclusive Interview:

Barbara Klepsch,

Minister of State for Culture

and Tourism - Saxony

2020 was a difficult year for tourism due to

the Covid-19 pandemic. But throughout the

year, Saxony has taken strong measures to

support and develop its tourism industry.

We asked Barbara Klepsch, Saxony's

Minister of State for Culture and Tourism to

tell us more.

The Corona pandemic poses great challenges

for tourism and the situation is difficult for many.

Both the Federal and State governments did their

utmost to protect businesses with various support

programmes. Each time it was possible to travel,

we intensively promoted Saxony with additional

budgets. We all want to get out of this situation and

everyone hopes it will happen this year. Saxony's

regions are attractive destinations. Together we are

working hard to provide the necessary financial

support for tourism. Federal support programmes

will hopefully be effective to save as many businesses

as possible.

What measures have been taken to

guarantee the health and safety of tourists?

Together with the German Hotel and Restaurant

Association (DEHOGA), hygiene concepts for the

hospitality industry were drawn up very quickly and

implemented by the companies. For the coming

season, we will continue to rely on current hygiene

concepts but also on high vaccination rates and

travellers' self-responsibility in social distancing.

12 ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021

www.itb-berlin-news.com


I EXCLUSIVE INTERVIEW I

© Erik-Gross

View over the Radebeul vineyards

Saxony is the Official Culture

Destination of ITB Berlin NOW

2021. What is your message in

regards to this partnership?

Saxony's special appeal is deeply

linked to the combination of its

cultural treasures and natural

wonders. ITB's new Culture

Destination concept is tailormade

for our region. It provides

a special opportunity to draw

attention to Saxony as an

outstanding world-class cultural

and city break destination

combined with distinctive

nature experiences. With our

involvement at ITB Berlin NOW

2021, we actually provide to the

national and international trade

audience a preview of 2022,

when Saxony will be the official

ITB Berlin Host Country.

Together with Saxony Tourism

(TMGS), you are working on

adapting the strategy to current

hygiene protection measures.

How?

Saxony's extensive cultural

landscape is an essential life

blood for us, without which

tourism would function only to a

very limited extent. All our efforts

are aimed at ensuring that cultural

institutions can reopen from

March onwards, provided that the

current infection rates allow so.

Cultural events must be adapted

to the hygiene requirements

according to our progressive

reopening plan, although we

must take into consideration that

cultural institutions face different

challenges. The functions of a

museum are very different from

those of a theatre, a cinema or

a concert hall. Specific hygiene

concepts therefore have to be

coordinated via local health

authorities.

SAXONY'S

EXTENSIVE

CULTURAL

LANDSCAPE

IS AN

ESSENTIAL

LIFE

BLOOD FOR

US

What are your forecasts for 2021

with regards to the development

of tourist numbers and markets

of origin?

Approximately 50% of our

holidaymakers come from eastern

Germany. This share should be

a little higher in 2021 and 2022,

as people favour local travel.

Internationally, we primarily see

our neighbouring countries,

Poland and the Czech Republic,

to be the first to come back.

Which destinations in Saxony

are particularly attractive under

current conditions?

In 2020, Saxon Switzerland

performed best of all Saxon

holiday regions, with the smallest

declines. In general, areas

with a large and high-quality

range of holiday homes, flats

and campsites will tend to be

favoured by the tourists.

How is your budget for tourism

evolving in pandemic times?

In our government's draft for the

budget 2021/2022, we proposed

€27.4 million for tourism in

Saxony, which will be used to

finance the further development

and tourism marketing activities

of our regions - especially in the

restart phase. We fight for every

euro in the state government to

keep the tourism industry alive

VISIT SAXONY'S CULTURE CAFÉ

AT ITB BERLIN NOW

Here, ITB trade visitors and journalists can see some of

Saxony's top cultural highlights:

Experience great music and art, or go on virtual tours

through museums, manufactories and historical town

centres! From classic to contemporary, from rural to

urban – Take a break, come in and "feel the art beat"!

VISIT

C ULT UR E C AF E

Every day

from 10 a.m.

to 6 p.m.

© Franco Cogoli

ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021 13


I REGION I SAXONY I

ADVERTORIAL

Culture helps Saxony retain its

appeal... even in crisis times

© Manuel-Rohne

VISIT

BR AND CARD

VISIT

C ULT UR E C AF E

With its wealth of

cultural attractions and

outstanding landscapes,

tourism in Saxony showed

stronger resilience than

many other destinations in

2020, despite the pandemic.

With over 20.7m overnight stays (up

3.7%) and almost 8.5m arrivals (up

3.3%), Saxony achieved a tourism

record in 2019. Particularly noteworthy

was then the more than 2.2 million

overnight stays from abroad. Saxony

thus achieved by far the largest

volume of international overnight

stays in eastern Germany.

From spring 2020, the Corona

pandemic generated a decline in

Saxon tourism, as it did everywhere

else. However, when looking at the

tourism evolution from May and

during the summer following the first

lockdown, Saxony fared rather well

in these turbulent times. Over 4.6

million tourists (-35%) came to the

Free State between January and the

end of October 2020, generating just

under 12.8 million overnights (-27.4%).

This is a far better achievement than

the national average. August was

particularly good with 740,000 arrivals

and more than two million overnights.

SAXONY, GERMANY'S TOP

CULTURAL DESTINATION

The secret to Saxony tourism's

resilience is its unique combination

of art treasures and natural wonders.

Thanks to its rich heritage, Saxony is

Germany's number one cultural travel

destination. Buildings bearing witness

to a thousand years of architecture,

historic cities, two UNESCO World

Heritage Sites - the "Ore Mountains

and Mining Region" and "Muskau

Park" -, outstanding musical tradition,

art treasures from churches and

monasteries or traditional crafts, all

contribute to Saxony's cultural appeal.

The scenic attractions of the

Mittelgebirge ranges, or the

winding rivers also seduce many

holidaymakers. They invite one to go

hiking, cycling, mountain biking and

climbing. Traditional health resorts

offer high-quality wellness and health

holidays, while there are plenty of

family-friendly and barrier-free holiday

offers

SAXONY, GERMANY'S NUMBER 1

CULTURAL DESTINATION

Saxony has good reason to be the Official Culture

Destination of ITB Berlin NOW 2021. It is a land of

outstanding art and culture, of vibrant manufacturing

history and of lengendary castles: all charming world

travellers.

CULTURE AT THE HIGHEST LEVEL

Whether at Semperoper Dresden, Gewandhaus Leipzig,

palaces, castles or historic sites: theatre and music productions,

top class festivals, museums and exhibitions of international

standing shape the Saxon cultural landscape and highlight its

millennial heritage. The two UNESCO World Heritage Sites

«Ore Mountains and Mining Region» and «Muskau Park»

underline Saxony’s cultural reputation

READ MORE

FINDING HAPPINESS

IN SAXONY, LAND OF

CASTLES

Saxony could well be described as the "Land of Castles",

with its hundreds of castles and palaces ready to welcome

visitors.

Travellers dreaming of a fairy-tale castle should head to

Moritzburg Castle. Set on an artificial island, this baroque

jewel was originally built as a hunting lodge, and later became

a royal pleasure palace under Augustus the Strong. Then

there’s Pillnitz castle. This royal summer residence is nestled

along the Elbe River and mixes classical and Chinese style

architecture. And how about the Albrechtsburg? Its sleek

gothic and renaissance silhouette stands over Meissen

READ MORE

© H.C. Krass

Old Masters and Sculpture Collection up to 1800

14 ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021

www.itb-berlin-news.com


ADVERTORIAL

I REGION I SAXONY I

SAXONY SHINES

WITH UNESCO

WORLD HERITAGE SITES

VISIT

BR AND CARD

SAXONY TAKES VISITORS

ON A RIDE THROUGH

HISTORY

Visitors can enjoy a Saxony adventure on paddle steamers

and steam railways.

The first stern-wheel steamboat linking Hamburg and Dresden

began service in 1834; the first German passenger steamboat,

built in Dresden, three years later. Seven steamers dating

from the 19 th century still sail today on the Elbe. These unique

cruises lead to many treasures between Meissen und the

Saxon Switzerland National Park.

Saxony is also the land of steam trains with 500-km network

of narrow-gauge railways. Five of them still weave through

mountain paths and alongside rivers. Three others are now

museum railways. Discover your steam train

highlights on 750 km of "Dampfbahn

Route" in Saxony

READ MORE

© DWT / SDG)

Two UNESCO World Heritage sites - "Mining Region" and

"Muskau Park", confirm Saxony's reputation as a leading

cultural destination in Germany, and indeed the world.

ONE PARK SPANNING

TWO COUNTRIES...

North of Görlitz lies the Fürst Pückler Park in Bad Muskau, created

between 1815 and 1845 by landscape architect and writer Hermann

Prince von Pückler-Muskau. The exceptional 830-ha English landscape

park embodies the essence of romanticism. But its uniqueness comes

from its division by the Neisse River. One part lies in Saxony, and the

other in Poland - both connected by bridge. In 2004, the "Muskauer

Park/Park Mużakowski" was recognised as a Polish-German UNESCO

World Heritage Site.

In Pückler's Castle, there is an exhibition on his interesting life, since

he was known not only as a landscape artist, but also as a travel writer,

dandy and ladies' man.

ORE MOUNTAINS REGION

Not just one place but an entire region in the Ore Mountain range is

also a UNESCO World Heritage site. The cultural landscape of the Ore

Mountains has been deeply shaped by 800 years of almost continuous

mining, from the 12th to the 20th century, with mining, pioneering water

management systems, innovative mineral processing and smelting sites,

and mining cities. The property’s components have been preserved in

their settings and, even though some have been adapted for new uses,

they retain a high degree of authenticity.

Mining towns towns such as Freiberg, Annaberg-Buchholz or Schneeberg

shine with their magnificent churches and historic town centres, an

inspiration for research, technology and arts. Mines, museums and

exhibitions explain the history of mining. The "Terra Mineralia" in

Freudenstein Castle in Freiberg with its 3,500 minerals is considered

the most comprehensive and most beautiful exhibition of its kind in the

world. Above all, visitors to the Ore Mountains are most captivated by the

miners' traditions still evident throughout the year

Björn Stoll Master workshop for cello & double bass

SAXONY

SPOTLIGHTS

CRAFTSMANSHIP AS

A KEY HISTORIC ATTRACTION

Did you know?...

Founded in 1710, the Meissen porcelain manufactory uses the

world's oldest registered trademark, the symbol of high-quality,

radiant "White Gold".

Glashütte has been famous for watchmaking since 1845 - as to

be experienced in the German Watch Museum.

In Vogtland, handcrafted musical instruments are an intangible

cultural heritage due to their diversity.

In the Ore Mountains, exquisite wooden art has been created

for centuries, either in turned or carved form.

Moravian Stars from Upper Lusatia represent Saxony around

the world during Christmas

READ MORE

Paddle steamer in front of Pillnitz Palace

© Erlbach/Vogtland

ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021 15


I REGION I SAXONY I

ADVERTORIAL

NEW MOUNTAIN

BIKE TRAILS

IN SAXONY

Saxony's reputation as a mountain biking

paradise is gaining pace in the MTB scene

with the Ore Mountains no longer the

mountain bikers' best kept secret. We

asked Ronny Schwarz, in charge of active

tourism product development for the Ore

Mountains Tourism Association what is

behind the success.

We recently created attractive MTB offers

throughout the Ore Mountains. As a low

mountain range, the "Erzgebirge" offers great

biking action, breathtaking nature and great

freedom. We have an exceptional offer in the

MTB sector with the Stoneman Miriquidi, the

TrailCenter Rabenberg and the Bikerevier.

We are now working on the "8,000 Blockline"

– a mountain bike highlight linking the "toy

city" Seiffen and the winter sports resort of

Altenberg.

What is behind the Blockline?

The Blockline will be a mountain bike trail for

sporty families with children from the age of

eight. We are creating a 140-km long biking

experience in the Seiffen/Mulda/Altenberg

triangle. On three exciting loop trails, bikers

will discover the pristine nature of the

Eastern Ore Mountains.

Why is the Blockline so special?

Along the Blockline, we installed huge

wooden portals which give information

about our region and point the way to

impressive panoramas, curious rock

formations, lush meadows and serene

streams. There is a panoramic view of

the Schwartenberg and water mills along

the Gimmlitz, with occasional stops at

wooden handicraft stalls. The trail should be

launched this European spring

A REFRESHING CHANGE:

SAXONY'S LAKE

LANDSCAPES

Few visitors are aware that exciting

new holiday regions such as Lusatian

Lakeland and Leipzig New Lakes Land

have been developed in Saxony. Former

open-cut mining areas have been

converted into beautiful turquoise-blue

lakes.

LUSATIAN LAKELAND

For 150 years, Lusatia was best known for lignite

mining. The last three decades brought dramatic

changes: excavators gave way to glittering lakes

with clear water and marinas. There are very

few reminders of the industrial past apart from

adventure tours exploring former power stations.

VISIT

BR AND CARD

VISIT

C ULT UR E C AF E

SAXONY HIGHLIGHTS ITS

7 MOST BREATH-TAKING

HIKING TRAILS

The Saxon Switzerland National Park, the

Upper Lusatian Mountains, the UNESCO

listed Ore Mountains and the Vogtland are

increasingly attracting hikers not only from

Germany, but from around the globe.

Saxony's many hiking trails can best be

described as a challenge for the body,

relaxation for the mind, combined with fabulous

panoramas and inspiring encounters along the

way.

But seven are certified in Germany as

quality hiking trails: Vogtland Panorama

Trail, Kammweg Erzgebirge-Vogtland,

Elsterperlenweg, Klingenthaler Höhensteig-

Rundweg, Talsperrenweg Zeulenroda, Heide-

Biber-Tour, Oberlausitzer Bergweg.

HIKING A UNESCO WORLD HERITAGE SITE

The 285-km Kammweg Erzgebirge-Vogtland

challenges hikers with its pristine nature

within the 800-year old silver heart of the Ore

Mountains. Finish with a hike in the UNESCOlisted

Ore Mountains Mining Region.

© Andreas Schmidt

The flat landscape is ideal for cycling, while

favourable winds invite enthusiasts to go

sailing or surfing on Lakes Geierswalde or

Senftenberg. For waterskiing or wake-boarding,

Lake Halbendorfer is the place to be, while kite

surfers will adore Lake Bärwalder.

LEIPZIG NEW LAKES LAND

Another recreational area is also available

near Leipzig. Since the 1990s, open-cut mines

have been been redeveloped into a maze of

turquoise-blue lagoons dotted with campsites.

In the middle of Lake Störmthal stands Vineta

island. It serves as a memorial to the villages

that vanished for open-cut mining. It can be

reached via an amusing amphibious vehicle.

A few minutes from Leipzig city, the "Leipziger

Neuseenland" invites visitors to play beach

volleyball, swim or enjoy sun on Saxony's

longest beach. Arriving by canoe via the

canal is spectacular and represents a perfect

combination of a metropolis and nature

experience. Meanwhile, elite canoeists or

amateurs looking for an adrenaline rush will

enjoy Canoe Park Markleeberg for white-water

rafting

PLEASE NOTE: Saxony is the Official Culture Destination

of ITB Berlin NOW 2021. The most important meeting point

for immersing in Saxony’s cultural offerings is the digital

Culture Café from 9-12/3/21 with interviews, videos, music

and presentations.

INTANGIBLE CULTURAL HERITAGE

The 228-km long Vogtland Panorama Trail

offers over 80 remarkable panoramas. The

world's largest brick-made Göltzschtal Bridge

is one of its highlights. Around the cities of

Markneukirchen, Schöneck and Klingenthal in

Vogtland, the centuries-old manufacturing of

musical instruments is considered an intangible

cultural world heritage.

GERMANY'S SMALLEST MOUNTAIN RANGE

The Upper Lusatian Mountain Trail runs

through Southeast Saxony. Along the border

with Poland and the Czech Republic, hikers

reach the summits of former volcanoes such

as the Valtenberg or the Kottmar with their

picturesque villages.

PAINTERS' TRAILS

The Painters' Trail goes through the romantic

and spectacular rock landscapes of the Elbe

Sandstone Mountains. Near Dresden, the

"Saxon Switzerland" National Park is renowned

for its bizarre rock formations

© Francois-Thierens

16 ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021

www.itb-berlin-news.com


ADVERTORIAL

I REGION I SAXONY I

“HEADY” HISTORY:

850 YEARS OF WINE

GROWING IN SAXONY

A great variety of wines can be experienced all year round in

Saxony, particularly during the many wine festivals in autumn.

Centuries of experience, favourable climate and soils create ideal

conditions for one of the smallest wine-growing regions in Europe,

covering only 511 hectares, and tended by 1,860 winegrowers. Dozens

of grape varieties grow in the Elbland, including Saxon Müller-

Thurgau, Riesling, Pinot Blanc, Dornfelder and Traminer. Very special

indeed is the rare Goldriesling, only grown in Saxony.

“C THE UNSEEN”:

CELEBRATING CHEMNITZ

AS CAPITAL OF CULTURE 2025

In 2025, Chemnitz will become European Capital

of Culture. From groundbreaking inventions to

cultural innovations, Chemnitz buzzes with

ideas and surprises. So why not experience it

all right away?

VISIT

C ULT UR E C AF E

During the Capital of Culture year 2025, the theme “C the unseen”

will bring undiscovered places to life and make the invisible visible…

starting with garages. Too small for modern cars, over the years, 3,000

garages have been converted into workshops, storage rooms, meeting

places or even puppet theatres. They reveal secrets or tell stories.

The Parade of Apple Trees is another initiative from its sponsors to

create networks and cultural events. The Purple Path, an art trail,

will run through the entire region in 2025 and present art in public

spaces. The Fête de la Musique will bring urban experiences to the

countryside.

But why wait until 2025 to explore Chemnitz? Art and culture fans will

love the Chemnitz Art Collections.

The cultural heart of the city is the Theaterplatz with “Chemnitz

Theatre”, comprising Opera, Philharmonic, Theatre, Ballet and the

Puppet Theatre. Each season brings powerful productions, spectacular

stage designs and international collaborations. In 1909, the Chemnitz

Opera House performed works by Richard Wagner, beginning a

tradition that regularly brings Wagner fans to “Saxony’s Bayreuth”.

There is also an exciting subculture made of festivals, clubs and openair

concerts, cabaret performances, markets, galleries and theatre.

THE SAXON WINE ROUTE

AND THE SAXON WINE TRAIL

Launched in 1992, the Saxon Wine Route stretches over 55 km of

river landscapes and architectural treasures. The first vines are visible

near Pirna, followed by Pillnitz and various Elbe castles. The route

continues alongside picturesque vineyards, passing by the taverns of

Radebeul, Coswig and Meissen - with the romantic village of Diesbar-

Seusslitz being a highlight. Visitors also have the possibility of taking

the Elbe cycling trail.

Wine and hiking fans will love the Saxon Wine Trail, which combines

nature, panoramas and urban experiences in Dresden, Pirna,

Radebeul and Meissen. In Radebeul's Hoflößnitz wine estate, the

Saxon Wine Museum tells all about Saxon grapes. Information boards

with QR codes inform visitors on the history of wineries, sights and

accommodation.

WINES WITH CHARACTER

Visitors will also discover that Schloss Proschwitz lies on hillside

vineyards that have been cultivated for over 850 years. Meanwhile,

Wackerbarth Castle in Radebeul is Europe's first adventure winery. In

its premises, visitors experience a combination of baroque grounds,

picturesque vineyards and modern production methods. The "Best

Sparkling Wine Producer in Germany 2018" also plays host to exciting

events throughout the year.

TIP: Why not also try the new offerings from the young creative

winemaker Matthias Schuh in his Sörnewitz winery

VISIT

BR AND CARD

© Erik-Gross

The Chemnitz Industrial Museum highlights the city as one of Germany’s

industrial cradles. A special exhibition, entitled “MaschinenBoom”

(until July 25, 2021) is looking at the role of machines in everyday life.

The Saxon Railway Museum Chemnitz Hilbersdorf is said to be the

grandest in Europe, with its impressive stock of steam, diesel and

electric locomotives.

Another highlight is the Chemnitz State Museum of Archaeology.

Some 300,000 years of cultural history are on exhibit in 3,000 sq m of

space. The museum hosts “CITY. Between Skyline and Latrine”, which

will run from April through September 2021. It shows how cities are

universal places of diversity, creativity but also conflict. An excellent

introduction to the Capital of Culture 2025

View over the vineyards to Radebeul

ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021 17


I REGION I EUROPE I

LIKE MANY OTHER CITIES

IN EUROPE, NEUCHÂTEL

IN SWITZERLAND

ENJOYED A RELATIVELY

BUSY TOURIST SEASON

IN SUMMER 2020

EUROPE

ALBANIA

AUSTRIA

BELGIUM

BOSNIA &

HERZEGOVINA

BULGARIA

CROATIA

CYPRUS

CZECH REPUBLIC

DENMARK

ESTONIA

FINLAND

FRANCE

GERMANY

GREECE

GUERNSEY

HUNGARY

ICELAND

IRELAND

ITALY

JERSEY

KOSOVO

LATVIA

LIECHTENSTEIN

LITHUANIA

LUXEMBOURG

MACEDONIA

MALTA

MOLDOVA

MONTENEGRO

NETHERLANDS

NORWAY

POLAND

PORTUGAL

ROMANIA

RUSSIAN

FEDERATION

SAN MARINO

SERBIA

SLOVAKIA

SLOVENIA

SPAIN

SWEDEN

SWITZERLAND

TURKEY

UKRAINE

UNITED KINGDOM

More resilience than the rest

of the world in 2020

The European Union played a positive role in 2020 for European

internal tourism as it fostered the reopening of all internal

borders over the summer, helping Europe limit its decline

In 2020, Europe saw total international arrivals declining

by 70% according to preliminary UNWTO data. This should

translate into a drop of 500 million from a total of 743 million

international tourists in 2019 to 230 million last year.

However, the market share of

Europe increased from 51% to

58% of all total arrivals. This is due

to the almost complete closure of

borders in Asia/Pacific and North

America.

The weak result of European

tourism is confirmed by the

European Travel Commission

(ETC). The organisation represents

33 countries in Europe - excluding

France, Sweden and the UK.

ETC confirms however that the

reopening of borders during the

summer had a positive impact on

some destinations.

Countries such as Austria, Greece,

Italy and Spain benefited from a

brief uptick in demand, although

annual levels remained below

2019. However, the regular return

of outbreaks with a worsening of

the situation from November saw

countries reimposing restrictions.

As they have persisted into 2021,

traveller confidence remains weak.

According to Tourism Economics’

global travel forecasts published

by the ETC, Western Europe was

the best performer with overnight

tourists down by 56.2% last year

compared to 2019; Southern/

Mediterranean Europe was down

by 72.1% and Central/Eastern

Europe by -72.9%. Northern

Europe performed worst as

countries such as Denmark,

Finland and Norway kept their

borders closed for most of the

year.

MONACO, AUSTRIA

AND LUXEMBURG

PERFORMED BEST

IN 2020

When looking at Europe's best

performing countries in 2020,

Monaco, Austria and Luxembourg

managed to keep the decline

of their international arrivals by

respectively 51%, 52.7% and

53%. Italy recorded a relatively

acceptable performance with

total international arrivals down

by "only" 56.4%. However, Iceland,

Hungary, Malta, Portugal, Serbia

and Spain saw their tourist

numbers down by 75%.

Long-haul travel to Europe was the

most depressed in 2020. Visitors

from Brazil, Canada, China, India

or the USA were not allowed to

come to the European Union last

year. All overseas markets were

down between 75% and 90% on

average.

The ETC is giving a glimmer

of hope for 2021 linked to the

approval and implementation of

vaccination campaigns, which

provide a much-needed boost

to traveller confidence. A recent

survey by ETC indicates that 45%

of Europeans were planning to

immediately reschedule their prepandemic

trip once a Covid-19

vaccine had been found. The

European Travel Commission

expects international arrivals will

exceed 2019 levels only by 2023

NEWS

Non-EU countries recorded the

worst performance on the continent

last year according to the ETC. Total

overnight arrivals were down by

76.3%; a result due to the fact that

Russia kept its borders closed for

most of the year.

The latest ETC report “Monitoring

Sentiment for Domestic and Intra-

European Travel – Wave 5” highlights

that 54% of Europeans aim to make a

trip before the end of July 2021 while

one in three Europeans believe that

May-July is the most feasible period

for their next trip.

In the same report, the ETC indicates

that 18% of Europeans would favour

a sun and beach holiday, followed by

a city break for 16% and a culture &

heritage trip for 14%. 54% of people

surveyed said they were willing to

fly for their holiday while 36% would

favour travel by car

AUSTRIA RECORDED

A DECREASED OF

"ONLY" 52.7% OF

ITS INTERNATIONAL

ARRIVALS IN 2020

18 ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021

www.itb-berlin-news.com


I REGION I EUROPE I

Rebranding Serbia

as a prime tourist

destination

Exclusive Interview: Marija Labović, CEO,

National Tourism Organisation, Serbia

SLOW ADVENTURE

AT ITB BERLIN NOW

For Marija Labović, CEO, National Tourism

Organisation, Serbia, city breaks in Belgrade

and Novi Sad will continue to be key products

for international visitors, once the pandemic

is over. Serbia is convinced that most

tourists are now seeking natural uncrowded

destinations. Promotion at ITB Berlin NOW

2021 is thus all about slow adventure.

The new concept serves as an antidote

to people's urban life. Slow adventure

encourages tourists to experience outdoors

at a slower pace and to engage with remote

and wild places, with the appreciation of the

environment, local food, culture, history and

traditions

Last year was very difficult for the global

tourism industry, including of course for

Serbia. But just how did they weather

through? We put the question to

Marija Labović, CEO, National Tourism

Organisation, Serbia.

International tourism suffered the most, with

overnights down 78% in 2020. We expect 2021

to be difficult again. Although vaccinations

bring light at the end of the tunnel, it seems

that this light will not come as quickly as

hoped. In the meantime, we worked hard on

strengthening our tourism marketing with the

adoption of our Tourism Strategy until 2025. We

are rebranding Serbia as a tourist destination

and are formulating our strategy for 2022 and

beyond.

Did you change the way to promote Serbia?

What are your main markets ?

With the current situation, we will have to

focus further for the near future on domestic

and regional markets, while keeping a "soft"

presence on other markets. We will shift our

activities to almost only digital promotion

and marketing at least in 2021. Traditional

key markets for Serbia are neighbouring

countries- former Yugoslav countries, Bulgaria,

Romania and Turkey. China was our number

one overseas market in 2019, while Russia and

Germany remained strong.

What kind of products are you presenting in

2021? How are you adapting them to a demand

for more sustainability and more health safety?

In 2021, we will focus on nature-linked holidays.

We will put more promotional efforts to bring

tourists in a sustainable way to our protected

natural areas like national parks. We want to

promote rural accommodation with succulent

Serbian food as well as slow adventure activities

like hiking and biking, for travellers to familiarise

themselves with Serbian culture and history.

This includes remote medieval monasteries

and fortresses, art galleries, traditional arts

and craft producers. Of course, we are also

improving tourism infrastructure, such as new

4 and 5 star hotels in cities, or ski infrastructure

in winter resorts such as Kopaonik and Zlatibor.

Since the culture is a very important promotion

tool, we will of course put great emphasis on

Novi Sad as European Capital of Culture 2022

FOCUSING ON NEW

MARKETS IN 2022

Besides former Yugoslav Republics, Russia,

or Germany, Serbia's tourist authorities are

aiming in 2022 to become more active in

European markets, offering an interesting

development potential. Among them are

Italy, France, the UK, Benelux, Scandinavia

and the USA. Most of them generated total

arrivals ranging between 30,000 and 50,000

in 2019. China was by far the largest market

in 2019 with close to 145,000 arrivals. "We will

focus more on positioning in these important

markets from 2022 onwards when we expect

the pandemic to be behind us", explains

Marija Labović

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ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021 19


I REGION I EUROPE I

Timeless experiences

in North Macedonia

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Dreaming of a safe place close to nature for a holiday? North Macedonia offers everything

travellers need to restore their faith in a better world and to be at peace. Endless green

landscapes, the blue waters of Ohrid Lake, Prespa Lake and Dojran Lake, and beautiful

mountains: North Macedonia is indeed timeless.

MALLORCA

SELECTED FOR

INTERNATIONAL

HONOURS

Mallorca is at ITB Berlin NOW

presenting its strategy and

measures that establish the island

as a reliable, safe and sustainable

travel destination.

The Spanish island is represented by

the Fundación Mallorca Turismo and 15

municipalities at the Balearic Islands

stand.

Recently, Mallorca became the first

European travel destination to be

awarded the UNWTO.QUEST certificate.

The award highlights the quality and

excellence of tourist destinations

around the world, placing the island

as the first Destination Management

Organisation in Europe and fourth in the

world to receive this honour.

Meanwhile, the airport of Palma de

Mallorca has received the Airport Health

Accreditation (AHA) certificate from

the Airports Council International

(ACI), which has designated it as a

"safe airport". The programme assesses

compliance with recommended

health measures from ACI, ICAO,

EASA, the European Centre for

Disease Prevention and Control

(ECDC) and the World Health

Organization (WHO). According to

the ECDC, "Air traffic and the airport

environment are characterised by low

virus prevalence, with less than 1%

of detected cases of Covid-19 and no

increase in transmission rates

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The Republic of North Macedonia has the potential

for many types of holidays, particularly in regard

to cultural, religious, active and rural tourism. Food

tourism is growing with travellers keen to explore

rural areas where locals grow fruits, vegetable and

wine. More recently, the country has embraced

the need for active tourism products. With its

mountains, ski slopes, rivers and lowlands, North

Macedonia fits perfectly with alternative and

adventure tourism.

The Agency for Promotion and Support of Tourism

in the Republic of North Macedonia is present at

ITB Berlin NOW with the aim of:

Village church at sunset, Berovo region

Galicia 2021-22:

Celebrating the

Way of St James

This year, reaching the end of the Way of

Saint James in Galicia has a double reward.

In addition to the satisfaction of completing the

first European Cultural Itinerary and sharing this

unique experience with people from all over the

world, travellers also have the chance to take part

activating promotion policies by presenting to

professionals all segments and regions and

analysing the potential of domestic and inbound

markets;

preparing and implementing programmes and

information material;

developing a unified tourist information system

connected to other information systems;

promoting North Macedonia's tourism potential

worldwide in cooperation with tour operators;

Be safe and travel wisely #onlyinMacedonia

in the Xacobeo 2021-22. The programme is packed

with cultural and leisure activities to suit all tastes

and has been created to celebrate the Holy Year,

extended to 2022 due to the influence of Covid-19

on travel and mass events.

Since the Middle Ages, pilgrims have flocked to

Galicia from around the world, drawn by the

challenge of reaching the end of the Way of Saint

James and “the end of the known world”, which

until the Renaissance was considered to be

Finisterre, situated on the Galician coast and one

of the Continent’s westernmost points.

Galicia wishes to share the celebrations to mark

the Xacobeo 2021-22 with all those who visit,

offering them a rich programme including

cultural events, exhibitions, encounters with

intellectuals, concerts and a whole host of

other activities organised throughout the

year in Galician towns and cities

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20 ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021

www.itb-berlin-news.com


I REGION I EUROPE I

© Andrius Aleksandravičius

2021, THE YEAR

FOR A SLOW

ADVENTURE IN

SERBIA

ADVERTORIAL

Slow down and discover

the unexpected in Lithuania

Where uncrowded villages and pristine nature abound,

Lithuania is a perfect choice for post-pandemic

holidays

In a time when circumstances have deprived most

travellers of real, natural experiences, Lithuania

has a formula that will appeal to the post-pandemic

tourist. In this Baltic country, cities and nature live

in peaceful co-existence; never far from each other.

Lithuanian metropolises and smaller resort towns are

surrounded by pristine nature. The nation's forests

are particularly healing, providing serene spaces to

rest and clear one’s head.

When it comes to tourism,

Lithuania is a country

of hidden potential, that

may well be the future goto

destination for visitors

looking for privacy, safety,

and "slow travel" options.

This is particularly apparent

in the nation's wide range of

active recreational activities,

with its hiking trails, cycling

routes, camping adventures

and relaxing nature therapies.

Relatively short distances

make it easy to incorporate

different types of touristic

experiences in a travel

package or personal itinerary.

Lithuanians have built a wide

range of educational trails

in the country highlighting

its spectacular landscape

features, from swamps to

cliffs, lagoons, and rivers.

Situated near many tourist

attractions, hiking trails are

a great way to boost mental

as well as physical health

– explaining the popularity

these activities have already

achieved among locals. As a

cycling destination, Lithuania

is appealing to many for its

intriguing routes, winding

across the entire country.

For a charming afternoon

ride or for a cross-country

expedition, versatility and

sights suit the needs of any

type of active traveller.

Remote, off-the-beaten-track

attractions in Lithuania allow

travellers to fully reconnect

with nature. They are not only

perfect for social distancing,

but extraordinary as well.

Pagan heritage, herbs and

berry picking, dragonfly

catching, visiting mysterious

craters and deer-watching are

just a part of it. Many activities

also have therapeutic

qualities, such as a melodious

soothing bed of bees or an

amber sauna, one of its kind

in the whole world.

Tourism professionals will

have the opportunity to

connect with Lithuania Travel

at the ITB NOW conference

and get informed about

Lithuania’s tourism potential.

Lithuania Travel is the

national development agency

responsible for tourism

marketing and promotion

under Lithuania’s Ministry of

Economy and Innovation. The

agency closely collaborates

with tourism businesses

and organisations, presents

Lithuanian tourism products,

services and experiences on

social and digital media, press

trips, and participation in

international travel exhibitions

and B2B events

Visit the official tourism

gateway to Lithuania here:

https://lithuania.travel/en/

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Stara Planina: Impressive landscapes in Eastern Serbia

"We feel that tourists will generally

look this year for nature-linked

destinations. As Serbia's offers

infinite possibilities linked to nature,

we adopted slow adventure as a

theme for 2021," explains Marija

Labovic, CEO of the National Tourism

Organisation of Serbia (NTOS).

Serbia indeed offers plenty of space.

With an average of 80 people per sq km,

the country is the perfect destination for

travellers looking for peace, distance, safety

and nature. "Slow adventure" will also help

Serbia in promoting remote and wild places

where tourists learn about the environment,

as well as local food, culture, history and

traditions.

"We will launch more promotional efforts to

bring tourists to our protected natural areas

and give them the opportunity to enjoy rural

accommodation, taste Serbian food and

practice activities like hiking and biking,"

stresses Ms Labovic.

ENCOUNTERING WILD ANIMALS

AND PRISTINE NATURE

Thick forests turn Serbia into a paradise

for observing animals. In Western Serbia,

visitors to Tara National Park can see bears,

while Uvac Nature Reserve is known for

Griffon Vulture observation. It is part of 42

Important Bird Areas in Serbia.

In Eastern and Southern Serbia, the NTOS

highlights Pirot town and Stara Planina

Mountain with its hidden waterfalls

and deep forests. In the South,

Devil's Town is not only rock

formation, but a source of

many folk tales

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© NTOS

BR AND CARD

ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021 21


I SPECIAL FEATURE I TRANSPORT I

TRANSPORT:

WELCOME TO 1995!

European airports last year welcomed 728 million

passengers, losing, in just one year, 1.72 billion

passengers, which represents a decrease of 70.4%.

According to the Airports Council International Europe,

the figure took European airports back into the year 1995

Alexandre

de Juniac

Director General & CEO,

International Air Transport

Association (IATA)

A sad end for Berlin Tegel airport which shut its

doors on October 31 in the midst of the pandemic

IATA

A glimmer of hope

with the roll-out of

vaccines

Alexandre de Juniac, the Director General and CEO of the International Air

Transport Association (IATA), has no doubt that air traffic will pick up again

before the end of the year. The question of when and how quickly it will

resume remains a matter of some concern.

The light at the end of the tunnel is still

far away when it comes to international

air transport. Presenting in a briefing the

results of January, IATA’s Chief Economist

Brian Pearce gave a mixed review of air

transport's latest evolution: in January, air

cargo was growing again and for the first

time reached levels last seen before the

pandemic started.

Passenger traffic lagged, however. At -72%

compared to January 2019, the performance

was worse than the -69% of December.

For IATA Director General and CEO

Alexandre de Juniac, "The growth in cargo

is a very good indicator as it is a vital lifeline

of cash for many airlines. If air cargo was

not doing as well, the industry as a whole

would be in even deeper trouble".

The continuous low demand by passengers

is of deep concern for the association.

IATA predicts two more difficult months in

February and March, but de Juniac wants to

remain optimistic: "The vaccine roll-out and

the increase in testing capacity—particularly

as governments show renewed interest

in rapid antigen tests—is good news. But

until governments ease travel restrictions, a

significant improvement is unlikely."

Another element giving way to cautious

optimism is that "Consumers' appetite to

fly is still there. However, it is governments,

with the relaxation of rules, which will

dictate the pace of recovery", de Juniac

adds

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Nightjet - © ÖBB/Harald Eisenberger

© Flickr user ChicagoAtNight, CC BY-SA 2.0

NIGHT TRAINS ARE BACK

IN EUROPE,

and 2021 will see new lines being added. Following

the launching of a "TEE 2.0" by transport ministers and

CEOs of rail companies in Austria, France, Germany and

Switzerland, lines will this year link Vienna to Paris via

Munich, Zurich-Amsterdam via Cologne and Paris to

Nice

The Austrian ÖBB is Europe's largest provider of night trains

CONTRACTION OF 26%

The USA saw a sharp contraction of 26% in passenger

travel last year. Americans made 370 billion trips of any

kind compared to 498 billion trips a year earlier. The

Transportation Security Administration (TSA) controlled

only 324 million passengers in airports compared to 823

million passengers in 2019

Chicago O'Hare airport

22 ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021

www.itb-berlin-news.com


I SPECIAL FEATURE I TRANSPORT I

© Emirates

The future of the

Asian and global

aviation market

Exclusive Interview:

Sir Tim Clark,

President Emirates Airlines

In his ITB CEO Interview, entitled "The Future of the

Asian and Global Aviation Market", Sir Tim Clark,

President Emirates Airlines, will discuss, among other

topics, how global players like Emirates are ramping up

their flight offerings again, and how Covid-19 changing

industry structures. We asked him firstly how Emirates

is faring today.

I expect air travel to gradually

revive in the second half of 2021,

with entry restrictions easing

as vaccination efforts roll-out

across countries. This will bring

further stability for the return

of corporate and leisure travel

demand. Emirates has already

returned to about 60% of our

pre-pandemic network, serving

over 90 destinations worldwide.

We expect to be serving our full

network by Q1 2022.

Emirates has played a pivotal

role during the pandemic. Can

you tell us more?

This pandemic is a global

problem and as a global airline,

we put our hands up to be part

of the solution. In early 2020,

Emirates quickly pivoted our

operations to focus on cargo,

which helped maintain vital

global air links to transport

PPE, medicines, food and other

essential items.

Emirates has set up the world’s

largest vaccine distribution

hub in Dubai. Together with

our logistics partners, we can

move vaccines securely from

factory to destination under 48

hours. We’ve also signed up

to UNICEF’s COVAX Facility,

dedicated to the equitable

distribution of Covid-19

vaccines globally.

On the customer care front,

Emirates led the industry with

initiatives such as flexible

booking policies, multirisk

insurance cover, and a

commitment to honouring

refunds.

We’ve implemented a

comprehensive set of measures

at every step of the travel journey

to ensure the health and safety

of customers and employees.

Vitally, all our measures are

regularly reviewed and updated

in line with the latest medical

advice and knowledge.

In January, we rolled-out a

voluntary company-wide

vaccination programme to

protect our workforce, as well

as provide an added layer of

protection for our customers

and communities. Credit has

to go to the UAE government

for making Covid-19 vaccines

free and readily available to the

population, including aviation

workers at the frontline.

How important is the fact that

Dubai is increasingly becoming

a destination itself?

Our home Dubai is one of the

most visited cities and popular

holiday destinations in the

world. Dubai is welcoming

tourists with the highest levels

of safety protocols in place and

was one of the first cities in the

world to receive the WTTC Safe

Travels Certificate.

The Expo 2020 Dubai, starting

this October, will leave another

meaningful and lasting legacy,

providing many reasons to

come to Dubai during its sixmonths

run. With our network

covering all continents, we

will be the major facilitator of

direct and safe connectivity to

the World Expo. People haven’t

been able to travel for a while

and at Expo Dubai, they can

experience the entire world in

one place.

WE EXPECT TO

BE SERVING OUR

FULL NETWORK BY

Q1 2022

How important is the "ITB

platform" in terms of promoting

thought leadership and

guidance?

ITB remains the world’s leading

travel trade show and there is

no other platform for the travel

eco-system of that size and

global dimension. Especially

in these testing times for our

industry, ITB Berlin NOW

offers a unique opportunity for

exchange and inspiration

Tuesday,

9 March 2021

12:20 - 12:35

ITB CEO INTERVIEW

"The Future of the Asian

and Global Aviation Market"

ITB Berlin NOW

Convention Stage 1

ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021 23


I SPECIAL FEATURE I TRANSPORT I

ED BASTIAN –

THOUGHTS ON ITB BERLIN NOW

In this new normal, we can’t always meet face-to-face,

but it’s important to stay connected to our customers

and partners. Nothing beats human interaction, but technology

has provided us with the ability to meet until we can all be

together again – which I’m hopeful will be sooner than later.

ITB CEO INTERVIEW

THE FUTURE OF THE US AND GLOBAL AVIATION MARKET

Tuesday, 9 March 2021

12:00 - 12:15

ITB Berlin NOW Convention Stage 1

The aviation market: what future?

Exclusive Interview: Ed Bastian – CEO – Delta Airlines

With the airline industry taking a major hit from the Covid crisis, today sees

an ITB CEO Interview with Ed Bastian as part of the virtual convention.

To get a foretaste of what we’ll see in his talk, we asked him how he sees

the market evolving in the short to midterm.

We’re confident that Delta will emerge

stronger than ever once we get on the

other side of the pandemic. That said,

we’re taking a nimble approach and

viewing market recovery in three phases.

In the first one, we expect demand

choppiness to continue and the booking

DELTA HAS A

LONG-STANDING

COMMITMENT TO

SUSTAINABLE AIR

TRAVEL BECAUSE WE

BELIEVE IT’S OUR

RESPONSIBILITY TO

LEAVE THE WORLD

BETTER THAN WE

FOUND IT.

curve to remain more compressed. Core

to the second phase is vaccinations

becoming more widely available, travel

restrictions and advisories easing up, and

customer confidence in travel growing. As

these things happen, we expect to see an

extension of the booking curve, resulting in

a cash-led recovery with revenue recovery

to follow at some point in the spring. In

the final phase, which we anticipate in the

second half of 2021, vaccinations become

more widespread, offices begin to re-open

and the world begins to experience some

form of normality. Once our customers

and people regain confidence in public

life and make plans to travel, we’ll see a

sustained improvement in demand.

Do you believe there will be permanent

changes to customer behaviour after the

crisis?

Technology has served us well over the

past year, giving us more opportunities to

connect with one another during a time

when being physically together was not

an option. But as I’ve always believed,

relationships aren’t formed through the

phone. Not only does our economy depend

on physical connection, we as human

beings need it to thrive. We know even

after we defeat the pandemic and people

return to travel, things will look different.

Just as security became a heightened

focus following 9/11, we expect customers

will continue to hold health safety in high

regard, showing loyalty to companies who

prioritise their well-being. This is a good

thing, and it’s the reason we created a

Global Cleanliness Division at Delta and

hired our first Chief Health Officer – our

focus on health is not a temporary solve,

but a long-term commitment to better

care for our customers, our employees

and communities we serve.

How will the new US administration affect

such things as sustainability in aviation,

and how does that reflect on Delta?

We are committed to becoming carbon

neutral from last March onward with a

strategy that balances immediate actions

and long-term investments. Even as we’ve

faced challenges amid the pandemic,

Delta is investing in carbon neutrality

– the pandemic has only intensified our

focus on being a responsible steward

of our planet. We’re hopeful the new

administration will prioritise and expand

upon the development of sustainable

technologies because it will require all of

us, working together, if we want to leave

the world better for future generations

24 ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021

www.itb-berlin-news.com


I SPECIAL FEATURE I TRAVEL TECHNOLOGIES I

Cendyn &

NextGuest

combine forces to

create a new giant

in hospitality CRM

& digital marketing

Cendyn, a provider of cloud software

and digital marketing services for the

hospitality industry has joined forces with

NextGuest, a New York and Munich-based

CRM and digital marketing leader. Their

combined expertise under the Cendyn

brand make the new entity the “largest

scalable CRM and digital marketing

provider in their field”.

The new Cendyn can deliver what they describe

as "unmatched CRM and digital marketing

capabilities in the hospitality technology space on

a global scale". With offices in the USA, in Germany,

Japan, Singapore and Thailand, Cendyn is present

in 143 countries.

For hoteliers, the new Cendyn will drive demand

and revenue performance by optimising every

touchpoint of the guest journey through data

intelligence and automation.

Hotel brands served by the company include

Jumeirah Resorts, Hyatt, Marriott, Minor Hotels,

IHG, Hilton, Outrigger Hotels & Resorts, Onyx

Hospitality Group, Rosewood Hotels & Resorts,

Virgin Hotels, Margaritaville Hotels & Resorts, and

Event Hospitality & Entertainment.

“We are thrilled to merge with NextGuest. With

deep experience in hospitality and a long history

of innovation at both companies, there is perfect

alignment and tremendous opportunity to be

realised through this combination,” said Tim

Sullivan, President & CEO of Cendyn

ADVERTORIAL

Ezus brings new

software for

Travel Agencies

Finally, Travel Agencies, Incentive

Agencies, MICE, DMCs selling tailormade

programmes have an adapted

business software.

Choosing between a complex and expensive

quote edition software similar to the

competition and manual production, Ezus

provides a 3rd solution: an ergonomic online

software for the production & sale of tailormade

Business & Leisure Travel.

a simple and fluid construction and

management of your programmes and

budgets (quotes, planning, brief, itineraries);

a personalised generation of your

commercial documents (commercial

proposals + quotes) via a library of

customisable templates;

the management of your suppliers'

bookings, availability and payments as well

as your customers' payments and invoicing.

All these features are connected to your

CRM and supplier database in the same

collaborative interface.

Launched in 2019, the French start-up

already boasts more than 200 agencies that

reduce their working costs and manage to

convert up to 30% more on their requests.

Former professionals in the Incentive Travel

& DMCs industry, the Ezus team's mission is

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to help travel organisers sell more efficiently

by enabling them to quickly build tailor-made

events.

Charles Gombert, the co-founder & CEO, says

"I have always been amazed by the quality of

digital tools used by tourism professionals.

With Ezus, we want to put digital in the hands

of those who have the travel know-how

without taking a 20% commission".

Ezus is presenting the latest web-app

novelties such as the automatic creation of

a website (accessible on mobile) for each

request where the customer can find all his

or her personalised travel documents before

directly validating a request

Ezus the new travel agency software :

https://ezus.io/

Ezus team

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ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021 25


I SPECIAL FEATURE I CULTURAL TOURISM I

ADVERTORIAL

Culture in Italy

Where vestiges of the past

become addictive!

Italy is without doubt the world's most renowned

cultural destination. While most commonly

associated with art, music and food, Italy is

the homeland of the Roman Empire, the Roman

Catholic Church and the main centre of the

Renaissance, which flourished through Europe

for centuries. Anyone who visits Italy for the

first time is indelibly marked by the nation’s

fascinating history – in all its facets. They are

then compelled to return over and over for

more of the same!

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The Abruzzo countryside

is rich in history

ABRUZZO:

AN OPEN-AIR

EXHIBITION

The vestiges of Abruzzo remain

largely untouched. Here,

human presence is rooted in

the mists of time, proving that

a reciprocal and respectful

balance has emerged. The

region resembles a multisite

museum, a “permanent openair

exhibition” of a wide range

of themes: ecology, geology

and geomorphology, history

of human settlement of the

territory, of ancient urban

planning and spontaneous

architecture, the history of

farming and the countryside,

the history of military and

defensive architecture,

religious architecture, monastic

communities, and sheep

rearing

© Sterling Lanier / Unsplash

Piazza grande, Matera,

Province of Basilicata

BASILICATA:

WHERE ONE

LOSES THE

SENSE OF TIME

Castles and museums of

different styles and flairs,

as well as literary parks and

art galleries are part of the

outstanding artistic, historical

and cultural heritage of

Basilicata, in southern Italy. The

visitor loses his or her sense

of time exploring the castles

of the Emperor Federico II

of Svevia, in Lagopesole and

Melfi. They shouldn’t miss

the National Archaeological

Museums in Potenza and

Matera, both named after their

founders “Dinu Adamesteanu”

and “Domenico Ridola”, and the

museums of Metaponto and

Policoro, with their beautiful

archaeological areas

© Folco Masi / Unsplash

Comune di Ravenna

EMILIA

ROMAGNA:

MARKING THE 700 TH

ANNIVERSARY OF

ITALY’S GREATEST

POET, DANTE

ALIGHIERI

Emilia Romagna is this year

commemorating the 700th

anniversary of the death,

in Ravenna, of one of the

country's greatest poets, Dante

Alighieri. Celebrations, which

run through to December 2021,

already began in September,

2020 - with the re-opening

of Dante's tomb and the

Quadrarco di Braccioforte

following restoration work.

Mentioned by the Ravenna

historian Andrea Agnello in the

ninth century, the Quadrarco

of Braccioforte is the ancient

oratory of the nearby church

of San Francesco. Dante will

be celebrated in “the Dante

experience” as well as on

Dante’s Routes - Vie di Dante

(i.e. Lonely Planet’s 2021 Best in

Travel for sustainability), which

link Romagna to Tuscany

26 ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021

www.itb-berlin-news.com


ADVERTORIAL

I SPECIAL FEATURE I CULTURAL TOURISM I

© Francesco Bandarin

Residences of the Royal

House of Savoy (Italy)

PIEDMONT:

AN ANCIENT

BOND BETWEEN

MAN AND

NATURE

An exciting journey through

the history of the region begins

with five World Heritage Sites:

the Prehistoric Pile Dwellings

of the Alps, the Royal House of

Savoy, the Sacri Monti (Sacred

Mountains), the Vineyard

Landscape of Langhe-Roero

and Monferrato, and finally

Ivrea, Industrial City of the 20th

century. Moreover, Piemonte

is home to 3 Creative Cities,

standing for their exceptional

craftsmanship that fully

integrates both tradition and

innovation: Torino for the

creative field of Design, Alba

for Gastronomy and Biella,

the cradle of Italian textile

manufacturing, for the category

“Crafts and Folk Arts”

© Eleonora Altomare / Unsplash

Duomo San Corrado

in Molfetta, Bari

PUGLIA: A

MILLENARY

LAND OF

TREASURE

TROVES

Puglia is traversed by centuries

of history and art that have left

their unmistakable mark on the

imposing architecture: from the

Classic Age to the present day,

from the Romanesque to the

Baroque. But Puglia’s history

starts even before history,

as the refined historian and

exceptional traveller Cesare

Brandi wrote. This is shown

by the dolmens and menhirs

bearing witness to prehistoric

civilisations. Along Puglia’s

coastline, one can discover the

magical towers that stand alone

and scan the horizon – silent

companions of those opting for

a spectacular coast-to-coast

journey

Ramparts and fortress

- San Marino

SAN MARINO:

WITH

COUNTLESS

STORIES TO TELL

San Marino’s cultural tradition

and its values of freedom have

remained unchanged over the

centuries: this is why UNESCO

listed the old towns of San

Marino and Borgo Maggiore,

along with Monte Titano, as

World Heritage Sites. Walking

through its old town feels like

plunging into the Middle Ages.

The Republic of San Marino is

truly an open-air museum, with

its three Towers, the Basilica of

St. Marinus, the small St. Peter’s

Church, St. Francis’ Church and

its Museum, the State Museum

and the Museum of Modern

and Contemporary Art

© Samuele Gilglio / Unsplash

Art is

EVERYWHERE

in Florence!

TUSCANY:

BLENDING

NATURE, CULTURE,

ARTISTIC AND

HISTORIC

HERITAGE

Mention Tuscany, and Florence

instantly comes to mind. The

city's extraordinary attractions

are impossible to describe

in a few words: cradle of the

Renaissance, mother to world

renowned artists, birthplace of

genius, a blend of gracefulness

and history which emerge from

every corner, every street,

every piazza. It is an absolute

masterpiece of human genius.

And while Virginia Woolf sung

the praises of the famed city

of Pisa, one should also not

miss the breath-taking historic

centres of San Gimignano,

Siena, Pienza, the Val d’Orcia,

and the Medici Villas and

Gardens. Tuscany is a voyage

unto itself

Burano, Venice

VENETO: THE

LAND OF VENICE

- ONE OF ITALY'S

MOST VISITED

REGIONS

Veneto’s eight UNESCO World

Heritage sites say it all. In

the international language of

art, “Veneto” means “colour”,

a whole figurative culture

built in colour. Veneto offers

a rich heritage of art cities

and smaller towns. And while

Venice is one of the world

capitals of art and culture, in

Veneto there are many more

artistic treasures to discover.

Among the latest 2021 cultural

initiatives is the extension

of the project Tiepolo250,

developed in Vicenza in 2020 to

celebrate the 250 th anniversary

of the death of the great painter

Giambattista Tiepolo and the

splendour of the Venetian villas.

Verona, the city of love, is

famous for Romeo and Juliet

and for its Arena. The Arena di

Verona Opera Festival - one of

the major highlights of the 2021

summer season in Verona - will

take place from 19 June to 4

September

ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021 27


I SPECIAL FEATURE I CULTURAL TOURISM I

ADVERTORIAL

Experience

Korean Culture

at ITB Berlin

NOW

ITB trade visitors and media can discover a huge array of

cultural content at the Korea Tourism Organisation's ITB

Brand Card and Café.

The combination of traditional

culture, modern lifestyle

and technology is one of the

highlights for tourists visiting

Korea. Travellers can always find

something suiting their personal

interests, from a walk in one of

Seoul's five royal palaces to a

shopping spree at night. Indeed,

Korean culture has seen a

constant increase in popularity,

particularly thanks to Korean

Hansik cuisine, K-Pop and Korean

TV dramas.

During Covid-19 times

and home quarantine,

in 2020, the Korea

Tourism Organisation

(KTO) provided

several possibilities

to experience Korea's

traditional and modern

culture. In 2021, they are

continuing to stimulate interest in

the nation until people can travel

internationally again. For the

German speaking market, KTO’s

Frankfurt office has organised the

online event entitled "Feel Korea

VISIT

BR AND CARD

Now" as well as a K-Pop cover

dance contest on its Instagram

channel.

And this year at ITB Berlin NOW,

just as in previous years, visitors

are able to have live experiences

via the KTO Brand card. KTO's

Frankfurt office has an exhibitor

presentation on March 12, at

10am, and the organisation will

showcase the latest developments

for international travel to Korea.

They will also be welcoming

visitors to their digital

café, where topics can

be discussed in detail,

and tips can be given

for selling Korea as a

safe and exciting travel

destination. A special

KTO Frankfurt highlight

will be an online exhibition

at Korea's Brand Card, which will

also be promoted for B2C clients

on the Instagram channel @

koreatourismus. Visitors can

experience Korea in VR, find

online brochures and take part in

several events

CASTILLA-LA MANCHA, SPAIN:

LIVING HISTORY... BUT SO MUCH MORE

When asked where the biggest

wine region is in the world,

most people might not know

that it is in Castilla-La Mancha

– the land of Don Quixote.

It’s no exaggeration to say that Don

Quixote de la Mancha is one of the

most famous books in the history

of literature. This novel, which tells

the adventures and especially the

misfortunes of a man who wanted

to be a knight-errant in the land of

La Mancha, was written by Miguel

de Cervantes in the 17th century,

ADVERTORIAL

and is among the world’s most

translated tales.

In Spanish literature, that period is

known as the Golden Age, and 400

years on, an increasing number of

curious travellers are following in

the footsteps of the “Knight of the

Sad Countenance”.

But it’s not just a literary route –

it's a journey through some of the

most magical landscapes in Spain,

its plains of infinite horizons, the

old shops dotted with indigo,

the villages of wide streets, and

endless green vineyards

TRAVEL FOR

REMEMBRANCE:

EXPERIENCE THE

LIBERATION ROUTE EUROPE

Liberation Route Europe provides an exceptional opportunity to

experience the route taken by the allied forces during the final

phase of WWII. In cooperation with international partners, an

international remembrance trail network has been developed,

giving worldwide visibility to this essential chapter of European

history, and making it accessible to all.

The LRE Foundation works as an intermediary for its partners

(museums, tourism boards etc.) and the travel trade industry

© Mathilde Lelandais

VISIT

VISIT

BR AND CARD

BR AND CARD

Parade of WWII military vehicles on vintage day – Douvres la Delivrande

28 ITB BERLIN NEWS • TUESDAY 9 TH MARCH 2021

www.itb-berlin-news.com


Convention

THE HOSPITALITY INDUSTRY

@ITB BERLIN NOW CONVENTION

Top Speakers from

the industry, news

and experts knowledge

for the industry!

Hear from international hoteliers from Asia, Europe and the US as well as from Top Hotel CEOs

(e.g Hyatt, Accor, Deutsche Hospitality, Marriott International) what they predict.

Tech Providers discussing latest trends und technologies: Nor1, Shiji, Impala, Infor, Saba, Trustyou,

Dialogshift and many more.

Game changers: Hear from old and new startups how the accommodation landscape will look like

in the future… Accommodation with Home2Go, AirBnB, Accor, Startups like SocialBnB, MyCabin.eu

& Green Tiny Houses

9-minute-interviews with thought leaders and pioneers on hospitality post-corona-trends

(like workation & longstay, innovations in lifecycle curation, rethinking real estate & space, new luxury)

What will the (luxury) hotel industry look like in the future? Hotel manager, marketing specialists

and a psychatrist will discuss the new understanding of luxury together with Marc Aeberhard,

from Luxury Hotel & Spa Management Ltd

Patrick Mendes

Top Hotel Excecutives Accor

Olga Heuser, Top Hotel Excecutives &

Founder Dialogshift

Ben Jost, Top Hotel Excecutives &

Founder Trustyou

Mark Hoplamazian

President & CEO Hyatt

See the full ITB Berlin NOW Convention program here!


Convention

LEARN ABOUT THE TRENDS

IN THE TRAVEL INDUSTRY

Get a head start with

insights into everything

that will move the industry

in the future

Hear what these and many other industry leaders leaders have to say about current

challenges and trends at ITB Berlin NOW Convention: Glen Fogel, CEO Booking.com,

Eddie Wilson, CEO Ryan Air, Lisa Lutoff-Perlo, President & CEO Celebrity Cruises.

Are the baby boomers reinventing themselves? Technology providers like Amadeus

and Sabre are giving actual insights at the TTA Forum on 11th March.

Studies, research and results: Get current facts and figures from Arival, Euromonitor,

Phocuswright, Skift, Skyscanner & Statista.

Tours & Activities & Attractions: Will the third strongest market in the industry

recover first? Figure it out when Bookingkit, Viator, Merlin, TUI Musement and

others will be on stage of the TTA Forum on 9th March.

Glen Fogel

CEO Booking.com

Monika Wiederhold

EVP Airlines Central and Eastern

Europe, Amadeus IT Group SA

Eddi Wilson

CEO Ryan Air

Lisa Lutoff-Perlo

President & CEO Celebrity Cruises

Start Learning NOW!

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