2024 ITB BERLIN NEWS - DAY 2 Edition
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<strong>DAY</strong><br />
2<br />
WEDNES<strong>DAY</strong><br />
6 MARCH<br />
<strong>2024</strong><br />
HALL 9<br />
STAND 113<br />
HALL 21<br />
STAND 214<br />
HALL 4.2<br />
STANDS 200,<br />
202 & 205<br />
HALL 3.2<br />
STAND 101<br />
<strong>ITB</strong> <strong>BERLIN</strong> <strong>2024</strong><br />
TOURISM'S TECH<br />
TRANSFORMATION<br />
ADVANCING TOGETHER TOWARDS<br />
THE FUTURE<br />
EXCLUSIVE INTERVIEW<br />
UNLOCKING<br />
LUXURY:<br />
TRENDS IN<br />
THE WORLD<br />
OF HIGH-END<br />
TRAVEL<br />
#21<br />
EXCLUSIVE<br />
INTERVIEW<br />
GLENN FOGEL<br />
CEO & President,<br />
Booking Holdings<br />
REGION: ASIA<br />
MALAYSIA<br />
UNVEILS A<br />
WORLD OF<br />
UNIQUE ECO-<br />
CULTURAL<br />
ADVENTURES<br />
#20<br />
#23 #39
I <strong>NEWS</strong> I<br />
Morning Briefing<br />
By Deborah Rothe, Director <strong>ITB</strong> Berlin<br />
Embracing the future<br />
of innovation and technology<br />
Good morning, and welcome to Day 2 of <strong>ITB</strong> Berlin<br />
<strong>2024</strong>! As your show director, it's my pleasure to<br />
guide you through another exciting day filled<br />
with opportunities, insights, and unforgettable<br />
experiences in the world of travel and tourism.<br />
Yesterday marked the grand opening of <strong>ITB</strong> Berlin,<br />
officially inaugurated by the Governing Mayor of<br />
Berlin. This set a celebratory tone for what was an<br />
amazing first day, filled with vibrant discussions,<br />
networking, and the exploration of global travel<br />
trends. The <strong>ITB</strong> Convention kicked off with a series<br />
of insightful talks, panels, and presentations,<br />
captivating attendees with the latest in travel<br />
innovations, sustainability practices, and market<br />
strategies from leaders across the industry.<br />
Today, we turn our attention to the heart of the<br />
<strong>ITB</strong> Convention, with an agenda packed with<br />
discussions around the latest advancements<br />
in travel technology and digital innovation. Our<br />
sessions are designed to offer insights into how<br />
these technologies are transforming the travel<br />
and tourism landscape, improving customer<br />
experiences, and driving business growth. You<br />
can expect to hear from industry experts on topics<br />
ranging from artificial intelligence in travel planning<br />
to the future of digital payments and security.<br />
You'll find today’s must-attend sessions and main<br />
highlights on page 9.<br />
Beyond the convention, <strong>ITB</strong> Berlin's exhibition floors<br />
are bustling with activity. With over 5,500 exhibitors<br />
from around the globe, today presents a perfect<br />
opportunity to explore, connect, and discover<br />
new trends, destinations, and services. Whether<br />
you’re looking to strengthen existing business<br />
relationships or forge new ones, the diversity and<br />
vibrancy of our exhibitors are bound to inspire you.<br />
There truly is something for everyone!<br />
I encourage all attendees to take full advantage of<br />
the networking opportunities available, immerse<br />
yourselves in the vast array of cultures represented,<br />
and explore the innovative products and services<br />
that are shaping the future of travel. Remember,<br />
every stand and session is a doorway to new<br />
possibilities and insights.<br />
Thank you for being a part of <strong>ITB</strong> Berlin <strong>2024</strong>.<br />
Together, let's continue to learn, connect, and<br />
contribute to the ever-evolving landscape of<br />
global travel. Here’s to another day of inspiration,<br />
discovery, and progress. Enjoy your journey<br />
through <strong>ITB</strong> Berlin!<br />
<strong>ITB</strong> Berlin News is a CLEVERDIS Publication<br />
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<strong>ITB</strong> <strong>BERLIN</strong> <strong>NEWS</strong> • WEDNES<strong>DAY</strong> 6 TH MARCH <strong>2024</strong> 7
I <strong>NEWS</strong> I<br />
WEDNES<strong>DAY</strong> 6 MARCH <strong>2024</strong>:<br />
TO<strong>DAY</strong>’S HIGHLIGHTS<br />
On this second day of <strong>ITB</strong> Berlin, which conferences, events and talks<br />
should be at the top of your list? Here's our selection of some of the mustattend<br />
highlights.<br />
BUSINESS TRAVEL TRACK<br />
10:35 - 11:00<br />
Hall 3.1 / Green Stage<br />
BEYOND REBOUND: CHARTING THE NEXT<br />
COURSE FOR GLOBAL BUSINESS TRAVEL<br />
Discover the future of business travel with insights<br />
into emerging trends, strategies for growth, and how<br />
to navigate the post-rebound landscape.<br />
MARKETING & DISTRIBUTION TRACK<br />
11:10 - 11:25<br />
Hall 7.1a / Orange Stage<br />
OPENING KEYNOTE & <strong>ITB</strong> C-LEVEL<br />
INTERVIEW BY BOOKING.COM<br />
Uncover the latest trends, strategies, and insights<br />
from the forefront of travel marketing. Get inspired!<br />
eTRAVEL TRACK - TTA TRACK<br />
12:30 - 13:15<br />
Hall 6.1 / eTravel Stage<br />
THE OUTLOOK FOR EXPERIENCES: KEY<br />
TRENDS IN TOURS, ACTIVITIES<br />
& ATTRACTIONS<br />
Join the conversation at <strong>ITB</strong> Berlin with this eyeopening<br />
conference and learn about evolving<br />
market trends and how they're reshaping the travel<br />
experience sector.<br />
MARKETING & DISTRIBUTION TRACK<br />
14:45 - 15:15<br />
Hall 7.1a / Orange Stage<br />
MEETING THE NEEDS OF<br />
THE PARADOXICAL CONSUMER<br />
This session will explore today's contradictory<br />
customer expectations and give you tips for<br />
navigating the complexities of modern travel<br />
consumers' behaviour.<br />
YOUTH, ADVENTURE, OUTDOOR TRACK<br />
14:50 - 15:40<br />
Hall 3.1 / Green Stage<br />
BOOSTING THE GROWTH OF CYCLING<br />
TOURISM WITH DATA, QUALITY AND<br />
DIGITAL TOOLS<br />
Gear up for an exciting ride into the future of cycling<br />
tourism at <strong>ITB</strong> Berlin. Discover how leveraging data,<br />
enhancing quality, and utilising digital tools can<br />
significantly propel the sector forward.<br />
DESTINATION TRACK<br />
15:00 - 16:00<br />
Hall 7.1b / Blue Stage<br />
NO RISK, NO TROUBLE - LESSONS LEARNT<br />
ON RESILIENCE AND CRISIS-PROOFING<br />
EUROPEAN DESTINATIONS<br />
Experts share invaluable insights on protecting<br />
European travel destinations from unforeseen crises.<br />
Learn from past challenges to build a more stable,<br />
sustainable future for tourism.<br />
15:00<br />
Hall 8.2<br />
<strong>ITB</strong> BLOGGER BASE<br />
This afternoon, an exclusive get together will take<br />
place in the Blogger Base in cooperation with Oman.<br />
Bloggers will have the opportunity to experience<br />
Omani hospitality over traditional coffee and dates,<br />
learn about the Sultanate in a presentation, win<br />
exciting prizes in a raffle and network with Omani<br />
partners.<br />
eTRAVEL TRACK - AI TRACK<br />
16:45 - 17:15<br />
Hall 6.1 / eTravel Stage<br />
THE AI ADVANTAGE – ENHANCING<br />
PRODUCTIVITY AND DECISIONS WITH<br />
SMART PROMPTS<br />
Discover how artificial intelligence can revolutionise<br />
your approach to productivity and decision-making in<br />
the travel industry.<br />
DESTINATION TRACK<br />
16:00 - 17:00<br />
Hall 7.1b / Blue Stage<br />
INVESTMENT IN AFRICA BENEFITS<br />
TOURISM DEVELOPMENT: HOW CAN<br />
AFRICA SUSTAINABLY GROW?<br />
Dive into the vibrant possibilities of tourism in Africa,<br />
exploring how sustainable growth can be achieved<br />
through smart investment.<br />
18:00 - 19:00<br />
Hall 6.1 / eTravel Stage<br />
AWARD CEREMONY OF THE TO DO AWARD<br />
AND TO DO AWARD HUMAN RIGHTS IN<br />
TOURISM <strong>2024</strong><br />
Since 1995, the Institute for Tourism and Development<br />
has been awarding the international ‘TO DO Award’<br />
to initiatives that contribute to sustainable and<br />
socially responsible tourism. Since 2017, the 'TO<br />
DO Award Human Rights in Tourism' has also been<br />
presented annually. The awards ceremony will<br />
be moderated by Katharina Stechl (Roundtable<br />
Human Rights in Tourism) and Claudia Mitteneder<br />
(Studienkreis für Tourismus und Entwicklung).<br />
© Messe Berlin GmbH<br />
<strong>ITB</strong> <strong>BERLIN</strong> <strong>NEWS</strong> • WEDNES<strong>DAY</strong> 6 TH MARCH <strong>2024</strong> 9
I <strong>NEWS</strong> I<br />
Photos: © Messe Berlin GmbH<br />
<strong>ITB</strong> Berlin <strong>2024</strong> opens with a spectacular<br />
ceremony hosted by Oman<br />
<strong>ITB</strong> Berlin's opening ceremony,<br />
organised by this year's Official<br />
Host Country Oman, kicked off<br />
the event on Monday, 4 March.<br />
The ceremony featured inaugural<br />
remarks from prominent political and<br />
tourism industry figures, including<br />
Dieter Janecek, the German federal<br />
government's Coordinator for<br />
Maritime Economy and Tourism, Julia<br />
Simpson, President & CEO of the<br />
World Travel and Tourism Council<br />
(WTTC), and Zurab Pololikashvili,<br />
Secretary General of the World<br />
Tourism Organization (newly branded<br />
UN Tourism), who praised the powers<br />
of travel and saluted <strong>ITB</strong> Berlin's<br />
success across its almost 60 years of<br />
history.<br />
architectural wonders, Omani singers<br />
and folk groups accompanied<br />
by the Royal Oman Symphony<br />
Orchestra performed traditional<br />
Omani melodies as well as works<br />
from around the world.<br />
In his official presentation, the<br />
Minister of Heritage and Tourism, H.E.<br />
Salim bin Mohammed Al Mahrouqi,<br />
cited diversity and authenticity as<br />
two of Oman's principal assets, but<br />
also underlined the importance of<br />
the Sultunate's efforts to reinforce its<br />
tourism ecosystem while remaining<br />
mindful of sustainability. After the<br />
ceremony, guests were treated to<br />
a gala reception featuring culinary<br />
specialities from Oman.<br />
The Governing Mayor of Berlin,<br />
Kai Wegner, as <strong>ITB</strong> Berlin tradition<br />
dictates, opened the event on the<br />
following day, beginning his inaugural<br />
tour on the Oman stand<br />
Beyond the official speeches, the<br />
inaugural event also celebrated the<br />
rich culture and heritage of Oman.<br />
Against a backdrop of spectacular<br />
immersive visuals showcasing the<br />
Sultanate's natural beauty and<br />
<strong>ITB</strong> <strong>BERLIN</strong> <strong>NEWS</strong> • WEDNES<strong>DAY</strong> 6 TH MARCH <strong>2024</strong> 11
ADVERTORIAL<br />
I <strong>NEWS</strong> I<br />
Attracting travellers who “prioritise<br />
convenience”<br />
<strong>ITB</strong> Berlin News caught up with Boon Sian Chai, Managing Director & VP<br />
of International Markets at Trip.com Group to explore the needs of today's<br />
travellers and the personalised solutions the company is offering to address<br />
them<br />
The travel landscape<br />
is rapidly evolving,<br />
posing fresh challenges<br />
for brands looking<br />
to captivate modern<br />
travellers with limited<br />
attention spans<br />
and a plethora of<br />
choices. Amidst this<br />
shifting terrain, Trip.<br />
com Group is pioneering<br />
innovative solutions to<br />
meet the dynamic needs<br />
of travel consumers.<br />
How would you characterise<br />
today's travel consumers?<br />
Today's travel consumers seek<br />
personalisation, simplicity, and<br />
authenticity. They are inundated<br />
with choices, possess short<br />
attention spans, and prioritise<br />
convenience.<br />
Trip.com Group addresses these<br />
preferences with innovative<br />
solutions like TripGenie, an AIpowered<br />
travel assistant integrated<br />
into the Trip.com app. TripGenie<br />
swiftly generates personalised<br />
itineraries, recommendations,<br />
city maps and even booking links<br />
in under a minute, streamlining<br />
the planning process and saving<br />
valuable time for users.<br />
TripGenie has seen doubled order<br />
conversion rates and higher user<br />
retention rates, proving its ability<br />
to capture ever-shortened attention<br />
spans through an engaging and<br />
interactive interface, paving a<br />
reimagined way of travel booking<br />
and planning.<br />
You mentioned the growing<br />
consumer preference for<br />
personalisation. How has Trip.<br />
com Group adapted its offerings<br />
to meet this need, especially in the<br />
hotel sector?<br />
Boon Sian Chai: Trip.com Group<br />
has evolved into an integrated travel<br />
hub, offering curated content and<br />
personalised experiences alongside<br />
bookings.<br />
Recognising the discerning nature<br />
of hotel guests, Trip.com's "Hotel<br />
Rooms Plus X" offers bundled hotel<br />
stays with tailored experiences,<br />
ranging from spa treatments to<br />
tours, amongst other activities,<br />
enhancing the overall guest<br />
experience and fostering brand<br />
loyalty.<br />
It becomes more than just a stay<br />
– it’s a full-fledged experience.<br />
This is a value-add for guests<br />
as it complements their specific<br />
preferences, rather than taking a<br />
one-size-fits-all approach.<br />
AI is an indisputable game changer<br />
in many industries. How has AI<br />
reshaped the travel process?<br />
AI’s impact is evident across the<br />
entire travel journey, from seeking<br />
inspiration to streamlining trip<br />
planning, all the way to customer<br />
service.<br />
Trip.com Group's AI-curated lists,<br />
such as Trip.Best and Trip.Trends,<br />
AI’S IMPACT IS<br />
EVIDENT ACROSS THE<br />
ENTIRE TRAVEL<br />
JOURNEY, FROM<br />
SEEKING INSPIRATION<br />
TO STREAMLINING TRIP<br />
PLANNING, ALL THE<br />
WAY TO CUSTOMER<br />
SERVICE.<br />
leverage algorithms to analyse vast<br />
amounts of data and offer highly<br />
personalised travel suggestions.<br />
Travellers can now easily discover<br />
activities, accommodations, and<br />
attractions that align with their<br />
unique interests.<br />
Additionally, our AI-driven customer<br />
service solutions such as chatbots<br />
and virtual assistants enhance<br />
support for travellers, ensuring<br />
efficient assistance throughout their<br />
journey<br />
Hall 9 / Stand 108<br />
KEEPING<br />
UP WITH<br />
INDUSTRY<br />
TRENDS<br />
As the travel industry continues to<br />
evolve, Boon Sian Chai underlined<br />
the importance of keeping pace with<br />
emerging trends. "By staying abreast<br />
of these trends and proactively<br />
adapting strategies to align with<br />
consumer preferences, industry<br />
stakeholders can position themselves<br />
for success in an increasingly<br />
dynamic marketplace."<br />
Live streaming is one such trend,<br />
emerging as "a powerful tool for<br />
engaging travellers," said Mr Chai.<br />
Trip.com Group has harnessed the<br />
power of live streaming with its "LIVE<br />
for Trip" campaign, which is able to<br />
showcase destinations in real time<br />
and offer exclusive travel deals,<br />
fostering engagement and driving<br />
bookings.<br />
User-generated content (UGC) is<br />
another major trend and an important<br />
influence on travel decisions,<br />
according to Mr Chai. Travellers<br />
rely on peer recommendations and<br />
authentic experiences shared on<br />
community platforms like Trip.com's<br />
Trip Moments.<br />
For the Managing Director & VP<br />
of International Markets at Trip.<br />
com Group, sustainability is also a<br />
significant trend in the travel industry<br />
that is set to have an increasing<br />
impact, "prompting operators to<br />
adopt eco-friendly practices and<br />
offer sustainable travel options"<br />
<strong>ITB</strong> <strong>BERLIN</strong> <strong>NEWS</strong> • WEDNES<strong>DAY</strong> 6 TH MARCH <strong>2024</strong> 13
I <strong>NEWS</strong> I<br />
ADVERTORIAL<br />
“Remarkable diversity packed<br />
within a small territory”<br />
<strong>ITB</strong> Berlin News spoke with Albania's Minister of Tourism and<br />
Environment, Mirela Kumbaro, to discuss the country's ambitions<br />
as an up-and-coming destination<br />
Albania is a small but mighty destination with a diverse<br />
tourism offering that brought about its stellar performance<br />
of 10.1 million foreign visitors in 2023. As the government<br />
pursues its efforts to stimulate the sector and prioritise<br />
sustainable development, <strong>2024</strong> is already off to a positive<br />
start.<br />
Albania is an up-and-coming<br />
destination. How do you explain its<br />
growing appeal? What are the main<br />
components of its attractiveness?<br />
Albania is renowned for its<br />
breathtaking beaches, yet its<br />
hinterland and northern Alpine<br />
region hold vast potential for<br />
ecotourism. The true strength of<br />
our offering lies in the remarkable<br />
diversity packed within a small<br />
territory. Within our villages, tourists<br />
encounter rich pastoral traditions<br />
and heartfelt hospitality, while just<br />
a stone's throw from the beaches,<br />
they discover UNESCO-protected<br />
world heritage cities like Berat and<br />
Gjirokastra, along with awe-inspiring<br />
natural landscapes.<br />
How was 2023 for Albania's<br />
tourism industry? What are your<br />
expectations for <strong>2024</strong>?<br />
In 2023, Albania had its most<br />
successful year in terms of tourism,<br />
with 10.1 million foreign visitors<br />
arriving from all six continents.<br />
Our top incoming markets include<br />
neighbouring Balkan countries and<br />
Italy, with Italian tourists increasing<br />
by 56% and becoming the secondlargest<br />
group of visitors to Albania.<br />
Additionally, a significant rise was<br />
observed in tourist arrivals from<br />
Spain, Germany, the Netherlands,<br />
and Britain. Albania also welcomed<br />
over 12,000 tourists from China and<br />
over 10,000 tourists from India during<br />
the year, highlighting the country's<br />
burgeoning potential in the Asian<br />
market. Also, in 2023, UN Tourism<br />
ranked Albania first in Europe and<br />
third globally for the recovery of<br />
international tourist flows. This<br />
year, January has already marked a<br />
promising start with a 30% increase<br />
in visitors compared to last year.<br />
IN 2023, UN<br />
TOURISM RANKED<br />
ALBANIA FIRST IN<br />
EUROPE AND THIRD<br />
GLOBALLY FOR THE<br />
RECOVERY OF<br />
INTERNATIONAL<br />
TOURIST FLOWS.<br />
How are you marketing Albania as<br />
a tourism destination and what is<br />
your strategy for the coming years?<br />
Albania has an immense tourism<br />
potential year-round, and our aim<br />
is to showcase this rich offering to<br />
the public. We're thrilled to introduce<br />
our new slogan, "Albania All Senses,"<br />
which encapsulates the diversity of<br />
14 <strong>ITB</strong> <strong>BERLIN</strong> <strong>NEWS</strong> • WEDNES<strong>DAY</strong> 6 TH MARCH <strong>2024</strong> news.itb.com
I <strong>NEWS</strong> I<br />
Vjosa National Park<br />
Berat City<br />
Dhermi Beach<br />
experiences our country offers.<br />
We are crafting the new tourism<br />
strategy for <strong>2024</strong>-2030 with<br />
the goal of elevating Albania<br />
to the status of an elite tourist<br />
destination.<br />
How is the offer matching<br />
demand in terms of<br />
accommodation and air<br />
connections? Are there any<br />
specific programmes from<br />
the government to encourage<br />
investments in these areas?<br />
The Albanian government<br />
has implemented a liberal<br />
framework aimed at fostering<br />
a conducive investment<br />
environment for foreign<br />
investors and special legislation<br />
targeting strategic investments.<br />
In line with this strategy, Albania<br />
is offering regulatory incentives,<br />
including income tax and<br />
infrastructure tax exemption.<br />
As a result, renowned<br />
hospitality brands like Marriott<br />
International, Radisson, Hilton,<br />
and Hyatt, Melia Hotels<br />
International, Maritim, and the<br />
InterContinental Hotels Group<br />
are now present in Albania.<br />
This dynamic growth<br />
in the hospitality sector<br />
is underpinned by the<br />
government's strategic<br />
framework. Infrastructure<br />
investments have been<br />
strategically directed to bolster<br />
the tourism industry, enhancing<br />
connectivity between tourist<br />
destinations and the capital,<br />
Tirana. While Tirana's airport<br />
reached a record of over 7<br />
million passengers in 2023, our<br />
second airport in Kukes began<br />
operating, and construction is<br />
underway for Vlora in the south.<br />
A fourth airport is also planned<br />
in Gjirokastër, promising<br />
expedited access to the<br />
renowned beaches, Saranda<br />
and Ksamil.<br />
What steps are being taken,<br />
to foster and implement<br />
a sustainable tourism<br />
strategy? Could you share<br />
some examples?<br />
Operating under the same<br />
ministry, tourism and<br />
environmental management<br />
are integrated, fostering<br />
comprehensive policy<br />
making that balances both<br />
perspectives. Albania has<br />
expanded its network of<br />
protected areas, recognising<br />
them as natural treasures<br />
and opportunities for<br />
environmentally conscious<br />
tourism. A "par excellence"<br />
example is the Vjosa River,<br />
which is protected as a National<br />
Park. Currently, natural tourism<br />
is flourishing in Albania, with<br />
4.6 million visitors exploring<br />
protected areas, Natural Parks,<br />
or National Parks in 2023, as<br />
well as cultural tourism with<br />
over 1 million visitors exploring<br />
archaeological and cultural<br />
sites. Culinary tourism is also<br />
emerging as a highlight<br />
A FULL AGENDA<br />
OF EVENTS<br />
Hall 1.1 / Stand 214a<br />
Albania is not only showcasing its tourism offering at<br />
its spacious booth where some 26 tour operators are<br />
on hand for B2B meetings, the country is also hosting a<br />
full programme of events.<br />
Today's events on Albania's stand:<br />
11:00<br />
Let’s talk about: Welcome with hand on heart, a full<br />
presentation from Mayors of seven Albanian touristic<br />
destinations.<br />
12:00<br />
Albania Official Host Country <strong>ITB</strong> Berlin 2025:<br />
Signing ceremony with the participation of Minister<br />
of Tourism and Environment of Albania, Ms. Mirela<br />
Kumbaro and <strong>ITB</strong> Berlin CEO Ms. Deborah Rothe.<br />
13:30<br />
Networking Event and Happy Hour: OriginAL – A<br />
drink menu inspired by our culinary traditions.<br />
14:00<br />
Albanian destinations: Touristic Gjirokastra.<br />
15:00<br />
Albanian destinations: Touristic Saranda.<br />
16:00<br />
Albanian destinations: Touristic Përmet and Tepelena.<br />
<strong>ITB</strong> <strong>BERLIN</strong> <strong>NEWS</strong> • WEDNES<strong>DAY</strong> 6 TH MARCH <strong>2024</strong> 15
I <strong>NEWS</strong> I<br />
Oman Airports: More direct flights to key<br />
markets and emerging destinations<br />
<strong>ITB</strong> Berlin news spoke with Oman Airports CEO, Sheikh<br />
Aimen, about strategies for the future and the role of the<br />
airports in the Sultanate's overall tourism strategy.<br />
How was the year 2023 for Muscat<br />
International Airport? What are your<br />
expectations in <strong>2024</strong>?<br />
2023 was a year of recovery and<br />
growth for Muscat airport. We<br />
witnessed an increase in passenger<br />
traffic, reaching pre-pandemic levels,<br />
thanks to our strategic initiatives and<br />
the global resurgence in travel. Total<br />
passengers at Muscat reached 12.6<br />
million, up 46.7% with international<br />
passengers totalling 11.5 million.<br />
For <strong>2024</strong>, we are optimistic about<br />
continuing this upward trajectory.<br />
Do you expect any new destinations<br />
or new airlines in <strong>2024</strong>?<br />
We are in discussions with several<br />
airlines to introduce new destinations<br />
and welcome additional carriers.<br />
While specific details are still being<br />
finalised, our goal is to include more<br />
direct flights to key markets and<br />
emerging destinations.<br />
Are you planning new services<br />
in <strong>2024</strong> or beyond at your main<br />
airports?<br />
We plan to introduce a range of<br />
new services and developments to<br />
enhance the passenger experience<br />
and operational efficiency. These<br />
include technological advancements<br />
for smoother, faster check-in and<br />
security processes.<br />
Why is <strong>ITB</strong> Berlin so strategic for<br />
Oman Airports?<br />
Our primary goal at <strong>ITB</strong> Berlin is not<br />
only to underscore the important<br />
Turkish Airlines: Excellence<br />
and innovation on display at<br />
<strong>ITB</strong> Berlin <strong>2024</strong><br />
Turkish Airlines will launch its newest route to Melbourne,<br />
Australia, starting with three weekly frequencies from 15<br />
March, <strong>2024</strong>.<br />
role of Oman Airports in facilitating<br />
global access to our Sultanate but<br />
also to complement and highlight<br />
the concerted efforts of the Ministry<br />
of Heritage and Tourism, alongside all<br />
stakeholders, in promoting Oman. <strong>ITB</strong><br />
Berlin serves as a strategic platform<br />
to present a united front, showcasing<br />
After many months of negotiations<br />
with the Australian Ministry of<br />
Transport, Turkish Airlines has been<br />
granted up to 35 flights per week<br />
with the possibility to immediately<br />
provide 21 frequencies to Brisbane,<br />
Melbourne, Perth and Sydney.<br />
On 15 March <strong>2024</strong> Turkish Airlines is<br />
launching three weekly frequencies to<br />
Melbourne, Australia's second largest<br />
metropolis. Melbourne is the carrier's<br />
346th destination in a network of 130<br />
countries. With its flights relayed via<br />
Singapore, the carrier is the only one<br />
from Europe to land in the capital<br />
of the State of Victoria. By flying<br />
thousands of passengers on the<br />
İstanbul-Melbourne route annually,<br />
the airline will contribute to trade and<br />
tourism volumes of both countries.<br />
The new route to Australia is also an<br />
opportunity for Turkish Airlines to<br />
introduce its hallmark "Turkish Airlines<br />
the comprehensive advancements<br />
and investments made across<br />
the board. We ensure that every<br />
traveller's journey through our airports<br />
is seamlessly integrated with the<br />
Sultanate's broader tourism narrative<br />
Hall 2.2 / Stand 201<br />
Red" colour. The Turkish Airlines<br />
Red has officially been launched<br />
in partnership with Pantone Color<br />
Institute, the global colour authority.<br />
Speaking on its collaboration with<br />
Pantone, Turkish Airlines SVP,<br />
Communications Rafet Fatih Özgür<br />
stated: "Our collaboration with<br />
Pantone Color Institute to create<br />
‘Turkish Airlines Red’ marks a<br />
significant milestone in our brand's<br />
evolution. This distinct colour<br />
highlights our visual identity and<br />
celebrates our expanding global<br />
footprint with the addition of Australia<br />
to our route network. It is a testament<br />
to our ongoing commitment to<br />
excellence and innovation in<br />
connecting the world"<br />
Hall 3.2 / Stand 101<br />
<strong>ITB</strong> <strong>BERLIN</strong> <strong>NEWS</strong> • WEDNES<strong>DAY</strong> 6 TH MARCH <strong>2024</strong> 17
I EXCLUSIVE INTERVIEW I<br />
JORDAN<br />
TOURISM HAS<br />
ALWAYS SHOWN<br />
RESILIENCE IN<br />
TIMES OF<br />
TURMOIL IN THE<br />
REGION. AND WE<br />
ALWAYS EMERGE<br />
STRONGER<br />
AFTERWARDS.<br />
Makram<br />
Al-Queisi<br />
Jordan's Minister of<br />
Tourism and Antiquities<br />
18 <strong>ITB</strong> <strong>BERLIN</strong> <strong>NEWS</strong> • WEDNES<strong>DAY</strong> 6 TH MARCH <strong>2024</strong> news.itb.com
I EXCLUSIVE INTERVIEW<br />
I<br />
“We take pride in offering visitors the chance to<br />
engage deeply with our local communities”<br />
Makram Al-Queisi, Jordan's Minister of Tourism and Antiquities, spoke to<br />
<strong>ITB</strong> Berlin News about what makes Jordan tourism different from other<br />
destinations<br />
Makram Al-Queisi outlined Jordan's efforts to become<br />
a year-round destination and to encourage travellers<br />
to interact with local communities for authentic<br />
experiences.<br />
How does it feel to be back at <strong>ITB</strong><br />
Berlin this year? Why is this such<br />
an important event for Jordan ?<br />
We view <strong>ITB</strong> Berlin as one of the<br />
most important international travel<br />
trade shows in the world and a<br />
must-attend event. <strong>ITB</strong> Berlin serves<br />
as a perfect platform for us and the<br />
global travel tourism industry to<br />
convene, showcase our products<br />
and services, establish business<br />
contracts and new partnerships<br />
and discuss developments and<br />
trends within the sector.<br />
Jordan is a tourism pillar in the travel<br />
industry. We can proudly say that we<br />
have achieved a new anchor year in<br />
2023, in both the number of tourists<br />
and revenue generated. According<br />
to UN Tourism, we became the<br />
ninth fastest country in the world for<br />
the recovery of tourist numbers.<br />
What is your strategy towards the<br />
European market?<br />
First, we are participating in trade<br />
fairs in Europe to enhance visibility<br />
and create brand awareness. We<br />
are also currently focusing on<br />
B2B business, complemented by<br />
travel and trade training courses<br />
and informational trips for the<br />
media. Attending <strong>ITB</strong> Berlin <strong>2024</strong> is<br />
critical for ensuring Jordan remains<br />
highly visible and a top choice for<br />
consumers.<br />
We have 100,000 archaeological<br />
sites mapped in Jordan, out of<br />
which 15,000 belong to our national<br />
registry. This turns Jordan into<br />
an open museum, shaping its<br />
uniqueness. There is only one site<br />
acknowledged by the Vatican to<br />
be the authentic site where Jesus<br />
Christ was baptised, and this is in<br />
Jordan. There is also only one Petra,<br />
the magical seventh wonder of the<br />
world; there is only one Dead Sea, a<br />
natural spa with 6-8% more oxygen<br />
than anywhere else in the world and<br />
waters 10 times more saline than<br />
the ocean.<br />
Jordan's Mansaf dish and<br />
traditional dance, As-Samer, have<br />
been recognised by UNESCO<br />
Intangible Cultural Heritage.<br />
Why is it important for Jordan to<br />
promote them?<br />
We take pride in offering visitors the<br />
chance to engage deeply with our<br />
local communities and traditions.<br />
Parts of cultural heritage such as<br />
Mansaf and As-Samer provide a<br />
window into our rich traditions. As<br />
such, Mansaf is not only a dish, it<br />
is a celebration of generosity, of<br />
cultural heritage, or national unity.<br />
Engaging visitors' senses and<br />
emotions are reflected in our brand<br />
"Kingdom of Time," a place where<br />
the past and the present converge.<br />
The warmth, hospitality, and<br />
welcoming nature of the Jordanian<br />
people are key elements to Jordan's<br />
uniqueness.<br />
Jordan has a dedicated adventure<br />
tourism booth at <strong>ITB</strong> Berlin this<br />
year. Why is it important for Jordan<br />
to prioritise this sector?<br />
Although cultural tourism is<br />
considered our bread and butter<br />
with regard to the number of<br />
tourists who visit the Kingdom<br />
each year, we have diversified<br />
our tourism offering over the past<br />
seven years. The new trend is that<br />
people are seeking to maximise the<br />
number of experiences they engage<br />
in when visiting a destination.<br />
We consequently target specific<br />
niche products, such as adventure<br />
tourism, medical/wellness tourism,<br />
MICE tourism, faith tourism and<br />
educational tourism. We believe that<br />
Jordan has a wealth of experiences<br />
in adventure tourism - from hiking<br />
to more hardcore activities such as<br />
climbing. Our dedicated booth for<br />
adventure tourism at <strong>ITB</strong> is perfect<br />
for professionals to interact with<br />
local adventure tourism providers.<br />
How is Jordan working to<br />
encourage year-round tourism?<br />
Few people actually realise this,<br />
but Jordan is really a classic yearround<br />
destination. In February, you<br />
can already swim in the Red Sea<br />
in Aqaba, in midsummer the north<br />
of the country has a Mediterranean<br />
climate and you can also enjoy<br />
wellness at the Dead Sea all year<br />
round. Low-Cost Carriers (LCCs) in<br />
Jordan have significantly bolstered<br />
the country's image as an attractive<br />
year-round travel destination.<br />
How is Jordan including local<br />
communities in its overall tourism<br />
strategy?<br />
Engaging local communities and<br />
enhancing local experiences are<br />
pivotal to our strategy, sitting at<br />
the heart of our marketing efforts<br />
and ongoing development plans for<br />
<strong>2024</strong>. We are currently assessing<br />
the potential of over 850 local<br />
community experiences, aiming to<br />
integrate them into existing tourism<br />
itineraries<br />
AQABA SELECTED<br />
AS A GLOBAL<br />
TOP SIX GREEN<br />
DESTINATION<br />
Aqaba, Jordan's only coastal city, is<br />
in competition with global tourism<br />
destinations for the top sustainability<br />
standards according to the Green<br />
Destinations Organization. Jordan’s<br />
Red Sea destination was selected<br />
as one of the Top 100 global green<br />
destinations by applying 15 criteria of<br />
the sustainable destination standard. It<br />
then submitted a good practice success<br />
story about the Aqaba Bird Observatory<br />
in cooperation with the Royal Society<br />
for the Conservation of Nature. The<br />
initiative showcases an environmentrelated<br />
tourism product offering a rich<br />
biodiversity while implementing the<br />
reuse of water, in a country that is facing<br />
scarce water resources.<br />
This good practice story qualified<br />
Aqaba to be selected amongst the<br />
top six global tourist destinations that<br />
meet sustainable tourism standards in<br />
the Environment and Climate category.<br />
Today, an international jury at <strong>ITB</strong><br />
Berlin composed of sustainable tourism<br />
experts is due to select and reveal the<br />
final three award winners.<br />
At the same time, there is a vote to<br />
win the People’s Choice Award as the<br />
public’s best and favorite success story.<br />
Jordan hopes that the Aqaba Bird<br />
Observatory was able to attract many<br />
votes from a broad audience<br />
GREEN<br />
DESTINATIONS TOP<br />
100 STORY AWARDS<br />
Wednesday<br />
6 March<br />
from 6:00 p.m.<br />
Hall 7.1<br />
Blue Stage<br />
<strong>ITB</strong> <strong>BERLIN</strong> <strong>NEWS</strong> • WEDNES<strong>DAY</strong> 6 TH MARCH <strong>2024</strong> 19
I EXCLUSIVE INTERVIEW I<br />
Unlocking luxury: Trends in the world<br />
of high-end travel<br />
Caroline Bremner, Senior Head of Travel Research at<br />
Euromonitor, spoke to <strong>ITB</strong> Berlin News about the major<br />
trends in luxury travel ahead of her conference at the show<br />
tomorrow.<br />
At your conference tomorrow you'll<br />
be addressing how luxury travel<br />
is leading transformation in the<br />
tourism sector. Could you share<br />
some insights on the key factors<br />
driving this shift towards luxury<br />
travel?<br />
The luxury travel sector is more<br />
immune to the global macroeconomic<br />
headwinds created by the cost-ofliving<br />
crisis. Luxury Seekers have<br />
the means to spend despite higher<br />
prices for air travel and lodging,<br />
driving the global travel recovery<br />
where luxury hotels have already<br />
returned to their peak levels. Affluent<br />
consumers prioritise travel and see it<br />
is an important part of their lifestyle,<br />
sharing unique experiences with loved<br />
ones.<br />
With luxury travellers willing to<br />
pay more for sustainable features,<br />
how should brands approach this<br />
opportunity to balance luxury and<br />
sustainability?<br />
All travel is a privilege, and luxury<br />
travel comes with even greater<br />
responsibility due to its higher<br />
carbon footprint. Luxury brands<br />
should therefore adopt sustainability<br />
practices whole-heartedly, by<br />
declaring a climate emergency and<br />
working with accreditation partners.<br />
Luxury consumers are more<br />
attracted to purpose-driven brands<br />
that prioritise people and planet as<br />
well as profit. Sustainable features<br />
should also be central to the traveller<br />
experience, weaving in local to ensure<br />
a truly authentic immersion in a place<br />
and its culture.<br />
Helping their customers make<br />
the right choice requires a holistic<br />
approach to sustainability, from backend<br />
operations, mitigating negative<br />
environmental impacts and adopting<br />
strong social criteria to boost diversity,<br />
inclusion, and equality<br />
LUXURY TRAVEL TAKES<br />
THE LEAD – DRIVING<br />
TRANSFORMATION<br />
FROM A POSITION OF<br />
STRENGTH<br />
Thursday 7 March<br />
10:30a.m. - 11:30a.m.<br />
Hall 7.1b<br />
Blue Stage<br />
Scan the QR code<br />
to read the full<br />
article<br />
20 <strong>ITB</strong> <strong>BERLIN</strong> <strong>NEWS</strong> • WEDNES<strong>DAY</strong> 6 TH MARCH <strong>2024</strong> news.itb.com
I EXCLUSIVE INTERVIEW<br />
I<br />
“Technology is now<br />
central to travel<br />
research, planning,<br />
booking and in-trip<br />
experiences”<br />
Following his conference at yesterday's <strong>ITB</strong><br />
Berlin Convention, <strong>ITB</strong> Berlin News spoke<br />
with Booking Holdings' CEO and President,<br />
Glenn Fogel, in an exclusive interview about<br />
the direction the tourism industry is taking<br />
Technology has become an essential component of travel<br />
planning, with Artificial Intelligence (AI) taking on an<br />
increasingly important role. But as the CEO of Booking<br />
Holdings points out, it is not a new technology for the<br />
travel industry, or for the online travel giant.<br />
In your view, what are the most<br />
significant trends shaping the<br />
future of the travel industry right<br />
now?<br />
Travellers will continue to grow in<br />
their expectations of what platforms,<br />
like ours, can deliver and we’re<br />
ready to meet that demand, from<br />
travel planning with generative AI<br />
chatbots to being able to book and<br />
manage all components of their trip<br />
in one place. Ultimately, the reality<br />
that technology is now central to<br />
travel research, planning, booking<br />
and in-trip experiences is the single<br />
most important thing the industry<br />
must take on in stride. And we look<br />
forward to making sure we are able<br />
to use our technology skills to make<br />
things better for both our travellers<br />
and partners.<br />
What role is AI playing in the travel<br />
industry today and how will this<br />
change in the near future?<br />
Artificial intelligence is not new<br />
to the travel industry and it won’t<br />
be going anywhere anytime soon.<br />
Today, on our platforms for example,<br />
it informs personalising interactions<br />
and recommendations, conducts<br />
machine translations in 46 languages<br />
and dialects, analyses the content of<br />
pictures provided by customers and<br />
partners, detects when a booking<br />
may have used a stolen credit card,<br />
and more. In the near future, the<br />
industry will see rapid enhancements<br />
in its long-standing uses of AI,<br />
including algorithms guiding access<br />
to great deals and personalised<br />
recommendations on platforms,<br />
and we will continue to deepen our<br />
understanding of how customers<br />
want to harness generative AI in their<br />
travel experiences.<br />
How is Booking Holdings<br />
harnessing these technologies as<br />
part of your overall strategy?<br />
We have always known AI technology<br />
will play a central role. Although we’ve<br />
been using various forms of AI and<br />
machine learning for over a decade,<br />
generative AI is now accelerating<br />
efforts to improve and better connect<br />
the end-to-end trip experience for<br />
travellers and deliver more value to<br />
our partners. Given it is still early<br />
days, there’s no one “right” interface<br />
at this moment in time, which is why<br />
different brands within our company<br />
are taking different approaches to<br />
integrating generative AI into their<br />
products and services. We’re seeing<br />
encouraging signs, for example,<br />
lower customer service contact rates,<br />
and we see that Booking.com’s AI Trip<br />
Planner is getting better at answering<br />
customers’ inquiries.<br />
What are some of the main<br />
challenges the travel industry must<br />
overcome?<br />
The interconnectedness of travel is<br />
both an opportunity and a challenge.<br />
Technology is accelerating access to<br />
information and it's important that<br />
everyone in the travel ecosystem<br />
is moving forward, together. This is<br />
particularly critical with respect to<br />
technology because if one area of the<br />
industry lags behind, it could inhibit<br />
progress across the entire customer<br />
travel journey<br />
MEETING<br />
AS AN<br />
INDUSTRY<br />
For Glenn Fogel, "travel is an<br />
enduring force for good in the world,<br />
breaking down barriers, bringing<br />
communities together" and <strong>ITB</strong><br />
Berlin not only celebrates that fact,<br />
but helps to ensure it stays that way.<br />
Mr Fogel underlined how important<br />
it is for the industry to come together<br />
"to promote the exchange of ideas,<br />
examine challenges, and drive<br />
collective success for everyone in<br />
the travel ecosystem," especially in<br />
the wake of the COVID-19 pandemic.<br />
"As the industry has now hit its<br />
stride once again, we must applaud<br />
travel’s resilience and maintain open<br />
dialogue in order to continue to<br />
grow and evolve for the better," he<br />
concluded<br />
Hall 9 / Stands 101a, 101b<br />
<strong>ITB</strong> <strong>BERLIN</strong> <strong>NEWS</strong> • WEDNES<strong>DAY</strong> 6 TH MARCH <strong>2024</strong> 21
I REGION I ASIA I<br />
Asia's strong presence at <strong>ITB</strong><br />
Berlin <strong>2024</strong> a sign of tourism<br />
recovery<br />
Asia tourism is gathering<br />
momentum<br />
Asia tourism recovery was behind the<br />
rest of the world in 2023 due to the<br />
late reopening of countries. However,<br />
Asia tourism is now gathering<br />
momentum and should experience a<br />
very promising <strong>2024</strong>.<br />
According to UN Tourism, Asia and<br />
the Pacific reached 65% of prepandemic<br />
levels last year. However,<br />
233.4 million<br />
international tourists to Asia/<br />
Oceania<br />
performance among sub-regions<br />
was mixed: South Asia outperformed<br />
other Asian sub-regions by reaching<br />
87% of pre-pandemic levels, followed<br />
by Southeast Asia at 70% of 2019<br />
figures and North-East Asia at<br />
55%. Oceania tourism reached 74%<br />
of 2019 figures, due to the strong<br />
performance of Fiji, New Caledonia<br />
and Samoa<br />
41.8% Southeast<br />
Asia accounted for 41.8% of<br />
tourism to Asia in 2023<br />
With UN Tourism predicting the<br />
unleashing of remaining pentup<br />
demand with increased air<br />
connectivity, Asian markets and<br />
destinations are expected to reach<br />
a full recovery by the end of <strong>2024</strong>.<br />
The strong presence of Asia Pacific<br />
countries and regions at <strong>ITB</strong> Berlin<br />
<strong>2024</strong> underlines this uptrend.<br />
Hall 5.2a is fully booked this year, with<br />
New Zealand and Australia's stands<br />
significantly larger than in 2023.<br />
The reopened Hall 10.2 welcomes<br />
Central Asian destinations such as<br />
Kazakhstan, Uzbekistan, Kyrgyzstan,<br />
Tajikistan and Azerbaijan.<br />
In the Asia Hall (Hall 26), for the first<br />
time since the pandemic, China has<br />
its own stand and numerous new coexhibitors<br />
such as Chengdu. Trade<br />
visitors can also meet with Mongolia,<br />
Malaysia, Laos, Korea, Japan,<br />
Cambodia, Indonesia, Hong Kong,<br />
Taiwan, Vietnam, Thailand and many<br />
other countries<br />
Halls 5.2 / 10.2 / 26a & 26b<br />
22 <strong>ITB</strong> <strong>BERLIN</strong> <strong>NEWS</strong> • WEDNES<strong>DAY</strong> 6 TH MARCH <strong>2024</strong> news.itb.com
I REGION I ASIA I<br />
Malaysia unveils a world of unique ecocultural<br />
adventures at <strong>ITB</strong> Berlin <strong>2024</strong><br />
Tourism Malaysia is introducing an array of distinctive<br />
travel packages at <strong>ITB</strong> Berlin this year, spotlighting<br />
the nation's vast and varied niche tourism offers.<br />
This comes on the heels of an impressive year<br />
in 2023, with the nation greeting upwards of 20.1<br />
million visitors, marking a significant revival in its<br />
tourism industry.<br />
The latest figures on tourist<br />
arrivals highlight a substantial<br />
recovery, particularly from<br />
German-speaking regions,<br />
showcasing growing interest in<br />
Malaysia's unique experiences.<br />
2023 numbers showed that<br />
125,987 Germans visited Malaysia,<br />
followed by 22,312 travellers from<br />
Switzerland and 10,842 from<br />
Austria. These numbers indicate<br />
a recovery rate of approximately<br />
90% for the German-speaking<br />
market compared to the same<br />
period in 2019.<br />
Malaysia stands out as<br />
one of the 17 megadiverse<br />
countries globally, thanks to<br />
its abundant flora and fauna. It<br />
has become a premier choice<br />
for eco-tourism enthusiasts,<br />
given its rich biodiversity and<br />
natural attractions. Particularly<br />
characteristic of the jungle area<br />
are the proboscis monkeys and<br />
the rafflesia, the largest species<br />
of flower in the world. On the<br />
Malaysian peninsula travellers<br />
can explore the Taman Negara<br />
National Park, a rainforest around<br />
130 million years old and home<br />
to one of the most complex<br />
ecosystems on the planet.<br />
Through its participation in <strong>ITB</strong><br />
Berlin <strong>2024</strong>, Malaysia affirms<br />
its commitment to enriching its<br />
tourism landscape, promising<br />
visitors from around the globe<br />
a range of unique and diverse<br />
experiences<br />
MALAYSIA<br />
LAUNCHES<br />
FOUR NEW<br />
NICHE TOURISM<br />
PACKAGES AT <strong>ITB</strong><br />
<strong>BERLIN</strong> <strong>2024</strong><br />
Tourism Malaysia is launching<br />
four new niche tourism packages<br />
at <strong>ITB</strong> Berlin <strong>2024</strong> in an effort<br />
to diversify its tourism offerings<br />
in the sectors of geotourism,<br />
ecotourism, archaeotourism and<br />
community tourism as well as<br />
diving.<br />
Pulau Pinang & Kedah<br />
Archaeotourism & Geotourism<br />
Packages: These packages offer<br />
trips to UNESCO World Heritage<br />
sites and in-depth exploration<br />
of the regions’ archaeological<br />
history.<br />
Perlis Ecotourism Packages:<br />
These packages present Perlis as<br />
a destination ripe for ecotourism,<br />
with activities such as cave<br />
explorations, kayaking, and<br />
stargazing on offer.<br />
Sarawak Delta Geopark<br />
& Gawai Packages: These<br />
packages illustrate Malaysia’s<br />
commitment to ecotourism and<br />
the preservation of its natural<br />
landscapes.<br />
Dive into the Unimaginable<br />
Packages: These packages<br />
highlight Malaysia as a top-<br />
Perlis fisherman<br />
Sarawak Bako Nationalpark<br />
tier destination for underwater<br />
exploration, with its untouched<br />
marine ecosystems offering<br />
unmatched experiences for<br />
divers of every skill level<br />
Hall 26a / Stand 117<br />
<strong>ITB</strong> <strong>BERLIN</strong> <strong>NEWS</strong> • WEDNES<strong>DAY</strong> 6 TH MARCH <strong>2024</strong> 23
I REGION I ASIA I<br />
The Philippines' Bohol Island<br />
in the spotlight at <strong>ITB</strong> Berlin <strong>2024</strong><br />
The Philippines is promoting its new tagline "Love the<br />
Philippines" at <strong>ITB</strong> Berlin this year as well as the island of<br />
Bohol, the country's first UNESCO Geopark.<br />
The Philippines experienced a strong<br />
year in tourism in 2023 as the country<br />
welcomed 5.45 million foreign<br />
visitors. The country has set its sights<br />
on 7.7 million international visitors this<br />
year.<br />
The Philippines is exhibiting with a<br />
total of 31 tourism partners this year -<br />
one of its biggest delegations ever, led<br />
by Tourism Minister Maria Esperanza<br />
Cristina Frasco. Co-exhibitors include<br />
agencies from all parts of the country,<br />
hotels and resorts of all categories<br />
as well as state institutions. They are<br />
presenting the diversity of nature,<br />
culture and adventures that the<br />
Philippines is offering to travellers,<br />
with several cultural performances<br />
for visitors throughout the show.<br />
The island of Bohol is in the spotlight<br />
on the Philippines' stand, home<br />
to the unique Chocolate Hills, the<br />
cute tarsier macis, beautiful sandy<br />
beaches and diving area. Bohol is the<br />
country's first UNESCO Geopark, and<br />
the geological identity of the island<br />
was formed over the course of 150<br />
million years, with traces of its past<br />
to be found in the limestone with its<br />
karst structures and a 6,000-year old<br />
reef; a true paradise for snorkellers<br />
and divers.<br />
Tourism is becoming more and more<br />
important as an economic sector<br />
for the island, with a clear focus on<br />
sustainable tourism, in which the<br />
preservation of natural resources and<br />
the needs of the local population take<br />
central stage<br />
Hall 26 / Stands 124-125-126<br />
<strong>ITB</strong> <strong>BERLIN</strong> <strong>NEWS</strong> • WEDNES<strong>DAY</strong> 6 TH MARCH <strong>2024</strong> 25
I REGION I ASIA I<br />
“<strong>ITB</strong> Berlin is a must for Thailand's<br />
tourism sector”<br />
At <strong>ITB</strong> Berlin, Thapanee Khiatphaibool, Governor of the<br />
Tourism Authority of Thailand, wants to capitalise on<br />
European markets to promote the concept of a "meaningful<br />
holiday experience".<br />
How was the year 2023 for Thailand?<br />
With 28 million foreign visitors in 2023,<br />
Thailand's tourism recovery was in line<br />
with our forecasts. We now expect<br />
that Thailand will welcome over 35<br />
million foreign travellers this year.<br />
How did European tourism perform<br />
last year and what are your<br />
predictions in <strong>2024</strong>?<br />
Europe generated 5.9 million travellers<br />
to Thailand in 2023 and we are now<br />
aiming to receive between 7.5 and<br />
8 million Europeans in <strong>2024</strong>. As a<br />
mature market, Europeans are keener<br />
to explore secondary destinations or<br />
experience a truly sustainable holiday<br />
experience. We are now looking at<br />
convincing the Thai government to<br />
extend the validity of the free visa<br />
on arrival from 30 to 90 days as this<br />
would lift revenues from long-haul<br />
markets.<br />
What strong points set Thailand<br />
apart as a destination?<br />
I believe our strong identity but also<br />
our diversity, our culture, our food<br />
and the way we care for others make<br />
a difference. Last but not least, our<br />
sense of tolerance and freedom is also<br />
a major asset for all foreign travellers<br />
to our country.<br />
How important is <strong>ITB</strong> Berlin <strong>2024</strong> for<br />
you?<br />
<strong>ITB</strong> Berlin <strong>2024</strong> is special for us.<br />
This is not only my first visit as the<br />
Governor of TAT but it is also a first<br />
for our Minister of Tourism and our<br />
Prime Minister, who will be present on<br />
Thapanee<br />
Khiatphaibool<br />
Governor of the Tourism<br />
Authority of Thailand<br />
7 March. <strong>ITB</strong> Berlin is really a must for<br />
Thailand's tourism sector!<br />
Hall 26 / Stand 217<br />
<strong>ITB</strong> Berlin “an important<br />
opportunity” for Indonesia<br />
Sandiaga Uno<br />
Minister of Tourism, Indonesia<br />
<strong>ITB</strong> Berlin News spoke with Indonesia's Minister<br />
of Tourism Sandiaga Uno who is confident that the<br />
destination's tourism figures will be back to 2019<br />
levels this year.<br />
Are you satisfied with the<br />
evolution of tourism to<br />
Indonesia in 2023?<br />
We were very grateful to have to<br />
upgrade our projections twice in<br />
2023 from an initial forecast of<br />
7.4 million international visitors<br />
to a final figure of 11.5 million<br />
international tourists. We could<br />
do even more if we improve<br />
flight connectivity, because<br />
many destinations are ready to<br />
welcome travellers. In <strong>2024</strong>, the<br />
government set a target of 14.3<br />
million international visitors. But<br />
I am confident we could reach<br />
16.7 million foreign travellers, like<br />
in 2019. I believe Australia, India<br />
and China together will help in<br />
delivering those figures.<br />
How is the European market<br />
performing?<br />
The European market is growing<br />
according to our projections with<br />
close to 2 million travellers last<br />
year, only 5% below 2019. Europe<br />
is our fifth largest inbound<br />
market, after ASEAN countries,<br />
Australia, India and China.<br />
France, Germany and the UK are<br />
the top markets. We aim to see<br />
Europe represent 20% to 25% of<br />
all international arrivals again.<br />
You launched 5 priority<br />
destinations dubbed as "New<br />
Bali". Are you satisfied with the<br />
results?<br />
I think out of the five, I feel<br />
particularly happy with the<br />
results for Borobudur, Labuan<br />
Bajo and Mandalika. Lake Toba<br />
needs more flights and more<br />
accommodation. In Likupang, in<br />
North Sulawesi, we are going to<br />
shift to regenerative tourism by<br />
focusing on marine life and the<br />
preservation of the environment.<br />
<strong>ITB</strong> Berlin is an opportunity to<br />
present all of them<br />
Hall 26 / Stand 113<br />
<strong>ITB</strong> <strong>BERLIN</strong> <strong>NEWS</strong> • WEDNES<strong>DAY</strong> 6 TH MARCH <strong>2024</strong> 27
I SPECIAL FEATURE I NATURE TOURISM I<br />
© Zanzibar Commission for Tourism<br />
© Zanzibar Commission for Tourism<br />
Chile at <strong>ITB</strong> Berlin <strong>2024</strong>: “nature,<br />
rich culture and commitment to<br />
sustainability”<br />
Chile has a strong presence at <strong>ITB</strong> Berlin this year<br />
with a total of 24 partners including 5 accommodation<br />
providers, 16 inbound agencies, 2 cruise operators and<br />
1 car rental company.<br />
“Greener Zanzibar”: authenticity<br />
and environmental responsibility<br />
at <strong>ITB</strong> Berlin <strong>2024</strong><br />
At this year's <strong>ITB</strong> Berlin, Zanzibar is focusing on preserving<br />
its natural and cultural heritage to provide tourists with a<br />
diverse array of attractions.<br />
Zanzibar is an archipelago with two<br />
main islands, Unguja and Pemba, each<br />
boasting their own unique character.<br />
Unguja, home to Stone Town and<br />
the larger of the two islands, with its<br />
ancient buildings and its bustling local<br />
markets, is the cultural and economic<br />
heart of Zanzibar.<br />
Pemba, on the other hand, offers<br />
visitors a sanctuary of natural beauty<br />
and tranquillity with its lush greenery,<br />
pristine beaches, and thriving marine<br />
life. A haven for nature enthusiasts and<br />
adventure seekers alike, Pemba offers<br />
everything from coral reefs teeming<br />
with life to verdant forests full of rare<br />
flora and fauna.<br />
a commitment to sustainability. The<br />
Zanzibar Commission for Tourism's<br />
"Greener Zanzibar" campaign,<br />
launched in 2023, reflects this<br />
dedication. Through initiatives such<br />
as effective waste management,<br />
sustainable food sourcing, and<br />
ecosystem restoration, Zanzibar is<br />
fully embracing responsible tourism<br />
practices. Zanzibar stands as an<br />
example of how a commitment to<br />
sustainability can enhance the visitor<br />
experience, preserve natural and<br />
cultural heritage, and drive economic<br />
growth<br />
Hall 21 / Stand 107<br />
For the Chilean Secretary of State<br />
for Tourism, Verónica Pardo, "Chile<br />
takes part in <strong>ITB</strong> Berlin <strong>2024</strong><br />
to continue positioning itself to<br />
international markets, especially to<br />
the German travel trade.<br />
Chile's popularity is reflected in<br />
recent international awards: We<br />
were recognised as the best green<br />
destination by the WTA (World<br />
Travel Awards) and named among<br />
the best destinations for <strong>2024</strong> by<br />
international media such as National<br />
Geographic, New York Times and<br />
Lonely Planet. Chile particularly<br />
impresses with the beauty of its<br />
nature, rich culture and commitment<br />
to sustainability."<br />
The European market is a priority<br />
in Chile promotion as a tourist<br />
destination, specifically Spain,<br />
Germany, France and the UK,<br />
making participation in international<br />
travel fairs an important strategy.<br />
Last year, Chile welcomed 396,012<br />
visitors from Europe, 60,052 of them<br />
from Germany.<br />
Chile is once again highlighting<br />
its spectacular natural landscapes<br />
perfect for adventure travellers, as<br />
well as its skies, some of the clearest<br />
in the southern hemisphere, which<br />
foster astrotourism<br />
Hall 23 / Stand 201<br />
To preserve all of this rich natural and<br />
cultural heritage, Zanzibar has made<br />
Cristobal Benitez, Head of Tourism Board, Chile and<br />
Zurab Pololikashvili, UN Tourism Secretary-General<br />
28 <strong>ITB</strong> <strong>BERLIN</strong> <strong>NEWS</strong> • WEDNES<strong>DAY</strong> 6 TH MARCH <strong>2024</strong> news.itb.com
ADVERTORIAL<br />
I SPECIAL FEATURE I NATURE TOURISM I<br />
Italy showcases enhanced<br />
nature tourism offer at <strong>ITB</strong><br />
Berlin <strong>2024</strong><br />
As ENIT CEO Ivana Jelinic highlighted<br />
in her exclusive interview with <strong>ITB</strong><br />
Berlin News yesterday, nature is playing<br />
an increasingly important role in Italy's<br />
tourism offering, as more visitors opt for<br />
slow tourism activities and sustainable<br />
experiences. Climate change and new<br />
travel patterns following COVID have<br />
FRIULI VENEZIA GIULIA: AN AUTHENTIC<br />
HIDDEN GEM IN NORTHEAST ITALY<br />
Stretching between the Alps and the Dolomites<br />
in the north and the gold sandy beaches on the<br />
Adriatic in the south, Friuli Venezia Giulia attracts<br />
translated into more interest in activities<br />
linked to nature. At the Italian stand at<br />
<strong>ITB</strong> Berlin <strong>2024</strong>, many regions including<br />
Basilicata, Campania, Friuli Venezia<br />
Giulia and Molise are promoting outdoor<br />
activities and nature-linked tourism<br />
Hall 1.2 / Stands 107 – 107 A – 107 B – 107 C<br />
cultural and knowledge-seeking visitors with<br />
its variety of UNESCO heritage sites, historical<br />
villages and art cities such as Trieste, Udine,<br />
Pordenone and Gorizia. The latter, with its<br />
Austro-Hungarian flair on the border of<br />
Slovenia, will be 2025 European Capital<br />
of Culture together with Nova Gorica.<br />
Outdoor lovers will find in the Dolomites<br />
and in the Carnic and Julian Alps trekking<br />
paths crossing breathtaking landscapes<br />
such as the emerald Tagliamento river,<br />
flower-covered prairies or karst rocks<br />
overlooking Trieste. They all form a<br />
unique territory to discover<br />
© Luigi Vitale<br />
BASILICATA STATE OF<br />
MIND: TOURISM FOR<br />
WELL-BEING<br />
Basilicata is the ideal destination to regenerate body<br />
and mind. The region is a fitting choice for those<br />
in search of unique and unusual places, far from<br />
mass tourism and attentive to uncovering authentic<br />
natural beauty, culture and tradition.<br />
Basilicata proposes itineraries between nature and<br />
culture. Fairytale atmospheres, the scent of the<br />
countryside leading to the sea, rhythmic music,<br />
adrenaline-filled experiences in the open air, hiking,<br />
cycling and genuine, gastronomic products all<br />
provide invigorating experiences. According to the<br />
region, these experiences can not only encourage<br />
the well-being of visitors' bodies but even reach the<br />
well-being of their souls. To be discovered<br />
© Domenico Acerenza<br />
© Alex Mennella<br />
MOLISE'S<br />
LANDSCAPES:<br />
A TALE OF NATURE,<br />
TRADITION AND<br />
TRANQUILITY<br />
Molise is an authentic place hidden where the<br />
mountains meet the see within just 90 km.<br />
Between both are rolling hills and historic<br />
arches, revealing the historic and natural<br />
beauty of the land which is both ancient<br />
and fragile. Time moves more slowly here,<br />
and visitors can explore its biodiversity and<br />
gastronomy, both intimately connected to its<br />
untouched nature. Local gastronomy includes<br />
fresh milk and handmade cheese, truffles and<br />
of course Tintilla wine to warm every table.<br />
Locals follow old traditions made up of deer,<br />
devils, saints and bright mysteries. Molise<br />
is for those who prefer the slowness of a<br />
contemporary fairy tale to the bustle of<br />
modern life<br />
© Fonte Civico 32<br />
© Fonte Civico 32<br />
CAMPANIA: 1000 YEARS<br />
OF MEDITERRANEAN<br />
CULTURE<br />
In Campania, visitors can plunge into a great mosaic<br />
of nature. From the Phlegraean volcanoes to the<br />
Vesuvius and the Gulf of the Mermaids, they can<br />
enjoy thousands of years of Mediterranean culture<br />
along the paths of adventure and hospitality.<br />
Thanks to its mild Mediterranean weather, it<br />
is possible for visitors to partake in a number of<br />
activities throughout most of the year, from sailing<br />
in the Gulf of Naples and hiking the Vesuvius to<br />
horse riding on Ischia Island, hiking along the<br />
Amalfi Coast, rafting in the National Park of Cilento,<br />
or just strolling in Naples, Herculaneum and<br />
Pompeii. Homeland of pizza, mozzarella, espresso<br />
coffee, wines and Limoncello, Campania is an<br />
ideal destination for slow food lovers. Campania is<br />
promoting a new, sustainable and more harmonic<br />
vision of travelling while respecting nature<br />
Hall 1.2 / Stands 107 – 107 A – 107 B – 107 C<br />
<strong>ITB</strong> <strong>BERLIN</strong> <strong>NEWS</strong> • WEDNES<strong>DAY</strong> 6 TH MARCH <strong>2024</strong> 29
I SPECIAL FEATURE I LUXURY & HOSPITALITY I<br />
ADVERTORIAL<br />
South Africa:<br />
Starry nights<br />
in star-rated hotels<br />
At <strong>ITB</strong> Berlin this year, South Africa is<br />
highlighting affordable luxury thanks to<br />
the excellent value for the price of its<br />
accommodation offers. Three new luxury<br />
accommodation options are now offering<br />
stunning views of South Africa's starry skies.<br />
Sky Camp in the Aristea Private Nature<br />
Reserve in the Cape Floral Kingdom<br />
World Heritage Site is home to South<br />
Africa's first mirrored glass cabin. There<br />
are no other habitations or light influences<br />
nearby, meaning that visitors can enjoy<br />
undisturbed views of the starry night - from<br />
their bedroom or the private whirlpool.<br />
In the Samara Karoo Reserve, guests of<br />
Karoo Lodge or The Manor can book a freestanding<br />
bed under the stars from October<br />
to May. A unique opportunity to combine<br />
the Milk River with the Milky Way above!<br />
The Bubble Valley in Mpumalanga is home<br />
to Africa's first Bubble Tent Suite: a luxurious<br />
suite in a transparent bubble that promises<br />
a glamping holiday under South African<br />
skies<br />
Hall 20 / Stand 201<br />
ADVERTORIAL<br />
Healing hospitality:<br />
Ensana's integrated health<br />
spa experience<br />
Ensana, one of Europe's leading health spa hotel<br />
brands with a collection of 28 hotels, has developed<br />
a unique integrated health concept that combines<br />
natural healing resources with current medical<br />
expertise and modern diagnostic methods.<br />
As custodian of some of Europe’s<br />
most powerful and historic<br />
natural resources, Ensana is<br />
harnessing them in new ways to<br />
enhance the health of its guests.<br />
The hotel brand is utilising the<br />
therapeutic properties of thermal<br />
and mineral waters, mud and<br />
salt, to treat a range of health<br />
conditions aff ecting the muscles,<br />
bones, organs, metabolism and<br />
skin, as well as enhancing wellbeing.<br />
Ensana's commitment to<br />
health and wellness goes beyond<br />
ordinary hospitality.<br />
With decades of expertise and<br />
properties that span the historic<br />
allure of Hungary and Romania<br />
to the natural healing sanctuaries<br />
nestled in the Czech Republic,<br />
Slovakia, Bulgaria, and the UK,<br />
Ensana has established itself as a<br />
brand visitors can trust with their<br />
most precious commodity – their<br />
health.<br />
Ensana is continually seeking<br />
to expand and find new<br />
opportunities as an operator in<br />
Europe and the Middle East. The<br />
brand's development pipeline<br />
is currently focused on unique<br />
locations in Greece, Italy, Austria,<br />
Germany, Switzerland, and in the<br />
Kingdom of Saudi Arabia.<br />
The firm's expansion strategy<br />
includes new spa hotels as well<br />
as existing properties which can<br />
benefit from its expertise and the<br />
implementation of Ensana’s health<br />
spa programmes. “We believe<br />
that everybody has a right to good<br />
health, and it’s our long-term goal<br />
to provide that opportunity," says<br />
Frank Halmos, CEO of Ensana<br />
Hall 9 / Stand 113<br />
Frank Halmos<br />
CEO, Ensana<br />
Would you like to strengthen your brand's<br />
presence at the show?<br />
Book your advertising or advertorial space<br />
in <strong>ITB</strong> Berlin News.<br />
Need to advertise<br />
during the show?<br />
You still can!<br />
We'd be happy to discuss opportunities<br />
with you.<br />
Give us a call at +33 6 98 40 29 27.<br />
We'll help you increase your brand<br />
awareness in the tourism industry!<br />
30 <strong>ITB</strong> <strong>BERLIN</strong> <strong>NEWS</strong> • WEDNES<strong>DAY</strong> 6 TH MARCH <strong>2024</strong> news.itb.com
32 <strong>ITB</strong> <strong>BERLIN</strong> <strong>NEWS</strong> • WEDNES<strong>DAY</strong> 6 TH MARCH <strong>2024</strong> news.itb.com
<strong>2024</strong><br />
HALL<br />
PLAN<br />
Hall 4.2 / Stand 100<br />
Hall 4.1 / Stand 222<br />
Hall 1.1 / Stand 214a<br />
Hall 20 / Stand 306
Hall 5.2 / Stand 114<br />
Hall 2.2 / Stands 201/205<br />
Hall 2.2 / Stands 200 & 200a<br />
Hall 26 / Stand 122<br />
Hall 9 / Stand 123<br />
Hall 5.1 / Stand 136<br />
Hall 9 / Stand 219 Hall 25 / Stand 215 Hall 8.1 / Stand 109<br />
Hall 4.1 / Stand 122<br />
Hall 3.2 / Stands 100 & 101<br />
Hall 1.2 / Stands 107, 107a, 107b, 107c<br />
Hall 25 / Stand 119 Hall 25 / Stand 118<br />
Hall 8.1 / Stand 111 Hall 7.1c / Stand 117 Hall 5.1 / Stand142<br />
Hall 5.1 / Stand 135<br />
Hall 18 / Stand 400c<br />
Hall 1.1 / Stand 122