30 REGION EUROPE
30 REGION EUROPE REGIONAL TOURISM GOES ITS OWN WAY In an industry where national travel bodies once dominated their regional cousins, the local tourism sector is now striving for greater independence, and differentiation, in an increasingly competitive market. Lombardy Builds Momentum With double digit growth and rapidly increased investment in the local industry, Lombardy has forged a strong niche within the Italian and European travel market. Lombardy Regional councillor for Trade, Tourism and Services, Mauro Parolini, explains how the region plans to further develop its local travel industry, after Expo 2015. In Europe in particular, tourism has become a vital part of regional economies, meaning that local authorities like the Andalusia Regional Government are putting a lot of investment and resources into tourism - and especially into building a distinct travel brand and identity. “Modern tourism is closely linked to development and encompasses a growing number of new destinations,” notes the UNWTO, adding that the growth of regional tourism reflects the “deepening diversification” of a fast growing industry.” We have declared 2016 as the “Year of Tourism” in Lombardy, an initiative that will revamp the entire sector and which foresees a €60 million investment to support the industry and promote the region. We are also working to strengthen the benefits that Expo 2015 had on reinvigorating tourism as a strategic asset for our region, and which served as a test for our existing structure. What are your key goals at ITB Berlin? We’re stepping up the pace in terms of promoting the rich tourism offers available in the region. We’re focusing on well-known aspects in which Lombardy truly stands out such as the lakes, the cities of art (Mantova, Bergamo, Brescia, Pavia, and Cremona just to name a few), as well as gastronomy and targeted activities like cycle tourism. Mauro Parolini Lombardy’s Regional councillor for Trade, Tourism and Services Hall 1.2 / Stand 125, 127 Andalusia Defies Expectations A beacon of regional tourism innovation in Europe, Andalusia has become one of the hottest travel destinations within a crowded Spanish market. Francisco Javier Fernández Hernández, Councillor for Tourism and Sport of the Andalusia Regional Government, told ITB Berlin News about recordbreaking growth and new directions for Andalusian tourism. In 2015 we had achieved what seemed unachievable after the excellent results of the previous year. Andalusia broke records with 26 million tourists received, representing an increase of 8.2%; and almost 48 million overnight stays registered in hotels, up 6.5% thanks to the good performance of foreign and domestic markets. In addition, the total revenue generated by the sector stood at 17,600 million euros, a rise of 5% in real terms; while the average number of employed increased by 7.3%, reaching 357,000 workers. What sets your region apart from others? Andalusia’s competitive advantage is its diversity, its uniqueness and its ongoing commitment to excellence. Our region offers invaluable cultural and ethnographic heritage; regions and parks of great natural and environmental importance; a variety of festivals; an extraordinary wealth of gastronomy; and top level accommodation and infrastructure. The breadth and variety that Andalusia has to offer, and the combination of experience and entrepreneurial spirit in our regional character, will satisfy the highest expectations of any traveller. How are you expanding your international appeal? Our Action Plan 2016 will project the Andalusian brand in fifty countries through increased promotional activity. It will focus both on the most relevant target markets like Germany, the UK, the Nordic countries, France and Benelux, the United States, Russia and Italy, as well as those presenting emerging growth opportunities like China, Japan and the Middle East. Hall 4.2 / Stand 201, 201a-c Francisco Javier Fernández Hernández Andalusia’s Regional Government Councillor for Tourism and Sport ITB BERLIN NEWS • Saturday 12 th March 2016 www.itb-berlin-news.com
© Thomas Keller HOSPITALITY / RESTAURANTS / BARS WHERE TO GO IN Berlin CLUBS / EVENTS / SHOPPING / CULTURE Berlin Springs to Life As the first blossoms bloom in Berlin, Burkhard Kieker, CEO of visitBerlin, which has been promoting travel to the capital since 1993, tells ITB Berlin News why March is a perfect time to visit Berlin. He also describes some of his favourite things to do in the city. Burkhard Kieker CEO of visitBerlin I like to spend time in Berlin’s green spots or at its watersides. There’s nothing like taking walks through the award-winning Park am Gleisdreieck or the Gardens of the World, which will be part of the International Garden Exhibition next year. They are the perfect places to relax in the capital. Berlin’s waterways and beach bars also invite Berliners and guests to spend evenings outside and enjoy the sunset. Many visitors are surprised by the extent of the blue and green oases in the middle of the city. With spring about to start, is this a special time to visit Berlin? Spring is a great season to visit Berlin. The first rays of warming rays of sunshine draw people back outside. Guests like to take cycling trips through Berlin’s diverse neighbourhoods, visit one of the many street festivals Berlin has to offer such as the Carnival of Cultures on Pentecost, or simply enjoy a coffee or drink in the sunshine in the city’s cafés, restaurants and beer gardens. The season for boat trips on the rivers and lakes in and around Berlin also begins in March. Are there any current exhibitions or events that visitors to ITB Berlin should attend? Berlin’s new highlight in 2016 is the exhibition of the world’s best preserved Tyrannosaurus rex skeleton at the Museum of Natural History. Film lovers should not miss the opportunity to visit the “Best Actress” expo at Deutsche Kinemathek, taking a closer look at the Oscar-winning actresses and the Hollywood film industry. How does visitBerlin help visitors find out more information about the city? On our website visitBerlin.com, ITB Berlin visitors can get informed about current events, tours, exhibitions, and book tickets directly. The website is available in 14 languages, while we offer suggestions for trips to Berlin on our Facebook page. Our “Going Local Berlin” app presents more than 700 insider tips about Berlin’s many charming neighbourhoods off the beaten path. ITB BERLIN NEWS • Saturday 12 th March 2016
