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ITB Berlin News Preview Edition

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6 NEWS World’s Leading

6 NEWS World’s Leading Travel Trade Show Affirms its Role as a Driving Force Record exhibitor demand in 2014 reflects industry optimism – large increase in exhibitor numbers from Asia, India and Arab countries – Travel Technology booked out The 48 th edition of ITB Berlin gets under way on the 5 th March, and organisers underline the fact that the outlook is exceptionally good as final touches are being put on the stands, and conference rooms readied for the frenzy of the ITB Berlin Convention. Overall, Messe Berlin expects around 10,000 exhibiting companies and organisations from more than 180 countries to be present in the 26 halls on the Berlin Exhibition Grounds. The focus is on Mexico, the partner country of ITB Berlin, which is organising the opening ceremony of the show. Furthermore, all of this country’s regions will be presenting their wide range of products and services to trade visitors and the general public in Hall 1.1. Dr. Martin Buck, vicepresident of Travel & Logistics at Messe Berlin says the majority of the halls are booked out – with waiting lists. There has been particularly high demand from countries in Asia and the Arab world. As in previous years Germany’s federal States are all represented at the show. Travel Technology has expanded significantly. Due to the high number of bookings (about 30 new exhibitors will be represented at ITB Berlin 2014) this fast-growing segment with its focus on up-to-the-minute topics will now also occupy Hall 5.1. EVOLUTION OF EXHIBITOR SPACE REFLECTS DYNAMIC NATURE OF MARKET India, Asia and the Arab countries, whose tourism industries are all booming, will be represented in large numbers at ITB Berlin. Muriya Tourism Development from Oman is a newcomer to the event and the stand of Dubai has increased by 56 square metres. Nepal and Bhutan required larger display areas. For the first time, the three Indian states of Andhra Pradesh, Maharashtra and West Bengal will be represented with their own stand. The exhibitors in the Asia Hall will be more diverse than in previous years, as many hotels and holiday resorts are no longer in the sections of their relevant regions and instead will be THERE HAS BEEN PARTICULARLY HIGH DEMAND FROM COUNTRIES IN ASIA AND THE ARAB WORLD hosting their own displays. In Hall 26 (Far East and Southeast Asia) more than a dozen exhibitors new to ITB Berlin will be presenting their products. Hong Kong and Macao have moved to Hall 26A. Exhibitors from Vietnam hosting individual displays have all moved to Hall 26C. Their stands have grown by 100 square metres, an increase of 50 per cent, as has the stand of the Philippines in Hall 26A. In Hall 26C, the Business Point, a lounge with free wi-fi access, represents a new service by ITB Berlin. From Wednesday to Friday buyers, trade visitors and exhibitors can meet here, away from the bustle of the show. Bookings remain high for Halls 1.2, 2.1, 2.2, 3.2 and 4.2, where exhibitors from Europe can be found. Newcomers include the city of Bilbao, on a display covering 248 square metres, as well as Alltours. Returning to the show is Spain’s railway network operator RENFE, as is Gibraltar, after an absence of 22 years. Hall 7.2B is a completely new, smaller venue for European exhibitors, where the Slovak Republic, CzechTourism and Romania can be found. Hall 3.1, which hosts the Americas and the Caribbean, welcomes first-time exhibitors such as Latin America Travel, as well as countries returning to ITB Berlin, such as Haiti. This hall is where Gay & Lesbian Travel can be found, which has moved from Hall 2.1. SEGMENTS AND EVENTS – BAROMETER FOR NEW TRENDS Training & Employment in Tourism, which following a reorganisation has moved to Hall 11.1, is fully booked up. Firsttime exhibitors as well as several who are back at ITB Berlin can also be found here. On Saturday, 8 March the new Adventure Day for campers, hikers and globetrotters promises a programme of exciting events. Visitors can take to lofty heights on a high ropes course, explore caves, see an exhibition featuring artefacts from the past and try their hand at crafts in an experimental workshop. ITB BERLIN NEWS • Friday 28 th February 2014 www.itb-berlin-news.com

NEWS 7 Solving Overcrowding at Key Attractions Award-winning journalist Doug Lansky to present new techno concept at ITB Berlin In his talks at ITB Berlin in the past couple of years, the award winning journalist and speaker Doug Lansky has had “standing room only”, due to the pertinence and interest of his topics. This year is no exception. His presentation, “How To Fix Overcrowded Destinations And Attractions With New Intelligent Visitor Management Technologies” will be part of the “Destination Days” agenda at the ITB Berlin Congress and is sure to create a stir. Years ago, after writing advice books for Lonely Planet on “travelling on the cheap” – based on his years as a “vagabond”, then working for the Guardian Newspaper on a series of articles on “pop psychology about travel” looking at why we’re travelling, what we’re trying to get from it, and whether it possible to escape the kind of ‘Gringo bubble’ we bring with us wherever we go”, Doug Lansky started looking at travel more critically. He realised that at most travel seminars he was addressing people who had theories, but little practical experience of travel. “People don’t travel because they like someone’s slogan, no matter how good it is,” says Lansky. “You don’t travel because you like someone’s logo, no matter how good it is. You travel because of the destination, and most destinations have a handful of things people want to see and do, and in most cases, they haven’t done much to improve them. If you take the example of Buckingham Palace, YOU DON’T TRAVEL BECAUSE YOU LIKE SOMEONE’S LOGO, NO MATTER HOW GOOD IT IS. a study was done in the UK that said that it’s the number one thing that people want to see. But on Trip Advisor, the people who just saw it, ranked it in the 70s or 80s of things to do in London. The same goes for the Eiffel Tower. But if you go to Disney World and it’s Magic Kingdom Castle, before going you think maybe you’ll take a photo there, but once there, they have light shows, Disney characters dancing and performing … it’s a real show – they’ve activated the place.” “Many of the world’s top ‘classic’ attractions are”, says Lansky, “resting on their laurels from ages ago”. And that’s worse, when people travel half way around the world to go to these places, then often can’t even get in. In his presentation at 1:15 pm on 6th March, Doug Lansky will be looking at a new technological solution he says will reactivate attractions, enabling them to get more people through the turnstiles, and do away with queues. Doug Lansky Journalist & Speaker ITB BERLIN NEWS • Friday 28 th February 2014

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