Travel & Tourism has been ready for the return of ITB, the biggest journey business commerce present on the planet. ITB simply concluded in Berlin.
5500 exhibitors from 169 nations showcased its locations and stakeholders at Messe Berlin this week, the biggest fairground within the German Capital City Berlin.
For greater than 50 years the title ITB has stood worldwide for business data, networking and trendsetting occasions. Every 12 months in March the world of worldwide tourism gathers on the largest journey commerce present within the world- the ITB Berlin.
This was true till 2020, when COVID stunned the world and attacked the journey and tourism sector at its core.
As predicted first by eTurboNews in February 2020 ITB 2020 was cancelled. Many exhibitors misplaced substantial cash invested as a result of first main victory for the COVID-19 virus when it began its killing spree in Europe.
After nearly 2 years of lock-downs and journey restrictions, the world hoped in 2022 to satisfy once more at IMEX in Berlin. Messe Berlin cancelled ITB 2022 in December 2021.
Finally 2023 and from March 5-8, 2023 it was time for journey and tourism to satisfy once more in Berlin. A worldwide pleasure made particularly oldtimers that knew ITB to get on planes, trains and vehicles to journey to Berlin once more.
It was thrilling, however main components had been lacking or had modified.
Instead of 5 days, ITB occurred on solely 3 days final week. The shopper participation on the 4th and fifth day of ITB was disregarded and cancelled.
On day 3 most halls had been already empty early afternoon, however on the primary day and rather less additionally on day 2 had been booming, vibrant and a “Wiedersehen” by tourism leaders.
When strolling the halls, guests obtained caught at useless ends with among the exhibition halls unoccupied.
Destinations comparable to Russia, North Korea and a number of other others had been lacking, with Ukraine attending and admired. Politics and a struggle grew to become an element.
A mini model of a North American presence confirmed Americans ignored ITB in 2023 for probably the most half.
Those attending mentioned they had been glad to be again in Berlin.
Saudi Arabia attended the primary time and shined like no different vacation spot. The kingdom with its 2030 imaginative and prescient to interchange oil dependency with tourism and different industries emerged from a brand new participant to probably the most necessary leaders in journey and tourism throughout the 3 years ITB was cancelled, and COVID took over the business.
The Saudi Tourism minister was the true star of ITB, however labored quietly within the background, with each attending minister keen to satisfy him.
Those that had been seen main tourism all through the COVID pandemic, comparable to Saudi Arabia, Jamaica, Barbados, Seychelles, Montenegro, Spain, or among the African nations had been busier than ever.
Awards remained common and there have been many alternatives to be praised throughout ITB.
MOU’s had been signed, together with the World Tourism Network MOU with SUNx Malta reaching out to the 40 least developed nations.
Georgia shined on the night time earlier than opening with a world class efficiency, a speech by the prime minister, and a proud Georgian UNWTO Secretary-General pitching to the world, Georgia is Europe for longer than any nation. The message was that Georgia was prepared to hitch the European Union.
A transparent political agenda and wanted PR made the Georgians make investments closely in changing into the official host nation for ITB, however dealing with the press by their leaders was not an possibility.
Too many questions would have made European fashion openess to media a dangerous train at an ITB occasion. International information reported about Georgia’s new limitation to overseas owned media. This was not some extent the German vice chancellor wished to note when he confirmed that Georgia was 100% European. It was celebration and self praising time for the sponsor.
Strangely the Georgia occasion night time at Panoramapunkt in Berlin served a number of glorious Georgian wine, however the leisure was Jazz and never the enjoyable music guests to Georgia would dance to in an area Georgian restaurant or bar – the soul of Georgia hospitality was not within the room.
Who was additionally lacking on the Georgia night time? Georgian Tourism management, and the UNWTO Secretary-General stayed away – no questions answered.
Berlin journey and tourism stakeholders had been hoping of file revenue throughout ITB, however there was a disappointment.
Hotels had been nonetheless available, getting a taxi was not an issue, and eating places had loads of open tables.
ITB would have been a possibility to showcase Berlin, and showcase Germany, AND to let exhibitors showcase to the German traveler.
This alternative was disregarded at ITB.
Most ITB ticket holders flew out and in inside 24 or 48 hours, hardly anybody dwelling in Berlin knew about ITB.
Millions of Euros in PR and gross sales alternatives for exhibiting nations and stakeholders was ignored and eradicated. It’s unclear if exhibiting at ITB 2023 was considerably much less cash in comparison with the final present in 2019 to justify the financial savings in permitting to disregard customers.
It was nice for ITB to be again placing a psychological finish to the nightmare of COVID, however a brand new period with zoom, cancelled alternatives and shutting as much as the worldwide media had develop into a reality- additionally within the freezing metropolis of Berlin.
ITB Berlin 2024 from March 5-7 is now within the planning, let’s hope 2023 might be a lesson to construct on.
Lets hope Berlin officers will take the chance in 2024 and construct round IMEX to showcase town and the nation as nicely encouraging to remain an additional day.
World Tourism Network is able to rejoice its 4 years or rebuilding journey in 2024. WTN began on the sideline of a cancelled ITB Berlin on the Grand Hyatt Berlin in March of 2020 and now has members in 130 nations.
