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Q: Will today’s economic problems have a major negative impact on this year’s fair? And will this mean another decline in participants over last year (what countries or major exhibitors have declined to attend this year’s ITB?) as many in the sector may not find this the right time to attend exhibitions?
A: Despite the structural difficulties currently being experienced by the international tourism industry the number of exhibitors and the size of the display area at the ITB 2003 will remain the same as in ITB 2002. Many companies are bucking the current trend and are making trade fairs a part of their calendar again. This year the ITB anticipates that exhibitor numbers will exceed 9,000. No countries and territories have withdrawn from the fair: 180 countries and territories will be represented at the ITB 2003.
Leading tour operators who were absent from the ITB 2002 have announced their intention to return at the ITB 2003, among them Thomas Cook, Lufthansa, START, SABRE, the insurers Europäische Reiseversicherung, as well as Club Med. Their return to the world’s leading tourism exchange as leaders in this market is a positive signal for the international tourism industry.
Q: Do you foresee a major decline in the number of Germans that will travel outside their country this year — particularly to Mediterranean destinations? And if not a major decline in numbers, do you foresee a change in the average German’s vacation habits?
A: The ITB 2003 will present the results of the latest surveys of both German and international tourism trends.
I cannot imagine that the German public will significantly alter its plans for travelling abroad, notwithstanding possible future events. These may subsequently have an influence on decisions as far as travel destinations are concerned.
Q: Although ITB is still considered the market place leader for the tourism industry, new fairs and upgraded fairs, such as WTM, have picked up market share. Do you plan on making any organizational changes that would help cement your number one position?
A: The ITB Berlin has always been in tune with the market’s demands, has reacted to current trends and industry needs, and has provided them with a forum. This is the great advantage of the ITB and one of the reasons why it continues to be the world’s leading tourism exchange. In addition to incorporating new market segments, focusing on current themes at the congresses, progressing with moves to establish the ITB as a brand, it has put a deliberate emphasis on promoting b2b ideas.
Q: Within the exhibition organizers sector, the greatest number of tourism-related exhibitions across Europe are being organized by one or two countries, while ITB organizers appear to concentrate only on the German market. Do intend to carry out any expansion activities outside of Germany, perhaps even an exhibition that would concentrate on promoting Europe as a whole with revolving venues?
A: The ITB Berlin represents the world market, and is not a trade fair merely for the German market. High-level decision makers will be present at the ITB, and the business done here at an international level affects tourism worldwide.
Messe Berlin is indeed conducting talks on the subject of collaborating with other organisers in order to establish the ITB Berlin as a brand name in a number of countries.
Q: Do tourism professionals take proper advantage of the excellent forums during ITB that are aimed at specific target groups that spotlight the developments in their specific markets? Do you see further interest developing in these forums because of the present tourism crisis?
A: From previous experience we are aware that current trends and topics which are put forward and discussed within the framework of the ITB congresses are principally of great interest to the industry, and provide the basis for establishing new target groups and ideas. The 300 congress events are an excellent forum for all exhibitors taking part in the ITB. Any crises are of secondary importance here, so that the seminars, workshops and conferences focus on furthering developments in the tourism industry.
Q: Because of the present problems in the global tourism industry do you plan to introduce any new concepts (like last year’s sustainable travel exchange section) at this year’s ITB?
A: In the future the ITB will also continue to expand other segments of the international tourism industry. Thus at the ITB 2003 the markets for sports and youth travel will continue to develop, and this year there will for the first time also be a wellness theme tour. Other segments are to be expanded and developed as well.
Q: Do you agree that destination-type tourism exhibitions, such as ITB and WTM, are in a decline? If so, will this decline continue or do you believe they will attempt to change their format? As an example, could you find a way to compete with specialized product exhibitions and new market exhibitions that concentrate on pre-arranged appointments, which are more lucrative, timesaving and cost-effective for both visitors and exhibitors alike?
A: Since its inception the ITB Berlin has established itself and remained on course as the industry’s leading international tourism exchange; during recent years, as mentioned above, additional market segments have been added. It is a tourism trade fair and not a workshop.
The individual nations’ stands currently have Appointment Systems services on offer. Due to trade visitor numbers in excess of 60,000, Messe Berlin is as yet unable to offer an appointments and contacts service. However, work in this area is currently in progress and there will be tangible results in the future. It has to be said that the majority of trade visitors and exhibitors plan their attendance here in advance as their requirements dictate. Messe Berlin’s advice is to make the necessary arrangements for participation at the ITB in good time ahead of the event.
Q: Do you believe the Internet trend with its online travel, destination information, etc., constitutes a threat to tourism exhibitions in general? With this in mind, will travel and tourism exhibitions of the future be forced to concentrate only on business-to-business or will there continue to be a place for the consumer?
A: Certainly the trend towards using the internet is indicative of future developments in the tourism industry. The effects which this will have are difficult to single out at the present time. Whatever the nature of things to come, trade fairs and tourism exchanges will increasingly have to take this trend into account. With approximately 60,000 trade visitors in attendance the ITB is already focused on b2b, and with its Virtual Market Place has established an outstanding 365-day forum for exhibitors and interested members of the public.
Nevertheless, the ITB will continue to provide consumers with all the information they need. In order to provide a greater focus on the days when the fair opens exclusively to exhibitors and trade visitors, in particular on b2b, the ITB 2003 is now open from Friday to Tuesday. This enables the general public to make use of the weekend days in order to obtain information about travel destinations and tour operators, while trade visitors can profit exclusively from the ITB Berlin being open on Monday and Tuesday to conduct the business of hard sales deals.
Q: What future technology changes do you expect to make exhibitions more effective, e.g., huge destination wall screens, computer-placed exhibition mapping throughout a fair, etc.?
A: Many of the services you mention are already on offer at the ITB. Naturally new technologies are making exhibitor participation at trade fairs more effective. A virtual trade fair offers additional advantages and benefits. It will never be able to replace a real trade fair, whose lifeblood is communicating, one-to-one discussions, and being able to make face-to-face contact, but instead will act as an additional means of exchanging information.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
