"The International Tourism Exchange
"The International Tourism Exchange
According to forecasts by the World Tourism Organization (WTO), Madrid, there are already signs that the tourism industry is recovering, leading to expectations of medium- and long-term growth. The ITB Berlin 2002 has made a significant contribution towards improving the difficult economic situation, thereby confirming its role once again as a positive force for the industry as a whole.
"Recent months have presented the tourism industry with some difficult challenges," according to the Secretary General of the World Tourism Organization (WTO), Francesco Frangialli, "and despite the enormity of these challenges, suppliers have displayed tremendous professionalism in dealing with the situation. Based on many years of in-depth experienced gained at the ITB Berlin, the confidence on the part of the travel trade, and the improvements being made to its product range that were apparent from the discussions that I held here are evidence of a steadily improving situation. This is a vigorous and healthy industry with a strong foundation. In recent months its economic importance has become more evident than ever before. The ITB was the start of a good year for tourism.
Despite economic stagnation in some regions of the world the ITB 2002 made positive progress. The attractive displays of products and services by exhibitors from 181 countries and territories contributed significantly to the success of the ITB Berlin. This was also underlined by the presence of trade visitors from so many different countries. In fact the proportion of foreign trade visitors was even higher than last year.
As insiders had already been predicting before the fair, many destinations were able to report good business. Trade visitors were particularly interested in the segments represented by cultural tourism, city breaks, wellness and active holidays".
For Ursula Schorcher, Chair of the Advisory Board of the International Tourism Exchange ITB Berlin, and Chief Executive of the German National Tourism Board (DZT), Frankfurt am Main, the ITB Berlin is still the world's most important market place for the continued development of tourism. "Even though some people are not ready to accept the fact, the tourism industry has every reason to be optimistic about the 2002/2003 season. The International Tourism Exchange ITB Berlin 2002 provided some clear indications of a worldwide recovery by the tourism sector."
A total of 9,875 exhibitors (2001: 10,136) and 57 additionally represented companies and organisations from 181 countries and territories, representing every aspect of the international tourism industry, attended the ITB 2002.
Overall attendance at the ITB 2002 was 122.900 (2001: 123,400), of whom 65,000 (2001: 57,000) were trade visitors, from 190 countries and territories.
There was an increase in the number of media representatives: 6,749 journalists (2001: 6,500) from 124 countries and territories (2001: 89) reported from the ITB 2002.
Almost half of all exhibitors signed contracts
As revealed by the poll conducted by an independent market research organisation, 46 per cent of exhibitors, the same percentage as last year, were able to sign contracts during the ITB 2002. The commercial results of their participation were judged positive by 81 per cent of them. Based on their excellent contacts with representatives of the international tourism industry, 84 per cent of all exhibitors are expecting good follow-up business.
Questioned regarding the economic development of the tourism sector in the early part of 2003 as compared with today, 63 per cent expect it to show an improvement.
Already 90 of exhibitors have announced their provisional intention of attending the ITB 2003.
Klaus Oegerli, Executive Vice-President Europe, Switzerland Tourism: "An emphasis on the statement 'Switzerland. Home of the mountains' combined with a new stand concept led to some outstanding successes for Switzerland". As he also pointed out: "Despite a reduction in the volume of visitors to our stand I am very satisfied with our participation, and this also applies to all our co-exhibitors on the stand."
In the words of Birgit Borreck, Direct Public Relations Dorint Group: "We are more than satisfied with events during the ITB 2002. The response among customers and media representatives was extremely positive. We were surprised how many representatives of consortiums from the USA paid us a visit, and the basis was established for good business during the coming year."
Ibrahim Ali, Manager Overseas Promotion, Department of Tourism and Commerce Marketing, Dubai, drew some positive conclusions: "Participation by Dubai in the ITB 2002 met with our highest expectations. The 69 exhibitors expressed their satisfaction with the response to their participation this year."
"Because of the events of 11 September Tunisia was not particularly optimistic about the ITB 2002. However, events during the fair confirmed that Tunisia is still a popular destination for European tourists. Tunisia was able to expand the positive and intensive contacts with its long-term partners, and in some cases this has already led to commercial success" said Adel Boussarssar, President of the Federation Tunisienne des Agences de Voyages et de Tourisme, by way of confirmation.
The USA, which staged one of the largest displays, provided an outstanding presentation for the public and for trade visitors alike with its new "SeeAmerica" Pavilion. For the first time the pavilion provided visitors with a programme of entertainment encompassing every aspect of American culture. Among the VIPs who visited the SeeAmerica Pavilion were the US Ambassador to Germany, Daniel Coates, and the State Governors of Alaska and Minnesota. Bjorn Bieneck, the TIA (Travel Industry Association of America) representative, commented: "Despite the tragic events of last September, optimism in the SeeAmerica Pavilion at the ITB 2002 is evident. The exhibitors are reporting high quality business contacts with renewed bookings and strong interest in the US market. The general feeling is that the proven success of the ITB will continue to provide American international tourism with an efficient tool to market its unique products and services."
Positive assessment of their commercial results by 87 per cent of trade visitors
The commercial results of their visit to the fair were assessed as positive by 87 per cent of all trade visitors. During the course of their visit two thirds of them were able to establish new commercial contacts. The contacts and discussions are expected to lead to continued negotiations or business transactions after the fair in the opinion of 61 per cent of trade visitors.
One in three (62%) of all trade visitors came from abroad, the majority of them from the countries of Central and Eastern Europe (43%) and the member states of the EU (37%). Trade visitors were mainly interested in making contact with tour operators (51%), hotel companies (35%) and with national and international tourism organisations (34%). Over a quarter of all trade visitors (30%) took part in the supporting programme of the ITB Berlin.
The business that was successfully conducted by trade visitors can be divided into the following areas: business travel (19%), vacation and recreational travel (13%), educational and study trips (11%), cultural tourism (11%), incentive trips (9%), adventure travel (9%), travel for sporting purposes (9%), travel technology (9%), health travel / travel to health resorts (7%), congress and meetings travel (6%), cruises (4%), 50+ / assisted travel (2%), other forms of travel (9%) and other types of business concluded (30%).
Positive response – Market sectors reflect current conditions
The International Tourism Exchange ITB Berlin 2002 provided its trade visitors with a forum for selective market expansion.
The Culture Tourism hall is now an established feature and presented 292 cultural institutions from 25 countries this year. Kai Geiger, General Manager of ART CITIES and the initiator of this segment reported: "The keen demand from trade visitors confirmed the value of this concept. In the discussions that we held with many visitors to the ITB it was apparent that they felt an affinity with the subject of culture. Because of the excellent demand we are expecting to see a substantial increase in the numbers of exhibitors, especially from the cultural field, at the ITB 2003."
The ITB Tourism Studies Centre celebrated its 10th anniversary with a record number of participants. Interested visitors were able to examine a wide range of professional training and advanced training opportunities from every aspect of tourism, presented by 70 exhibitors from eleven countries. The overall concept, including the international specialist congress "Progress in Tourism Research" and the Tourism Forum proved highly effective. As Dr. Edo Kobelt, Deputy Director of the Academia Engiadina, Graubunden, observed: "The networking is absolutely fantastic. We will certainly be back again next year – the ITB Tourism Studies Centre is a 'must' for us."
The ITB Travel Technology section, involving 160 exhibitors from 14 countries, was summed up as follows: "Less casual callers, but the visitors were more highly qualified than they were last year." All the companies that decided to take part in the ITB Berlin were able to make in-depth contacts during the trade visitors' days. Alexander Hedenus of Worldspan explained: "During these few days I held more than 30 intensive discussions with customers, and my colleagues reported similar experiences." As Renate Budde of Siemens Business Services explained: "We made a decision to focus on the ITB Berlin because it is the leading trade fair for the industry."
A new section of the fair was introduced this year in Hall 1.1a, occupying an area of 400 square metres. The "Sustainable Travel Exchange – Travel with sense" was staged by Messe Berlin and organised by the ecological business consultancy Aera-Nova Consult. By bringing exhibitors together in this way the intention was to create a greater understanding of environmentally and socially aware travel attractions within the tourism sector and among the general public. According to Christine Garbe of Aera-Nova Consult: "By focussing on exhibitors offering sustainable tourism, the Sustainable Travel Exchange was able to stimulate a great deal of demand among extremely interest trade visitors. Intensive contacts were established with tour operators and between the exhibitors themselves. The highlights were the visits by WTO Secretary General Francesco Frangialli and the German Minister of the Environment, Jurgen Trittin, who took this opportunity to meet with exhibitors. Under the slogan 'Travel with sense' the organisers were able to hold some outstanding events together with the ENEP and the WTO. Yet another highlight of the Sustainable Travel Exchange was the presentation of the TUI Environmental Prize to EUROPARC Federation, the organisation representing large conservation areas in Europe."
A valuable source of information for the travelling public
Over half of the members of the public (55%) obtained information at the ITB Berlin to assist them in making future holiday plans. 40 per cent will be using this information when making their travel bookings. More than two thirds (70%) intend to undertake at least two vacation trips this year. 46 per cent stated that they had found all the information that they were looking for at the ITB 2002.
The most popular holiday regions were Southern Europe (29%) and Germany (20%). The range on offer at the ITB 2002 was described as very good or good by 83 per cent of them.
Supporting programme of the ITB 2002
The supporting programme of the ITB 2002 consisted of 134 press conferences, 108 Tourism Experts Forums/Special Meetings and 76 receptions, as well as 42 awards ceremonies and presentations.
The International Tourism Exchange ITB Berlin 2002 was attended by 80 ministers, deputy ministers and state secretaries, as well as 80 ambassadors and charges d'affaires.
The International Tourism Exchange ITB Berlin 2003 will take place from 7 to 11 March on the Berlin Exhibition Grounds.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
