The increase in the number of foreign visitors to Greece in 2001 bodes well for the futures as Greece prepares for the Olympic Games in 2004…
The increase in the number of foreign visitors to Greece in 2001 bodes well for the futures as Greece prepares for the Olympic Games in 2004. Greece`s presence at the ITB 2002 in Berlin is an essential part of the strategy being pursued by the Greek National Tourism Organization, EOT, and provided an ideal opportunity to acquaint the trade and the public with the latest developments in the tourism sector. The International Tourism Exchange, ITB Berlin, which is now in its 36th year, will help to stimulate the travel business this year.
It serves the needs of the world`s tourism industry, with more than three quarters of its exhibitors, coming from outside Germany. This year attracted a total of 9,875 exhibitors with 67 additionally represented tourism companies and organizations, from 181 countries and territories. Although the figures represent a slight decrease from last year, in the context of recent world events they show that the ITB Berlin maintains its strong position within the tourism market and is still the world`s largest tourism trade fair. The displays, which occupied all the available space on the Berlin Exhibition Grounds, an area of 152,224 sqm, covered the entire industry: national and regional tourism organizations, tourism offices, resorts, tour operators and travel agents, carriers, hotels, publishers, insurers and companies specialising in communication and reservation systems. The ITB 2002 attracted more than 50,000 trade visitors from over 190 countries and territories, as well as 6,000 journalists from over 90 countries, and two days of the fair were once again reserved for travel trade professionals only.
The ITB also focuses on specialist aspects of the tourism market such as, cruise lines, airlines/airports, ITB Young Travel, Cultural Tourism, senior citizens, travel technology, electronic systems in tourism, business and incentive travel, the ITB World of Books, and the ITB Tourism Studies Centre, which, along with the training institutions of the international tourism industry, promotes a dialogue between the business and academic communities. The ITB Berlin also features an extensive supporting programme with many specialists meetings, workshops, press conferences and seminars. Other subjects of increasing importance, which were dealt with at the ITB included environmental aspects and biodiversity the protection of children, the future of tourism and tourism films.
New to ITB 2002 was the focus on `Sustainable Travel`. Many organizations also take the opportunity provided by the ITB Berlin to stage their own awards ceremonies, presentations and receptions.
Attendance at the ITB 2002 has helped to publicize new developments, and the feedback from the general public and trade visitors is also vital. With its extensive media coverage the ITB Berlin is the ideal venue for companies and organizations seeking to promote and strengthen their links with the international tourism sector.
Latest estimates from the EOT show that Greece attracted a growing number of foreign visitors, approximately 13 million, in 2001. This equates to a half a million increase over the 2000 figure of 12.5 million. The German market remained stable in 2001, accounting for 2.5 million, which is the same as in 2000 and 1999. The tourism market is expected to grow by 3.6 per cent in 2002, partly fuelled by the introduction of clearer pricing and lower interest rates, following Greece`s adoption of the Euro. Another reason for the optimism being shown by tourism officials in Greece is the fact that reservations for 2002 are showing a 30 per cent year-on-year increase. The tourism industry has also been given a boost with the news that the government has granted the tourism authorities loans worth 27,58 million USD, almost twice the amount earmarked in 2000. Most of this money will be spent on advertising. Government subsidies are also increasing the length of the main tourism season to help give the industry a boost, and this will now run from April until mid-October. Other ways the Greek government has found of helping the tourism sector include the use of European Union funds to promote eco-tourism, and by looking at the possibilities for developing the upmarket end of the business. Major promotions being publicized at the ITB Berlin 2002 include the Hellenic Festival and the Festival of Athens.
The Greek stand at the ITB was impressive as ever, with 121 exhibitors. It was co-ordinated by the Greek National Tourism Oranization and the exhibitors consisted for hotels, resorts, health spas, incoming tour operators, car rental companies, ferries, airlines, events and festivals, regional tourism boards, cruises, and the 2004 Olympic Games.
Exhibitors can now build upon their success at the ITB by using the new ITB Virtual Market Place to display their products 365 days a year on the web. This is accessible from anywhere in the world, 24 hours a day.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
