ITB 2003: Here at our ITB Berlin the industry`s message was clear: despite a weak bookings situation we will not…
ITB 2003: Here at our ITB Berlin the industry`s message was clear: despite a weak bookings situation we will not bury our heads in the sand but intend to utilise this crisis as an opportunity for restructuring. In this way the ITB fulfils its role even more emphatically, providing the industry with a fresh impetus, and it has strengthened its position as a worldwide leader in its field. This was how Dr. Christian Goke, Chief Operating Officer of Messe Berlin summed at the fair. During this five-day event there were many positive indicators for the tour operators, airlines, hotels and 181 destination countries. Interest in travel remains as keen as ever and while in Berlin the international tourism industry was already preparing its strategies for the period following the current crisis.
As emphasised during the ITB 2003 by the World Tourism Organization (WTO), Madrid, contrary to expectations, travel over the past year was successful in many respects. Forecasts for the coming years are also positive despite difficult economic conditions in several regions of the world and the generally tense geopolitical situation. According to the Secretary General of the World Tourism Organization (WTO), Francesco Frangialli: In these uncertain times the ITB Berlin provides just what the international tourism community needs: direct contacts between supply and demand at a high professional level, an exchange of expertise in order to face the future in tourism, accompanied by the exchange of ideas, experience and projects.
The positive progress achieved by the ITB Berlin confirmed its position as an outstanding marketing instrument for the international tourism industry. Throughout the fair many destinations succeeded in establishing new business contacts. As a vacation land, Germany was even more in demand in 2003 than in the previous year. The public and trade visitors also displayed a particularly keen interest in destinations in the Asia-Pacific region and in Southern Europe. Current trends favour the market segments of cultural travel, wellness, river and ocean cruises, and tourism to experience nature. Ursula Schorcher, who heads the German National Tourism Board DZT and also chairs the Advisory Board of the ITB Berlin, confirmed that the ITB 2003 provides a positive impetus. The introduction of the `Deutschland Boulevard` has brought German suppliers closer together, ensuring that their presentations at the fair are more concentrated and more in line with the needs of the customers, and we will be able to build on this basis in future in order to introduce further improvements.
9,971 exhibitors (2002: 9,678) from 181 countries and territories, representing every sector of the international tourism industry, took part in the ITB 2003.
The ITB 2003 attracted over 129,943 visitors (2002: 122,980). Trade visitor numbers remained steady at 67,000, and they came from 180 countries, while more members of the public were recorded.
The number of media representatives held steady too: the ITB Berlin was attended by 6,500 journalists from 79 countries.
Business deals were signed by almost half of all the exhibitors
As revealed by the survey conducted by an independent market research organisation, 48 per cent of exhibitors reported signing numerous contracts. More than three quarters of them are satisfied with the commercial results of their participation. Eighty per cent expect follow-up business to be at least satisfactory, while 46 per cent are anticipating good to very good business after the fair
Exhibitors were more restrained in their expectations regarding the economic development of the tourism industry, with 47 per cent expecting the situation at the beginning of 2004 to be better than it is at present.
Already 89 per cent of exhibitors have announced their provisional intention of attending the ITB 2004.
With 616 exhibitors the USA was once more the second largest foreign delegation and was again represented by its SeeAmerica Pavilion. One of the new features here was the display of photographs on the subject SeeAmerica Byways, featuring views of some of the most attractive destinations. A SeeAmerica Byways press conference was also held, at which the Travel Industry Association of America (TIA) introduced its latest advertising campaigns, which included new routes and travel offers from destinations in the USA. The mood on the USA stand regarding the future development of tourism was confident and exhibitors expressed their satisfaction with the attendance levels.
The largest of all the foreign exhibitors was Spain, with 855 companies. Most of these exhibitors were more satisfied with the ITB 2003 than they had been at its predecessor last year. There was significantly more public interest, especially on the stands of Valencia, Gran Canaria and the Balearic Islands. Among all the Spanish destinations Catalonia was the clear favourite, and by the weekend its exhibitors had established numerous business contacts with companies in Germany and also in Eastern Europe.
The Chinese stand received a large number of visitors, members of the public and trade visitors alike, proving that China continues to be a popular destination for German and European travellers.
Positive assessment of their commercial results by 90 per cent of trade visitors Further improvement in the quality of the contacts
Questioned about the commercial results of their visit to the fair, over 90 per cent of trade visitors gave a positive assessment. During the course of the ITB Berlin 18 per cent of them were able to sign contracts and two thirds established new commercial contacts. Approximately half of all trade visitors expect to enter into further negotiations after the ITB Berlin.
Trade visitors were less upbeat about the current situation in the industry. Almost two thirds consider it to be negative. In the medium term, however, the majority of them believe that a more favourable economic situation will develop.
Three quarters of all trade visitors are satisfied with the altered timing of the ITB Berlin.
The most popular segments of the market
The International Tourism Exchange ITB Berlin 2003 provided its trade visitors with a forum, aimed at specific target groups, for studying changes on the market.
The section devoted to Culture Tourism continues to grow in strength and this year attracted over 200 exhibitors from 14 countries. Kai Geiger, General Manager of ART CITIES and the initiator of the display dealing with this area of the market, commented: There is considerable demand for cultural attractions and many people are searching for new cultural and artistic experiences, and this was very evident in the discussions between exhibitors and trade visitors. As in previous years we were aware of the keen interest that exists among members of the public and trade visitors.
With 54 exhibitors from 7 countries, a supporting programme containing over 50 papers, and the renewed success of the international specialist congress Progress in Tourism Research, with the presentation of the prestigious Tourism Studies Prize, this year the ITB Tourism Studies Centre became even more firmly established as a source of information and contacts for the entire industry. The exhibitors` programmes were highly topical and very professional in character, and were much in demand among newcomers to the tourism industry and among the industry as a whole. With many events that provided opportunities for networking this is becoming an established meeting place for everyone involved in or interested in tourism. As Professor Christoph Becker of the University of Trier explained: We held many in-depth discussions about future tertiary education projects, and Dr. Lech Zielinski, Head of International Co-operation at the Pommeranian Academy in Poland announced: We will definitely be attending next year.
The ITB Young Travel Centre was taking place for the fifth time this year. Exhibitors in this section were very satisfied with the colourful hall, ideally located near the new South Entrance. It featured exhibitors from every area of the young travel sector. One of the new items was the work experience pavilion. The public flocked to this display in large numbers during the first three days, and afterwards, during the trade visitors` days, the negotiations and contacts were of a very high standard. Peter Kruyt, Director General of FIYTO (Federation of International Youth Travel Organizations), emphasised that the number and quality of the business contacts had improved this year.
The response by trade visitors and the public to the Nature Experience Hall was extremely positive. The 50 exhibitors from 10 countries presented their programmes and concepts for experiencing nature and natural attractions in Germany, Europe and overseas, and members of the public used this opportunity to request environmental information and obtain suggestions for upcoming holidays.
Exhibitors in this section reported many valuable business contacts. Tour operators were particularly interested in areas in Russia and Guyana with a particular appeal to eco-tourists. Arrangements were also made to hold more in-depth discussions with buyers representing the larger European tour operators and hotel groups in the near future.
Viabono, VISIT and GreenGlobe 21, all well-known environmental organisations, were positive in their assessments of their attendance at the fair, which enabled them to convince many tourism companies and regions about the benefits of being able to clearly define environmental quality standards, thereby attracting new members.
The Nature Experience Hall should become even more firmly established at the ITB Berlin in future,, said Christine Garbe, representing this segment of the market to increase the importance of environmental travel within the industry.
Messe Berlin ensured that the public and the travel trade are more aware of the travel guide market by staging the ITB Book World 2003, which included the presentation of the Travel Guide Award ITB 2003 for the first time. Leading names in this field such as DUMONT and Polyglott Apa-Guide were again represented at the ITB Berlin. Outside the book fairs in Frankfurt and Leipzig no other event does more for travel books and maps than the ITB Berlin, according to Rolf Nuthen, Deputy General Manager of the Publishers` Committee of the German book trade`s association Borsenverein des Deutschen Buchhandels, and he promised even greater involvement by this association in planning the ITB Book World 2004. The publisher Peter Rump, Reise Know-How Verlag, and his Sales and Marketing Director Uli Hornemann thoroughly welcomed the revamped ITB Book World 2003, and through the Publishers Committee they will endeavour to persuade more member companies to attend in future.
The ITB Travel Technology section featured 86 companies from 9 countries with their reservation and information systems and a wide range of online programmes. Christoph von Zabiensky, Divisional Director Sales for Start Amadeus, commented: We are happy to be back at the ITB and received very positive feedback from our clients. This applied to our leading national and international products, to the stand itself and our product shows. And if our clients give us this assurance and are satisfied, then so are we.
Starting Sunday this was a highly successful fair. Most of our contacts actually led to the signing of new contracts during the fair, explained Anne Rosener, General Manager, SABRE Germany.
The integration of the Travel Technology Congress represents a genuine improvement said Anna-Renate Budde, Director Marketing and Communications, Siemens Business Services, and a member of the Travel Technology Exhibitors` Committee.
Close proximity to the hotels is vital for us explained Hogatex spokeswoman Eva Markowitz.
There was a good response to the ITB Travel Technology Congress, now at a new location at the heart of the Travel Technology section of the fair. Forty speakers and presenters, the leading managers from major national and international companies, focused their attention on key topics such as online reservation systems, legal and security issues, the hotel industry, increased productivity through the application of technology, and multi-channel sales. There was particular interest in the opening session at which the Chairman of the Board of Thomas Cook, Stefan Pichler, presented some innovative strategies. Although the demand for niche products is growing and the internet is giving customers even greater flexibility, there is still a future for package tours, but these must firstly be adapted to meet new requirements.
Jeff Katz, Chairman of the Board and President of Orbitz, outlined the future development of the online market in the USA and in Europe. Each month 40 million Americans visit tourism websites and in 2002 online bookings in the USA rose to 34 per cent. The main reasons he gave for this rapid rate of growth are the lower rates, clearer price structures and 24-hour availability. Jeff Katz predicts that the online reservation wave will soon hit Western Europe, although in a less pronounced form. A turnover of 15 billion Euros is expected by 2006.
A source of information for the travelling public
More than half of the public who attended the ITB 2003 came in search of travel information and to plan their holidays and 43 per cent were looking for detailed information about specific destinations. The ITB Berlin was used by 43 per cent as a source of inspiration for new destinations.
Visitors were primarily interested in vacation and recreational travel, and in tourism for a cultural purposes. The most popular holiday regions were given as Deutschland
(55 %) and Southern Europe (50 %), followed by Northern Europe (19 %) and Eastern Europe (17 %).
Supporting programme of the ITB 2003
The supporting programme of the ITB 2003 included 123 press conferences, 253 Tourism Experts` Forums, 33 receptions, 27 presentations and 7 awards ceremonies.
The International Tourism Exchange 2003 was attended by 85 ministers, deputy ministers and under-secretaries as well as 94 ambassadors and charges d`affaires. In addition 24 German ministers and under-secretaries attended the ITB 2003.
The International Tourism Exchange ITB Berlin 2004 will take place from 12 to 16 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.
