REPORT FROM BERLIN – ITB 2004 – Following the ITB Berlin 2004 optimism within the industry is not only undiminished but appears to be…
REPORT FROM BERLIN – ITB 2004 – Following the ITB Berlin 2004 optimism within the industry is not only undiminished but appears to be stronger than ever: more exhibitors, more trade visitors and a fantastic atmosphere in the halls all provided a clear reflection of the current situation, according to Dr. Christian Goke, Chief Operating Officer of Messe Berlin.
Events at the ITB Berlin 2004 indicated that forecasts by tour operators, airlines, hotels and destinations have been proved correct, and there is still a growing interest in travel. At press conferences, meetings and congresses such as the ITB Tourism Barometer and the ITB Berlin Message the international tourism industry has shown its belief in the future prospects for more growth. This view has been reinforced by the analyses conducted by independent market research organisations.
As reiterated by the World Tourism Organization (WTO), Madrid, during the ITB 2004: Following on from the USA and Japan, with only a slight time lag, the economic recovery is expected to take effect in Europe too this year. In combination with the pent-up demand for travel, this trend has created a mood of confidence throughout the entire industry.
Francesco Frangialli, Secretary General of the WTO: When we arrived in Berlin we felt that the tourism industry was on the road to recovery. Unfortunately this coincided with the tragic attacks in Spain, headquarters of the World Tourism Organization. On my departure from Berlin I was convinced that this attack will not have any serious impact on tourism and will not adversely affect the expected, positive results for 2004.
This year more than ever before the ITB Berlin served as the marketing and communication forum for the entire international tourism industry. This was clearly apparent from the increase in the level of business activity. A great deal of interest was focused on Germany as a vacation destination. Other destinations where hotels and services are charged in US dollars were also in demand.
Petra Hedorfer, Chair of the German National Tourism Board (DZT), is extremely satisfied: Not only for the industry as a whole but especially for tourism to Germany, this year`s fair was again a complete success. The expectations of German exhibitors were met as a result of the numerous discussions and contacts, and efforts at the world`s leading market place for the industry were focused on ensuring that this positive development is maintained for the future.
Klaus Laepple, President of the Bundesverband der Deutschen Tourismuswirtschaft eV (representing the German tourism industry), President of the national travel agents` and tour operators` federation Deutscher Reiseburo und Reiseveranstalter Verband (DRV) and Chairman of the Supervisory Board of the ITB Berlin, drew equally positive conclusions: Unfortunately, at the start of the fair the attacks in Madrid also cast a long shadow over the ITB too. Nevertheless, it is a long time since visitors to the fair have taken so many catalogues home with them. Travel is becoming more popular than ever, with a massive upsurge in interest in long haul travel, and the presentations by German destinations on the `Boulevard Deutschland` at the ITB gave a clear indication of the variety of holiday options available in this country too. From the discussions with many trade visitors it was apparent that the success of the current ITB Berlin will soon be reflected by increased sales too.
Peru was the partner country of this year`s ITB, and in the words of its Deputy Tourism Minister Ramiro Salas, the ITB 2004 served as the starting point for a European-wide campaign as well as serving as the key to a greater awareness of Peru among travel trade professionals and the public. This fair has enabled the Peruvian tourism industry to strengthen its links with tour operators.
Successful launch of a new congress with 3,000 participants
The congress Market Trends and Innovations (MTI), organised by Messe Berlin in collaboration with the educational institute Fachhochschule Worms, enjoyed a successful debut at the ITB 2004. The discussions between leading tourism experts from business and research at the 20 separate events attracted over 3,000 visitors, who were given new insights into current trends. Prof. Roland Conrady of the Fachhochschule Worms was delighted with these high attendances: There was a massive response from all sides! The highlights of the MTI congress were the introductory event at the ITB Forum for New Businesses and the Travel One – New Businesses Prize, the Future and Innovation Forum by the Mathias Horx Institute for Future Research, and the introduction for the first time of the ITB Tourism Barometer, based on enquiries conducted among 50 companies in each of the 20 leading destination countries.
A total of 10,023 exhibitors from 178 countries and territories, representing every sector of the international tourism industry, attended the ITB 2004.
Visitors to this event totalled 141,000 (2003: 129,943). They included 75,000 trade visitors, a nine per cent increase compared with last year. 35 per cent of all trade visitors came from outside Germany, increasing international representation at this event by nine per cent too. These figures all confirm the position of the ITB Berlin as an international meeting place. Once again the majority of foreign visitors came from other EU countries and from Central and Eastern Europe.
Media representatives also attended in far greater numbers: 6,701 journalists (2003: 6,500) from 84 countries visited the ITB 2004.
88 per cent of exhibitors intend to return again next year
Exhibitors at the ITB revealed a greater degree of satisfaction than ever before concerning their commercial results at the fair: 88 per cent have already announced their provisional intention of taking part in the ITB 2005. More than three quarters are satisfied with the commercial success of their participation in the fair, which is five per cent higher than at last year`s event.
The numbers of exhibitors anticipating good to very good follow-up business is ten per cent higher than it was last year. 83 per cent of exhibitors obtained a positive overall impression of the ITB 2004. Almost half of all exhibitors stated that they had succeeded in finalising contracts during the ITB 2004. Two thirds of these exhibitors reported that they had signed numerous contracts.
Views regarding the economic development of the tourism industry are again positive. Whereas in 2003 less than half of all exhibitors believed that future development would take a positive direction, this figure has risen to 57 per cent this year.
The USA, one of the largest delegations, with 451 exhibitors, was represented by its SeeAmericaPavillon. Mike Pina (TIA): After a recession lasting almost three years the USA expects the low exchange rate of the dollar to boost travel from Germany to the USA by almost 10 per cent this year, with a five per cent rise in travel from all other countries. Evidence of the increased interest in North America is evident from the number of visitors and the contacts established during the fair.
The Italian display at the ITB 2004 featured 18 regions and 200 tourism companies. The Director General of ENIT in Rome, Piergiorgio Togni, emphasised the satisfaction felt by Italian exhibitors despite the difficult economic situation.
Marc Aeberhard, General Manager of the Thalassa Hotel, Paphos (Cyprus): I am very satisfied with the contracts signed here. As far as I am concerned the ITB could be held twice every year.
90 per cent of trade visitors take a positive view of their commercial results
A visit to the ITB proved to be well worthwhile for the 75,000 trade visitors, 90 per cent of whom gave a positive assessment of the commercial results of their visit, while 22 per cent were able to sign contracts during the fair. Almost two thirds were able to establish new commercial contacts. More than half of them are expecting further negotiations or actual business transactions to take place after the fair.
Right from the start the new ITB product, Market Trends & Innovations, was very well received by visitors: 17 per cent of trade visitors attended one or more of the 20 information events and congresses. More than four fifths of them were positive about the events that they attended.
Compared with last year there is a more expectant mood among trade visitors with regard to the current situation in the industry. Whereas in 2003 almost two thirds viewed the situation negatively, in 2004 the vast majority of trade visitors (81 per cent) believe that the industry will experience favourable medium-term development.
ITB stimulates interest in travel among the public
Among the general public visiting the ITB 2004 over half revealed that they relied on this event to help them with their travel plans and as a source of detailed information about specific destinations. More than four out of every ten members of the public at the fair had come in search of ideas for new destinations. And compared with 2003 many more of them were considering more distant destinations.
For this group of visitors the most popular vacation regions were: Germany (49 %),
Southern Europe (48 %), Northern Europe (18 %), Eastern Europe (16 %) and Central Europe (16 %). Next in order of popularity were Africa (15 %) and Asia (13 %).
New attractions for the public
The public were attracted in great numbers to the stands and performances of the Disneyland Resort Paris, the Europa-Park Rust and the Treasure Hunt organized by a leading Berlin daily, Berliner Zeitung,B.Z.
Popular market segments for specific target groups
At the ITB 2004 the various market segments devoted to selective target groups provided an outstanding forum for direct discussions between experts, for conducting PR and cultivating contacts, and for signing deals.
The Cultural Tourism section featured 55 main exhibitors and over 300 cultural facilities and institutions. In the words of Kai Geiger, General Manager of ART CITIES and initiator of this segment of the market: The ITB 2004 exceeded my most optimistic expectations. All of our exhibitors reported making good contacts and are more than satisfied with events at the fair. There was also an excellent response to the CULTURAL TOURISM FORUM.
Attendance levels at this year`s ITB Young Travel Centre (YTC) were higher than ever. Exhibitors at the Youth Travel Hall considered that it had been a success, with crowds thronging the aisles during the days when it was open to the public, 900 young travel agency counter staff at the Event Day and a varied and fascinating programme on the stage. For the first time Poland and Slovenia publicised their attractions as destinations with offers designed especially to interest young people. RUF Jugendreisen detected a growing interest in travel by children and young people during the summer. The redesigned hall also reflected the growing professionalism among the exhibitors, who represent areas such as work and travel, language courses abroad, excursions, active holidays and educational trips. A poll of exhibitors confirmed that they had obtained some valuable suggestions for travel during the coming season.
The ITB 2004 also proved to be successful for the 40 or so exhibitors in the Nature Experience Hall. The exhibiting firms and organisations were able to establish many new contacts. This was an area that attracted particular interest among trade visitors from Eastern Europe and the Eastern Mediterranean. With its product presentations and specialist events the Nature Experience Hall proved that it had identified the right concept.
Fifteen publishers from Germany and Austria, along with ten additional publishing companies exhibiting under the aegis of the German book trade association Borsenverein des Deutschen Buchhandels, presented a wide range of the latest publications for consultation before and during a journey at the ITB Book World. This concept, with a supporting programme for the general public, trade visitors and the media, was successfully continued at the ITB 2004.
From the very start of the ITB 2004 the ITB Travel Technology market segment attracted high attendances. The mood was positive, many specific enquiries were received, and the items and services on offer were more clearly defined than they had been only a few years ago: The high-tech bubble has now been transformed into value-based modules, whose utility can be easily identified and represented. Most of the exhibitors were represented by applications and features suitable for direct implementation. In almost all cases the technological innovations on display are already being tested under realistic conditions by customers. The emphasis was on commercial applications. And the end result: an intensive atmosphere with excellent results for the technology companies attending the ITB 2004.
The level of interest shown in the ITB Travel Technology Congress remains undiminished. Over 500 trade visitors heard statements by leading international managers and researchers on a wide range of topics dealing with future methods of online sales and marketing.
There was an equally good response to another new feature, the Usability Laboratory presented by Ray Sono, Siemens Business Services and Messe Berlin. This provided an opportunity for visitors to test selected tourism websites in person during the fair or to be present while such tests were being carried out. A total of 6 major websites were examined by 30 observers. Thomas Helbing, Managing Partner of Ray Sono AG, Munich: The quality of the tourism websites has improved significantly, indicating that companies are taking the subject of user-friendliness more seriously. The service and help functions are still in need of some improvement.
Exhibitors` views:
Exhibitors in our Travel Technology Hall are very satisfied. They all received many visitors and can already point to some good results, according to Prof. Klaus Frank, General Manager and CEO, TMS Tele-Marketing-Service.
Peter Marburger, a Director with Siemens Business Services: Many customers were extremely well prepared this year and came armed with a catalogue of questions on all the various subject areas. We observed keen interest among trade visitors and the public, and their enquiries regarding our solutions were more detailed than in previous years.
We recorded a slight rise in the number of contacts with customers compared with last year. After the first two days sales had already matched those for the whole event last year, according to Michael Becher, Managing Partner of Bewotec GmbH.
Supporting programme of the ITB 2004
The supporting programme of the ITB 2004 included138 press conferences, 92 Tourism Experts` Forums, 93 receptions and 94 presentations. The opening ceremonies of the ITB 2004 were an outstanding occasion and were organised this year in association with the official partner country, Peru. In response to the events in Madrid, Peru`s First Lady, Dr. Elianne Karp de Toledo, issued an urgent appeal to the nearly 5,000 invited guests at the ICC Berlin.
A total of 98 ministers, deputy ministers and under-secretaries as well as 74 ambassadors and charg
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