Despite economic difficulties, ITB Berlin 2009 will put on a strong show with 11,000 exhibition companies and organisations from more than 180 countries likely to attend. Cheryl Mandy spoke to David Ruetz, Head of ITB Berlin
WHAT sort of impact has the global downturn had on this year’s show?
With the global economy slowing down this year’s ITB Berlin is more important than ever for exhibitors and trade visitors. In this phase ITB Berlin will be able to demonstrate its qualities as a networking platform and marketing instrument. This is why we are convinced that trade visitor attendance will remain steady. We expect around 11,000 exhibiting companies and organisations from more than 180 countries to be present in the 26 halls on the Berlin Exhibition Grounds. These figures are an impressive reflection of ITB Berlin’s importance as the global travel industry’s leading trade show.
How successful was ITB 2008?
In 2008 there were 11,147 companies from 186 countries represented, with a total of 177,891 visitors to the exhibition halls. Between Wednesday and Friday a total of 110,322 trade visitors were registered. Just under 40 per cent of the trade visitors came to the German capital from abroad. The accompanying convention had a record number of attendees.
What has been the growth strategy for ITB over the years?
Until 2006 our growth objectives were quantity and qualitity. Since last ITB Berlin we are sold out and can only grow when exhibitors grow tents outside the gardens. That´s why we are looking out for new markets with ITB Asia. ITB Berlin will expand in quality through stronger selection of exhibitors who are on the waiting list.
Why was the Ruhr chosen as the official partner region?
The RUHR.2010 project is fascinating. This is a new type of cultural region in the making. The accolade of European Capital of Culture gives credit to the cultural energy at the heart of the Ruhrgebiet, turning it from an industrial area into a new, attractive and dynamic region. Next to London and Paris, Northrhine-Westphalia is one of the most densely populated areas of Europe featuring cultural attractions. Art museums of international repute and four UNESCO world heritage sites are situated here, a perfect match for ITB Berlin.
What countries are exhibiting for the first time?
Among the exhibitors will be some from the world’s newest nation: Kosovo. The African nation of Gabon has returned as an exhibitor after an absence of several years, along with Tajikistan and Turkmenistan. In 2009 the Middle East is reporting a continuing boom in tourism. The Emirates of Abu Dhabi and Qatar now have an even wider range of attractions and facilities. Exhibitors from Arab countries would like additional space, which we are unable to offer. This year we have 727 exhibitors from the MENA region in total.
What seminar programmes and speakers can you highlight?
The ITB Convention will examine the financial and economic crisis with a whole range of highly topical issues. Among the speakers will be Proffessor Dr Norbert Walter, chief economist of Deutsche Bank. Other experts to be announced at short notice will be analysing the current economic developments in a “last-minute slot“.
With its ITB Corporate Social Responsibility Day, the ITB Berlin is again organising a definitive forum comprising experts in travel matters. In collaboration with GfK, the global travel industry’s leading trade show is presenting the first comprehensive empirical survey on CSR within the tourism industry. One important topic is consumer price awareness. How much is it worth to be socially responsible on one’s travels?
What will be the main thrust of this year’s ITB?
To quote TUI´s Peter Long: I am convinced that mobility as such is perceived like a human right. ITB Berlin will continue to focus on business: Each year sales in excess of five billion euros are generated at the ITB Berlin.
What travel sectors do you expect to grow?
For the first time in Europe the internet has become the main instrument used by travellers to plan and book their trips. We therefore expect further growth in the segment of travel technology.
A second major trend is the rising interest in budget hotels.
How do you think the industry will cope in 2009?
Hard times lie ahead for the world’s travel industry. At best, 2009 will be a year of stagnation. In all likelihood the downturn in the industry will continue before things improve again. Nor are the signals for 2010 encouraging. Tour operators and airlines are reporting low bookings. The moment of truth will come at ITB Berlin.