ITB Berlin maintains its strong appeal

Mar 10, 2017

The international tourism industry currently faces many challenges. Amid the latest geopolitical situation holidaymakers have become unsure about how safe it is to travel. Since March 8 ITB Berlin debates highly controversial issues and on the eve of the 51st edition continues to maintain its strong market position.

International Tourism Exchange ITB Enlarge image International Tourism Exchange ITB (© picture alliance / dpa) At the World’s Leading Travel Trade Show there is no sign that people’s lust for travel has waned. Once again, the 26 halls on the Berlin Exhibition Grounds are fully booked. Until March 12 more than 10,000 companies from 184 countries will be represented on 1,092 stands covering 160,000 square metres and will be showcasing the global tourism industry’s latest products and trends.

Dr. Christian Göke, Chief Executive Officer of Messe Berlin GmbH: “As the world’s most important gathering place for the tourism industry ITB Berlin above all brings people together. A million face-to-face meetings at ITB Berlin will do one thing in particular, and that is build trust, trust on which we increasingly depend in our business dealings, in a digitalised and globalised world that has become more and more difficult to understand.”

Over 80 per cent of the exhibitors are from abroad. The organisers again expect more than 100,000 international trade visitors as well as many thousand members of the public on the weekend, who will be able to book their holidays directly at the show.

Partner country Botswana focuses on sustainability

Stand of Botswana, partner country of ITB Berlin 2017 Enlarge image Stand of Botswana, partner country of ITB Berlin 2017 (© picture alliance / Rainer Jensen) The spotlight is on the partner country Botswana, which has been a regular exhibitor at ITB Berlin since 1983, and is this year represented with 39 companies. Botswana has information on its wide range of products and services in Hall 20, and places a focus on ecologically sustainable tourism. Visitors can also admire traditional dances as well as handicrafts from Botswana in Hall 4.1. On the eve of the show the partner country has hosted a spectactular reception at the opening event of ITB Berlin in the CityCube Berlin.

ITB Berlin Convention: well prepared for turbulent times

From March 8 to 11 key topics at the ITB Berlin Convention are the ever-deepening geopolitical crises and technological advances in artificial intelligence. This year, the main heading is ’Disruptive Travel: The End of the World as We Know It'. Last year’s key topic on the services provided by humanoid robots will be continued in 2017 with a focus on artificial intelligence.

‘Year of Sustainable Tourism’

The United Nations organisation UNWTO has declared 2017 the ’Year of Sustainable Tourism’. The focus is on the economic, ecological and social aspects that represent the sustainability goals of the Agenda 2030. At the ITB Berlin Convention, high-ranking figures representing politics, science and business discuss innovative concepts, examples of best practices and the economic prospects for sustainable tourism. The main topic this year is ’Sustainable Food and Beverages in the Hotel Industry and at Tourism Destinations’. Besides the ITB Berlin Convention numerous other events will also dwell on the topic of CSR. Thus, a wide range of papers and discussions on sustainability will be taking place again, mainly on the two stages in Hall 4.1.

ITB Berlin Enlarge image (© Messe Berlin) More employers at the ITB Career Center

More employers than ever are represented at the Career Center in Hall 11.1. Major tourism companies including DER Touristik, Marriott International and Sixt Autovermietung will be represented with their own stands. On the stand of the German Employment Agency, the Career Center’s exclusive partner, personnel managers from Accor Hotels, Adina Apartment Hotels, Cruise Net Hamburg, Eurowings and Viking River Cruises, among others, have information on current training and job vacancies. The job wall has 100 tourism vacancies alone being offered by exhibitors and the job market of the German Employment Agency.

About ITB Berlin and the ITB Berlin Convention

ITB Berlin 2017 takes place from March 8 to 12. From March 8 to 10 ITB Berlin is open to trade visitors only. Parallel with the show the ITB Berlin Convention, the largest event of its kind, will be held from March 8 to 11. Admission to the ITB Berlin Convention is free for trade visitors.

ITB Berlin is the World’s Leading Travel Trade Show. In 2016 a total of 10,000 companies and organisations from 187 countries exhibited their products and services to around 180,000 visitors, who included 120,000 trade visitors.

More details


Spotlight on this year's partner country Botswana

Become a fan of the GIC Africa on...

Are you interested in being regularly updated?

An easy option for you might be to subscribe to our biweekly GIC Africa newsletter.