The travel industry is expecting a great year boosted by falling energy prices, reduced interest rates, low inflation and positive economic forecasts for the Eurozone and North America.
In Germany, in particular, consumers are keen to travel, as evident in International Tourism Bourse Berlin. Wage increases and a consistently stable employment market, coupled with the falling cost of living, have significantly increased spending.
From March 4 to 8 this year, 10,096 exhibitors from 186 countries, more than two-thirds of whom were from abroad, were represented in 26 display halls, which were fully booked.
Overall, some 115,000 trade visitors (2014: 114,000) travelled to Berlin. The share of trade visitors from abroad increased to 43 per cent (2014: 40 per cent). These visitors also remained longer at ITB Berlin, with the average duration of a stay rising to 2.4 days (2014: 2.1 days).
According to estimates by Messe Berlin the volume of sales at the world’s leading travel trade show increased from around 6.5 billion euros in 2014 to 6.7 billion euros.
Trends at ITB Berlin 2015 included the massive rise in the use of mobile devices to book trips, a phenomenon that has now become the norm.
Improved software means that travel websites are becoming more attractive and easier to use.
Hotels are also witnessing the impact of digital trends. Smartphone functions are increasingly taking over from room keys.
Travel apps are developing rapidly and becoming ever more widespread with the use of latest-generation smartphones.
At the eTravel World numerous experts debated the latest developments in digital marketing, social media and mobile travel services. The 40 per cent increase in papers and discussions held on the eTravel Stage and at the eTravel Lab showed how important these topics have become for the travel industry.
Despite the internet having brought about lasting change to the travel world with new travel apps and meta search engines, tourists continue to entrust the task of booking the time of the year they enjoy most with their local travel agency. With their ability to offer personal assistance travel agencies are quite capable of positioning themselves as important sales channels in the face of online travel portals and social media and their relentless rise.
According to Messe Berlin all the main travel destinations will benefit from the prevailing positive mood: big European cities, Mediterranean countries and faraway destinations.
Taleb Rifai, secretary-general of UNWTO, said: “ITB Berlin is an increasingly important meeting point for the tourism sector. An occasion to foster businesses connections but more and more to learn about the changes shaping our sector and exchange knowledge and experiences on how to adapt to such changes. We, at UNWTO, are very happy to have ITB Berlin as a strong partner and trust our cooperation will go from strength to strength.”
Around 5,180 accredited journalists from 75 countries and some 350 bloggers from 29 countries reported on events at ITB Berlin. Politicians and diplomats from Germany and abroad were present at the show.
The next ITB Berlin will take place from March 9 to 13 next year. The Maldives will be the official partner country of the show.
Link to Dubai promoted in Berlin