ITB Berlin 2014 reports 4% growth in trade visitors

This year’s ITB Berlin reported a four per cent rise in trade visitors and an increase in business volume, which Messe Berlin estimates reached EUR 6.5 billion, as per a release. The focus of the world’s leading travel trade fair, which came to an end yesterday, was on travel bookings via smartphones and tablets and on sustainable practices in the travel industry. Dr Christian Göke, CEO, Messe Berlin, said, “Never before was there such an emphasis on innovation as at this year’s ITB Berlin. The mood among exhibitors and visitors at this year’s show was one of euphoria, which over the last five days could be felt everywhere on the Berlin Exhibition Grounds. The world’s leading travel trade show had an even more positive impact on trade buyers and holiday-makers than in previous years.”

Among the countries on the Mediterranean region, Greece and Spain reported particularly high growth. In 2013, travellers visiting Spain reached a new record. Germany and Europe have become increasingly popular with travellers from Asia. At this year’s ITB Berlin numerous hotels and holiday resorts not only exhibited on the stands of the various countries and regions but also hosted their own displays in the halls.

In its role as a think tank, the ITB Berlin Convention has become a firm fixture for trend scouts operating within the international travel industry. More than ever, Berlin is where innovative travel trends are shown. Luxury travel was a key topic that attracted keen visitor interest.

From 5 to 9 March 2014, 10,147 exhibitors from 189 countries – more than two-thirds of whom came from abroad – were represented in 26 halls which were booked to capacity. Overall, some 114,000 trade visitors (2013: 109,616) travelled to Berlin. This year there was a slight increase again in buyers from the USA and the Middle East.

The ITB Berlin Convention registered record levels of attendance. A total of 22,000 took part in around 200 lectures, discussions and workshops, over five per cent more than in 2013. Social Media and Mobile Travel Services proved to be major visitor attractions. Once again, the matchmaking event for bloggers and exhibitors met with an extremely positive response. Over a period of two days 2,000 events took place attended by 120 exhibitors and bloggers from 25 countries.

Despite the warm weather more than 60,000 members of the general public came to find out about the wide-ranging information on offer from exhibitors and providers of niche market products. As in 2013, visitors at the weekend were able to book their tours directly at ITB Berlin. A poll among visitors revealed that around 50 per cent intended to book a trip. On average, each visitor spent around EUR 2,000 on a holiday trip. Close to one-third of the companies exhibiting sold travel products to the end consumer. Göke added, “It was not only our visitors who responded positively to this new service. For exhibitors as well it makes ITB Berlin even more attractive and offers a ’test market’.”

ITB Berlin 2014 reports 4% growth in trade visitors