What’s in a Name?
A major paradigm change occurred this year at ITB Berlin, when Dr Christian Göke, CEO of Messe Berlin announced that in the future, ITB will present itself as an “international umbrella brand” and focus not only on promoting the annual event in Berlin. This reorientation on a global scale means a concentration of three formats, the trade shows in Germany (ITB Berlin), Singapore (ITB Asia) and China (ITB China), under one label. This extra “boost” for ITB China comes in the shape of the long and illustrious background of the World’s Leading Travel Trade Show meaning that people who think ITB China is “new” have something else coming. While the Shanghai show is of course new since last year, it’s solid growth in year two is no doubt due to the know-how, background and market comprehension of the greater group.
Just what is ITB? First launched 52 years ago, ITB Berlin is recognised as the most successful trade show for the global travel industry. Some 10,000 exhibitors from more than 180 countries regularly attend this event. Every year in October for the last ten years Messe Berlin has successfully organised ITB Asia in Singapore. Boasting 940 exhibitors from 113 countries, ITB Asia in Singapore has established itself as Asia’s Leading Travel Trade Show. As the second show in Asia, ITB China is taking place in Shanghai, one of the leading industrial cities in the People’s Republic of China. In contrast to ITB Asia, which reflects tourism in Asia as a whole, ITB China focuses entirely on the Chinese travel market.
The different parts make up a very successful whole. And all the participants in ITB China will benefit accordingly. Wishing you a great show!