60 years of ITB Berlin
Around the world in 24 hours at ITB Berlin COMMENT
Dr Christoph Ploß , Federal Government Coordinator for Maritime Economy & Tourism, on ITB Berlin as a meeting point for global travel and its role in putting Berlin on the world tourism map every year
E very spring, the city of Berlin ideas, images, voices, colours, talks and visions. ITB Berlin connects travel buyers and sellers from all over the world, bringing continents, countries and people closer together. With every expansion of the ITB fair and brand, the world seems to get a bit smaller. transforms into a global tourism hub – a potpourri of inspirations, Tourism is a key driving force for the economy, ensuring millions of jobs and making a substantial contribution to global prosperity. However, tourism is far more than numbers. Tourism is about getting in touch with other people, about seeking, yearning for and discovering something new. These very human needs shape not only the industry but are also a key element of Germany’s identity as a country that takes pride in its hospitality. For 60 years now, Germany has done a great job as a host and will continue to do so in the future. Come in and find out There is no city that is better suited to host ITB than Berlin. The German capital has everything that makes ITB so special: diversity, openness, energy and a good deal of humour. People come to the ITB not only to negotiate but also to celebrate, laugh and be amazed. The programme spans three fascinating days, for eight thrilling hours a day. ITB’s impressive history shows how strong the passion for travel, dialogue and exploration is, and how it can grow. In 1966, the first ITB marked a
start: it was a small but nonetheless forward-looking event, that recognised the potential of global tourism even before the age of colour TV. Nine courageous exhibitors from five countries took part in the show, laying the foundation for a tradition that continues up to this day. Today, ITB is the tourism industry’s global market place, right at the heart of Berlin. Alongside ITB Berlin, Germany has developed into an important hub for global tourism – a country open to the world that welcomes innovation and helps shape the future. And the Germans themselves have regularly been Europe’s, or even the world’s travel champions. 60 years to make friends in Berlin The travel industry has shown a great deal of resilience and optimism, not least as it emerged from those tough pandemic years. People want to travel, engage in dialogue with others, and have memorable experiences; it is part of human nature. For 60 years, this resilience and energy has been part of ITB Berlin’s DNA. It is a place to look to the future with fresh optimism every year. ITB has also demonstrated that it can adapt to new developments: the digital transformation, new forms of communication and changed travel habits have transformed the way in which travellers seek information, and the industry has transformed accordingly. ITB Berlin is simply the place to go for the world’s tourism industry professionals, bringing together in its own unique way
experts, visionaries and decision-makers from business and politics, offering networking opportunities and inspiration. We can be optimistic about the road ahead: the younger generations are contributing fresh ideas; new technologies are opening up entirely new possibilities, and sustainable travel is transforming from a niche market into the new standard. If ITB has been able to show one thing over the past 60 years, it is that even though the world is changing, the love for travel persists. Congratulations to 60 years of ITB Berlin and to all the stakeholders involved. May you continue to bring the world to Germany and to Berlin. We look forward to it! I wish you many more years of continued success, growth, good contacts, pioneering innovations and thrilling new developments.
14 | ITB GLOBAL TRAVEL COLLECTION
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