ITB Berlin continues to
be the leading platform for the global travel industry even in these times of
the pandemic. Reflecting this, around 65,700 users from all parts of the world
gathered on ITB Berlin’s new and entirely virtual platform at ITB Berlin NOW
for the five-day evening from 8 to 12 March, 2021.
Around two-thirds (64.5
per cent) of the participants were from outside Germany. Taking as its slogan
’The digital Meet-up for the Travel Industry. Anytime. Anywhere’, the trade
show gave participants a unique virtual meeting place during one of the most
challenging times in recent decades.
As many as 3,513 exhibitors
representing destinations, hotel chains and tech companies from 120 countries
made use of the new format to present their products and services. There was
also keen media interest. Over 1,000 media representatives and travel bloggers
from 54 countries covered the event live. As much as 80 per cent of the
participants made use of the networking features, which included business
meetings via individual and group calls, chats and searching for business
During ITB, the programme
of events over a total of 265 hours registered around 52,600 participants: Some
700 speakers at more than 400 discussion rounds at the convention, who held
lectures, interviews and took part in exhibitor presentations and press conferences
and gave their views on how the industry can overcome the effects of the
pandemic and initiate a successful recovery.
Many companies were
creative at their events, the Balearic Islands for instance, which held a press
conference live from the port of Palma de Mallorca.
on the success of the event, Martin Ecknig, CEO of Messe Berlin, said: “The last 12 months have shown
how important it is for the travel industry to have a platform in these
difficult times, in order to be sure of a specialist meeting place after months
of uncertainty. In particular, there was keen interest in the many networking
opportunities, which reflected the quality of ITB Berlin NOW users. Four out of
five contact requests led to a successful business match. The successful
conclusion to a week of live events showed the additional benefits of this