Faraaz Abdool reports from the international tourism marketplace ITB Berlin held in Germany in March.
The world’s largest tourism trade fair – commonly known as the ITB has been held annually in Berlin Germany since 1966. The Internationale Tourismus-Börse which means “international tourism market,” seems to include all aspects of natural history and culture, from all over the world. Every year tourism players from across the world journey to Berlin to display, promote, and make new connections to improve their tourism industries, to enhance attractions and pull visitors. It is an opportunity to network, learn and gain new insight into what might be marketable.
[caption id="attachment_1076343" align="alignnone" width="1024"] Wildlife is pivotal to safari marketing strategies. - Faraaz Abdool[/caption]
While government agencies such as tourist boards, ministries, and foreign offices occupy significant floor space, there are several exhibitors – cruise lines, airlines, hotels, tour operators – that offer services to multiple countries. The Unesco World Heritage Centre draws attention to World Heritage Sites across the world; one of the newest of which is Northeast Tobago. Their presence supports the case for sustainability in the tourism sector.
Global tourism is on the rise again as the effects of the covid19 pandemic are slowly being relaxed. The ITB migrated to virtual platforms in 2020, 2021, and 2022, but returned to the physical space at the extensive Messe Berlin in 2023. This year, under the auspices of the Federal Republic of Germany and the German Embassy in Trinidad and Tobago and Jamaica, a small Caribbean delegation was invited to attend the ITB Berlin.
[caption id="attachment_1076342" align="alignnone" width="683"] A shoemaker crafting traditional slippers or "babouche," just as is experienced in one of Morocco's markets or "souks." - Faraaz Abdool[/caption]
Our special group had the opportunity to interact with representatives and sample products from over 160 countries. Further, the ITB is an occasion to be part of leading ideas and concepts informing the latest travel trends. Cutting-edge research is presented to the public in structured talks in small theatres within the ITB; one has the unenviable task of choosing from over 400 discourses scheduled over three days! Networking is paramount for most attendees. Countless discussions take place over country delicacies and specialities, and relationships are forged on the fly for individuals and the countries they represent.
Opening in Oman!
Attend the ITB, they say, and you can travel the world in a day. This must be an exaggeration, we thought. However, from the immersive opening event hosted by Oman it was clear that this was no over-statement. Tremendous wrap-around screens brought the star-studded night sky overhead – stargazing is a notable activity in Oman. Then, traditional and contemporary dancers accompanied by the Royal Oman Symphony Orchestra wove a unique narrative and soundscape of classical and folk music. All members o
