This is the first year that neighbours Australia and New Zealand have separate stands, and the former reaped the benefits of having its first standalone space at ITB Berlin for a number of years.
“We’ve got a record number of sub- exhibitors this year, more than the previous 15 years I’d say,” said Eva Seller, Tourism Australia’s Regional General Manager in Continental Europe. “In terms of the show’s importance, ITB Berlin has definitely been recognised by the Australian suppliers,” said Seller. “They recognise that it’s the biggest show. But Australia is also doing well at ITB in terms of business,” she added.
With a record 56 partners on the stand, the number is set to continue to rise. “These are products that are selling Australian experiences,” said Seller, adding that the ‘There’s nothing like Australia’ campaign has “cut through with the market.” Furthermore, “Australia is seen as safe and exotic location,” she said. In addition to a low Australian dollar, these factors helped Australia achieve record visitor number in 2016.