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All For One…
In his speech at ITB Berlin’s opening press conference this week, Messe Berlin CEO, Dr Christian Göke stressed the particularly “multifaceted” world of ITB. “It’s about building bridges – between continents, nations, enterprises and individuals,” he emphasised. “This has been a constant feature of ITB over all these years. We represent the entire value chain better than any other fair in the world. We want to be the event representing the entire value chain better than any other fair.”
This year, ITB makes an important paradigm shift. “One world, one industry, one brand… this is what we will try to clearly show during the next years”, explained the Messe Berlin CEO. Indeed, over the past years, thanks to three events, ITB has tailored offers to boost business in three very different markets. In Singapore, with ITB Asia, the clear concentration is on buyers and their participation. The presence in Singapore is more than ever a support for the leadership of the show in Berlin, as the Berlin event has entertained 20% more exhibitors from Asia since ITB Asia was spawned just over ten years ago. ITB China, for its part, concentrates on Chinese specialists and buyers who want to meet international colleagues. Dr Göke explains that the event in Shanghai shows ITB takes into account the importance of the Chinese market. And this year’s event, only the second edition, will see more than double the surface hired compared to the show’s first year.
In the future, ITB will present itself as an international “umbrella brand” and focus not only on promoting the annual event in Berlin. This re-orientation 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.
While it’s a major change, such innovation comes as no surprise from Messe Berlin. It augers well for the industry at large, whose growth will be further underpinned and promoted by this bold initiative.
Richard Barnes Editor-in-Chief, ITB Berlin News