The digital conduit to adventure

The eTravel World is growing and with the new Technology, Tours & Activities (TTA) segment is spanning a bridge to Adventure Travel

According to Phocuswright, the international travel research institute, tours and activities make up around 10% of the global travel market, more than rail travel, car hire and cruises combined. The new Technology, Tours & Activities (TTA) segment between Hall 6.1 (eTravel World) and Hall 4.1 (Adventure und Youth Travel) will span a bridge between the themes of travel technology and adventure travel.


Technology, Tours & Activities is an important segment at ITB Berlin. A special exhibition and meeting area is being set up in Hall 4.1b where major players and smaller start-ups can present their innovative products from the world of in- destination services. According to Chris Doyle, executive director of the Adventure Travel Trade Association (ATTA), Europe and Central Asia, “A deep understanding of the opportunities, challenges and impact of technology in every form is crucial to the future of tourism. With the introduction of the TTA Marketplace and the forum, ITB Berlin is placing the spotlight on in- destination services at the right time.”

In addition to technology providers and channel managers the new TTA platform will feature a wide range of discussion rounds and advanced training offers at the ITB Convention. The TTA sessions will kick off with the Keynote Executive Panel on the ’mega topic of in-destination services’ on 6 March, which is ITB Future Day. Together with panel guests Alex Bainbridge, CEO and CTO of Autoura, Eric Gnock Fah, COO and co-founder of Klook Travel, and Decius Valmorbida, president of Travel Channels, Amadeus IT Group, Philip C. Wolf, serial board director and founder of PhoCusWright, will discuss how to tap the vast potential of TTA and master the technological challenges.