ITB is going global

The global brand aims to cement ITB’s position as “the world’s leading travel hub”

ITB is increasingly going global, with  travel trade shows in Berlin, China, Singapore and, soon, in India. We asked Dr Martin Buck, Senior Vice President Travel and Logistics of ITB’s organiser, Messe Berlin, about the importance of the “ITB Global” brand.

In the past 12 years we have given the ITB brand an increasingly international dimension. The potential of the travel industry has to be regarded from a global perspective which in turn means that ITB as the “The World’s Leading Travel Hub” has to act on a global dimension as well.

ITB has long established itself as an international brand. With its leading trade shows in Berlin, Shanghai, Singapore and soon also Mumbai, the brand participates in the fastest-growing markets and is a trendsetter in the tourism world. Our customers, exhibitors, visitors and the media are expecting a global leader for travel trade business and insights and that’s what we care most about 365 days a year. Obviously the market changes, we see new developments and trends within the travel industry and thus, in order to not simply rely on our successful trade shows we want to fully stand behind what we promise when we say ITB is the “World’s Leading Travel Hub”. If you want to achieve a global standing and stay ahead of the game, you’ll have to think ahead accordingly. That’s what we did we our newest project

Our new network,, connects everyone with the relevant people and insights of the industry everywhere and every day.

How and why does this differ from having separate trade shows, and how does the global brand fit in with the shows?
With our four ITB brand events in Berlin, China, India and Singapore, we strive to lead in four core performance areas – content, contacts, responsibility and service. These are essential parts of the “mother” event in Berlin and the most promising overseas markets.

How do people benefit from this?
Everyone who is part of the travel industry should be part of ITB’s network. Since 1966, ITB has been inspiring with content whilst linking the global travel industry by providing unrivalled customer experience. In times of rapid change, ITB’s brands are a trusted and efficient partner for business and networking on a global scale, no matter whether you are an industry newcomer or an old hand. Our new network,, connects everyone with the relevant people and insights of the industry everywhere and every day.

What plans are there to develop the brand?
The premiere of ITB India is taking place from 15-17 April in Mumbai and we have more events on the drawing board that will support our strategy to be the world’s leading travel hub on a global scale. Stay tuned.

Several major industry players are supporting this global approach, such as Italy’s national tourism organisation (ENIT). Can you tell us more?
We are thrilled about the industry’s support for our shows worldwide. To name just a few, Saxony, Russia, Finland, Spain and Brand USA will be present at all four ITB shows. Big private-sector players, such as Finnair,, Hertz, Wyndham, Bangkok Airways and Iberostar will attend Berlin, China and Singapore.

Photo: Dr Martin Buck, Senior Vice President Travel and Logistics, Messe Berlin