ITB Berlin, the leading B2B travel trade show, has launched a new content concept named ITB 360° that provides a year-round platform for the wide range of topics of the global travel and tourism industry.
ITB Berlin will take place live on the Berlin Exhibition Grounds in Germany between March 5 to 7, 2024. Prior to the expo’s opening next year, organizers are offering the global tourism community high-quality themed content in the form of newsroom articles, podcast episodes and other innovative formats.
“With ITB 360°, we are pursuing an integrated content concept by offering the travel community outstanding events, expert knowledge, the latest trends and fascinating insights from around the world,” said ITB Berlin Exhibition Director Deborah Rothe.
Every month, ITB 360° will devote itself to a pressing headline topic aimed at attracting the industry’s attention and sparking discussion, including blended travel, LGBTQ+, the skills shortage, travel technology hypes and China’s travel market.
“By taking this approach we want to further strengthen our position as a global brand and to inspire, educate and inform the tourism community with first-class content throughout the year,” Rothe added.
ITB 360°: What’s going on until September
ITB 360° kicked off in June with blended travel and looked at whether bleisure is likely to be a new form of business travel, or whether it is a trend that in future will merely complement traditional holiday trips. A deep dive podcast episode with Euromonitor International examined the statistics behind the trend.
In July, to mark International Pride Month, ITB Berlin will also be looking at LGBTQ+ Tourism and will provide insight on how to successfully tap into the market in Eastern Europe.
In a series of brief podcasts entitled ’300 Seconds With’, ITB Berlin will discuss the state of the travel industry. Topics will include the belated easing of restrictions in China’s travel industry and information on Chinese travellers’ preferred destinations abroad; a Phocuswright report on the destinations with the highest overall booking rates in 2022 as well as forecasts for 2023; and the overall developments in the German travel market in 2023.
August will be devoted to the skills shortage and topics discussed in that month will include how the tourism industry can become more attractive for Generation Z.
In September ITB Berlin will take the opportunity to look back on this year’s ITB Berlin Convention and in particular to follow the most important tech trends. The month’s topics will include ITB China, which is taking place in-person again for the first time since the pandemic in September in Shanghai. Together with the market research organization IPK International, ITB Berlin will be analyzing whether China is back in terms of both inbound and outbound travel.
With ITB 360°, ITB Berlin also incorporates the expertise and knowledge of all the international trade shows of the ITB brand family – including ITB Asia in Singapore, ITB China in Shanghai, ITB India in Mumbai as well as ITB Berlin, together with that of various international industry experts.
Additional information on the focus of autumn and winter topics to come will be available soon here.