ITB Berlin 2024: Huge Demand from International Exhibitors, Event Almost Fully Booked
Almost 90 percent of ITB Berlin’s exhibition area is occupied, only a few weeks before the travel trade show opens its doors, according to the expo’s organizer Messe Berlin.
Scheduled to run March 5-7, ITB Berlin 2024 will take place on the Berlin Exhibition Grounds in Germany.
To date, exhibitors from 165 countries and territories have confirmed their participation in a total of 27 halls, the Marshall Haus and the Palais am Funkturm, the new home of the ITB Buyers Circle.
“The wide range of exhibitors, including a strong increase in exhibitors from the Host Country Oman and other Arab states, as well as from Turkey, Greece, Asia, Africa and the mobility, tech and cruise industries, reflects the global importance of the event,” the organizer said in an announcement.
Exhibitors returning to the show such as the Emirates airline and Liechtenstein, as well as newcomers such as Disney, São Tomé and Principe, and Air India add an extra dynamic to the event.
Following renovation work, a circular tour of the exhibition grounds is possible again. Additional highlights: new focus on German-speaking countries in hub27, new ITB MICE HUB in Hall 8.2, and new ITB Sustainability Lounge in Hall 4.1.
According to Messe Berlin, the prospects are “excellent” in the final run-up to the ITB Berlin event.
“Taking as its slogan #ITBTOGETHER, this year’s exclusive B2B platform once again reflects the tourism industry’s entire value chain.”
ITB Berlin 2024 now even more international
As in 2023, ITB Berlin has registered significant demand from exhibitors in Greece. More than 170 are represented in Hall 1.1 on over 1,000 square metres, including numerous individual companies. Hall 1.1 also features exhibitors from Cyprus and Albania. Italy, featuring numerous co-exhibitors, as well as Malta, Croatia, Kosovo and Bosnia are represented in Hall 1.2.
As in previous years, the Arab states are strongly represented. This is reflected in Hall 2.2 for example with the displays of Oman, the Host Country of ITB Berlin. At 800 square metres, Oman has doubled its display area compared with last year.
Together with Bahrain, the United Arab Emirates are strongly represented too. In Hall 4.2, the largest exhibitor is Saudi Arabia. Qatar and Qatar Airways can also be found in Hall 4.2.
In the Asia Hall (Hall 26), for the first time since the pandemic China is represented with its own stand and numerous new co-exhibitors as well as individual companies.
Halls 20 and 21, which are fully booked, are this year occupied entirely by Africa.
In Hall 3.1, North America is represented by the USA, including many co-exhibitors, as well as Canada. ITB Berlin is also pleased with the keen demand shown this year by exhibitors from Central and South America as well as the Caribbean.
Hospitality, airlines, cruise and travel tech segments occupy large space
In addition to hosting many national displays, ITB Berlin 2024 is again providing significant space for individual exhibitors representing the Hospitality and Travel Tech segments. Thus, Hall 9 features hotel chains including Accor, Hilton, Best Western, Meininger, Wyndham and Deutsche Hospitality, as well as large online platforms.
As in 2023, Hall 25 features a wide range of exhibitors, among them airlines such as Lufthansa, Air Canada and United Airlines, tour and cruise operators. The cruise industry is strongly represented again, with Norwegian Cruise Line, Royal Caribbean, Queen Voyages and many others in Hall 25.
In Halls 5.1, 6.1, 7.1c, 8.1 and 10.1, taking as their slogan ’Take Travel Technology to the next Level. Together’, exhibitors from over 30 countries are displaying forward-looking products and ideas in the Travel Tech segment. They include Amadeus, Bewotec, Sabre, ICEX Expana, Business Iceland, Business France and GIATA.
New home of the Culture Lounge and debut for the ITB MICE HUB
The Culture Lounge, the popular segment for cultural tourism providers, is relocating to Hall 8.2, which is now open again. Exhibitors there include European museums, festivals, cultural regions and foundations.
Hall 8.2 is also where to find the new ITB MICE HUB, home to MICE providers at ITB Berlin regardless of the destinations they represent. In addition to housing cultural travel and the MICE segment, the hall is also where Business Travel and the ITB Blogger Base are located.
Moreover, the Medical and Health Tourism segments will have a wide range of exhibits in Hall 3.1. The LGBTQ+ Tourism Pavilion in Hall 4.1 currently showcases the largest range of LGBTQ+ Tourism products at any trade show – with colourful stands, the LGBTQ+ Tourism Educational Hub, the LGBTQ+ Tourism Stage, and the exclusive LGBTQ+ Media Brunch, to which all media representatives are invited.
The HOME of LUXURY at the Marshall Haus is the exclusive meeting place of luxury travel exhibitors and buyers, and features three exclusive exhibition areas: The Garden, The Nest and The Gallery.
This year, the ITB Buyers Circle Lounge is for the first time located in the Palais am Funkturm at the north entrance.
“ITB Berlin continues to experience high demand from buyers – the high quality of applicants from all over the world and the wide range of products are impressive,” according to Messe Berlin.
This year’s ITB Buyers Circle Lounge is sponsored by the Omran Group from Oman, the Host Country of the event. On Thursday, 7 March, the popular ITB Speed Networking event will be back, followed by informal networking.
ITB Berlin Convention
As in previous years, the ITB Berlin Convention will take place parallel with the show as a live event on the Berlin Exhibition Grounds. Under the heading “Pioneer the Transition in Travel & Tourism. Together.”, leading speakers from business, science and politics will discuss the industry’s current and future challenges on 4 stages with a total of 17 themed tracks and more than 24,000 attendees.