How does the tourism industry have to position itself in the future in view of the current major challenges? At this year’s ITB Berlin Convention, which will be streamed from March 8th to 10th at the Messe Berlin site, the aim is to find answers. Three keywords should set the direction: resilience, digitization and sustainability.
In a statement, the organizers provide a glimpse of the programme, name the first speakers and specify the timetable for the most important tourism trade fair.
The first day of the trade fair on the subject of resilience should encourage people to persevere. As a speaker (“ITB Deep Dive: Global Tourism Demand”), Statista boss Peter Kautz gives an outlook on the expected global demand for the travel industry after Corona. It will also be discussed how the industry will change after the crisis. This conversation takes place between Klaus-Ulrich Sperl, responsible for the group’s own destination agencies at DER Touristik, the Managing Director of the European Travel Commission (ETC), Eduardo Santander, and the President of the Preferred Hotels & Resorts umbrella brand, Michelle Woodley.
The “ITB Ministers’ Roundtable” will deal with the role of politics and “how it can contribute to building comprehensive resilience to future crises”.
The second day of the congress is dedicated to the numerous aspects of digitization in the tourism industry. Experts should have their say and provide information on trends, prospects and best practice examples.
For example, Axel Hefer, head of the meta searcher Trivago, talks about developments in travel distribution and marketing.
It will also be about augmented reality, remote work, e-meetings and digital payment methods. On the topic of social media, guests will, among other things, take a closer look at the trend platform Tik Tok.
Finally, on Thursday, the focus will be on topics related to future viability. It is discussed how fair, social and sustainable tourism should look like. The keynote will be given by the director of the Potsdam Institute for Climate Impact Research, Professor Johan Rockström. Sustainability aspects are also discussed against the background of the tourism sectors of hospitality and mobility.
Furthermore, it will be about CO2 compensation, diversity, LGBTQ+ tourism and inclusion.
The congress days will be broadcast live and free of charge on itb.com from 10 a.m. to 6 p.m. The sessions will also be available afterwards on demand and on YouTube. Further information on the speakers and the congress program can be found here here.