ITB Berlin 2009
Stronger Than Ever

The 2009 edition of ITB Berlin which concluded in Berlin on March 15 saw 110,000 trade visitors, of which 42 per cent were from abroad. The industry experts think that in times of crisis more market players are making increasing use of the world's leading platform for the industry. From 11 to 15 March 11,098 companies from 187 countries (compared with 11,147 companies from 186 countries in 2008) exhibited their products and services and discussed their future market strategies. Of the 110,857 trade visitors who attended, 42 per cent came from abroad, an increase of four per cent over last year.
"More market players visited the leading platform of the international travel industry than ever before. In times of rapid structural changes and highly competitive markets they focused on gaining a comprehensive market overview and on new business approaches. Thus, unlike many other industries, the travel sector is actively responding to the challenges. Trade visitor attendance remained high, proof of ITB Berlin's resilience even in economically difficult times", said Dr. Christian Göke, Chief Operating Officer of Messe Berlin. Despite the global financial crisis there was a positive mood among exhibitors, who were satisfied with business at ITB Berlin.
 According to a representative survey carried out by Fachhochschule Eberswalde during the fair, six out of ten exhibitors said the recession had had no impact on their business. However, they said that travel behaviour would change. 52 per cent of exhibitors expected tourists to take even shorter trips, 60 per cent believed local tourism would boom, and 68 per cent expected demand for last-minute travel to increase. More than half of the exhibitors claimed they were currently adapting their products to suit changing conditions, for which ITB Berlin is the ideal venue. According to a survey by an independent market research institute, more than 87 per cent (85) of exhibitors obtained a positive impression of the fair. As in 2008, even before this year's fair had ended, 91 per cent said they would be back next year at ITB Berlin.
Trade visitors' reactions to the range of products and services at ITB Berlin were even more positive than last year. 79 per cent (77) rated it either "excellent" or "good". 94 per cent (93) were satisfied with their visit to the fair and 95 per cent (94) would recommend it to friends or colleagues. At 92 per cent, the proportion of trade visitors planning to return to ITB Berlin next year increased (2008: 88).