ITB 2024: Asia in Focus – A look at the travel industry

BERLIN — The International Tourism Exchange (ITB) in Berlin, one of the world’s largest travel trade fairs, started this year with challenges. Strikes by railways and Lufthansa staff affected trade fair operations, and numerous exhibitors and visitors left the trade fair grounds early to ensure they could travel home on time.

The ITB 2024: Orientation and highlights

Despite these adversities, ITB 2024 was a showcase for the travel industry and offered exciting insights. Here are some notable aspects:

Asia in the spotlight: The strong presence of Asian countries and regions underlines the upward trend. In Hall 5.2a, the stands of New Zealand and Australia were significantly larger compared to the previous year. The reopened Hall 10.2 welcomed Central Asian destinations such as Kazakhstan, Uzbekistan, Kyrgyzstan, Tajikistan, and Azerbaijan. And also China returned to the ITB this year with its regular booth size.

A special highlight was also a speech delivered by Thai Prime Minister Srettha Thavisin, introducing new legislation and measures to promote Thailand even more as a major destination for international tourism in Asia and the ASEAN region. (See our reporting).

Sustainability and technology: ITB 2024 focused on sustainability and innovative technologies. The focus was on discussions about climate-friendly tourism and digital solutions for the industry. Start-ups presented their ideas for sustainable travel and smart applications.

Business and networking: More than 13,000 trade visitors took part in the ITB, including over 1,250 buyers. The trade fair provided a platform for business deals, networking, and the exchange of best practices. Over 60% of buyers had already concluded contracts with exhibitors.

Outlook for the future

ITB 2024 may have been marked by strikes, but it also showed the resilience of the travel industry. From the glittering skyscrapers of Singapore to the mystical temples of Bhutan – the ITB remains a place of exchange, inspiration, and vision.(hz)
Photo: AT/hz