ITB Berlin Case Study

HISTORY
The name ITB Berlin stands for a unique success story which was “made in Berlin”. What began in 1966 as a small event in the framework of an overseas import trade show has developed into a true global success. The original five participating countries and regions have grown to over 180, the first 250 trade visitors have increased to over 114,000 and the exhibition space expanded from 580 m² to today’s 160,000 m².
Nearly five decades have passed since it all began – an eventful time full of important societal and political changes. This is also the time in which the tourism industry developed into one of the world’s most important economic factors – along with its leading trade show. Today, ITB Berlin is the
From the first beginnings in 1966 with only five participating countries as part of an overseas import trade fair, the ITB has since developed into a new way
The thematically ordered market segments help visitors and exhibitors to quickly find their way through the wide product range of ITB Berlin: Book World, Business Travel Days, Cruises, Cultural Tourism, Economy Accommodation, eTravel World, Adventure & Responsible Tourism, Gay & Lesbian Travel, ITB Mobile Travel Services, Training and Employment (CareerCenter), Travel Technology, Trends & Events, Wellness, Youth Travel.
In 2012, about 7,000 journalists attended the ITB Berlin, of whom about 1,500 came from abroad. In addition to the industry's leading trade magazines, business and travel journalists from 94 countries report on the latest travel trends and products.11,000 exhibitors from 180 countries welcomed 170,000 visitors, among these 113,000 were trade visitors .The ITB Berlin takes place annually in March at the Messe Berlin
Worldwide success. places around the world can be followed by visiting www.itb50.com, where each week new stories will be published. All of these encounters will be recorded in a book, to be presented at ITB Berlin
He stayed at home instead. Dr. Manfred Busche former CEO of Messe Berlin (1987-1999) now lives in Ketzin near Berlin. In 1966, with the introduction of the first international tourism exchange, Dr. Busche paved the way for a success story, one that was “made in Berlin“ and has now spanned 50 years. When it was first launched it hosted nine exhibitors from five countries and was attended by only 250 trade visitors. It quickly became the world's leading travel trade show. The statistics speak for themselves: in 2015 more than 10,000 exhibitors from 186 countries displayed their products and services to around 175,000 visitors. An interview with the people who made ITB Berlin what it is today

How did you come up with the idea of launching ITB?

Dr. Manfred Busche: “We thought about the expansion of the exhibition program in Berlin because we felt something was missing. At first we thought about a hunting exhibition but we eliminated that thought quickly due to the fact that it had to do with shooting. Regarding the four-power status in Berlin this seemed illusory. Afterwards, we came up with the idea of the travel trade show – which made