Friday, March 5, 2021

ITB Berlin

New tours platform to boost adventure travel
March 2019 3382

For years, travel technology and the eTravel World have been the fastest growing segments at ITB Berlin.

According to Phocuswright, the international travel research institute, tours and activities make up around ten per cent of the global travel market, more than rail travel, car hire and cruises combined.

The new technology, tours & activities (TTA) segment between Hall 6.1 (eTravel World) and Hall 4.1 (Adventure und Youth Travel) will span a bridge between the themes of travel technology and adventure travel.

For the first time TTA will have its own platform at ITB Berlin. A special exhibition and meeting area is being set up in Hall 4.1b where major players and smaller start-ups can present their innovative products from the world of in-destination services.

According to Chris Doyle, executive director of the Adventure Travel Trade Association (ATTA),Europe and Central Asia, “a deep understanding of the opportunities, challenges and impact of technology in every form is crucial to the future of tourism. With the introduction of the TTA Marketplace and the forum, ITB Berlin is placing the spotlight on in-destination services at the right time. Most of the major players are making efforts to master the huge potential that new technology offers and also using it to create solutions. It applies to developing smart destinations, conserving cultural heritage and attractions and much more. We look forward to being able to participate in this introductory programme.”



Tours and activities make up around ten per cent of the global travel market, more than rail travel, car hire and cruises combined



In addition to technology providers and channel managers, the new TTA platform will feature a wide range of discussion rounds and advanced training offers at the ITB Convention. The TTA sessions will kick off with the keynote executive panel on the ’mega topic of in-destination services’ on March 6, which is ITB Future Day.

The TTA Forum at the eTravel Lab will also be taking place on Wednesday (March 6) at 2 pm. Keynotes, panel discussions and best cases will offer an insight into the products and integration and booking methods of in-destination services. At an event moderated by Charlotte Lamp Davies, principal consultant of A Bright Approach, experts will talk about “What do providers of tours, activities and attractions need to survive in the online market”, how technology can help growth in the tours and activities market, and how to attract travellers from Asia.

During the afternoon, together with the founders and directors of companies such as Tiqets, Regiondo, Tourradar and Livn, experts representing attractions and museums and the Adventure Travel Trade Association (ATTA) will take part in sessions discussing distribution, event and destination marketing, strategies, ideas and the future of in-destination services.

On Thursday (March 7), TTA activities will focus on the exhibitor and networking area in Hall 4.1, where interested visitors can meet and hold talks with customers. A session will also be held on the eTravel Stage where Lukas Hempel, CEO of Bookingkit, will talk about artificial intelligence. At a Deep Dive session at the ITB Berlin Convention Oliver Nützel, CEO of Regiondo, will look at Asia’s outbound tourism under the heading of ‘The untapped opportunity for tours & activities’.

Another highlight will be the TTA Pitch’n‘ Panel at the eTravel Start-up Day on Friday (March 8) at the eTravel Lab, where start-ups from three continents will introduce themselves to an expert audience.  




The eTravel World at ITB Berlin is attracting more exhibitors than ever before. For the first time, more than 250 travel technology exhibitors cover six halls, with lectures, panels and workshops on digital mobility, artificial intelligence and payment systems.

The eTravel World, taking place from March 6 to 9, is an exclusive area featuring new technologies, digital marketing and social media in Halls 6.1, 7.1b and 7.1. Companies representing global distribution systems (GDS), tour operator databases, reservation systems, payment systems, travel agency software and calculation programmes will be displaying their products in Halls 5.1, 8.1 and 10.1.

The short distances between all these areas means that interested visitors can gain a quick and easy overview of the entire tech industry.  

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