ITB 2018: World's largest tourism trade show opens in Berlin
Ajit Niranjan
March 6, 2018
Travel bans, terror threats and political unrest haven't deterred holidaymakers — world tourism is booming. As the annual ITB trade show kicks off, 10,000 travel companies have gathered to broaden their horizons.
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Exhibitors from 186 countries and regions have descended on the German capital — but for some, the star of the show lies 80 km (49.7 miles) to the north.
Mecklenburg-Western Pomerania, the northern German federal state best-known for being Chancellor Angela Merkel's constituency, is this year an official partner of ITB Berlin: the largest travel trade fair in the world. From March 7-11 the rural region of 'Meckpomm,' as it's colloquially referred to, will seek to brand itself as a treasure trove of natural beauty — as travel industry leaders from around the world gather in Berlin to discuss the latest developments in tourism.
The ITB provides a forum for pressing issues, said Christian Göke, CEO of the 52nd annual trade fair. Topical themes such as luxury travel, technology and sustainability take center stage — but 'overtourism' and digitalization will have their place as well. It is set to officially open on Tuesday evening with a speech from the German Chancellor.
80 percent of the 10,000 tourism companies set to exhibit at the ITB come from abroad. Last year's trade fair drew in approximately 170,000 visitors, the majority from the tourism industry, and organizers expect similar numbers this year.
High turnout from Arabic, Asian and South American exhibitors reflect emerging holiday destinations and a conscious effort to promote tourism in the Global South.
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Too many tourists?
Part of the buzz surrounding the ITB comes from a boom in the tourism industry. The number of travelers worldwide is expected to increase by 4.5 percent, according to Michael Frenzel, President of the Federal Association of the German Tourism Industry.
Not all regions see this as good news. Popular destinations have been increasingly plagued by 'overtourism' — throngs of tourists who clash with locals and, in many cases, take away some of the magic. Activists in some cities have called for total bans on visitors.
"The attractiveness of a destination also depends on its hospitality," said Norbert Fiebig, president of the German Travel Association. "It is important to find a good balance between the economic interests and the potential loss of activities for many guests. Mutual solutions are required."
Local governments are considering creative solutions, such as capping visitor numbers, promoting tourist activities away from the main sights, and introducing ticketing systems for tourists entering a city. Speakers from Barcelona, Amsterdam and Dubrovnik are set to share measures to counter overtourism in the coming days.
Sustainable tourism
With a third of its surface area composed of nature reserves, and a handful of medieval towns dotted along the Baltic Sea coast, Mecklenburg-Western Pomerania has built a reputation in Germany for relaxing tourism.
As a partner region of the ITB, it will be marketing itself to visitors under the banner 'the spirit of nature.' With more than 2,000 lakes — and about as many kilometers of coastline — the scarcely-populated region of 1.6 million inhabitants is keen to portray itself as a sustainable and well-managed destination.
"We only have 69 inhabitants per square kilometer, there is still space," said the state's Premier, Manuela Schwesig. "We try to avoid the concentration of people in a single spot through our soft tourism strategy."
10 reasons to love Mecklenburg-Western Pomerania
No other German state has as much water as Mecklenburg-Western Pomerania. From the waves and islands of the Baltic Sea to the rivers and lakes further inland, it's as if it was made for holiday fun!
Image: Ralf Bitzer/vizualeasy/picture alliance
Long promenades
The bathing resort of Ahlbeck is one of three "imperial spas" on the island of Usedom, and it's where German Emperor Wilhelm II was known to relax in a beach chair. Passing the historic Seebrücke Pier is Europe's longest sea promenade, which leads 12 kilometers (7.8 miles) to the areas of Heringsdorf, Bansin and even across the border to the sea resort of Swinoujscie (Swinemünde) in Poland.
Image: Stefan Sauer/dpa/picture alliance
Historical setting
On the island of Usedom, the village of Peenemünde rose to prominence during World War II as the place where Nazi Germany tested missiles and rockets. Thousands of slave laborers were killed working on the weapons program, which saw the world's first ever rocket launched in October 1942. These days, the history is displayed at the Peenemünde Historical Technical Museum.
Image: Stefan Sauer/dpa/picture alliance
Summer residences
Like Usedom, the seafronts of Rügen's spa towns are lined with hotels and villas for tourists. That's because Germany's biggest island was already a popular holiday destination for nobility back in the 19th century. The seaside resort of Binz still has many houses with facades featuring extravagant stucco and delicately carved wooden terraces.
Image: Stefan Sauer/dpa/picture-alliance
A beacon by the sea
Hanseatic towns like Stralsund represent a long maritime tradition of seafaring and trading in the region. The old town with its red brick churches has been a UNESCO World Heritage Site since 2002. Standing out in all that red is the white building of the Ozeaneum, the German Baltic Sea museum. Those who enjoy sailing set off from here to get to the Baltic Sea islands of Rügen and Hiddensee.
Image: Stefan Sauer/dpa/picture alliance
Inspiration to artists
The Fischland-Darss Peninsula is a small strip of land in the Baltic Sea. Some 100 years ago artists founded a colony in the fishing village of Ahrenshoop, located here. Painting outdoors surrounded by an impressive landscape was en vogue in Europe's modern art scene, which was young at the time. Artists captured nature, the changing light and their emotional responses to it all in poignant works.
Image: Alexandra Schuler/dpa/picture alliance
Land of a thousand lakes
The Mecklenburg Lake District is located only an hour's drive south of the Baltic Sea coast. The region is home to Lake Müritz, the biggest lake entirely within Germany's borders, making it a paradise for water sports fans as well as nature lovers. From the town of Waren you can catch a boat or bus tour of the Müritz National Park. Canoeists can even paddle all the way to Berlin or Hamburg.
Image: Bernd Wüstneck/dpa/picture-alliance
Plenty of waterways
Müritz National Park is home to more than 700 species of fern and flowering plants, as well as some 800 types of butterflies and 43 dragonfly species. This nature reserve is famous for its white-tailed sea eagles and ospreys. Thousands of cranes also roost here in the spring and fall. The best way for visitors to discover this unspoiled nature is by canoe.
Image: Bernd Wüstneck/dpa/picture-alliance
Stately manor farms
For generations, Mecklenburg-Western Pomerania has served as Germany's granary — agriculture dominates this sparsely populated landscape. As a result there are hundreds of old manor farm houses, often resembling castles. In the past they belonged to Mecklenburg nobility, but these days they often serve as very comfortable holiday homes.
Image: Christian Röwekamp/dpa/picture alliance
Vacationing with horses
Mecklenburg-Western Pomerania's horse breeding traditions date back to the 12th century. In Bad Doberan, one of mainland Europe's first race courses opened in 1823. Here, horse riding fans have a large selection of ranches where they can spend their holidays with their own horse — or one they rent. From October until Easter they are even allowed ride on the Baltic Sea beaches.
Image: Jens Büttner/dpa/picture alliance
Schwerin Castle
In the 19th century, the grand duke of Mecklenburg-Western Pomerania had an impressive palatial home built in today's state capital, Schwerin. Since late 1990, the feudal building is once again a place of government, serving as the seat of the regional state assembly. Its picturesque location on an island makes the palace an unmistakable landmark in the city.