The world’s leading travel trade show is celebrating its anniversary with 50 trips around the world – the current head David Ruetz meets Dr. Manfred Busche, who started ITB Berlin
It is now 50 years since the world’s leading travel trade show was launched and celebrations are under way with a major anniversary campaign. Its slogan is “From Berlin with Love“. In cooperation with airberlin 50 ambassadors of ITB Berlin are travelling to 50 destinations around the world where they are meeting 50 representatives, all of whom have interesting, fascinating and unusual stories to tell. The individual visits to 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 2016.
In order to meet the fair’s visionary founder, without whom ITB Berlin would not exist today, there was no need for the fair’s current head David Ruetz to travel halfway around the globe. 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 sense.”
Who was critical of the idea of ITB in the beginning?
Dr. Manfred Busche: “In the beginning, ITB was a difficult subject because it threatened the interests of many. Powerful travel agencies believed that ITB would harm their business because it would mean a shift of the business. Additionally, the hoteliers’ opinions were divided; they took a critical stance towards ITB, as they were against the expansion of the hotel capacity in Berlin. On the other hand, the hoteliers also appreciated the idea of meeting others from the industry to discuss business.”
What was the biggest success of ITB in the past?
Dr. Manfred Busche: “Talking to the exhibitors about the next ITB meant the greatest success. “Don’t you want an additional square meter next year? Do you want to be in this or that exhibition hall?” This is how we knew that the current trade fair was good but that the next one would be even better.”
Mr. Ruetz, what was the biggest success during your career at ITB?
David Ruetz: “The establishment of the ITB Convention was a major milestone. This tourism congress, which is attended by experts from almost all tourism sectors worldwide, is running parallel to the trade fair. Increasing visitor numbers speak for themselves; the convention can be seen as a “think tank” discussing relevant future topics of the tourism industry and discovering trends.”
Mr. Ruetz, how do you see the development of ITB in the upcoming years?
David Ruetz: “In times of the Internet and in the digital age, the longing for personal encounter is increasing. An annual family reunion such as ITB, where you look one another in the eye and shake hands, is an absolute must. Additionally, I believe that ITB can grow in other markets due to the strength of the brand, just take a look at ITB Asia. Finally, I think that ITB can offer and develop additional services, such as consulting and training. I also have the vision of extending the collective think tank, consisting of the congress and studies. Ideally, we will be important to the world all year around, not just five days a year.”
