ITB Berlin drops consumer show to become exclusively B2B

German travel trade show ITB Berlin will return as an in-person event next March for the first time since 2019 and run as solely a business to business (B2B) event.

The consumer travel show, the Berlin Travel Festival, which previously ran alongside ITB will now take place in November, relieving the pressure on the ITB venue Messe Berlin at what has for years been the world’s biggest travel trade fair.

The trade show will also move from its previous Wednesday-to-Sunday slot to Tuesday to Thursday as it refocuses on trade visitors – exhibitors, buyers and the media.

The ITB Berlin Convention which will take place in parallel with the show, bringing together industry figures, analysts and academics to discuss the latest travel trends.

ITB 2023 will be held on March 7-9, with host country sponsor Georgia opening the show on Monday evening, March 6.

In a statement, ITB said: “The demands placed on global trade fairs have changed considerably in recent years, which is why in future the world’s leading travel trade show is concentrating its efforts on exhibiting companies as well as on trade visitors.”

ITB ran as a hybrid event this year and an online event in 2021 after being cancelled at short notice at the start of the Covid-19 pandemic in March 2020.

David Ruetz, head of ITB Berlin, said: “By positioning ITB Berlin exclusively as a B2B product we want to make the format future-proof and enhance the brand as a global catalyst of the tourism industry.

“We have repeatedly observed the majority of our exhibitors place a clear emphasis on addressing B2B audiences. This move will make it possible to further concentrate their efforts.”

Exhibitors will be able to register for ITB Berlin 2023 from mid-June.

The Berlin Travel Festival will in future be part of the annual boat and leisure trade show BOOT & FUN Berlin in November.