Major travel trade show and think tank ITB Berlin welcomed over 10,000 travel buyers and sellers from 186 countries, as well as 110,000 trade visitors, last week.
While the annual event serves as a platform for buyers and consumers to convert purchasing decisions for travel products, this year's instalment also helped to generate buzz around the Chinese travel market, the biggest in the world.
For the third year running, Berlin hosted the ITB Chinese Night, where visitors were able to find out more about the Chinese travel market, exchange views and establish new contacts.
The night also served as a predecessor to ITB China 2018, which will take place at the Shanghai World Expo Exhibition and Convention Centre from May 16 to 18. The B2B event is set to receive more than 700 exhibitors from over 70 countries as well as some 2,700 conference participants.
Eduardo Santander, executive director of the European Travel Commission, stressed on the importance of China as a travel and MICE market especially for European tourism professionals. “In China, Europe is regarded as a single destination,” he said.
Meanwhile, Malaysia will be the official partner country for ITB Berlin's edition next year. This means that Malaysia will organise the opening ceremony at CityCube Berlin on March 5, 2019 as well as organise a line-up of programs to promote the country as a leisure and MICE destination.