itb china travel trends report

ITB China Travel Trends Report

ITB China partners with Trip.com for the annual Travel Trends Report 2024/25, providing key insights into emerging trends, Chinese traveler behavior and opportunities in the booming tourism market. The report will be released concurrently with the trade show.

ITB China, the leading B2B exclusive travel trade show focusing on the Chinese travel market, will launch the ITB China Travel Trends Report (TTR) 2024/25 during ITB China 2024, set to take place from 27 to 29 May 2024 at the Shanghai World Expo Exhibition & Convention Center. Published annually by the organizers of ITB China, the report provides global strategists and decision-makers with first-hand insights into the latest trends in the Chinese travel market, enabling them to adapt their business operations to the rapidly evolving environment.

What to learn from the report:

— Overview of China’s outbound tourism market in 2023

— Opportunities and challenges in China’s outbound tourism business

— Insights into the most popular destinations, travel themes, products and changes in Chinese traveler behavior.

— How to attract Chinese travelers through upgraded travel experiences and tailored services

— Generation Z: the travel behavior of the key drivers of the future tourism market

— Extensive analysis of the MICE and corporate travel market in China

— Trends of Chinese inbound tourism market

Partner of ITB China for the TTR 2024/25 is Trip.com - the leading online travel agency (OTA) and holder of extensive tourism data resources on China's travel market, which will be made available for comprehensive analysis, in-depth insights and future forecasts.

Sun Bo, Chief Marketing Officer of Trip.com Group and Executive Vice President of China Tourism Association, says: “After steady recovery, China's outbound travel market is poised for rapid growth. By leveraging our platform advantages, Trip.com offers firsthand Chinese market tourism data to overseas destinations and travel suppliers, assisting them in adapting to changes in the Chinese tourism market and enhancing competitiveness. We are pleased to partner with ITB China to provide global industry operators with business inspiration and industry insights through the Travel Trends Report.”

Alongside the data from Trip.com, the report’s findings are based on a unique and proprietary analysis obtained through buyer surveys from the ITB China Buyers Circle, which comprises representatives from China’s travel companies and agencies covering all business types. In parallel, a series of executive interviews with destinations , associations, leading travel agents, top industry newcomers, corporate buyers, MICE buyers and key opinion leaders will be conducted to provide a profound industry perspective.

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ITB China Travel Trends Report: Unravelling the latest demands and trends in China’s tourism market

ITB China partners with Trip.com for the annual Travel Trends Report 2024/25, providing key insights into emerging trends, Chinese traveler behavior and opportunities in the booming tourism market. The report will be released concurrently with the trade show.

ITB China, the leading B2B exclusive travel trade show focusing on the Chinese travel market, will launch the ITB China Travel Trends Report (TTR) 2024/25 during ITB China 2024, set to take place from 27 to 29 May 2024 at the Shanghai World Expo Exhibition & Convention Center. Published annually by the organizers of ITB China, the report provides global strategists and decision-makers with first-hand insights into the latest trends in the Chinese travel market, enabling them to adapt their business operations to the rapidly evolving environment.

What to learn from the report:

• Overview of China’s outbound tourism market in 2023
• Opportunities and challenges in China’s outbound tourism business
• Insights into the most popular destinations, travel themes, products and changes in Chinese traveler behavior. 
• How to attract Chinese travelers through upgraded travel experiences and tailored services
• Generation Z: the travel behavior of the key drivers of the future tourism market
• Extensive analysis of the MICE and corporate travel market in China
• Trends of Chinese inbound tourism market

Partner of ITB China for the TTR 2024/25 is Trip.com – the leading online travel agency (OTA) and holder of extensive tourism data resources on China’s travel market, which will be made available for comprehensive analysis, in-depth insights and future forecasts.

Sun Bo,  Chief Marketing Officer of Trip.com Group and Executive Vice President of China Tourism Association, says: “After steady recovery, China’s outbound travel market is poised for rapid growth. By leveraging our platform advantages, Trip.com offers firsthand Chinese market tourism data to overseas destinations and travel suppliers, assisting them in adapting to changes in the Chinese tourism market and enhancing competitiveness. We are pleased to partner with ITB China to provide global industry operators with business inspiration and industry insights through the Travel Trends Report.”

Alongside the data from Trip.com, the report’s findings are based on a unique and proprietary analysis obtained through buyer surveys from the ITB China Buyers Circle, which comprises representatives from China’s travel companies and agencies covering all business types. In parallel, a series of executive interviews with destinations, associations, leading travel agents, top industry newcomers, corporate buyers, MICE buyers and key opinion leaders will be conducted to provide a profound industry perspective.

Exhibitor registration for ITB China 2024 ends on 31 January 

ITB China offers global suppliers a highly efficient and productive platform with personalized matchmaking, extensive networking opportunities and in-depth information from key market players about the latest industry trends. Exhibitors have until 31 January to secure their stands by registering HERE. Join the most vibrant event in the Chinese travel industry and don’t miss out.

ITB China 2023 all set for a live return from 12 – 14 September 2023

ITB China announces comeback as in-person event from 12-14 Sept

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ITB China Travel Trends Report- pulse on current trends of Chinese travel industry

Friday, November 30, 2018 Favorite

ITB China determines Chinese travel trends and publishes the study yearly through The ITB China Travel Trends Report. It highlights upcoming trends and the needs of Chinese travellers.

ITB China is China’s largest exclusive B2B marketplace for the travel industry to be held between May. 15-17, 2019. Kairos Future is an international consulting and research firm with offices in Europe and China, and it will provide detailed analysis on Chinese market trends.

The focus of the ITB China Travel Trends Report is customized and themed travel, island travel, adventure travel, sports travel and culture travel.

Customized travel aims to match the trips to the interests and hobbies of Chinese travellers. It is important to understand the demands of Chinese travellers. There will be dedicated sessions on Customized and Themed Travel will have business leaders and experts from China and rest of the world share their expertise and ideas on this topic.

ITB China Buyers Circle is a nationwide buyers’ community for all professional Chinese travel buyers. Data through market surveys among the members of Circle and interviews with key industry players will be analysed and presented in ITB China Travel Trends Report.

David Axiotis, General Manager of ITB China said: “This buyer-generated content will help empower international destinations and travel suppliers desiring to connect with the Chinese travel market to better understand the needs and upcoming trends of the world’s largest source market.”

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Tags: ITB China , ITB China Buyers Circle , ITB China Travel Trends Report , Kairos Future

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ITB China Travel Trends Report: Travel products to focus on safety, health, nature and customization

Health and safety become key concerns; Bleisure to be still one of the trends for business travel.

BERLIN / SHANGHAI –  Health and safety are key concerns, impacting the travel intentions of Chinese tourists in the “new normal” as recent findings of the ITB China Travel Trends Report revealed. The report is a yearly publication, conducted by ITB China, to update the travel industry with the latest travel demands and trends in the China market.

According to the market survey based on 200 China outbound travel agencies and travel companies, the prevention and control of the pandemic at the destination are considered most important to Chinese travellers.  Sanitary measures in force will also become key concerns, as will stable flights schedules.

Self-driving tours, Free Independent Travel (FIT) and customized tours are being driven by the new situation to avoid places with crowds and large  travel groups. "After the outbreak, travelers may prefer outbound products focusing on safety, health and wellbeing, while the demand for natural landscape and customized travel will also increase," said He Yong, President of HCG Travel Group.

Island, outdoor, natural landscape, family and medical tours are expected to be the most popular themes in the coming year.

Business + Leisure will be still one of the trends for business travel in the future. Over 60 percent of the surveyed travel companies expect business travellers to make personal or family trips to the specific destinations of their business travel next year.

Regarding the question of how to effectively and quickly restore the Chinese travel market, 200 respondents from Chinese outbound travel agencies and travel-related companies participating in the survey, offered opinions and suggestions, such as“Sustain and improve awareness and popularity of destinations”, “Align and upgrade travel products focusing on safety and health”, “Communicate with Chinese partners to keep aware of changes in the Chinese market”, “Set up flexible operation process and quick response mechanism” and “Engage in pre-sale activities of travel products“.

“We would advise European tour operators to start work on preparing products to answer the needs of potential travelers and visitors in the aftermath of the outbreak. These products should focus on health, wellbeing, nature, and should be customisable. Examples of such products could be self-guided tours. Chinese tour operators should get in touch with potential partners in Europe to help prepare these products, especially taking into account the Chinese experience in restarting domestic travel after the pandemic,” said Mr. Eduardo Santander , Executive Director of European Travel Commission.

Tatiana Rokou

Tatiana is the news coordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes monitoring the hundreds of news sources of TravelDailyNews Media Network and skimming the most important according to our strategy.

She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.

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ITB China Travel Trends Report: Looking at the future of Chinese travel

ITB China’s trend topic for 2019: Customized and themed travel, including island travel, adventure travel, sports travel and culture travel – yearly publication conducted by Kairos Future and commissioned by ITB China.

ITB China, set to take place from 15 to 17 May 2019 in Shanghai, determines Chinese travel trends for ITB China: China’s largest exclusive B2B marketplace for the travel industry and Kairos Future, a renowned international consulting and research agency with offices in Europe and China, will present a detailed analysis for Chinese market trends. The ITB China Travel Trends Report is a yearly publication illustrating the needs and upcoming trends of Chinese travelers. 

The report 2019 takes on an up-to-date topic that will impact the Chinese travel and tourism industry the most: Customized and Themed Travel, putting special focus on Island Travel, Adventure travel, Sports travel and Culture Travel. The customizing process starts by understanding the new demands of the Chinese travelers who are increasingly looking for trips that match their interests and hobbies. The ITB China Conference will feature dedicated sessions on Customized and Themed Travel, which have become important fast-growing markets. The recognized travel think tank runs parallel to ITB China and will invite business leaders and experts both from China and abroad to share their expertise and ideas on the topic.

The findings are based on the broad data from partners and members of the ITB China Buyers Circle, a nationwide buyers’ community for all professional Chinese travel buyers. The questionnaire of the survey is based on different topics that will be delivered to hundreds of different key companies of the Chinese travel industry and a series of interviews with senior travel industry representatives. The preview of the key findings will be published before ITB China 2019, published in brief reports on the most important trends in the run-up to next year’s show. The final version of the report will be delivered on-site during the show and the e-version will be available online on the ITB China website for free.

David Axiotis, General Manager of ITB China: “This buyer generated content will help empower international destinations and travel suppliers desiring to connect with the Chinese travel market to better understand the needs and upcoming trends of the world’s largest source market.”

Click here to register as ITB China buyer.

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Press Release

At last, positive signals from china’s outbound travel market again.

ITB Berlin publishes IPK International’s latest findings from a World Travel Monitor® survey on travel plans in China’s outbound travel market

IPK’s findings from its latest surveys reflect a distinctly positive trend: China’s lust for travel is currently greater than in any of the two travel plan surveys carried out over the past two years. China’s growing desire for more international trips over the next 12 months is laying a solid foundation for a strong recovery in 2024. That was also the message that emerged from ITB China which recently concluded in Shanghai. Following the break due to the pandemic, the event had gathered 10,000 attendees from the Chinese and global travel industry live in Shanghai.

Compared with 2019, Chinese outbound travel still lags massively behind globally, with no recovery in sight yet. Whereas in 2019 China was the world’s fourth largest source market with around 70 million outbound trips, in 2022 it was overtaken by numerous markets with much better recovery rates. Sustained and tight travel restrictions have resulted in significantly slowing the recovery.

Keen travel plans over the next 12 months

The findings of IPK’s latest travel survey show that China’s lust for travel is back: around 50 per cent of interviewees aim to travel abroad over the next 12 months, and if possible more often than in the past. A further 44 per cent want to take as many foreign trips as they used to, while only single-digit percentages of respondents intend to take fewer outbound trips or none at all. Compared with previous surveys this represents a significant trend towards more outbound trips and reflects an increasing desire to travel in China’s outbound travel market.

Europe tops the list of favourite destinations

With regard to their travel plans over the next 12 months, Chinese travellers’ preferred destinations are likely to be in Europe, followed by trips within Asia. Over the same period travel to America will remain a less frequent choice, due to a lack of flight options on the one hand and geopolitical reasons on the other. For six per cent of the interviewees trips within China are the only realistic choice. Compared with previous surveys there is a positive trend towards European destinations, whereas at the beginning of the year neighbouring countries topped the list. The main reasons for this are a longing for faraway destinations and the market catching up again after Europe was all but inaccessible over the past three years.

Big demand for cultural travel

Over 80 per cent of the Chinese interviewees intend to holiday abroad over the next 12 months. Compared with a survey at the beginning of the year this represents an increase in holiday plans. Within the holiday segment, the focus among Chinese travellers over the next 12 months is clearly on cultural trips. Thus, 60 per cent are planning a round trip abroad. A further 44 per cent intend to take city breaks. Together with the manifest high interest in trips to Europe, this means the chances for Europe’s cultural destinations making a comprehensive recovery are very good. However, compared with the last survey, China’s growing desire for sun and beach holidays over the next 12 months must also be taken into account.

Above-average interest in business travel

As before the pandemic, foreign business trips are an important market. Thus, around 30 per cent of the Chinese respondents are planning a business trip abroad over the next 12 months. Compared with previous surveys the figures here are stable, while also far higher than the global average. Within the business trip segment there is also a clear trend towards MICE travel. As in the past, VFR travel and other private trips will not significantly impact the Chinese outbound travel market over the next 12 months.

Changes in travel behaviour mainly due to financial reasons

Looking at the bigger picture, the question naturally also arises as to how pandemic-related restrictions and the significant decline in travel over the last three years will impact Chinese travel behaviour. In the IPK surveys the interviewees say that in future they intend to save on travel expenses by travelling in off-peak periods and shortening their stay. That way they intend to offset the significant increases in airfares that have resulted due to the lack of flights.

A further 25 per cent of the respondents would like to save money on accommodation in future. Nevertheless, over 80 per cent are planning to stay in hotels on foreign trips over the next 12 months. Other overnight options such as holiday homes and apartments also report increased demand. Overall, Chinese travellers’ expenses are still very high and substantially above the global average.

Overall positive outlook for 2024 despite various obstacles

China’s lust for travel, due among other things to the market catching up, the current and successive lifting of many travel restrictions, and the fact that visas are being issued again for important destinations, is setting the tone for a gradual recovery of China’s outbound travel market. According to IPK surveys, the positive trend in this outbound travel market will continue over the next 12 months, so that in the medium term there is a good chance of the market returning to 2019 levels in the foreseeable future. However, this process will take longer than in the large source markets of Europe and North America. The geopolitical impact on the issuing of visas and the slow growth of flight availability, coupled with high prices due to the closure of Russian air space, will to some extent dampen China’s lust for travel.

About IPK International

IPK International is one of the world’s leading tourism consultancies and specialises in tourism research, marketing and planning. Since coming under the leadership of Dennis Pyka in 2022 and over the last 25 years, IPK has compiled the World Travel Monitor®, which represents the most comprehensive survey worldwide on outbound travel trends in Europe, Asia, North America and Latin America. The World Travel Monitor® is based on information from more than 60 countries and takes over 90 per cent of the global demand for outbound travel into account. Additional information on IPK International and its new services can be found at www.ipkinternational.com.

About ITB Berlin and the ITB Berlin Convention ITB Berlin 2024 will take place from Tuesday, 5 to Thursday, 7 March. Since 1966, ITB Berlin has been the World’s Leading Travel Trade Show. As in previous years, the internationally acclaimed ITB Berlin Convention will take place parallel with the show as a live event on the Berlin Exhibition Grounds. At ITB Berlin 2023 around 5,500 exhibitors from 161 countries displayed their products and services to over 90,000 visitors. In 2023, under the heading ’Mastering Transformation’, the ITB Berlin Convention took place as a live event with a total of 24,000 attendees who took part in 200 sessions with 400 leading speakers. Additional information is available at www.itb.com and from the ITB Newsroom & Social Media .

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ITB China Travel Trends Report: Unraveling the Latest Demands and Trends in China's Tourism Market

 ITB China, the leading B2B exclusive travel trade show focusing on the Chinese travel market, will launch the ITB China Travel Trends Report (TTR) 2024/25 during ITB China 2024, set to take place from 27 to 29 May 2024 at the Shanghai World Expo Exhibition & Convention Center. Published annually by the organizers of ITB China, the report provides global strategists and decision-makers with first-hand insights into the latest trends in the Chinese travel market, enabling them to adapt their business operations to the rapidly evolving environment. What to learn from the report: ⚫ Overview of China’s outbound tourism market in 2023 ⚫ Opportunities and challenges in China’s outbound tourism business ⚫ Insights into the most popular destinations, travel themes, products and changes in Chinese traveler behavior. ⚫ How to attract Chinese travelers through upgraded travel experiences and tailored services ⚫ Generation Z: the travel behavior of the key drivers of the future tourism market ⚫ Extensive analysis of the MICE and corporate travel market in China ⚫ Trends of Chinese inbound tourism market Partner of ITB China for the TTR 2024/25 is Trip.com - the leading online travel agency (OTA) and holder of extensive tourism data resources on China's travel market, which will be made available for comprehensive analysis, in-depth insights and future forecasts. Sun Bo, Chief Marketing Officer of Trip.com Group and Executive Vice President of China Tourism Association, says: “After steady recovery, China's outbound travel market is poised for rapid growth. By leveraging our platform advantages, Trip.com offers firsthand Chinese market tourism data to overseas destinations and travel suppliers, assisting them  in adapting to changes in the Chinese tourism market and enhancing competitiveness. We are pleased to partner with ITB China to provide global industry operators with business inspiration and industry insights through the Travel Trends Report.”  Alongside the data from Trip.com, the report’s findings are based on a unique and proprietary analysis obtained through buyer surveys from the ITB China Buyers Circle, which comprises representatives from China’s travel companies and agencies covering all business types. In parallel, a series of executive interviews with destinations, associations, leading travel agents, top industry newcomers, corporate buyers, MICE buyers and key opinion leaders will be conducted to provide a profound industry perspective. Exhibitor registration for ITB China 2024 ends on 31 January ITB China offers global suppliers a highly efficient and productive platform with personalized matchmaking, extensive networking opportunities and in-depth information from key market players about the latest industry trends. Exhibitors have until 31 January to secure their stands by registering HERE . Join the most vibrant event in the Chinese travel industry and don't miss out.  back

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China’s growing appetite for global travel, setting stage for strong recovery in 2024

IPK’s latest survey highlights a resurgence in China’s travel ambitions, particularly towards Europe, signaling strong recovery prospects for 2024.

IPK ’s findings from its latest surveys reflect a distinctly positive trend: China’s lust for travel is currently greater than in any of the two travel plan surveys carried out over the past two years. China’s growing desire for more international trips over the next 12 months is laying a solid foundation for a strong recovery in 2024. That was also the message that emerged from ITB China which recently concluded in Shanghai. Following the break due to the pandemic, the event gathered 10,000 attendees from the Chinese and global travel industry live in Shanghai.

Compared with 2019, Chinese outbound travel still lags massively behind globally, with no recovery in sight yet. Whereas in 2019 China was the world’s fourth largest source market with around 70 million outbound trips, in 2022 it was overtaken by numerous markets with much better recovery rates. Sustained and tight travel restrictions have resulted in significantly slowing the recovery.

Keen travel plans over the next 12 months

The findings of IPK’s latest travel survey show that China’s lust for travel is back: around 50% of interviewees aim to travel abroad over the next 12 months, and if possible more often than in the past. A further 44% want to take as many foreign trips as they used to, while only single-digit percentages of respondents intend to take fewer outbound trips or none at all. Compared with previous surveys this represents a significant trend towards more outbound trips and reflects an increasing desire to travel in China’s outbound travel market.

Europe tops the list of favourite destinations

With regard to their travel plans over the next 12 months, Chinese travellers’ preferred destinations are likely to be in Europe, followed by trips within Asia. Over the same period travel to America will remain a less frequent choice, due to a lack of flight options on the one hand and geopolitical reasons on the other. For 6% of the interviewees trips within China are the only realistic choice. Compared with previous surveys there is a positive trend towards European destinations, whereas at the beginning of the year neighbouring countries topped the list. The main reasons for this are longing for faraway destinations and the market catching up again after Europe was all but inaccessible over the past three years.

Big demand for cultural travel

Over 80% of the Chinese interviewees intend to holiday abroad over the next 12 months. Compared with a survey at the beginning of the year this represents an increase in holiday plans. Within the holiday segment, the focus among Chinese travellers over the next 12 months is clearly on cultural trips. Thus, 60% are planning a round trip abroad. A further 44% intend to take city breaks. Together with the manifest high interest in trips to Europe, this means the chances for Europe’s cultural destinations making a comprehensive recovery are very good. However, compared with the last survey, China’s growing desire for sun and beach holidays over the next 12 months must also be taken into account.

Above-average interest in business travel

As before the pandemic, foreign business trips are an important market. Thus, around 30% of the Chinese respondents are planning a business trip abroad over the next 12 months. Compared with previous surveys the figures here are stable, while also far higher than the global average. Within the business trip segment, there is also a clear trend towards MICE travel. As in the past, VFR travel and other private trips will not significantly impact the Chinese outbound travel market over the next 12 months.Changes in travel behaviour mainly due to financial reasons

Looking at the bigger picture, the question naturally also arises as to how pandemic-related restrictions and the significant decline in travel over the last three years will impact Chinese travel behaviour. In the IPK surveys the interviewees say that in future they intend to save on travel expenses by travelling in off-peak periods and shortening their stay. That way they intend to offset the significant increases in airfares that have resulted due to the lack of flights.

A further 25% of the respondents would like to save money on accommodation in future. Nevertheless, over 80% are planning to stay in hotels on foreign trips over the next 12 months. Other overnight options such as holiday homes and apartments also report increased demand. Overall, Chinese travellers’ expenses are still very high and substantially above the global average.

Overall positive outlook for 2024 despite various obstacles

China’s lust for travel, due among other things to the market catching up, the current and successive lifting of many travel restrictions, and the fact that visas are being issued again for important destinations, is setting the tone for a gradual recovery of China’s outbound travel market. According to IPK surveys, the positive trend in this outbound travel market will continue over the next 12 months, so that in the medium term there is a good chance of the market returning to 2019 levels in the foreseeable future. However, this process will take longer than in the large source markets of Europe and North America. The geopolitical impact on the issuing of visas and the slow growth of flight availability, coupled with high prices due to the closure of Russian air space, will to some extent dampen China’s lust for travel.

Theodore Koumelis

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

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ITB PRESENTS THE KEY TRAVEL TRENDS FOR 2023. WHAT ARE THEY?

Leading industry figures will share their visions of tomorrow’s tourism industry and reveal travel trends during the itb berlin convention programme under the heading ’mastering transformation.’.

The latest travel trends for 2023 and beyond will be discussed by the outstanding speakers from the industry’s leading think tank.

From March 7 to 9 at the ITB Berlin Convention , industry experts will provide answers to the key questions surrounding today’s and tomorrow’s tourism industry and how to master the transformation towards a sustainable and successful future. Speakers include:

• TUI CEO Sebastian Ebel
• Singapore Tourism Chef Keith Tan
• UNWTO Director Dr Dirk Glaeßer
• Lufthansa Systems CEO Oliver Krüger
• DB Fernverkehr Marketing Director Stefanie Berk
• Chief People Officer of TUI Group Sybille Reiß

Meanwhile, President of the ifo Institute Clemens Fuest will hold the keynote speech on the opening day of the event in Hall 7.1a. The convention is now available online under the heading ’Mastering Transformation’ and features keynote speeches, CEO interviews, panels, pitches and discussion rounds.

Experts will share their knowledge on the latest travel trends at wide-ranging  theme tracks  on a total of four convention stages in Halls 7.1a and 7.1b, as well as Halls 6.1 and 3.1. The World Tourism Cities Foundation (WTCF) is the co-host of the ITB Berlin Convention 2023. Admission to the convention is included in the price of an exhibitor, trade visitor or press pass to ITB Berlin . Selected sessions will be streamed on the supporting platform  ITBxplore . A “fully digital ticket“ is available for those wishing to attend virtual ITB events only, with access on all three days.

Leading speakers at the Future Work track

At the Future Work track on March 8, experts will discuss new approaches to encouraging working in tourism and provide orientation on how to handle the skills shortage. At the panel entitled ’New narratives for work in travel’ at 10.30am, Ms Reiß will talk about new business models and travel trends that can help make working in intensive service sectors such as tourism attractive again.

Later, a 4 pm presentation takes three best practices as examples with Ms Berk and Brand Partnerships Lead Travel, TikTok, Michael Schumacher. The pair will show how taking a personal and rational approach can confront the skills shortage. The clear aim is to continue to encourage both newcomers and professionals to work for tourism enterprises – whether for a leading transport company or medium-sized hotel business.

Shaping the future of the events, airline and cruise industries

The Tour Operator & Travel Sales track on March 7 in Hall 7.1b will look at the expectations and travel trends for tomorrow’s industry from the point of view of the customer. Taking part in the panel at 10.45am will be Dr Glaeßer and Sabine Rogg, director of trends & strategy at Trendbüro.

Meanwhile in Hall 7.1b, the Carrier & Cruise track will examine the big challenges facing airlines and the cruise industry. Lufthansa Systems CEO Oliver Krüger will be among the industry experts discussing the impact of the current crisis on a panel entitled ’Carriers at the Crossroads between Decarbonisation and Changes in Booking and Travel Behaviour’.

Travel trends for decision-makers in commerce, marketing and distribution

Debate and inspiration awaits those taking part in the Marketing & Distribution track on March 8. Representatives of the travel and hospitality sector will look at how to successfully master the upcoming transformation process. Katrin Anselm from Airbnb will answer questions in an Executive Interview at 2pm.

Also on the same day, the Youth, Adventure und Outdoor track will discuss generation Z and the transformation of the travel industry. In general, the sessions will deal with the travel trends taking place in the adventure and outdoor tourism markets and the obstacles involved which impact their profitability.

Online destination marketing

At the Destination track on March 9 at 11.45 am, Singapore Tourism Chef Keith Tan, will discuss ’Digital, Personalised and Open – How DMOs are gaining ground in Traveltech’ along with Jan Hutton, CEO, Australian Tourism Data Warehouse, and Alexa Brandau, director, Media Management DZT.

This look at the future will include a discussion on what the next big thing in digital destination marketing could be like.

Earlier that morning at 10.30 am, the focus of Heike Döll-König, director, Tourismus NRW e.V., and Anthony Everett, president & CEO, Tourism Vancouver Island, will be on the rethink that Destination Management Organisations (DMOs) require. The question will be whether destination thinking is still state of the art. What are the changes facing the hospitality industry in the future?

The future at the Hospitality and Responsible Tourism tracks

On the same day, the Responsible Tourism track will deliver a half-term report on Agenda 2030 with its 17 sustainability goals. Is tourism already on the way to becoming a low-resource, high-benefit and resilient sector? And what role should platforms play in achieving sustainable consumption and production?

Daily eTravel track

This year, eTravel tracks will be taking place in Hall 6.1 on all three days of the convention, including the Hotel Technology Forum on March 7. Relevant technology travel trends and developments will be presented and hospitality tech experts will show in panels and best practice examples how hoteliers can successfully master the digital transformation and benefit from technology.

In his speech at the Hotel Technology Forum, on March 7 at 2.30pm, Kevin King, COO, Shiji Group, will highlight how the digital transformation can succeed in the hospitality industry while also managing customer expectations. At the same time he will select important points describing how to lay the foundations for success.

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