ISSN 0354-8724 (hard copy) | ISSN 1820-7138 (online) ITB Berlin – The World’s Leading Tourism Fair Djeri LukrecijaA, Davidović NemanjaA* Received: July 2009 | Revised: January 2010 | Accepted: January 2010 Abstract MICE is a significant segment of tourism industry. It is of great interest for exhibitors and visitors, as well as for host cities and organizers. ITB Berlin represents the world’s leading travel trade show. This paper analyses the key trends of this event in the last five year period (from 2004 until 2008). Analyzed data was annually gathered by Gelzus Messe-Marktforschung GmbH. This research focused on exhibitors’, trade visitors and private visitors’ origin, age distribution of private visitors, exhibiting companies, exhibiting branches, interest for travel according to type and overall impression and outlook that was gathered through surveys at ITB Berlin. Data was collected in the period 2004-2008 and placed together to make a five year overview. The goal is to present a development of above mentioned values and to discover po- tential patterns and predict future trends for this tourism fair. Key words: tourism, MICE, business tourism, exhibition, Berlin, fair Introduction a time period between year 2004-2008. Statistical The main purposes of exhibitions are to generate data was gathered and provided by Gelszus Messe- sales, promote new products, maintain or create Marktforschung GmbH from Dortmund. industry contacts, and to act as places that facil- itate the exchange of ideas and information be- MICE1 as a significant sector tween exhibitors, industry experts and visitors. Thus, from the point of view of those exhibiting of tourism industry at trade/consumer shows, these events are a key Exhibitions are such events where on a regular ba- component of their communications and market- sis those who produce the products or service can ing mix. display them, explain them and sell them to po- Exhibitions are generally recognized to be a tential customers. Generally speaking, exhibitions cost-effective way of communicating information may be divided into two categories: trade fairs/ between buyers and suppliers. Without this im- shows and consumer fair/shows. The former are portant form of two-way communication, the sup- usually business-to-business events usually re- porters of exhibitions maintain, the efficiency of stricted to those seeking to purchase products or trade would be diminished severely. As an adver- service for use in their business or professions. tising medium, exhibitions are said to play a vital Consumer fairs are generally open to the pub- role in the marketing of goods and services. In this lic, and feature any products or services that peo- way, they can be used to stimulate domestic trade ple are prepared to purchase. ITB Berlin can be and promote exports when they are attended by placed in both of these categories, as it is an im- foreign visitors (Davidson, Cope, 2006). portant event for both trade and private visitors. The paper presents chronicles of ITB Berlin and analyzes and discusses key trends of this event in 1 Acronym Meetings-Incentives- Events- Conferences A University of Novi Sad, Faculty of Science, Department of Geography, Tourism and Hotel Management; Trg Dositeja Obradovića 3, 21000 Novi Sad, Serbia, www.dgt.uns.ac.rs * Corresponding author: Nemanja Davidović, email: [email protected]; firts author: Lukrecija Djeri, email: [email protected] Geographica Pannonica • Volume 14, Issue 1, 31-40 (March 2010) 31 ITB Berlin – The World’s Leading Tourism Fair It is open both for trade and public, but on sepa- election as Mayor of Berlin in June 1947. Within rate days. The main purposes of exhibitions are to months, the Socialist Unity Party (SED) changed generate sales, promote new products, maintain its self-depiction from participant in the ‘anti-fas- and create industry contacts, and to act as places cist front’ to leader of the ‘battle for German uni- that facilitate the exchange of ideas and informa- ty’ against the Western forces. The failure of the tion between exhibitors, industry experts and vis- London Conference in December 1947 and the itors (Davidson, Cope, 2006). onset of the Blockade of Berlin in June 1948 all Business results of a travel company depend but sealed the fate of the city. Finally, separate largely on the satisfaction of customers. Return- East and West Berlin governments emerged in ing costumers as well as established relationship late 1948 and the GDR was founded on 7 Octo- of loyalty are sings that the company is doing ber 1949.(Hillgruber, Langguth, Klessmann, 1995) well on the tourist market. successful marketing The Soviet-controlled sector of the city became strategies based on the knowledge of potential known as East Berlin, and the Western-occupied tourist`s needs and wishes determine sales and sector became known as West Berlin. In 1949 East profit of a particular travel company (Djeri, et al., Berlin became the capital of the German Demo- 2007). cratic Republic (known as East Germany), one of From the exhibitors’ point of view, ITB Ber- two successor states established in Germany after lin is a key component of their communications the war. That same year the capital of West Ger- and marketing mix. For visitors seeking to make many, the other successor state, was established a purchase or find out about a particular product, in the city of Bonn. West Berlin remained an ur- ITB Berlin bring together under one roof an ex- ban island surrounded by Communist East Ger- tensive range of goods and services of direct inter- many. The city became a focus of Cold War ten- est to them. The economic benefits generated by sions between Communist countries led by the ITB Berlin for Berlin as a tourist destination are USSR and anti-Communist states led by the Unit- considerable. Many of these benefits arise from ed States. In the 1950s West Berlin was rebuilt as a the spending of the exhibition organizers, visitors showplace of Western prosperity in the heart of a and exhibitors on travel, accommodation, recrea- Communist state. The standard of living in West tion and entertainment at the destination. Berlin rose above that of East Germany and East In common with other sectors in the business Berlin. Between 1949 and 1961 about 2.7 million tourism industry, the demand for exhibitions people left East Germany by way of West Berlin tends to track the general state of the national and to take advantage of greater economic opportu- global economy. For exhibitors, participating in a nities and political freedom. In 1961, in order to trade fair or consumer show means investing sub- stop the outward flow of some of its most educat- stantially in preparation, promotion, stand design ed and well-trained citizens, East Germany un- and build, as well as the many staff expenses in- expectedly constructed a barrier of barbed wire curred by their employees who work at the event. and concrete around West Berlin. Where a wall (Davidson, Cope, 2006) was not possible, buildings were bricked-up. The According to survey, exhibitors, trade visitors only openings in the wall were two closely guard- and private visitors have an overall positive im- ed crossing points. Although the GDR announced pression about ITB Berlin. This indicates that that the wall was needed to prevent military ag- spending on exhibitions is bringing them a worth- gression and political interference from West while return of investment. Germany, the East German government built tank traps and ditches along the eastern side of the wall, suggesting that it was constructed to Chronicle of ITB Berlin keep East German citizens in. The newly con- From 1945 until 1990 Berlin was a divided city. structed Berlin Wall angered the Western Allies, Following the defeat of the Nazi regime in World but they were unwilling to risk a major interna- War II (1939-1945), the victorious Allied Powers— tional confrontation over the issue. The Berlin the United States, Britain, France, and the Un- Wall was standing until 1989. Berlin became a ion of Soviet Socialist Republics (USSR)—divid- venue of political competition between East and ed Germany into four zones, each occupied by West during the Cold War. (Stangl, 2006) While one of the Allied Powers. They also divided Ber- citizens of East Berlin were “walled in” and travel lin, which was in the Soviet sector, into similar was virtually impossible as a consequence of Sovi- zones. East-West tension began its steady climb et isolationism policy, in West Berlin that was not in late 1946 (Kotowski, 1990) and increased sig- the case. Although an enclave in East Germany, nificantly with the approval of the Marshall Plan West Berlin was a part of West Germany, there for and the Soviet veto of anti-communist Ernst Re- all the citizens of West Berlin could enjoy rights uter’s (Social Democratic Party of Germany SPD) as same as other citizens of West Germany. On 32 Geographica Pannonica • Volume 14, Issue 1, 31-40 (March 2010) Djeri Lukrecija, Davidović Nemanja the other hand, due to their specific geographical The ITB Berlin’s display area grew at a dizzy- position deep in East German territory, their trav- ing pace: In 1972 it reached a five digit amount, el options were restricted. That is one more rea- measuring 13,400m2. In 1974 the exhibition area son why Berlin was chosen as venue of tourism exceeded the 20,000m2 mark. By 1976, 35,500m2 fair. Separated city was the scene were east and were available to exhibitors. Five conference west were competing and showing their achieve- rooms for events and press conferences were inau- ment- weather it is Alexanderturm TV tower in gurated and used for such events until the open- east as symbol of communist architecture or Kur- ing of the ICC Berlin conference center in 1979.