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Press Release

March 07, 2019

The three top stories at ITB Berlin on Wednesday, 6 March 2019

Successful debut for the new TTA segment – Travelzoo presents its latest study on overtourism – VIR chairman Michael Buller gives a video interview on the booming online booking market

Berlin, 7 March 2019 – The Social Media Newsroom of ITB Berlin has the latest online news from the World’s Leading Travel Trade Show at

TTA segment and corresponding forum get under way

The eagerly awaited Technology, Tours & Activities (TTA) segment is celebrating its debut at this year’s ITB Berlin, with numerous panel discussions and lectures taking place at a corresponding forum. bookingkit, Regiondo, Tiqet and Klook were among those discussing the booming market for in-destination services. After air travel and hotels, tours are the third most important segment in this market, and also the fastest-growing worldwide. Specialist events at the forum kicked off with a panel discussion which focused on the prospects for mobile bookings. The event was moderated by Charlotte Lamp Davies of the consultancy A Bright Approach. Lukas C.C. Hempel, the company’s founder and managing director, held the keynote speech.

Latest study on overtourism from the traveller’s perspective

In order to better deal with the increasing flow of tourists, a three-euro “entrance fee” was asked of tourists to the Floating City for the first time this year. This is one example of how overtourism, steadily increasing around the world, might be managed.

Sharry Sun, avowed cosmopolitan and Global Head of Brand at the internet platform Travelzoo, presented a new study, conducted in partnership with ITB Berlin, “Overtourism and Environmental Protection: Attitudes and Behaviours of International Tourists” at the ITB Berlin Convention. Between December 2018 and January of this year, approximately 8,000 respondents from eight countries on three continents helped assess which groups recognise this phenomenon and how they try to avoid it.

Online bookings in the fast lane

Online booking has been the clear leader for short trips of up to four days. Now for the first time in 2018, Germany saw more long holidays booked online than in person. These results are from the Travel Analysis 2019 conducted by Forschungsgemeinschaft Urlaub und Reisen (Research Community for Holiday and Travel, FUR), whose key findings on digital booking behaviour were presented by Ulf Sonntag as part of the VIR Online Summit at ITB Berlin. Online travel booking currently holds a relatively thin lead for longer holidays, but the trend is clearly moving in that direction. This is led not only by improvements in digital technologies but also by long-term demographic shifts toward a higher online percentage. VIR Chairman Michael Buller provided interesting insights into the topic in a short interview:

Journalists and interested readers can find news on the main topics at the World’s Leading Travel Trade Show posted daily at The Social Media Newsroom has news in German and English on every travel destination represented at ITB Berlin, plus trends and innovations in aviation, cruises, the hotel industry and travel technology. This news website also has the latest from the ITB Berlin Convention, the leading think tank of the global travel industry.

About ITB Berlin and the ITB Berlin Convention

ITB Berlin 2019 will be taking place from Wednesday, 6 to Sunday, 10 March, and from Wednesday to Friday will be open to trade visitors only. ITB Berlin is the World’s Leading Travel Trade Show. In 2018 a total of 10,000 companies and organisations from 186 countries exhibited their products and services to around 170,000 visitors, including 110.000 trade visitors. Parallel with the show the ITB Berlin Convention, the largest event of its kind, will be held from Wednesday, 6 to Saturday, 9 March 2019. Admission to the ITB Berlin Convention is free for trade visitors and exhibitors. For more information please visit, and the ITB Social Media Newsroom.

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