ITB Berlin partners on hybrid ‘pop-up’ travel show

We Love Travel! event aims to reengage the travel trade

ITB Berlin, arguably one of the largest global annual travel trade shows, has announced plans for a hybrid event in mid-October 2020 in partnership with the Berlin Travel Festival.

To be held from 16 to 18 October at Arena Berlin, the event will provide a platform to show the industry ways to navigate through the COVID-19 crisis and to the ‘new normal’.

The hybrid event has been entitled ‘We Love Travel – a tourism recovery pop-up’, and will build on the decades-long experience of ITB Berlin and the “fresh, dynamic spirit of the festival,” the organisers said.

“During the coronavirus crisis, the thing that struck us most was that nothing can replace the magic of personal contact – a smile, a handshake, proximity to one another. Tourism is and always will be a people’s business'”, said ITB Berline’s Julia Sonnemann. “What we now need more than ever is a physical platform to revitalise the industry, make new contacts and reestablish relations.”

The three-day event will gather tourism professionals, hoteliers, restaurateurs, travellers and content creators, along with journalists, Instagrammers and bloggers. Together they can look back and give an initial assessment of events, while also looking forward and gaining inspiration for new ideas. We Love Travel! for the first time will also provide a platform for an open and constructive discussion on what travel may look like after this unprecedented break.

“Right now, how travel will change exactly is something we can only guess at”, commented Bernd Neff, the Co-Founder and Managing Director of the Berlin Travel Festival. “That makes it all the more important to take an early look at the various scenarios in terms of priorities, safety needs, sustainability and other considerations and work on innovative strategies together.”

The event will offer a unique combination of in-person and virtual formats. The agenda features exhibition areas, networking formats, presentations and discussion panels.

On Friday 16 October the focus of ITB Berlin will be on its own program formats aimed at trade visitors, while on 17 and 18 October the Berlin Travel Festival’s program will be devoted mainly to the interests of consumers and travellers. The event’s hybrid concept will enable visitors to attend in person as well as experience fascinating content in a virtual space. Accordingly, exhibitors can opt for presenting themselves in person and via virtual formats.

Exhibitor registrations are open until 31 August 2020. For more information, see

ITB Berlin 2021 will take place on 10 to 14 March next year.

Lead image: Berlin, Germany | credit: Stefan Widua for Unsplash

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