CTC News

Canada rocks the house at ITB Berlin 2013.

CTC and tourism-industry partners bring the noise to annual giant German travel show.

28 March 2013
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All travel-industry roads led to Germany in March for ITB Berlin. This behemoth of tourism conventions attracted more than 170,000 trade and consumer visitors from 180 countries. All the big B2B tourism players, from tour operators and destinations to airlines, hotels and car-rental firms were on display at Messe Berlin.

The Canadian Tourism Commission (CTC) led the way for Canada alongside 34 industry partners at a two-storey booth in the heart of the show March 6-10. The fast-paced networking at the booth continued on to a “Canadian House Party” at the Canadian Embassy on March 7. More than 300 guests, drawn from tour and travel clients, German media (newspapers, magazines, bloggers and travel-trade) and Canadian reps, had their evening inspired by Canadian culinary treats and wine.

Food stations—provided by gold sponsors Travel Alberta, Calgary Stampede, Air Canada and the Atlantic Canada Tourism Partnership— tempted attendees not just with Canadian food and wine but also the stories and travel experiences that lay behind them. “The Fordinho,” a Calgary, AB, DJ now based in Berlin, was at the decks to provide a Canadian house-party soundtrack to the evening.

There was industry kudos for CTC at ITB this year. Expedia awarded our upgrade promotion that ran in France and Germany last year its 2013 award for Innovation. The promotion intercepted eight couples already destined for exotic locales elsewhere and diverted them to Canada. Camera crews captured their happiness when they said yes, and each couple had a fantastic experience in this country, leaving them as life-long advocates.

  • Cooking up a storm: CTC-Germany held two culinary events in Frankfurt for Canada Specialist Program (CSP) agents, tour operators and airlines in late January. Under the watchful eye of Alain Bossé, the “kilted chef” from Nova Scotia, industry participants enjoyed a cooking class, rustling up dishes such as Nova Scotia lobster chowder, deconstructed bacon-wrapped Nova Scotia scallops and cranberry wild blueberry almond cake with a whiskey maple sauce.  Aside from ending with a fine meal, the object of the classes was to boost participants’ knowledge of Nova Scotia in particular and Canada in general to help sell more packages. Partnering CTC at Küchenwerk in Frankfurt were Nova Scotia Tourism, Destination Halifax, Taste of Nova Scotia and Halifax Stanfield International Airport.
  • Red-carpet stars: Canada had two films up for competition in the Berlinale, the first major annual festival for the global movie industry. Vic et Flo ont vu un ours” and “Hold Fast” showcased Quebec plus Newfoundland and Labrador to a discerning international audience. Movies can be a key source of inspiration for travellerslooking to choose their next destination.
  • Industry kudos: CTC-Germany was acclaimed as one of the top 10 national tourism boards in Germany by Touristik PR, the only long-haul destination to break into the highest section. The votes were cast by more than 270 German travel writers.

     

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