CTC and partners prove a main attraction at giant travel-trade show in Germany.
Fortune favours the brave each year at ITB Berlin in Germany. The world’s largest travel-trade show is no place for the faint-hearted, with more than 10,000 exhibitors from 180-plus countries, and it inspires Canada to always put on strong displays.
This year was no different: the Canadian Tourism Commission (CTC) took the lead at the two-storey Canada stand at Messe Berlin March 5-9, joined by 37 Canadian tourism-industry partners. The show is extremely popular, with more than 110,000 international trade visitors and 60,000 German consumers pouring through the doors. And it garners media attention, too, with more than 6,000 international journalists and 250-plus bloggers reporting on events.
The Canada stand was a hive of activity, including Air Canada’s lounge that featured Canada’s wines. For the first three days, the focus was on travel-trade visitors, building relationships, networking and striking deals. Over the weekend, German consumers joined the fray, so the Canada stand had four certified Canada Specialist Agents on hand to give the lowdown on Canadian travel experiences and sell travel packages.
One of the annual ITB highlights is the Canada Night event at the Canadian Embassy. The 2014 iteration, held in conjunction with 18 prominent Canadian partners, did not disappoint: more than 200 key tour operators and media made a date for networking, Canadian food and wine plus the chance to meet the Calgary Stampede Queen and Princesses as well as Miss Maple. Ontario Tourism also sponsored a rainbow-coloured World Pride ice bar featuring rainbow cupcakes and lollipops.
Elsewhere at ITB Berlin, Touristik PR, the leading media guide for Germany, placed CTC-Germany in its top 10 PR agencies/national tourism offices list for 2014. CTC-Germany came in eighth out of more than 100 countries and 250-plus PR agencies, ranked by a jury of 95 senior travel journalists from newspapers, magazines and websites. The designation also meant that CTC-Germany was the only long-distance national tourism office in the top 10. CTC-Germany also came seventh in the Globus list of tourist boards for travel-trade services.
CTC will help fly the flag for Canada again at the next ITB Berlin, March 4-8, 2015.