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

The hybrid event entitled, “We Love Travel – a tourism recovery pop-up”, is to be held from 16 to 18 October 2020 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’.  It will also gather tourism professionals, hoteliers, restaurateurs, travelers, and content creators, along with journalists, Instagrammers, and bloggers. The event will also provide a platform for an open and constructive discussion on the initial assessment of events, gaining inspiration for new ideas, and on what travel may look like after this unprecedented break.

Julia Sonnemann, ITB PR Manager 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, What we now need more than ever is a physical platform to revitalize the industry, make new contacts and reestablish relations.”

We Love Travel – A Tourism Recovery Pop-Up

We've got exciting news! We're joining forces with Berlin Travel Festival and invite you all to tackle the road to recovery with us! ⁠Stronger than ever, stronger together! "We Love Travel! – a tourism recovery pop-up" takes place from 16 – 18 October 2020 at Arena Berlin! Even though many things are difficult to predict right now, there is one thing in particular that we've noticed during the last months: The "magic" of the personal encounter – the smile, the handshake, the closeness – can't be replaced by anything else! Tourism is a "people's business" after all and will always remain so. ⁠ Join us at this hybrid event and learn more at #welovetravel #berlin

Posted by ITB Berlin on Thursday, June 25, 2020

The event will offer a unique combination of in-person and virtual formats, with the agenda featuring exhibition areas, networking formats, presentations, and discussion panels. It will enable visitors to attend in person as well as experience fascinating content in a virtual space.

Bernd Neff, the Co-Founder and Managing Director of the Berlin Travel Festival said. “Right now, how travel will change exactly is something we can only guess at, 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 initial day of the event will focus on ITB Berlin program formats aimed at trade visitors, with the last two days followed by the Berlin Travel Festival’s program devoted mainly to the interests of consumers and travelers. 

Registration is open for exhibitors until 31 August 2020. For more information, please visit 

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

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