ITB Berlin which had been scheduled to take place in March next year as a physical event has been cancelled due to what organizers say are the latest developments and accompanying directives as a result of the coronavirus pandemic.
It comes against the backdrop of new measures as European countries race to curb the spread of Omicron, the new Covid variant. In the UK, Omicron cases are said to be doubling every two days.
In Germany where ITB Berlin was scheduled to take place, Omicron cases are still relatively low, although climbing. From November 29 to December 5 for instance, a total of 44 Omicron cases were recorded in Germany, but experts say many remain unreported.
Messe Berlin, the organizer of ITB Berlin, the world’s largest tourism trade fair, said it is unable to afford its exhibitors and partners the necessary planning certainty with the holding of an in-person ITB Berlin in early March.
“The current situation surrounding the pandemic, as well as the tightened travel restrictions and limits imposed on the numbers that can take part in large events made Messe Berlin take this step,” a statement by Messe Berlin reads.
Uganda last participated in ITB Berlin in March 2019.
The delegation led by then State Minister of Tourism, Godfrey Kiwanda, included Uganda Tourism Board (UTB) chief executive, Lilly Ajarova, 30 Ugandan tour operators, 14 hoteliers and over 10 other independent trade visitors.
At the 2019 trade fair, Minister Kiwanda said Uganda’s participation at the ITB Berlin and other related international travel fairs was premised on “the need for continuous investment in aggressive marketing in order for the tourism sector to achieve the projected growth rate”.
The Covid pandemic, which halted international travel, has badly affected Uganda’s tourism sector which in 2019 was the leading foreign exchange earner, bringing in excess of US$ 1.45 billion annually.
Events like ITB Berlin are an opportunity for Ugandan tour operators to attract new business given the high profile as well as large number of participants that attend the event every year. Germany which hosts the trade fair is one of Uganda’s top source markets.
Martin Ecknig, the chief executive of Messe Berlin said “we are strengthening the digital elements of ITB Berlin at the ITB Berlin Convention and Digital Business Day”.
“We are doing everything to support a travel industry hard-hit by the pandemic and in 2022 are planning a series of additional services and events in virtual and in-person formats,” Ecknig added.
David Ruetz, the head of ITB Berlin regretted the situation, adding they (organisers) made every effort to make it possible to hold ITB Berlin as an in-person event.
“Particularly in these times, the industry needs orientation, inspiration and dialogue. However, after taking the situation surrounding the pandemic and the tightening of rules into account, it leaves us with no option but to further adjust the concept for 2022 and offer our exhibitors and visitors a clear picture and the necessary planning certainty before the Christmas break.” Ruetz said.
The statement by Messe Berlin says ITB Berlin will be back again with an in-person event in March 2023.
