Andalusia participated from 9 to 12 March in the virtual edition of the ITB NOW 2021 fair in Berlin. Among the entities present at the virtual event were the eight provincial boards of trustees, hotels, incoming agencies, town councils, event venues, and transport companies, among others.
The Vice-President of the Andalusian Government and Minister of Tourism, Juan Marín, stressed that, despite the change of format, this show “maintains its importance for the region, because it is the first major world tourism event of the year and marks the beginning of the revival of international tourism”.
Marín pointed out that the ITB “is one of the best thermometers of the behaviour of the tourism market for the coming months and allows trends to be detected, expectations for the summer to be known and gives a definitive boost to marketing and the generation of business”.
Andalusia emphasised its wide and diverse offer in multiple segments, especially those in high demand, and the ‘Andalucía Segura’ (‘Andalusia Safe’) seal, which recognises compliance with security measures due to the COVID-19 pandemic.
The presence in this virtual edition of the ITB is part of the action plan of the Regional Ministry in Germany, traditionally the second international issuer for the destination. Meetings have also been held with 2,500 agencies in the TSS network, and collaboration with tourism stakeholders, operators, and other intermediaries is planned throughout the year.
Actions with this issuer will be aimed at positioning the region as the most complete, diverse and safe option in the Mediterranean for German travellers, because of the expectation that this issuer will resume travelling abroad in the short term.
