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ITB Deep Dive Sessions 1

Deep Dive Sessions

March 6, 2019

11:00 - 17:45

CityCube Berlin, Cube Club

The ITB Deep Dive Sessions satisfy the need of ITB trade visitors for an intensive professional exchange with experts in small groups. This is where valuable contacts are made and your individual questions and problems are addressed. The Deep Dive Sessions will focus on the key topics of the ITB Convention 2019.

Hosted by:

Prof. Dr. Anna Klein, Professor of Tourism, IUBH University of Applied Sciences, Vice President, German Society of Tourism Research (DGT)


Bicycle tourism will remain an important growth market in the coming years. The example of the Baltic Sea Cycle Route shows how improved coordination of international cooperation can lead to an optimization of offers and more effective marketing of the regions. Up-to-date, comprehensive empirical data for Denmark, Germany and Poland illustrate the status quo and provide the basis for Vision 2030, as well as insights into the continued strategic orientation of the Baltic Sea Cycle Route.

Moderated by:
Fong Choo Leong, Bicycle Tourism Officer, German Cyclists' Association ADFC

Panel guests:
Ádám Bodor, Advocacy and EuroVelo Director, European Cycling Federation (ECF)
Marta Chelkowska, Director, Tourism Department, Marshal Office Pomorskie Voivodeship, President of Pomorskie Tourist Board
Jesper Pørksen, Director, Danish Cycling Tourism
Carolin Ristau, Marketing and Public Relations, Mecklenburger Radtour

-In Cooperation with UNWTO & CELTH-

Digital technologies and smartphones can untangle streams of visitors. Visitors can be guided away during rush hours or from over-visited hotspots. What do effective technology solutions look like, and which data are required from which sources? What have been the experiences so far with the innovative apps on the market? Do users accept “smart recommendations”? Researchers and pilot users explain and discuss the potential of digital technologies.

Introductory presentation:
Dr. Manuel Butler Halter, Executive Director, World Tourism Organization (UNWTO)
Dr. Ko Koens, Associate Professor, CELTH/Breda University of Applied Sciences

Moderated by:
Dr. Ko Koens, Associate Professor, CELTH/Breda University of Applied Sciences

Panel guests:
Dr. Manuel Butler Halter, Executive Director, World Tourism Organization (UNWTO)
Joan Torrella, Managing Director, Turisme de Barcelona
Geerte Udo, Associate Director Marketing Strategy, Amsterdam Marketing
Leid Zejnilovic, Assistant Professor, Nova School of Business and Economics

An Exclusive Empirical Survey From Travelzoo And ITB

Overtourism is increasingly dampening the destination experience of international tourists. However, the specific tourist groups who perceive overtourism particularly negatively, the avoidance strategies they apply and the destination measures they might accept are all largely unexplored. The latest exclusive international study by Travelzoo and ITB sheds light on the darkness for the first time and provides destination managers with important decision-making aids in dealing with one of the biggest challenges in international tourism – both today and in the future.

Sharry Sun, Global Head of Brand, Travelzoo

Making and “unmaking” of a destination – not only in Latin America

Selfies, tips and photos that spark yearning: how much influence do social media actually have on the popularity of countries and regions? Can blogs, videos and photo series “make” a destination or kick it out of play? What do influencers actually influence in tourism? Are cities and tourist offices pursuing digital strategies, e.g. in response to overtourism? And why is Peru’s Rainbow Mountain becoming a disappointment for some tourists? Media and tourism experts will be discussing the rapid transformation of destination advertising in social media, YouTube and other platforms, taking Latin America as an example. What are the trends, and what chances are there for a “special destination”, beyond the overcrowded ones that feature in all the postings, to attract the attention of tourists?


Moderated by:
Andreas M. Gross, Chairman, ARGE Lateinamerika e.V.

Panel guests:
Gycs Gordon, Director, Commercial Office of Peru
Frank Grafenstein, Managing Director, neusta Grafenstein GmbH - experts in tourism marketing
Ania Konieczko, YouTuber, Podcaster, Blogger, Geh Mal Reisen
Jewgeni Patrouchev, Senior Tourism & MICE Consultant, PROCOLOMBIA
Sarah Plack, Travel Blogger
Daniel Schlegel, YouTuber, Podcaster, Blogger, Geh Mal Reisen

-in cooperation with MTCO and PATA-

Film has inspired millions to visit destinations. Learn from experts about the power of movie productions to user-generated videos and how they can be integrated into destination marketing. The event is covering how films and videos of professional filmmakers as well as user-generated short-films and social media content have impacted tourism in destinations both positively and negatively, and how visual storytelling can drive change and educate about cultures and conservation. It will also be discussed what made the award-winning and the Mekong Mini Movie Festival so successful.

Greeting and Introduction:
Gerrit Krueger, Managing Director, Chameleon Strategies

Moderated by:
Dr. Mario Hardy, CEO, Pacific Asia Travel Association (PATA)

Panel guests:
Rob Holmes, Founder & Chief Strategist, GLP Films
Nick Ray, Author, Lonely Planet & Hanuman Films, Cambodia
Jens Thraenhart, CEO, Mekong Tourism Coordinating Office (MTCO)
John Williams, VP Business Development, BBC Worldwide

-In Cooperation With DGT And AIEST-

Science Slam Sessions are enjoying increasing popularity - and for good reasons: They are easy to understand, very instructive, highly entertaining and they get to the point very quickly. The first Tourism Science Slam provides vivid research results on air travel, climate change and bio diversity, and beach holidays.

This session will be held in German, simultaneous translation will not be available.

Prof. Dr. Harald Pechlaner, President, AIEST (International Association of Scientific Experts in Tourism), Chair of Tourism, Catholic University of Eichstätt-Ingolstadt
Prof. Dr. Jürgen Schmude, Department of Economic Geography and Tourism Research, Ludwig Maximilian University of Munich, President, DGT e.V.

Moderated by:
Dr. Julia Offe,

Dr. Jörg Fuchte, Engineer, ZAL Tech Center
Joachim Sebastian Haupt, Didactic Physics Teacher
Dr. Sebastian Lotzkat, Biologist, State Museum of Natural History Stuttgart

Sustainable food & beverage management can become the linchpin of sustainable destination development. In a completely redesigned supply chain, authentic, regional, sustainably-produced agricultural products such as wine or olive oil are offered or presented in hotels and on excursions. The results are more sustainable agriculture, improved customer experiences and product quality and higher local added value. The example of Crete shows how customers react to such offers, how local agriculture has been integrated and how hoteliers participate in the development.

Moderated by:
Andreas Koch, Managing Director, blueContec GmbH

Panel guests:
Sotiris Di. Bampagiouris, Co-Founder & CEO, LOCAL FOOD EXPERTS s.c.e
Konstantinos G. Bouyouris, Co-Founder & Chief Projects Officer, LOCAL FOOD EXPERTS s.c.e
Maria S. Valerga, Sustainability & Food Safety professional in Tourism, LOCAL FOOD EXPERTS s.c.e