The most interesting news about ITB Berlin 2013 is read nearly between the lines – guess why!

Let sleeping dogs lie: The spokeswoman of the fair society suggested 4hoteliers.com quite clearly that ITB Berlin does not want to talk on this issue too loudly.

Of course we understand this: Even the most celebrated cook can be dead sure to cheese off his guests when exactly cooking, what they explicitly dislike. And for years the ITB influential guests have quite clearly told the fair society what does not taste them and will not taste in the future anyway.

Yet now the menu has been rewritten revolutionarily: For the first time ever, the ITB Berlin is more than a pure presentation and information fair - this year direct sales in the 18 exhibition halls are allowed, too! "Thus, the largest travel trade show in the world is also the largest travel agency in the world", was announced on Wednesday at the ITB preview press conference.

In the press release, which was shown shortly thereafter on the Internet, this reads much more modest: "New this year: visitors can immediately book their dream holiday spot at the fairground," it says at the end of the first paragraph. The ITB's for sale, literally at least. That is all. No further explanations. But why?

"We want to make it more attractive for private ITB audience", the fair management say on request for the record. Out of necessity it does not happen: In recent years, the number of visitors is relatively constant – and, at a high level. Of course after noon on each Sunday nobody can ignore there are missing people both in front and behind the counters, the halls do empty significantly, and many stands are no longer busy or even left alone. (And that's not surprising, because after four and a half days of raging fair battle, hardly anyone can stand up straight, either professionals or amateurs!)

Even the sale decision a small battle rages: For years, the fair aimed to add this option to the ITB, and for years, the travel agents are up in storm: "We protest vehemently against this project," can be aligned to the powerful German Travel Agents Association. Sure: Who buys at the fair, buys no longer in the domestic travel agencies. The new action will enhance direct sales on the fair ground and weaken intermediaries. But on the other hand does it not mean common benefit to the whole industry, if the most significant showcase gets more attention?



Besides, there are no trade fairs where products are not sold – except for the travel industry. For exhibitors, the new market is very simple: You can either book an official sales counter distributed by the fair management, which may be erected somewhere across the entire show, or sell your packages, tickets or rooms directly away from the booth.

Especially for exhibition companies from overseas this sales thing is a highly attractive opportunity to contrast high travel and fair entrance costs with something both useful and profitable. From this point the action of the fair society is to be understood as an incentive to attract new and smaller players in the industry to show their products in Berlin. The only question is: Where are these freshmen going to build up their booths? The ITB Berlin 2013 is already fully booked.

For all those who have managed to get a place, however, the motto is: Look forward to tons of hotel special offers, bargains and discounted air tickets-vouchures, hopefully even under pep (personal education program) level. After all, the ITB-flea market is not solely reserved for the end user - and tourism managers and hoteliers take a holiday. So do not forget your cash if you are coming to Berlin! And have a good flight!

Photo credit: ITB Berlin

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Roland Wildberg is Travel Writer and Correspondent based in Berlin, Germany. He started as an Editor for the National daily 'Die Welt' (tourism section), later on switched to a freelanced career and nowadays mainly publishes on the Web. Observing the hospitality industry always has fascinated him as it looks like the perfect combination of sleeping and writing – work-live-balance as its best.

Roland also heads the annual 4Hoteliers ITB Berlin news micro-site journalist and video/photo teams. For more info: www.4Hoteliers.com/itb