For the first time, ITB Berlin 2010 will provide a platform for mobile communication devices.

There will be a centrally located presentation stage and an adjacent exhibition area, along with targeted marketing activities and a convention both for newcomers and professionals, providing trade visitors, exhibitors and the general public with expert, first-hand information.

"Presentations and practical demonstrations of innovative products and services as well as fascinating discussion rounds with experts will help to make the wealth of mobile travel services comprehensible to the user, to travel managers and private consumers alike," said David Ruetz, Senior Manager ITB Berlin.

According to ITB Berlin, mobile communication devices boost efficiency and productivity on business trips, saving companies an average of 42 minutes per working day and employee. For holidaymakers they are increasingly becoming everyday travel companions.

"Irrespective of the fact that nearly 25% of German holidaymakers check their e-mails several times a day, mobile electronic devices are increasingly replacing traditional travel guides."

"Innovative mobile phone applications and mobile internet access provide travellers with more flexible ways of obtaining directions, information and meeting people than language/travel guides, weather reports and tour organisers' information, for example."

"Tour operators, travel agencies and tourism organisations also benefit from mobile networks, as they are more able to reliably reach and talk to customers."

ITB Berlin will also be catering to the booming market for specialist software for the tourism and mobile services sector with graphic demonstrations on the presentation stage. Examples showing that consumers are quick to accept the innovations offered them include the use of in-car sat nav devices and electronic boarding cards. Industry observers expect all airlines to be offering them by the end of 2010.