Bath & Bristol at ITB Berlin 2024

ITB Berlin is one of the world’s most important trade shows, as demonstrated by the size of the event and the number of global participants. For context, it takes around 90 minutes just to walk around the vast halls of the Messe in Berlin, with different nations and continents hosted in each room, along with seminar and themed areas.

However, for the UK destinations, the event started the day before the show, with Visit Britain hosting a networking evening event at the British Embassy in Berlin for the UK suppliers attending along with large numbers of German trade buyers. Destination presentations were given by Visit England, Visit Scotland and Visit Wales. The England presentation included mentions of new developments in Bath and Bristol, giving reasons to visit our destinations now, and showcasing their new ‘set-jetting’ campaign to make the most of the film tourism boom.  Bristol’s status as a UNESCO City of Film was mentioned along with Bridgerton and Wonka as Bath locations.

At ITB itself, Visit West shared an exhibition pod and meeting table on the Visit Britain stand in Hall 18 with the Cotswolds Plus LVEP and, despite some rail strikes on day three, footfall was high with a good mix of planned and walk-up meetings alongside having update conversations with DMCs on the stand.  As well as ‘seen on screen’ interest, there was demand for the development of specific new itineraries for inspiration, as well as supporting with practical advice from airport arrivals and transfers to coach drop off and parking.

Image: Visit West Managing Director Kathryn Davis and Head of Marketing Jon Chamberlain with Cotswolds Tourism Plus staff members at ITB Berlin 2024

German visitors have good knowledge of our region and the Cotswolds and so positioning us together is more likely to encourage longer stays and benefit the wider regional economy. We have presented the benefits of staying in the region to discover ‘The England You Already Know…..But Better’ by experiencing some of the hook products in a better way but then also having time to discover areas and experiences that may not be as well known.

This was borne out in many, but most notably in one conversation, as Jon Chamberlain, Head of Marketing, explains: “By talking with a wholesaler who we have known for many years and who appreciates the benefits of our region, we are actively working together to move some tour series business into our destinations from elsewhere and converting what was a day trip to Bath into a multi-night itinerary using accommodation in our region.”

Visit West’s Managing Director, Kathryn Davis, said: “It has been another valuable ITB Berlin for the region with our first co-share with the Cotswolds Plus LVEP as part of the VisitBritain stand.  It is always an inspiration to hear how operators are promoting our region to their own clients, and great to hear feedback from operators about demand for the region. The general theme being ‘make it easy to work with us and we will.' 

"By having more international visitors staying in hotels in the region, they add so much value to the local economy, spending money in local shops, bars and restaurants, as well as attractions and so supporting our high streets.  The event also gives us valuable time with some of the international Visit Britain team to lobby for more coverage for the region and discuss innovative new ways to reach markets, particularly driving business during quieter periods.”

Image: Visit West Managing Director Kathryn Davis and Head of Marketing Jon Chamberlain outside the Messe for ITB Berlin 2024 

VisitBritain commented: "ITB is the world’s largest travel trade show where, together with our partners, we are highlighting the latest tourism products and itineraries across Britain as well as promoting our warm welcome and latest campaign – showing the fresh and exciting experiences for visitors to come and enjoy."