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ITB Berlin debates on TTA segment , Over Tourism and Online booking
  • March 2019
ITB Berlin World’s Leading Travel Trade Show is being  taking place from Wednesday, 6 to Sunday, 10 March. TTA segment , Over Tourism and Online booking were the top stories in the opening day at ITB. Successful debut for the new TTA segment and corresponding forum get under way . Travelzoo presents its latest study on overtourism from the traveller’s perspective and  VIR chairman Michael Buller gives a video interview on the booming online booking market.
The eagerly awaited Technology, Tours & Activities (TTA) segment is celebrating its debut at this year’s ITB Berlin, with numerous panel discussions and lectures taking place at a corresponding forum. bookingkit, Regiondo, Tiqet and Klook were among those discussing the booming market for in-destination services. After air travel and hotels, tours are the third most important segment in this market, and also the fastest-growing worldwide. Specialist events at the forum kicked off with a panel discussion which focused on the prospects for mobile bookings. The event was moderated by Charlotte Lamp Davies of the consultancy A Bright Approach. Lukas C.C. Hempel, the company’s founder and managing director, held the keynote speech.
Latest study on overtourism In order to better deal with the increasing flow of tourists, a three-euro “entrance fee” was asked of tourists to the Floating City for the first time this year. This is one example of how overtourism, steadily increasing around the world, might be managed. Sharry Sun, avowed cosmopolitan and Global Head of Brand at the internet platform Travelzoo, presented a new study, conducted in partnership with ITB Berlin, “Overtourism and Environmental Protection: Attitudes and Behaviours of International Tourists” at the ITB Berlin Convention. Between December 2018 and January of this year, approximately 8,000 respondents from eight countries on three continents helped assess which groups recognise this phenomenon and how they try to avoid it.
Online booking has been the clear leader for short trips of up to four days. Now for the first time in 2018, Germany saw more long holidays booked online than in person. These results are from the Travel Analysis 2019 conducted by Forschungsgemeinschaft Urlaub und Reisen (Research Community for Holiday and Travel, FUR), whose key findings on digital booking behaviour were presented by Ulf Sonntag as part of the VIR Online Summit at ITB Berlin. Online travel booking currently holds a relatively thin lead for longer holidays, but the trend is clearly moving in that direction. This is led not only by improvements in digital technologies but also by long-term demographic shifts toward a higher online percentage. VIR Chairman Michael Buller provided interesting insights into the topic in a short