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ITB Future Day

Future, Hospitality, Marketing

March 9, 2016

11:00 - 18:00

Hall 7.1b, Auditorium London

For 13 years ITB Future Day has been the most important day of the ITB Berlin Convention. This is where the megatrends in economy and society and key topics of the global travel and tourism industry are discussed. Exclusive empirical study results and examples of Best Demonstrated Practices from market and innovation leaders offer valuable insights and concrete decision-making support for entrepreneurial strategies and measures. The international speakers are “hand-picked” - they are top-level managers or specialists with unique know-how. For the first time, the ITB Ministers’ Roundtable will be part of ITB Future Day. The World Legacy Awards Ceremony with National Geographic also promises to be exciting. Premium sponsor of the ITB Future Day is mc Group.

Hosted by:

Prof. Dr. Roland Conrady, Scientific Director of the ITB Berlin Convention, University of Applied Sciences Worms


Prof. Dr. Roland Conrady, Scientific Director of the ITB Berlin Convention, University of Applied Sciences Worms

Li Baochun, Deputy Secretary General, World Tourism Cities Federation (WTCF)

The megatrend digitization is leading to profound social and economic changes. Disruptive technology developments, dramatic changes in customer behavior and new radical business models are the “perfect storm” for established companies. What will the political and technical framework in the EU look like in the future, in order for the digital transformation process in society, economy and the tourism industry to run successfully, to foster innovation and to ensure the competitiveness of our industry?

Keynote Speaker:
Günther H. Oettinger, European Commissioner for Digital Economy and Society, European Commission

Global economic development is an important influencing factor of touristic demand in the business and leisure travel segment. What will future economic development be like in the most important industrialized countries and emerging markets? What is the significance of the weakness of the Chinese economy, what are the perspectives for growth in the other BRIC-countries and how can Europe’s economic power be strengthened? How are the financial markets and the Euro-crisis influencing the situation? How might all these factors impact consumers and the demand for tourism?

Keynote Speaker:
Prof. Dr. Dr. h.c. mult. Hans-Werner Sinn, President ifo Institute - Leibniz Institute for Economic Research, University of Munich e. V.

The complexity of markets, the speed of global expansion and the volume of strategic investments has never been higher than it is today. What are the formulas for success in highly-dynamic tourism markets? In an interview granted to Travel Technology icon Philip C. Wolf, the influential CEO of Priceline Group and provides in-depth insight and presents exciting ideas for the tourism markets of tomorrow.

Interview guest:
Darren Huston, President & CEO, The Priceline Group and

Philip C. Wolf, Founder, PhoCusWright

With the continued consumer shift to mobile, what will a seamless travel planning and booking process look like in the future? Google's VP shares more about Google's destination search on mobile, and helping travelers connect discovery with planning and booking.

Prof. Dr. Roland Conrady, Scientific Director of the ITB Berlin Convention, University of Applied Sciences Worms

Speaker and Interview Guest:
Dr. Oliver Heckmann, Vice President Travel and Shopping, Google Inc.

Based on around 500,000 interviews, the ITB World Travel Monitor is considered the world’s largest travel survey. The Convention presents the latest forecast data about worldwide and European travel – an essential basis for decision-making for the entire tourism industry.

Rolf D. Freitag, CEO, IPK International

On the occasion of ITB 2016, National Geographic will present the second World Legacy Awards in an inspiring ceremony. The audience can look forward to the finalists and prize-winners, showcasing exemplary travel companies, destinations and organizations, which are driving the sustainable tourism transformation of the global travel industry. The five prize categories are “Earth Changers” – pioneers in the implementation of environmentally-friendly business practices; “Sense of Place” – excellence in the promotion of cultural authenticity; “Conserving the Natural World” – exemplary conservation of nature; “Engaging Communities” – economic and social achievements which strengthen local communities; and “Destination Leadership” – protecting natural and cultural heritage as well as providing information and training to travelers regarding best practices from sustainable tourism.

Dr. Taleb Rifai, Secretary General, UNWTO
Hon. Tshekedi Stanford Khama, Minister of Environment, Wildlife and Tourism, Botswana

Moderated by:
Costas Christ, Chairman, National Geographic World Legacy Awards, Editor National Geographic Traveler

Find out who will be ITB Berlin´s Partner Country in 2017!

Greetings and Signing:
Dr. Christian Göke, CEO, Messe Berlin GmbH
N.N. Surprise Guest, Tourism Minister, ITB Partner Country 2017

The digitalization of the economy and society is one of the most prominent global megatrends. The information-seeking behavior of global tourists has undergone massive changes and the tourism industry is experiencing profound structural changes. Policy-makers all over the world are facing huge challenges: How should digital infrastructure and start-up financing be developed further? What should be the legal framework for new business models (e.g. the Sharing Economy)? How can the training of employees be more future-oriented? And: How can the digital transformation of the tourism industry be managed so that the industry can remain competitive? Moderated by the Secretary General of the UNWTO, Mr. Taleb Rifai, ministers from countries which are digital pioneers will discuss digitalization’s opportunities.

Keynote & Moderation:
Dr. Taleb Rifai, Secretary General, UNWTO

Panel guests:
Hon. Nayef Hmeidi Al Fayez, Minister of Tourism and Antiquities, Jordan
Hon. Zayed bin R. Al Zayani, Minister of Industry, Commerce and Tourism, Kingdom of Bahrain
Hon. Nikolina Angelkova, Minister of Tourism, Bulgaria
Amir Halevi, Director General, Ministry of Tourism, Israel
Hon. Gustavo Santos, Minister of Tourism, Argentina
Hon. Tokozile Xasa, Deputy Minister, National Department of Tourism, South Africa
Vinod Zutshi, Secretary of Tourism, India