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ITB Marketing and Destination Workshops


March 11, 2016

10:45 - 17:30

Hall 7.1a, Auditorium New York 2

Hosted by:

Dr. Nele Marisa von Bergner, Project Manager eTourism, Institute for Tourism and Leisure, University of Applied Sciences HTW Chur


- brought to you by ITB Advisory -

“Digitalisation” is one of the key topics on the EU funding agenda for the financial period 2014-2020. In particular the implementation of three EU funding programmes Horizon 2020 Creative Europe and the European Regional Development Fund (ERDF) focusing on research, innovation, culture and regional development should foster the development of innovative ICT products and services relevant for the touristic and cultural sectors. Would you like to know how you can use EU funds for your project? This workshop provides a concise overview of these three EU funds, the eligibility conditions and the procedure of a winning “EU-fundraising” action. emcra, a leading consultant and training company in the area of EU funding, gives valuable recommendations on how EU funding opportunities for companies, public authorities and NGOs can successfully benefit from the latest EU funding opportunities.

Solene Droy, EMCRA – Europa aktiv nutzen
Kirsi Hyvaerinen, Managing Director, PRÁTTO Consulting d.o.o., Partner, ITB Advisory

Travel videos are among the most common videos seen online. How do you get the big views that can make a big difference? Why do some do better than others? How does YouTube choose which ones to feature? Does it pay to promote your videos online? (hint: no). Many are good but few deliver bookings and fewer make any money for the creator. In this presentation I´ll show you the key elements required to get your videos seen and working hard for you. You´ll learn about special video sites that will lead directly to bookings for your property or destination. I´ll show you my monthly YouTube pay cheque to prove the numbers to you. There are many free and simple techniques that you can use to dramatically optimize your videos to the top of the search. I guarantee that you´ll walk out of this presentation with an entirely new and much better way to present your property or destination video with outstanding results. It´s not "rocket science", its "popularity science". Don´t miss an exclusive opportunity to see this presentation, only at ITB Convention 2016.

You can’t make it to ITB? Follow this session live on Periscope (@PercyHETV)!

Percy von Lipinski, Highest rated and awarded Travel Guru, CNN

Search engine ranking is one of the most important factors of success – so Search Engine Optimization (SEO) is truly essential. But how do search engines actually work? How can a placement near the top of the list be achieved without getting punished by Google? Who could better explain the secrets of Google’s sorting logic than a former Google employee: internationally renowned SEO expert, former employee of the famous Google Search Quality Team, presents SEO tips and is available for questions from the audience in a Q&A session.

Kaspar Szymanski, renowned international SEO expert, former member of the Google Search Quality team

In a Big Data world customer data and customer behavior are constantly being monitored and analyzed by intelligent algorithms. Is this the end of classic data collection and data analysis in market research? Which methods do the world leaders in market research apply today and in the future? Using examples by GfK it will be shown where the tourism industry is headed.

Roland Gassner, Key Account Director Travel & Logistics, GfK

Developments in technology and social changes have led to a boom of the sharing economy. How is the accommodation market evolving? How do the other platforms position themselves next to Airbnb? How are the business models of hotels changing in order to counter the competitive pressure of Sharing providers? And last but not least, what impact will the sharing economy have on the travel behavior of tourists in the future? Euromonitor International presents the latest insights and gives valuable recommendations for industry leaders on how to deal with the sharing economy.

Dr. Wouter Geerts, Travel Analyst, Euromonitor International

UNESCO World Heritage Sites are important attractions for the international tourism industry. And when it comes to sustainable development, they are truly priceless. They make a substantial contribution to the preservation of ecosystems and local communities. How can the tourism industry utilize world cultural and natural heritage sites and at the same time contribute to their preservation? How should private-public partnerships be arranged so that the desired goals are achieved? High-ranking international guests from UNESCO, German Federal Ministries, ICOMOS/IUCN and private industry will discuss successful approaches for the sustainable use of UNESCO World Heritage Sites as touristic destinations.

Moderated by:
Rüdiger Strempel, Head of the Common Wadden Sea Secretariat

Panel guests:
Malcolm Bell, Chief Executive, Visit Cornwall
Peter DeBrine, Programme Specialist, UNESCO World Heritage Centre
Dr. Christiane Paulus, Deputy Director, Nature Conservation, Federal Ministry for the Environment, Nature Conservation, Building and Nuclear Safety
Dr. Birgitta Ringbeck, Federal Foreign Office, Berlin
Jaap Verhulst, Head of Delegation, Ministry of Economic Affairs, The Netherlands
Prof. Dr. Stefan Winghart, President, Lower Saxony Office for the Protection of Ancient Monuments, Chairman, ICOMOS