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Visit Scotland | Alba
09 Mar

ITB Berlin NOW

09 Mar 2021 09:00
12 Mar 2021 18:00
£ 265 approx. / €300
Book now

How to register:    

Click on the 'book now' button for registration via VisitBritain's site.

A PO number is a mandatory field that's required to register - to make the payment, you will receive an invoice w/c 15 February from VisitBritain.

VisitBritain Terms and Conditions will apply. VisitScotland advises you to take note of any cancellation policies. 

N.B. The registration deadline is Friday 12 February 2021.

Target audience:  

Normally focussing on both trade and consumer, this virtual event is for travel trade only. German language skills are appreciated, but not essential. 

This event is open to any travel trade ready business. VisitScotland encourages Scottish businesses to attend who are registered on the VisitScotland trade site, have attended ITB Berlin in previous years, or have attended VisitScotland Expo or Scotland Reconnect 2020. For those looking to develop and engage with the German market as part of their recovery we would recommend attendance to help develop contacts and gain insights into the market.  

VisitScotland will be offering a market and event preparation workshop for attending businesses, scheduled for 25 February. We will send out an invitation to the businesses who have registered as soon as possible.

Event description: 

ITB Berlin is the World’s Leading Travel Trade Show, a must-attend event for every international expert in the tourism industry. In previous years, this was where companies and organisations, as well as top decision-makers, experts, buyers and young professionals from every touristic area met in person: hotels, tourism organisations, tour operators, travel agencies, transport companies, booking portals etc.  

Even in its new virtual format, ITB Berlin NOW, the show gives Scottish businesses an excellent opportunity to expand their market reach and engage new potential clients in the international markets through video meetings.  

ITB Berlin 2020 had to be cancelled due to the Covid-19 outbreak, but the year before, 9,000 key decision makers with direct purchasing power attended the event and 600 qualified top Buyers’ Club members. 

Typically, out of 160,000 visitors in attendance overall, 10,000 trade visitors would be in a buying mind-set and may be looking for what you offer.

What you can expect: 

VisitScotland and VisitBritain are inviting Scottish businesses to sell Scotland as a destination, whilst promoting their own products and services. 

ITB Berlin NOW enjoys worldwide media recognition. VisitScotland’s German market team will be attending this event and will have their own scheduled meetings with travel trade contacts. The VisitScotland team will be on hand to support those Scottish businesses also attending and promote Scotland as a whole. In addition to this, VisitScotland will be running pre-event marketing activity to help stimulate demand for Scotland and encourage appointment bookings. 

During the four virtual event days, Scottish businesses will each have their own appointment diary to organise video meetings with top buyers from the ITB Buyers Circle. The buyer profile is extensive and includes Tour Operators, Ground Handlers, Group Travel Organisers, Travel Agents and Wholesalers. 

Buyers are expected to welcome the opportunity to get in touch with new suppliers exhibiting at the show, to discover tourism trends and innovations and generate highly targeted business leads. 


For a live event, the cost in previous years would typically have been between £2200.- and £3500.- plus VAT (this does not include travel, accommodation and additional expenses). 

This year, VisitBritain and VisitScotland make it possible for you to join this fantastic event with your own virtual stand area as part of the VisitBritain presence, for a cost of €300. 

This fee includes the following Starter Co-Exhibitor Package: 

  • Your own basic Brand Card in VisitBritain’s virtual hall 

  • 5 user tickets for staff 

  • Networking opportunities 

  • Audio/Video-calls 

  • ITB Berlin Convention access 

  • Video-on-demand access