ITB Berlin, the world's largest travel trade event taking place in Germany, opened today with 10,000 exhibitors from 187 countries and territories showcasing the latest products and trends of the global tourism industry.

Over two-thirds of the exhibitors are from abroad. Moreover, the organisers expect around 100,000 international trade visitors and public attendance to reach tens of thousands on the weekend.

The event will allow trade visitors to obtain an overview of the industry’s wide range of products spread across 26 halls. The ITB Buyers Circle also gathered travel buyers from Europe, Asia, America, Africa and Australia, more than 40 per cent of whom do business in the order of about €50 million ($55 million) each.

The Maldives is the official partner country of ITB Berlin 2016. With its glistening white beaches, turquoise lagoons and unrivalled diving opportunities, this island nation is a nature paradise, and one of the last on the planet. Situated in the Indian Ocean, the Maldives has been exhibiting at ITB Berlin since 1984 and is a model of eco-friendly and carefully controlled tourism development. The country will host a spectacular reception at the opening ceremony on the eve of the show. During the event around 260 exhibitors will be presenting the many products and services of this year-round sunshine destination on an enlarged stand in Hall 5.2 which now occupies 200 square metres.

Dr. Christian Göke, CEO, Messe Berlin, said: “We are delighted with the consistently high numbers of exhibitors, particularly from abroad, at the anniversary edition of ITB Berlin, which once again will provide outstanding opportunities for global business. Over the next three days, 1,000 of the world’s most senior buyers will gather for the ITB Buyers Circle in order to negotiate deals and do business. At the ITB Convention we will be discussing the challenges currently facing us and providing some initial answers. Thus, under the heading of Travel 4.0, the debate will not only focus on the digital transformation of business processes in travel enterprises. Experts will also be highlighting the impact the global flow of refugees will have on tourism and how they can be integrated as a workforce and with their skills into many areas of employment."

Launched in 1966 as a minor exhibition, ITB has rapidly become the world’s largest travel trade show. This year's edition marks the 50th anniversary of ITB and will run until March 13. - TradeArabia News Service