4 Lofty goals for tourism today 14:00 3.1 GREEN STAGE HOW GEN Z WILL DISRUPT TRAVEL After the slumps in tourism during the Covid-19 era, the market is said to have recovered well in the meantime. Last year, for example, India counted more than six million international visitors. For 2023, the authorities expect ten million guests from abroad. And by 2047, when India will celebrate 100 years of independence from Britain, it is targeting 100 million international arrivals and a tourism industry turnover of one trillion US dollars. INDIA The destination has since recovered well from the pandemic. To this end, the travel industry is to be supported. A panel of youth and student travel specialists shares postpandemic insights and discusses how the motivations and behaviours of Gen Z will shape international travel in the years to come. IRA LANZ Making do rather than spilling the beans: Indias Ministry of Tourism wants to expand its share of the global travel market and, as usual, is focusing on cultural, adventure and rural tourism as well as on niche products such as cuisine, wellness, yoga, wildlife watching 14:40 7.1A ORANGE STAGE MIND THE GAP, SAYS EXPEDIA and luxury. The focus on tourism is no coincidence: the travel industry is the most important economic factor alongside trade and technology for the country, which with a population of more than 1.3 billion is considered the largest democracy in the world. Expedia presents its 2023 Traveler Value Index on the gap between traveler expectations and industry perceptions, with a focus on demand trends and behavour. NEW TRAVEL HABITS FVW MEIDEN/HMJ CHINESE SOURCE MARKET IS BACK India on stage: The country has a very colourful ITB appearance. China is back: China expert Wolfgang Arlt expects 170 million trips from this source market as early as 2024 the same number as in 2019. However, travel habits have changed: Chinese travellers would now want to see new things and experience the unusual. Discovery destinations like Albania or Georgia could benefit from this. THAILAND The Asian destination focuses on class instead of mass. GETTY IMAGES Thailand no longer wants to focus only on mass. To this end, the Tourism Authority of Thailand (TAT) has identified market segments with high purchasing power. These include wealthy city dwellers and retirees, digital no- mads and highly qualified professionals. Health and wellness, honeymooners and green tourism have been proclaimed as travel types. For example, TAT aims to develop sustainable standards to improve the quality of tourism products. In addition, the tourism marketers strive to promote encounters between locals and holidaymakers. This should not only promote responsible travel, but also generate income in the communities. After all, the country recorded 11.15 million international arri- FVW MEDIEN/HMJ Focus on affluent holidaymakers IRA LANZ High pent-up demand, new travel habits: Chinese visitors. In order to enable the hotel industry to better respond to crises with appropriate measures in the future, a national hotel database is being set up. In addition, the country is committed to implementing the goals of the United Nations 2030 Agenda for Sustainable Development. In addition to the classic travel destinations, Indian regions off the popular travel routes are also to be promoted. The country still has a strong domestic tourism sector. But Indians are also drawn overseas more than 30 million now travel abroad. Hall 5.2/212 Strong interest: The Thailand stand is bustling with activity. vals last year after the standstill caused by the pandemic in 2019 there were 39.8 million visitors. This year, the constitutional monarchy aims to welcome 30 million foreign visitors. Hall 26b/217 DAY 2 8 MARCH 2023 THE ITB NEWSPAPER DESTINATIONS GO UP-MARKET ASIAN FUSION ON OFFER AT ITB CHRISTIAN WYRWA India and Thailand, like other Asian countries, are diversifying their product mix. Page 4 Majorca is turning green at ITB 2023. Quality first, says Majorca STRATEGY Tourism officials Anzeige CREDIT: TAT VISIT THAILAND: HALL 26B STAND 217 Ko Phlong-San Lang Mangkon in the Phang Nga province Visit Thailand Year: Amazing New Chapters Discover endless travel possibilities fvw: What is the aim of the Amazing New Chapters campaign? Yuthasak Supasorn: We want to inspire tourists to 3 HEIKE FRITSCH Fewer visitors at ITB mean faster business at least as regards the maximum speed in the ITB halls. Dear ITB Visitor, The ITB halls are noticeably emptier than before the pandemic. Fewer visitors but more business. Is this the suc- CHRISTIAN WYRWA cess formula of the new ITB? At 4 Lofty goals for tourism today 14:00 3.1 GREEN STAGE HOW GEN Z WILL DISRUPT TRAVEL After the slumps in tourism during the Covid-19 era, the market is said to have recovered well in the meantime. Last year, for example, India counted more than six million international visitors. For 2023, the au 5 Lufthansa takes off with classy products UPGRADING Return to profitability, new aircraft and a new long-haul cabin. H OLGER M. JACOBS Lufthansa Group managed to return to the profit zone last year: the operating profit adjusted for special effects reached €1.5 billion. The bottom line was €791 6 CHRISTIAN WYRWA Spicy times: Kerala serves up a recipe for tourism growth. Surfing into the metaverse at the Eurowings Discover stand? CHRISTIAN WYRWA CHRISTIAN WYRWA Growth drivers: Qatar Airways is heading for the winning line. EMOTIONAL COMEBACK The tourism world is back in Berlin, givi 7 Five countries under one roof: the Scandinavia pavilion in Hall 20. SCANDINAVIA The Nordic countries are particularly benefiting from the high pent-up demand. H OLGER M. JACOBS The Nordic states have never been a low-cost destination. But this is precisely what ensures that the region loses li 8 Majors beat 2019 volumes SUMMER SALES TAKE OFF AT TUI PAUL NEEDHAM TUI/CHRISTIAN WYRWA Confident for 2023 business: TUI Germany boss Stefan Baumert. DOUBLE-DIGIT GROWTH ALLTOUR ENJOYS BOOKINGS BOOM Alltours has one third more bookings than the same time last year thanks to surging market de Mermerli Beach - Antalya Belek Antalya