In the European markets, Spain ranks second after the UK for overnight stays. Remarkably, the number of visitors from Spain staying overnight in Berlin jumped by well over 100,000.
In 2016, Spain’s slow but steady trend to recovery continued. The country returned economic growth of 2.9% with the rate of unemployment gradually falling. Berlin benefited from a particularly positive trend in tourism from Spain, with overnight stays growing robustly by 13.5%.
Among the many activities launched by visitBerlin in Spain in 2016, the highlight came in September with our Berlin lifestyle Pop-up Restaurant in Barcelona. Held at an unusual location, this attractive event not only promoted BERLIN 365/24, our main theme of the year, but also showcased Berlin’s latest creative culinary trends. Together with the German National Tourist Board (GNTB), we used the opening evening for our own B2B event exclusively tailored for the media and travel industry.
In September and October, we joined forces with the online tour operator Logitravel.de for a combined promotional event. In October, as in 2015, we took the opportunity of the GNTB’s Meet Germany Roadshow to spotlight Berlin in Madrid and Barcelona as a top travel destination. From 7– 13 November, our activities focused specifically on Madrid with our Pop into Berlin promotional event. In the seriously cool district of Malasaña, visitBerlin opened a Pop-up Store and a Pop-up Club, complete with kick-off brunch for media representatives, an after-work media event and an evening event for contacts in the Spanish travel industry, the business community and the media. In addition, editorial interviews throughout Spain and personally supporting 31 press trips to Berlin produced many articles in high-circulation Spanish media such as El Mundo, Viajar, Vanguadia or the leading blog Un mundo de experiencias.
Promoting Meetings and Congresses in Berlin
11 Berlin partners at the ibtm world in Barcelona
Together with ten other Berlin exhibitors, we again took part in the ibtm world in 2016. At this leading global event for the meetings, events and incentives industry, we presented Berlin as a congress and events destination to an international audience. The successfully coordinated presence at the show was also evident in the shared branding for all Berlin partners as well as the joint complimentary gifts for business partners of popcorn handmade by the Berlin start-up KNALLE.
The ibtm world attracted a total of 3,200 hosted buyers from 68 countries.