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Since 2003... Official Consulting Partner of ITB Berlin Hall 4.1.b - Adventure Travel and Responsible Tourism 10 years of successful partnership celebrated in 2013! Since its opening in 2004, this exhibition hall has been geared towards providing a window of opportunities for tourism pro- During ITB Berlin 2013, the 10 Anniversary of the creation of fessionals and destinations with the best marketing and promo- th an exhibition area dedicated to adventure travel and sustainable tion options. tourism was celebrated. Exhibitors, sponsors and partners from all over the world have Although the theme of adventure travel was already embedded been using this steadfastly growing B2B and B2C platform to with other segments (e.g.: Youth Travel) at the ITB Berlin, the or- showcase their uniqueness, programmes and services as well as ganizers of this world’s leading trade fair decided to create an to shed light on their responsible and sustainable tourism prac- exhibition area exclusive for it, since adventure travel was be- tices. Exhibitors and visitors boost their business in Hall 4.1.b coming a growing trend. year after year. Many trade visitors become future exhibitors! In 2003, the organizers of ITB Berlin selected Panamanian-born In addition, this hall has always earned recognition for its unique civil engineer Mariana McGill, founder and managing director theme-specifc design and attractive decoration, including its of the international travel and tourism company Latin America Adventure Stage, Event Area and Challenge Course (e.g.: Climb- World, as their partner consultant to develop an innovative con- ing tower, high ropes). cept of an exhibition area addressing the theme of “adventure”. In 2006, Ms. McGill conceived and introduced the Pow-Wow for Ms. McGill created the concept of “Experience Adventure” for the Trade Visitors as new element of the hall. All these and more exhibition area, which focused on encompassing all aspects of have been what made this exhibition hall attractive throughout the segment adventure travel and tourism. She took in account the years for those willing to exhibit, to sponsor or to just attend the tenor of socially-responsible and sustainable tourism as well as trade visitors. as those aspects for raising the environmental protection aware- ness of the trade visitors and consumers - potential travellers - As each year brings a new motto, “Earth’s Wetlands & Geoparks from all walks of life. – Celebrating Earth Heritage, Sustaining Local Communities” was the one for 2013. Honouring the motto and with several The exhibition area made its prelude in 2004 with the motto activities highlighting the commemoration of the 10 anniver- th “Awake your adventure spirit!”. Back then, the exhibition area sary of the hall, it was recognized of its importance, the eforts was small, but its fundamental concept proved its great poten- and contributions made by all those in the forefront involved in tials for growth by creativity, knowledge and years of experience its development and successful achievements, especially of Ms. sheared within the established team formed by Ms. Friederike McGill, during the 8 Pow-Wow for Tourism Professionals. th Hansen (Product Manager, ITB Berlin), Mr. Holger Wilke (Product Manager, Capital Services) and Ms. McGill, including recommen- The project “Building Partnerships among Tourism Professionals dations of other contributors. to foster Sustainable Tourism”, which was introduced in 2010 by Ms. McGill, is another interesting feature of Hall 4.1.b. The part- In 2004 and 2005, the exhibition area was integrated into Hall nerships are built among exhibitors and selected trade visitors, 1.1 with other tourism segments. Ever since for its continuous especially for niche travel wholesalers and agents, including the development, what was once just an area became a full hall! specialized media as well. From 2006 until today, the Hall 4.1.b became then the new home- On the last two days of the trade fair, exhibitors and sponsors stead of “Experience Adventure, Ecotourism & Sustainable Tour- can also ofer their products and services to trade professionals, ism” as a grand autarchic project with interesting elements, e.g., in particular to travel agents, as well as to consumers during the the Pow-Wow for Tourism Professionals. Starting 2013, the Hall special event “Environmental Awareness Weekend”. 4.1.b will have the new name “Adventure Travel and Responsible Tourism” and will include new components (e.g.: social media in Based on ten years of experience, the partnership continues to travel and the master classes given by professors and experts). further develop Hall 4.1.b. in a sustainable and responsible way. Latin America World • Company Profle 9