ITB Berlin 2010

10 years' Best Exhibitor Award:
The CBS and Messe Berlin celebrate the best exhibitors at the ITB

On Saturday, 13 March, students of the Cologne Business School bestow the Best Exhibitor Award at the ITB 2010 / Saxony, Ruhr 2010 and Bavaria win the category Germany

Which exhibition stand best represents its country or company? Which is the most informative and which provides the best service? As a partner to the Berlin trade fair, this question was already researched for the 10th time at the ITB by a student team of more than 30 members, consisting of future Tourism Managers of the Cologne Business School (CBS). During the first three days of the trade fair, they carefully examined the more than 11,000 individual and community stands. The objective was to select the three best in their respective category. The winners would be presented with the "Best Exhibitor Award", during the Best Exhibitor Award Show on Saturday night. Conspicuous this year: despite a certain continuity amongst the prizewinners, there were also several changes in the first ten places.

Once again, the Best Exhibitor Award in 2010 was under the auspices of Klaus Laepple, President of the Deutscher ReiseVerband e.V. (DRV) and the Bundesverband der Deutschen Tourismuswirtschaft e.V. (BTW) [Federal German Tourism Association].

In his opening words, Klaus Laepple thanked the student team for their tireless work, emphasising the contribution they have made for the tourism industry over the last 10 years guided by the event's motto "Travelling connects People". The Best Exhibitor Award has meanwhile become an institution at the ITB.

The trade fair stand assessment is also in its 10th year. Here the student trade fair team evaluated all individual and community stands at the ITB in the 10 categories Germany, Europe, Asia/Australia/Oceania, America/Caribbean, Near/Middle East, Africa, the Hotel Industry, Carriers, Tour Operators as well as Travel Support/Media of the tourism industry. A new category, "Best of Best", was created specially for the anniversary year - selecting the overall winner by points.

Changes in the top ranking

Two new destinations have now done really well in the category Germany: Ruhr 2010, a special stand integrated into the NRW [North Rhine-Westphalia] Tourism Stand achieved a second place. Bavaria, last year ranked at 4, advanced into third place this year. Bavaria impressed primarily with its systematically used "Bavarian blue" colour and its unusual wooden exhibition stand construction style.

Also noteworthy: all award-winning exhibition stands in the category America and the Caribbean originate from the Central and South American regions and have moved up from a lower placing: the winner Columbia was ranked 4th the previous two years. The South Americans were primarily able to convince with fantastic events and catering typical for their country. Panama (second place) and Ecuador (third place) were both not in the top five in the last two years and were visibly delighted with their success.

Two German companies were again successful in the carrier segment, achieving the top places: the Air Berlin stand convinced the students in all areas, resulting in second place.  Hertz Autovermietung GmbH (the previous year's winner) landed third place this year - their catering and giveaways were once again much praised.

Despite not having been amongst the top ten since 2007, Kazakhstan jumped right up to the top, winning the category Asia this year. The country, which is rather unknown for its tourism, thus ousted Korea to second place. The Kazakhstan stand was newly constructed specially for the ITB and was able to convince with superb hospitality, its attention to detail and an authentic atmosphere.

Continuity and prominence

Saxony already won the category Germany for the second time – this year the stand convinced again with its highly elaborate and unusual supporting programme.

The Berlin company Globetrotter achieved a further sequential victory this year by coming first again in the category "Travel Support & Media" - and in the meantime are well-known for their unusual actions at the stand. This year, visitors could put their coordination capabilities to the test on an artificial wave.

Last year's newcomer in the hotel sector, Superbude Hostel, could yet again convince with their young and fresh concept. So, once again the clearly moved, the L'Tur team management accepted this year's first prize in the category Travel Organisation.

Already for the fourth time in a row, Rwanda's stand team was happy to be awarded the first prize in the category Africa and thanked the CBS students with a show interlude given by their dancers and drummers. The Best Exhibitor Award is always a very special distinction for Rwanda: it is symbolic for the ongoing efforts exerted by the small country to establish itself against the strong competition from the old, established African destinations, by applying creativity and warmth.

The increasing significance of the prize was also reflected by the presence of numerous VIPs as well as in its long-distance effect: therefore several high-ranking personalities accepted the prizes personally and President Kagame awaited the evaluation of the results impatiently in Rwanda's capital Kigali. The prize will also result in the tourism sector playing a more important role in Kazakhstan in the future.

Best of Best

As the winner of the most points across-the-board in all categories, Israel (winner of the category Near/Middle East) was really happy with its resounding success. As in the past years, the Israelis were able to eliminate their competitors: primarily with their unusual live acts and events. All visitors are always welcomed warmly at their stand and there's something going on there all the time: this year it was a metamorphosing orange tree.

Such joy must also be celebrated fittingly: following the official and, as ever, very lively prizegiving – plenty of laughing and dancing took place with the prizewinners at the following get-together held for the first time at the pleasant location of the Marshall House.

A cross-section of the world of tourism

The Best Exhibitor Award Show on the Saturday night of the trade fair has meanwhile become a fixture in the basic ITB programme and its significance among exhibitors has increased during the last few years: thus the prizes were not infrequently accepted by tourism ministers, consulates and other distinguished personalities of the most varied nations. In a most vibrant and visually worthwhile manner, the Best-Exhibitor-Award Show displays a myriad of features and the cultural diversity of tourism, thus honouring the factor which lures visitors to the trade fair: the most beautiful and service-oriented exhibition possible.

And here are the best Exhibitors from 2010:

 

Germany	1. Saxony, 2. Ruhr 2010, 3. Bavaria
Europe	1. Nordzypern Tourismus Zentrum GmbH [North Cyprus Tourist Centre GmbH], 2. Greece, 3. Switzerland
Asia/Australia/Oceania	1. Kazakhstan, 2. Korea, 3. Malaysia
America/Caribbean	1. Columbia, 2. Panama, 3. Ecuador
Near/Middle East	1. Israel, 2. Sharjah, 3. Abu Dhabi
Africa	1. Rwanda, 2. Morocco, 3. Namibia
Hotel Business	1. Superbude Hotels, 2. Kempinski Hotels, 3. Baliem Valley Resort
Carriers	1. Emirates, 2. Air Berlin, 3. Hertz Autovermietung
Tour Operators	1. L’Tur, 2. RUF Jugendreisen, 3. Djoser Reisen
Travel Support/Media	1. Globetrotter, 2. Bewotec GmbH, 3. Ray Sono AG
Extra Category: BEST OF BEST	Israel