Events, Technology, Organisations & Operators,

For the second time, the Technology, Tours & Activities (TTA) segment is represented live at the World’s Largest Travel Trade Show. The TTA marketplace and TTA Forum augment a wide-ranging programme with networking events and convention sessions for trade visitors and exhibitors.
Four years ago the Technology, Tours & Activities (TTA) segment was the first of its kind in Europe to successfully debut at ITB Berlin. In 2019 already, exhibitors, trade visitors, speakers and several hundred participants were able to build contacts, exchange experiences and discuss forward-looking topics surrounding one of the fastest-growing markets of the travel industry. From 7 to 9 March at ITB Berlin 2023, the TTA segment will again gather the relevant players of the tourism industry.
Inside the display area in Hall 4.1, the TTA segment is the main platform for three of the tourism industry’s most important markets, which all have one goal: to promote and sell in-destination services. The TTA marketplace at ITB is an important meeting place for tour managers, operators, technology specialists, travel destinations and agencies. This is where trade visitors will find startups as well as established companies exhibiting their products.
eTravel Track – TTA Forum focuses on trends, discussions and innovations
At the ITB Berlin Convention at the TTA Forum of the eTravel track, informative sessions on Tours & Activities featuring the latest survey findings, trends, numerous insights and discussions await trade visitors. Industry experts will provide first-hand information on specialist topics. Ahead of Wednesday’s TTA Forum, on Tuesday, 7 March 2023 on the Orange Stage in Hall 7.1, Johannes Reck, CEO of GetYourGuide, and Douglas Quinby, co-founder and CEO of Arival, will kick off themed events.ADVERTISEMENTCharlotte Lamp Davies of A Bright Approach, the moderator at the TTA Forum, said: “I am really delighted to be able to moderate a live TTA Forum again. In 2019, when the event was launched, we witnessed one of the busiest days at ITB Berlin. The industry is desperately awaiting its return. We have prepared a wide-ranging programme and look forward to live participation from the audience. The afternoon session will provide insights and specific tips for travel and tour operators.”
On the afternoon of Wednesday, 8 March 2023, industry experts will take a look at the future and discuss changing consumer behaviour, sustainability, corporate partnerships and the use of new technologies. The ITB Berlin Convention slogan ’Mastering transformation’ is particularly relevant to the Tours & Activities industry. Recent events and profound challenges have changed consumer behaviour, the focus and booking patterns in this sector.
At several interactive sessions on the ITB eTravel Stage in Hall 6.1, TTA specialists will have information on the latest trends, look to the future and offer practical tips. Douglas Quinby, co-founder and CEO of Arival and moderator of a C-Suite panel hosted by TourRadar, Tiqets and Viator, will highlight how adjusting to new technologies has changed consumer behaviour. Travel Curious, Hyatt, G Adventures and Planeterra will present case studies illustrating successful partnerships. Layered Reality will demonstrate the potential AR has for the industry and explain how this technology can augment traditional tour products.
Full details of the programme of the TTA Forum are available online now.

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The World Travel & Tourism Council (WTTC) has launched a new report at its Global Summit 2022 in Manila, emphasising the importance of cyber resilience in planning for a safer future.
The report, ‘Codes to resilience’, in joint efforts with Microsoft, draws on comprehensive research and interviews with cyber security experts in leading travel and tourism organisations such as Mastercard, JTB, and Carnival Corporation, among others. It shows that whilst the Covid-19 pandemic has propelled the world and the sector into a more digital future, with the opportunities provided by digitalisation, new challenges have emerged, especially in cybercrime.
The inaugural report focuses on three key areas considered critical for the sector: cyber resilience, key issues and six best practices based on the lessons learnt prior to and during the pandemic.
The report goes on to show how digitalisation has become a strong enabler of business within travel and tourism, and given the international nature of the sector, it looks at the role of legislation around individual data protection.
According to the report, more than seven out of 10 (72%) of SMEs in the UK, the US, and Europe, have fallen victim to at least one cyberattack, and with SMEs representing 80% of all travel and tourism businesses, mitigating cyber risk must remain a priority for the sector.ADVERTISEMENTJulia Simpson, WTTC President & CEO, said: “Technology and digitalisation play a key role in making the whole travel experience more seamless, from booking a holiday, to checking in for a flight or embarking on a cruise. But the impact of cyberattacks carries enormous financial, reputational and regulatory risk.”
This critical report reveals four key issues to address in order to improve cyber protection and enhance resilience: securing identity data, securing business operations, understanding the impact of COVID-19 and managing global legislation.
According to the report, certain actions can help businesses better prepare to repel an attack, while laying the foundation to support long-term cyber resilience. Educating and training all staff, expanding risk security beyond the physical workplace, employing a zero-trust approach to cyber security, and transparency, among others, have been recommended by industry experts as good practices.
Cyber resilience is a crucial element to the future of travel and tourism, as cyber systems continue to facilitate and enhance activities between the sector’s stakeholders.
During a panel session at the tourism body’s Global Summit event being held in Manila today, industry leaders heard that cybercrime has cost the global economy U.S.$1 trillion and could reach a staggering U.S. $90 trillion by 2030.
According to the WTTC Economic Impact Report, in 2019, before the pandemic stopped travel in its tracks, the travel and tourism sector generated more than U.S. $9.6 trillion to the global economy.
However, in 2020, the pandemic brought the sector to an almost complete standstill, causing a massive 50% drop, representing a severe loss of nearly U.S. $4.5 trillion.
Digitisation has played and will continue to play a pivotal role in travel and tourism’s growth and recovery from COVID-19. It is therefore essential for the sector to integrate cyber security and cyber resilience to continue its recovery from the pandemic while supporting its growth in the future.

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