With Egypt being selected as the official partner country of ITB Berlin 2012, the world's leading travel trade show turned into a modern land of the Pharaohs. Amirah Ibrahim joined the opening ceremony in Berlin One year after the beginning of the political change process, Egypt is here in Berlin to demonstrate its touristic strength as a hospitable country with a unique fusion of tradition and modernity. Egypt has been chosen as the official partner for the world's most important travel fair, Messe Berlin or the International Travel Bourse (ITB), where the whole variety of travelling is present. "As the partner country, Egypt is highly enthusiastic and committed, " commented Hisgam Zaazou, deputy minister of tourism. "This is a milestone form our tourism industry and signals continuity for our strongest branch of industry in these times of political changes," he added as he spoke to the media. Egypt has been to at ITB Berliln ever since the show's launch in 1966. The Egyptian pavilion occupies 2000 square metres, making it one of the largest exhibitors at the show. On the day of the opening, a forum had been held to discuss what the future holds for the tourism industry in the Arab world. Acting as a B2B-Platform for trade visitors, ITB provided an excellent opportunity for business partners to meet and to do business. . "Travel & Tourism accounts for 258 million jobs globally. At US$6 trillion (9.1 per cent of GDP) the sector is a key driver for investment and economic growth and at a global level. It is larger than the automotive industry at 8 per cent GDP, and just smaller than banking at 11 per cent," explained David Scowsill, president and CEO, World Travel & Tourism Council. "Our key challenge in the industry is to stimulate jobs and investment, eliminating barriers to travel such as visa restrictions, taxation, and outmoded infrastructure systems. I am confident that these issues will be addressed at Europe's premier travel trade fair -- ITB Berlin. It is the key place to learn about new trends, market developments, and to deepen existing business relations," he added. Egypt is participating with an official pavilion through the Tourism Authority, a govnmental body, where the national carrier EgyptAir occupied a significant location. The carrier took advantage of the participation of Egyptian official bodies to unveil the new travel programme " EgyptAir Holidays". A top delegation of EgyptAir travel branch "Karnak" arrived in Berlin just before the fair began. "We are here to release the new project, EgyptAir Holidays, where we bring more variety with new concepts to travel through the land of Pharaohs," stated Gamal Hammad, head of the travel branch Karnak. On the other hand, the UNWTO has reiterated its forecasts for the growth of global tourism, but called on countries to ease entry processes for travellers. UNWTO Secretary-General Taleb Rifai warned that "complicated, lengthy and overpriced entry formalities" were hindering the industry's growth, making it difficult for people to cross borders. "This problem is especially common with regards to travellers from emerging economies, which are leading growth in terms of outbound markets," he explained. " Obstacles such as visa processes are not just a barrier to travellers, but to "growth, job creation and free trade," he added. "By the end of 2012, one seventh of the world's population will have crossed international borders as tourists in a single year," said Rifai. He was addressing the attendants at the official opening of ITB. This "extraordinary number" will contribute to more jobs, higher income possibilities and countless opportunities for development, he added.
