Setting an example for making the travel and event industry more sustainable.
That is the mission of visitBerlin and the Berlin Convention Office. Major trade fairs offer the perfect setting to position Berlin as a truly sustainable destination.
Combining creative conceptualisation with effective planning, exhibitors can reduce the environmental impact of their trade fair activities, while simultaneously incentivising visitors to discover how much fun sustainability can be.
Taking a look at visitBerlin's exhibition concepts for the ITB Berlin and the IMEX Frankfurt 2024, this article shows how it can be done.
Berlin's DMMO visitBerlin showed what this can look like in practice with its appearances at various well-known major events in the travel and event industry.
The Sustainable Event Guidelines, a practical guide and catalogue of measures for more sustainability in all phases and areas of event planning, served as an important tool for the planning teams. The result were creative and resource-saving concepts that fitted the individual framework of the trade fairs and thus could be implemented successfully .
- World's leading trade fair for tourism, across 3 days (a pure B2B format since 2023)
- Approximately 100,000 participants and 5,500 exhibitors from 170 countries
- Joint venture with Berlin Brandenburg Airport (BER), TMB Tourismus Marketing Brandenburg GmbH, and 20 co-exhibitors
At least three providers were interviewed transparently and on an equal footing for each service - from stand architecture and stand construction to catering.
The contract was ultimately awarded based on qualitative and quantitative criteria, of which sustainability was one of the central ones.
The planning team decided in favour of a sustainable caterer who could demonstrate sustainability certification from Sustainable Meetings Berlin (SMB) and who provided predominantly vegan-vegetarian dishes in organic quality from local producers.
The booth was constructed of renewable raw materials, especially wood, and on reusability and recycling. The furniture and plants were rented, and the exhibition stand was stored for use for up to 3+ years of reuse.
The individual modular construction elements and carpets made from recycled PET were donated to the cooperation partner Trash Galore for use in social facilities.
To avoid waste, the partners did not use paper plates or disposable crockery at the stand and instead provided "Best Leftovers Boxes" for taking away leftover catering food.
Instead of flyers, advertising brochures and printed business cards, they used QR codes and the lead scan ”function of the ITB app.
All participants were therefore comprehensively briefed about the sustainability concept, introduced to the various networking tools and supported in creating their profiles as part of a joint and standardised public image.
In sum, 1,552.15 kg of CO2–equivalents (greenhouse gas emissions produced) could be saved by equipping three social institutions in Berlin with the waste material for their own construction projects.
- Three-day leading trade fair for meetings, incentives and exhibitions (B2B focus)
- Approximately 6500 participants and almost 80 exhibitors from all around the world
- Partner participation of 15 local companies (event locations, conference hotels, DMCs and agencies)
- 64 square metres of exhibition space
- Movable furniture and booth elements for 1:1 meetings, instead of static counters
- Decentralised catering for more space for pop-up events at the booth
visitBerlin also focused on a sustainable stand design for this event: materials from the previous year's exhibition booth were used for the construction of the booth for 2024.
The trade fair activity was a cooperation project between visitBerlin and Berlin companies from the MICE sector. Four of the co-exhibitors were certified Sustainable Partners.
MAMPE, a spirit manufacturer for over 100 years and SMB leader in the catering sector, donated environmentally friendly and locally produced drinks from Berlin brands. The catering was a coordinated together with the BCG.
All food and beverage offers included at least one vegan option to choose from and were provided by local partners who focus on fair and responsible production; from the SMB birthday cake to the original Berlin Currywurst.
The partners were instructed to avoid unnecessary purchases and the transport of additional branding materials and to focus on digital communication instead.
Visitors were also invited to engage with sustainability in the congress and event industry. The SMB initiative introduced itself with two interactive presentations at its own stand and provided concrete tips and advice on improving sustainability.
Using the discounted DB event ticket, the Berlin Convention team travelled to Frankfurt climate friendly via train instead of air transport.
Accommodation was selected in short distance to the exhibition grounds in order to avoid carbon emissions for shuttle services and other transportation.
No throw-away products and print materials for branding and PR were used.
The balloon decoration that was used for the party at the exhibition booth was donated to a local kindergarden for reuse with a social purpose.
The implementation of specific sustainability goals in the context of its trade fair activitiess has proven its worth to visitBerlin and the Berlin Convention Office.
As a sustainable player, it is part of the brand identity to take on a progressive role, and to work towards the sustainable development of Berlin as a MICE destination.
A more sustainable exhibition stand is an important step on the way to this envisioned future.
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