Sahara enjoys another successful year at ITB Berlin

Sahara were in Berlin primarily in support of long-standing client, the Sharjah Commerce, Tourism and Development Authority (SCTDA), for whom the company again managed to achieve substantial media coverage, but were also there to promote their own wares. With extensive experience of the travel trade, Sahara attracted a good deal of attention from other tourist authorities, as well as agents and hoteliers.

Commenting on the results, Bassam Al Naimi, Branch Manager, said:

"ITB Berlin is an important event for us. We always endeavour to support our clients at major marketing events, but this fair also provides us with the opportunity to demonstrate what we can do for potential clients and to feel the pulse of the tourism industry so that we are better placed to advise our clients in this important sector for the region."

"Naturally, in the current economic climate, there was a considerable amount of discussion and speculation at ITB as to how the industry will fare in the short term and there can be no doubt that tourist destinations are going to have to work hard to maintain their market share this year. However, as in our industry, those who have prepared properly and ensured that they are running a tight ship, without compromising service, are more than capable of weathering the storm.

"Many organisations reduce their marketing spend in times of trouble in the belief that eliminating such costs will be to their advantage. In our experience, this can often be a false economy as out of sight can mean out of mind, or worse. Maintaining, or even increasing exposure can in fact pay dividends. It confirms an organisation's position in the market and eliminates uninformed and potentially damaging speculation. Sahara is known as the choice of market leaders and the voice behind the story. Whether the news is good or bad, our purpose is to manage their information for the benefit of our clients."