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As in previous years, the 2009 ITB Berlin Convention addressed the most important issues affecting the structure of the global tourism and travel industry in a series of lectures and panel discussions. This compilation unites the highlights of the convention in articles prepared by renowned professionals and scientists from the industry. Readers may benefit from this comprehensive vision of the developments that are shaping the structure of the global tourism industry today and in the future. This book is indispensable for tourism and travel professionals, as well as for academics and students analysing current global tourism and travel trends. The first chapter describes the status quo in the tourism and travel industry. The World Travel Monitor represents the world’s largest and most important travel survey. It conducts interviews in over 50 countries worldwide. Dennis Pyka and Rolf Freitag provide an insight into data on European and German travel behaviour and travel trends that are dominating the market. The economic importance of the business travel market segment tends to be underestimated. Gerd Otto-Rieke sheds light on this market segment using up-todate figures, with a particular focus on the market slump brought about by the economic crisis. Otto-Rieke offers a perspective on business travel by outlining the cornerstones of a comprehensive business travel management strategy. The second chapter deals with the challenges currently faced by the travel and tourism industry: the financial and economic crisis, oil prices and energy supply, climate change and CO2 emissions, digital information and communication technology, and corporate social responsibility (CSR). In September 2008, the global economy was heavily affected by the financial crisis. The slump in economic activity was synchronous (all markets affected simultaneously), sudden (within a few days) and dramatic (the most severe slump since the end of the Second World War). As expected, the tourism industry was not spared by the effects of the crisis. Martin Buck details the onset of the financial and economic crisis, deals with the duration of the crisis and problems in measuring its effects, outlines the effects of the crisis on the tourism industry, and concludes by commenting on the adaptation measures taken by tourism providers. Harald Pechlaner and Jorg Frehse investigate the effects of the capital market crisis on investment in the hotel market, which plays a central role in the global tourism industry. They discuss critically to what extent speculation in the hotel property market played a part in causing the financial crisis. An outlook for the hotel market rounds off the article. QUASTION 1(GLOBALISATION) INTRODUCTION Tourismis the movement of peopleto other destinations outside of homeand work. facilitiesare provided to meet their needsand theactivities they performwhilestaying at the destination. Tourismisasector that involves roles related to government, not governmentand the public. Tourism also refers to activities oftravel, travel or travelto other places for leisure or recreational purposes. Tourismcan be doneinternationally, or in the country oftourism. Globalization isa process of placing the world under onecommon unit without being limited by the geographical boundaries and geographical position ofacountry. Thecountrywill be wide open foraccess to a wealth ofinformation transmitted through various communicationmediasuch as theinternet,electronic media,and cyber technology. These developmentsallowforarelationship between one country and anotherand one on onerelationscan beestablismhed in ashort time. NEGATIVE Issues thatare often the main focusaresafety factors. Concern overcrime hascaused many tourists to feelthreatened and thus, less likely to visit tourist destinations thatarelikely to causecrime. Thisanxiety can createinsecurity as it is possible become victims ofindividualthinking. In this case, thefactor safety isa key factor in theselection oftravel destinations. Travelers often choose well- known and nearest tourist destination. This is because, in order to avoid being in reas with high crimeratesand has politicalinstability. Fear ofcrimecreatesa negativeeffect ofmaking us feel uncomfortableand safefromenjoying peaceand happiness weak and isolated. Next, fear drives us to invest timeand money securitymeasures to reducethethreat ofcrime. Wesitmoreat home, don't go to certain placesand buy extra keys to lock the grille doors. Also, rising prices of goods. When acountry is frequented by tourists, merchants buy local goods for souvenirsand supplies. This isan opportunity traders often haveto increasetheir sales so they canmake more profits. When this happens tourists willfind itstrange becausethe goods sold are moreexpensivethan before. This willmaketourists less likely to go to thearea because ofthereduced cost. The moralissue offoreign tourists in thecountry is indeed a newemergence ofindustrialtourism. Cases such as foreign tourists sunbathing on the beachwithoutclothesand half naked area difficultchallengeifthey do not understand thecountry'sculture or do not want to respect therules set in atourist destination. Every tourist location in acountry regardless of beaches, islands, historicalsites, highlandsand so on hasa variety ofrules written in various languages to remind every tourist what to do and what not to do in thetouristarea. Therefore, itall depends on theenforcement, monitoring and attitude ofthetourists themselves to preventsuch incidents. Logically, it is difficult for theauthorities in atouristareato handleevery visitor. The moretourists thereare, the more volatileand more difficult it is to control. Ifatourist who respectsacountrywill not do that. POSITIVE Open up job opportunities to thelocalcommunity. Generation job opportunitiescan generateincome which contributes to theimprovement in the standard ofliving them. In fact, it isasource ofincomefor thefamily. As moreand moretourists visit thecountry indirectly by carcompanies, transportationwill open up jobs for localsas theywillincreasethe number ofamenities so thatalltravelers will havetheluxury oftraveling. Culturalaspects, development tourismhasa positiveimpact on localcommunity culture. They areawarethatculturalactivitiescan be madeasa tourismtoolto offerand showcased to touristsand destinationsculturalexchange. Moreover, they can also set up cultural groupsas one way to preservelocaltraditions. Indicates thatexchangetheculture between thelocalsand thetourists greatly is valuableto thelocalcommunity. Overseas travelers willalso beexcited to seethe different types ofamenities in acountry. Indirectly they can learn about thesetypes ofcultures. SUGGESTION Speedier immigration clearance. When I was boarding theflightat LangkawiAirport, the departure gate was not opened untilacertain time despitealong queue waiting to clear immigration. Touristsappreciateit ifwecould clear immigration and wait in the departure hallseated instead of having to standunnecessarily in a queue. More pedestrian-friendly features. I noticed that thesidewalksalong PantaiCenang had unsightly potholes which could bea hazard if one was not careful. Perhaps the LangkawiMunicipalCouncil or tourismauthority could look into this,and alitter-freelandscape. I went to the Legenda Park playground for my children to play but it was unfortunatethat it was marred with litterand the bins nearbywere over flowing too