Nino Gruettke (pictured left), ITB Asia’s executive director, said close to 800 exhibiting companies from 60 countries would be participating in the show.

“The exceptional sales performance demonstrates the show’s growing importance and is a validation from our peers that ITB Asia is indeed an effective and critical platform for marketing, networking and learning all about the Asian travel market,” he added.

Over a third of the exhibitors are first time exhibitors such as Guam Visitors Bureau, Wyndham Hotels and the Majestic Hotel Group.

Hilton Worldwide, also participating for the first time, is also ITB Asia’s first ever “Official Partner Hotel 2011”. The hotel group will host buyers and organise exclusive events to showcase its distinctive brand of quality hospitality during the show.

About 20% of returning exhibitors, particularly national tourism organisations, have also increased their booth space. Korea National Tourism Organisation, for example, has expanded its floor space nine-folds this year. The booth sizes of the tourism ministries from Indonesia and Israel have also increased by 40% and 60% respectively.

Around 10% of exhibitors, who used to co-share a booth in the past, are taking independent stands this year.

Many exhibitors have also taken advantage of a new two-year contract scheme to snap up 14% of the prime booth space in 2012. 

This year’s show is expected to attract more than 6,600 visitors and close to 800 exhibiting companies from 60 countries this year.

Into its fourth year ITB Asia is also a partner event of TravelRave, a mega travel and tourism festival week organised by the Singapore Tourism Board to be held alongside the show.