Exhibitor numbers at the three-day B2B travel show organized by Messe Berlin (Singapore) are up 6 per cent on last year, with growth in the travel industry reflecting much improved economic growth figures and demand in Asia.
“There is a real sense of new growth and consumer optimism once again in Asia,” said Mr Raimund Hosch, CEO of Messe Berlin. “At ITB Asia we can see that in increased demand for floor space and more companies positioning themselves to get a bigger part of meetings business within the travel industry,” he said.
Mr Hosch told a press conference on the opening day of the third ITB Asia that the show this year was characterized by five themes: exhibitor growth, better quality buyers, a much greater MICE (meetings) industry profile, the importance of Egypt as a partner country, and the fact that ITB Asia, with its broad appeal to multiple sectors of the travel industry, was now attracting other travel events to start up alongside ITB Asia.
“With the continued development of Asia Pacific as a destination and a thriving outbound market, much of the world’s travel and tourism growth is occurring in this region,” said Ms. Melissa Ow, Assistant Chief Executive, Industry Development II Group, Singapore Tourism Board. “This is an opportune time for the travel and tourism industry to seize the prospects offered by Asia’s vibrant economic growth. It gives us great pleasure to see ITB Asia broaden its influence and scope with the participation of new exhibitors and visitors this year. As the host destination, Singapore is proud to be a part of that growth.”
Reflecting renewed travel industry confidence, ITB Asia 2010 has attracted 720 exhibitor organizations. This represents a 6 per cent increase on last year when there were 679 exhibitors. There is representation from 60 countries, the same number as last year.
This year, ITB Asia has attracted 62 national and regional government tourist organizations. This is up from 54 last year.
New attendees this year include the Moscow Exhibition and Convention Agency, Israel, the Korean National Tourism Organization, the Moroccan Government Tourist Office, the Nagasaki Prefecture Convention and Visitors Bureau, the Tourism Council of Bhutan, and the Tourism Administration of Guangdong Province in the People’s Republic of China.
On the aviation side exhibitors include IATA, Qatar Airways, THAI Airways International, Turkish Airlines, Etihad Airways, Vietnam Airlines and LAN Airlines from Chile.
Greater MICE Appeal
The 2010 edition of ITB Asia has introduced Association Day, a first in Asia. The ‘day’ includes special events, networking and discussions spread over three days of ITB Asia. The objective is to empower the travel industry in Asia to attract more association events. These occur when professionals such as doctors, scientists, researchers, chemists and insurance executives convene for their annual, bi-annual or four-yearly association meetings.
Some 94 association and travel industry professionals have signed up for the inaugural Association Day at ITB Asia. Important association meeting organisations have combined to make Association Day a reality, including, the International Congress and Convention Association, ASAE – The Center for Association Leadership, the Singapore Exhibition and Convention Bureau and professional convention organizer, ace:daytons direct.
One outcome is that the percentage of MICE (meetings, incentives, conventions and exhibitions) travel buyers at ITB Asia this year has increased from 32 per cent to 43 per cent.
Improved Travel Buyers
This year Messe Berlin (Singapore) management is emphasizing the advances in the quality control of its 580 hosted buyers at ITB Asia.
“The quality and relevance of buyer-seller interaction is the foundation of nearly everything we do at ITB Asia,” said Hosch. “Therefore, this year we introduced an even more stringent vetting system for buyers.”
He said that this year buyers had to be recommended either by exhibitors or by other established high quality buyers who could vouch for the professionalism and relevance of the proposed hosted buyer.
Buyers who performed well at ITB Asia in 2008 and 2009 were also invited back. A staggered invitation process meant that a more balanced geographical market mix among buyers was achieved.
“I am very confident that ITB Asia exhibitors will appreciate the rigorous steps we have taken this year on our hosted buyer programme,” said Hosch.
Egypt as Official ITB Asia 2010 Partner Country
For ITB Asia 2010, Egypt, which uses the tagline, “Where it all begins”， will be official partner country. It will receive advanced and extensive branding and positioning before, during and after the show.
The Egyptian delegation to ITB Asia is being led by Mr Hisham Zaazou, First Assistant Minister, Ministry of Tourism. “Asian Markets are among the most favoured tourism markets for Egypt and we are always looking for opportunities to attract more tourists to the jewels of Egypt,” said Mr Zaazou. “It is our pleasure to participate in large scale events such as ITB Asia and promote Egypt as an emerging international holiday destination.”
Egypt will host Egypt Night on 20 October for all ITB Asia attendees. During ITB Asia Egypt will promote specific elements of destination Egypt including Luxor as the “the world’s greatest open air museum,” the ruins and temple complexes at Karnak, and new luxury cruises on the River Nile on board the MS Darakum.
Summarising ITB Asia 2010 on its opening day, Mr Hosch said: “ITB Asia in only three years has grown to be more than twice the size of its long-established competitor events. We have a very effective team based in Asia and great partnerships with Singapore and beyond. As CEO of Messe Berlin, I am optimistic that ITB Asia will continue to grow and attract quality participants as the trade show for the Asian travel market.”
Featured image credit (Singapore Skyline 2010): Ockra/iStock
