ITB Asia targets new markets
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This year’s ITB Asia travel trade show is set to have a more international flavour, with organiser Messe Berlin revealing that it has seen strong interest from new markets. Since registration opened in March, the event has received more than 940 applications for the hosted and partial hosted buyers programme. With the exception repeat buyers, nearly 20% of the applications are from markets looking to participate in the show for the very first time. These newcomers include countries such as Bhutan, Brunei, Estonia, Finland, Ireland, Kazakhstan, Luxembourg, Macedonia, Malta, Mauritius, Norway, Slovakia and Zimbabwe.
“ITB Asia’s hosted buyer programme has always attracted strong interest from top international buyers eager to meet with exhibitors and do business in Asia. The interest from new markets demonstrates the growing reach of the show beyond the region as well as the effectiveness of the show as a business platform.” said Nino Gruettke, Executive Director of ITB Asia.
This year’s programme also attracted strong representation from key source markets such as Australia, China, India and Japan. While leisure and MICE buyers still form the bulk of the applications in line with previous years, there is an increase from 6% in 2010 to 10% this year in the number of applications received from corporate buyers.
There has also been interest in the new partial hosted buyer category introduced this year, which enables buyers to choose to attend a select number of days. Commenting on the new feature Henry Wong, Executive Director, Discovery Overland Holidays said; “I have many partners in the region and I always look forward to meeting them at ITB Asia each year, but the scheduling constrains can be challenging for a busy traveller like me. It is fantastic that the organisers of ITB Asia are listening to the buyers and constantly improving on the hosting programme to accommodate our needs.”
ITB Asia 2011 expects to be host approximately 500 international buyers at Suntec Singapore this year. The show runs from 19 to 21 October 2011. |
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