[HD video below] ITB Asia 2010 opened in Singapore on Wednesday.
Exhibitor numbers at the three-day B2B travel show organized by Messe Berlin (Singapore) are up 6% 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
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.
ITB Asia 2010 has attracted 720 exhibitor
organizations. This represents a 6% increase on last year
when there were 679 exhibitors. There is representation from 60
countries, the same number as last year.
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. 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% to 43%.
This year Messe Berlin (Singapore)
management is emphasizing the advances in the quality control of
its 580 hosted buyers at ITB Asia.
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
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.
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.
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.”
HD Videos from ITB Asia 2010
Dr. Martin Buck shares some stats from ITB Asia