Messe Berlin (Singapore) has announced that 47% of hosted buyers at ITB Asia 2010 will be new buyers. The majority of them have been recommended by exhibitors.

Some 62% of all hosted buyers scheduled to attend will represent travel markets in Asia Pacific. ITB Asia organizer, Messe Berlin (Singapore), expects Europe will supply 26%, up from 16% last year. Some 7% of buyers will come from the Middle East, 4% from the United States and 1% from Africa.

A full 43% of buyers will represent the MICE sector, up from 32% last year. Some 47% of all buyers will represent leisure travel companies and 10% are primarily interested in corporate travel.

“We listened to our exhibitors,” said Nino Gruettke, Executive Director of ITB Asia. “They told us they wanted more MICE buyers and more buyers from Europe this year.”

Gruettke said that MICE buyer representation had spiked this year due to ITB Asia’s Association Day, 20-21 October. The specialist event will focus on best practise, the latest operational realities and new opportunities in the association event sector. Association Day attendees from four continents, representing over 17 countries are expected to attend ITB Asia, which takes place in Singapore in October. 

Messe Berlin (Singapore) this year emphasized the importance of quality buyers. In addition, the diversity of buyers and sellers at ITB Asia and the insights they bring will create ideas and strategies for new business.

“At ITB Asia we plan to get updated on trends which will help us provide strategic direction for our future,” said Charles Tee, CEO of T3E Global Singapore.

Another new buyer, Beverley Pridmore, Regional Product & Contracts Manager for TUI UK, highlighted the importance of Asia as a driver for global travel growth. “We are seeing a big upsurge in travel demand from consumers in Asia. I believe ITB Asia has an important role in showing the latest world travel products to the Asian travel market,” she said.

Asian buying power and the new products in the region were a key factor in attracting Asia Escape Holidays from Australia to ITB Asia for the first time.

“We have joined ITB Asia because of the large variety of exhibitors who gather there,” said Marilyn Milner, the company’s Product Manager for Singapore, Malaysia and Vietnam. “I am eager to meet representatives of new travel products and destinations that are serious about the Asian market.”

Gruettke added: “We have created a very powerful and high quality buying mix this year.”

ITB Asia takes place 20-22 October 2010 at the Suntec Singapore Exhibition and Convention Centre.