ITB Asia Strengthens Its Position in Asian Travel Trade

3rd Dec 2009
ITB Asia Strengthens Its Position in Asian Travel Trade

An independent survey has shown that ITB Asia has strengthened its role as the leading marketplace for the Asian travel trade. Over 45% of buyers said they had signed business deals during the show.

“We are very happy with the show, and the quality of buyers we have met from Europe, the Far East, South Africa, India and China,” said Bobby Thomas Koshy, Manager Overseas Promotion Department, Sharjah Commerce & Tourism Development Authority, during the show. “Co-exhibitors say that buyers are turning up as appointed. It’s all perfectly OK, the way it is run.”

In the survey* of 190 exhibitors, 262 trade visitors and 309 buyers, 74% of exhibitors reported a favourable impression of the show. Nearly 85% said they would recommend participation to other colleagues. Over 88% of exhibiting companies said they intended to participate at ITB Asia 2010.

“We were very pleased with the quality of the buyers - leads and contacts, especially from MICE,” said Charlie De Lorme, Director Economic Development & Visitor Services, Utah Office & Tourism.

Over 6,100 attendees including 553 invited buyers attended ITB Asia 2009. Exactly 84% told the survey company that they had a good overall impression of ITB Asia. Over 90% said they would recommend it to industry colleagues. Slightly more than 85% said they would visit ITB Asia 2010, which takes place 20-22 October in Singapore at the Suntec International Convention and Exhibition Centre.


ITB Asia’s partner event, Web In Travel, which focused on the latest issues in travel technology, marketing and distribution, also scored very highly in the survey. Trade visitor respondents were particularly pleased with WIT’s subject matter and the expertise of its speakers. More than 83% of exhibitors who participated in the WIT Ideas Lab were “very” satisfied in the session’s content.

“ITB Asia is now well established as the leading high quality travel trade platform for the travel industry in Asia,” said Dr Martin Buck, Director of the CompetenceCenter Travel & Logistics at Messe Berlin. “Responding to our attendee feedback, Messe Berlin will make further enhancements to ITB Asia. Next year we can look forward to more MICE participation as well as an increase in exhibitors and buyers from China, Japan, Korea and Taiwan,” said Dr Buck.

This year there were more exhibitors from Japan, China, India, Vietnam, and a resurgent Indonesia, compared to last year. There was a noticeable upturn in spa and wellness exhibitors too.

First-time exhibitor, Tourism Fiji’s Marketing Services Manager, Adeline Lee-Erasito, expressed sentiments that were typical among exhibitors. “Participation in ITB Asia allowed Tourism Fiji and our suppliers to network with industry peers and meet agency owners that are great targets for Fiji. The appointments were well worth it and we as a destination have had the opportunity to make initial contact with partners that are interested in adding Fiji to their current mix of products. All the pre-show information was well articulated and the staff were very helpful… you will definitely see Tourism Fiji again next year.”


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ITB Asia, the three day B2B trade show and convention now in its third year, had its debut in 2008 in Singapore.

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