Singapore to host ITB Asia
Singapore is hosting the Asian edition of the world’s largest travel and tourism trade show, with ITB Berlin, the German show attracting some 11,000 exhibitors and over 160,000 visitors at its run this year and 5 billion euros (S$10 billion) worth of deals struck at the event.
Organisers are hoping that Singapore’s ITB Asia will be just as successful over the next few years, with ITB Berlin organisers, Messe Berlin, and the Singapore Tourism Board signing an MOU that will see Singapore host the show’s first-ever Asian Edition – ITB Asia – next year.
The initial focus will be on travel buyers and sellers in the region, but as the event grows, the organisers are hoping to attract tourism exhibitors, buyers and trade visitors from across the world.
Raimund Hosch, president & CEO of Messe Berlin said, that they also hope to involve the full spectrum of the tourism industry, including tour operators, airlines and hotels, adding, “We consider if ITB is successful, we can launch some other international shows and the main point is we need to have the quality of the international shows and the access for international exhibitors and visitors as we can get in (ITB) Berlin.”
The show will be held at the Suntec Singapore International Convention & Exhibition Centre annually, starting from October 2008 and is expected to draw some 10,000 overseas delegates and over 500 exhibitors from more than 50 countries.
S Iswaran, Singapore’s Minister of State for Trade and Industry said, “Messe Berlin’s decision to launch an Asian edition of ITB reflects the immense potential of Asian outbound travel, with the World Travel Trends Report 2006-2007 citing Asia as the fastest growing outbound source region in the world.” “In 2006, the number of outbound trips from Asia grew by 8% over 2005, compared to the global level which is about 5%.”
Aloysius Arlando, Assistant CEO of Business Travel & MICE group, Singapore Tourism Board said that ITB Asia is expected to contribute significantly to Singapore tourism targets, adding, “We are looking at not only tourism spin-offs but also in terms of the intellectual capital – the branding, and hence the value it can bring to both parties, both in Germany as well as in Singapore.”
Messe Berlin is bringing ITB Asia to Singapore at an initial investment cost of over S$1 million and the company is setting up a Singapore subsidiary with about five to six staff to manage the trade show.
Report by The Mole
John Alwyn-Jones
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