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ITB Asia salutes show’s resilience
ITB Asia has fallen short of its forecast for growth of this year’s travel trade show at Suntec Singapore but is encouraged by the event’s resilience during a period of slow global economic recovery.
The three-year-old show’s organisers, Messe Berlin, had to settle for a below-forecast six percent increase with 720 exhibitors this year.
Said Dr Martin Buck, vice president of Messe Berlin, “When we came here perhaps we were over-optimistic in terms of the growth of the show.
“Last year the global financial crisis had an impact, and the growth was not as big as expected, but I can say that ITB Asia as a concept has shown resilience.â€
This year’s show has placed more emphasis on MICE business and of 580 buyers at ITB Asia 2010, more than one third represent the meetings and events sector.
ITB Asia has been complemented by the Web in Travel technology conference, Conde Nast Traveler World Savers Conference, Luxury Meetings Forum and Responsible Tourism Forum.
Partner destination is Egypt, which is stepping up its efforts to promote itself in Asia, Australia and New Zealand.
Hisham Zaazou, senior assistant to the Minister of Tourism, flagged that Egypt is in the process of opening regional offices in Singapore or Kuala Lumpur, plus Australia/New Zealand.
Egypt is expected to offer financial support to key tour operators and travel agencies promoting Egypt, and will back this up with roadshows and media advertising.
Ian Jarrett
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