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ITB Asia takes new approach to hosted buyers
SINGAPORE – Messe Berlin (Singapore) has announced details of its enhanced hosted buyers’ programme for ITB Asia 2010.
New filtering techniques are being introduced. The aim is to ensure that only high quality buyers will enter the pre-scheduled appointment system to meet exhibitors.
ITB Asia takes place in Singapore, 20-22 October.
“We want to focus on quality over quantity,†said ITB Asia executive director, Nino Gruettke, who leads the ITB Asia team in Singapore.
“We will limit the number of hosted buyers to 700 and make sure these are the best we can get,†he said.
Three additional changes are being made. First, buyers will only be allowed to register during three periods: 12 to 30 April, 3 to 21 May, and 5 to 23 July.
“Only allowing three periods of registration will allow us to better control the geographical and sector mix of buyers,†said Gruettke.
After the first and second round of registrations, Messe Berlin (Singapore) will still be able to adjust the specifications of their wished-for buyers before opening the third period of registration. The aim is to ensure that the buyer profile is properly balanced.
Second, ITB Asia will use a social media-like networking and referral approach. Buyers with a strong track record will be able to recommend other buyers to be invited by ITB Asia.
“It works like a job recommendation,†said Gruettke. “The recommender’s own reputation sticks to the recommended person. Buyers therefore become partners in increasing the show’s quality,†he said.
Third, exhibitors will be encouraged to nominate buyers. Once approved, these buyers will be invited by Messe Berlin (Singapore) on behalf of the exhibitor.
Buyers with an excellent track record at the previous two ITB Asia shows will be invited again this year.
Buyers registering for ITB Asia 2010 will be required to arrange 10 pre-scheduled appointments each day, a total of 30 for the show.
Messe Berlin (Singapore) believes that ten a day allows buyers sufficient time for additional spontaneous appointments.
Buyers interested in attending ITB Asia 2010, can submit their applications online at www.itb-asia.com between 12 and 30 April.
Ian Jarrett
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