Why is there an "ITB Asia"? Director Dr Martin Buck on the background
Berlin/Singapore (September 19, 2008). The ITB Berlin will initiate a sister event in Singapore and at the end of October, the premier is on the cards. Exhibition space is, as reported, already sold out. Will the largest tourism fair in the world now bring about its own sell-out after over 40 years? Dr Martin Buck, Director of Messe Berlin (Singapore) explains the motives of the Trade Fair Berlin and the differences between ITB Berlin and ITB Asia.
Dr Buck, for years, German trade fair companies have founded subsidiaries and brought German know-how to existing trade fairs. Is the Berlin Trade Fair simply about to jump on the same band wagon? What was the particular reason for the ITB Asia?
Martin Buck: Decisive for the move was on the one hand the ever increasing strategic necessity of becoming internationally active in order to ensure appropriate growth given the saturation of home markets. On the other hand, against the background of development of the travel branch in Asia, the current moment had to be judged extraordinarily propitious in terms of bringing the ITB brand and expertise in the organisation and implementation of travel fairs and congresses to the Asian travel market
Is the ITB Berlin financially so successful that you are able to take the "risk in Singapore"?
Dr Martin Buck, director
of Messe Berlin (Singapore).
Martin Buck: I'd like to stress here that the ITB Asia is seen much more by us as an opportunity than as a risk. If this were otherwise, we wouldn't commit ourselves to the region. Even when investment does involve risk, as it always does, I'm convinced that our positive expectations are well founded and in accordance with careful analysis done prior to the move.
What are the core differences between the ITB Berlin and the ITB Asia?
Martin Buck: The ITB Berlin is both a B2B and B2C event and runs over the course of 5 days. The Singapore event will concentrate exclusively on B2B and will run only for 3 days but will be supplemented by further special fairs. The connection between exhibitors and visitors will accordingly be closer in Singapore.
How would you describe the differences in connection with individual tourism sectors?
Martin Buck: Berlin is clearly focused on leisure. Singapore will concentrate on several niche sectors: on business travel, MICE and leisure. Attached to the event will also be a travel fair for technology, "Web in travel", which has been up and running since 2005 and will introduce the ITB Asia as it were. With regard to the other special events for business travel and MICE, we are cooperating with the worldwide renowned associations ACTE (Association of Corporate Travel Executives) and MPI (Meeting Professionals International) whose events will extend the ITB Asia as it were. In Singapore then, we will bring together three special sectors for the first time and thus increase efficiency for all exhibitors in one fell swoop. The special sectors overlap with the ITB Asia or extend beyond it. This way, everyone is able to set his own priorities without having to miss anything.
Why have you chosen external partners?
Martin Buck: All partners are highly esteemed specialists able to bring in their local know-how for Asia. This directly benefits both visitors and able all the buyers.
Will there be an accompanying congress programme as there is in Berlin?
Martin Buck: Yes, of course, but only a small one for the premier. In contrast to Berlin, the lectures and talk rounds will be scheduled for the mornings so as to avoid overlapping with the fair. The congress programme begins on 23rd October at 9 a.m. and end the following day at 11 a.m.
We begin on Thursday with a Hotel Leaders Forum attended by top representatives of leading international hotel chains including Accor, Carlson, Jumeirah, Millennium Copthorne and Starwood. This will be followed by a lecture by Philip Wolf from PhoCusWright who will give an overview of the Asian online travel market. The closing keynote for the first day will be provided by Peter Long, CEO of TUI Travel.
On Friday at 9 a.m., Andrian Cheok, one of the world's leading web researchers, will explain the connection between technological development and changes in travel behaviour. After that, Gordon Locke from Sabre will comment on current developments in the Aviation Industry - an exceptionally hot topic given the development of past weeks. To finish off, another hot topic - sports tourism - discussed in relation to the question "What do large sporting events such as the Olympic Games mean for tourist demand?" A panel of experts give some answers.
How many square metres will the ITB Asia alone take up? And how many exhibitors will be present?
Martin Buck: At the moment, the fair will stretch over 5,000 sq m and is sold-out. Please forgive me for not naming individually the more than 500 exhibitors expected. The list of names of exhibitors can be found online at www.virtualmarket.itb-asia.com.
Which hotel companies are represented?
Martin Buck: As with the previous question, I'd like to refer here to the online references on our "virtual market place". Perhaps so much: The demand of larger international hotel chain for exhibition space at the ITB Asia has confirmed to us that the time is right for our current commitment to the Asian markets.
And one final question: How well will the exhibitors be represented? Will, as in Berlin, the top management be present at the exhibition in Singapore?
Martin Buck: We'll not know that until the ITB Asia takes place. Especially the top-management representatives of exhibitors tend to keep their appointment planning and personal presence to themselves. This is no different in respect of the ITB in Berlin. On the other hand, I know from many personal conversations that the interest in the ITB Asia is high also on an executive level. I'd like to one again point out here that Peter Long, CEO of TUI Travel, won't be present at the ITB Asia as keynote speaker simply because he likes Asian spice....
Many thanks for you time.
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