The inaugural B2B travel trade show, ITB Asia, to be held in Singapore in October is expected to compliment its existing German-based, ITB Berlin and to provide Asia-Pacific partners with a more regionally focussed expo.

The event has been strategically planned between 22-24 October, in conjunction with other Singapore-based trade events such as Web in Travel which concludes just as ITB Asia commences.

According to Dr Martin Buck, the Director of Messe Berlin Singapore and organizer of ITB Asia, the timing of the event is expected to boost attendance as “many will use the opportunity to come to our show as well”.

Speaking exclusively to e-Travel Blackboard, Dr Buck said ITB Asia grew out of a necessity following the success of ITB Berlin, but the distance was becoming a drawback for many partners.

“We think the Asian travel market has been driving and growing for over 5-10 years much faster than the European travel market, especially Germany and the UK,” Dr Buck said.

“The new tradeshow will take place where the business is, and historically Asian-business visitors for ITB Berlin were very small.

“To combine these two things becomes obvious to export this to where the business is.”

The ITB Asia show is expected to house a different format from its European counterpart, combining leisure, corporate and MICE business.

“ITB Berlin is centred on the leisure market and European demand, so ITB Asia will compliment the show in times of globalisation and become an outlet, or second base,” Dr Buck said.

Some 500 exhibiting companies ranging from destinations, airlines, hotels & resorts, inbound tour operators, inbound DMCs, cruise lines and meeting facilities, from the Asia-Pacific region, Europe, the Americas, Africa and the Middle East are expected to participate. The event will also feature exhibition pavilions and tabletop presence for small and medium-sized enterprises.

A special study on SMEs will be published at ITB Asia in a bid to highlight the importance of this market, according to Dr Buck.

Some 1000 hosted buyers have been approved for attendance, with most, as expected, originating from the Asian region.

“We are open to the whole trade, so you don’t have to be a member of any organisation or come from a particular region.”

Dr Buck said ITB Asia has partnered with existing associations from across different fields to ensure the show’s success.

“We don’t want to re-invent the wheel, partnering with established organisations makes sense to co-operate from the start,” he said.

Dr Buck said the show, which has been earmarked to be hosted in Singapore in 2008 and 2009, may move to other Asian-cities depending on future developments.