Hotel & Tourism SMARTreport #27

SPECIAL FEATURE: ITB ASIA
SPECIAL FEATURE:
ITB ASIA
ITB Asia, The Essential Platform
for Travel & Tourism in Asia
Asia and China in particular are coming in for increased global
recognition in all fields… and the travel and tourism sector is not
an exception.
The latest announcement (25 September)
of US President Obama and President Xi
of China, of enhanced cooperation in this
area goes very strongly in this direction.
In this context, the need for a major
international travel and tourism trade fair
for Asia is a “no-brainer”! Already strongly
implanted for several years, ITB Asia has
all the assets to eventually become not
only the platform for communication and
trade essential to the development of
tourism but also to the “harmony” of this
development with other sectors of state
economies.
ITB Asia benefits from the more than
40 years of experience of the world’s
largest trade fair in the field: ITB Berlin…
This success is built on the overall
expertise of Messe Berlin, which recently
also announced the launch in 2016 -
in partnership with the municipality of
Shenzhen – of “CE China” – the Asian
counterpart of IFA Berlin, the largest
Consumer Electronics show in the world.
This will to become the benchmark in Asia
is underlined by the Executive Director
of Messe Berlin (Singapore) Katrina
Leung, who has announced the further
development of ITB Asia through multiple
initiatives and partnerships.
These include a broad opening to the
luxury market and even “ultra luxury” with,
for the first time, the organization of the
“Luxury Travel and Hospitality Forum” in
collaboration with DestinationElite.
ITB Asia
benefits from the
more than 40 years
of experience of
the world’s largest
trade fair in the
field: ITB Berlin…
The certification by the US Department of
Commerce (DOC), which has endorsed
the fair as an “excellent platform for
showcasing US travel products and
services” as explained by Katrina Leung,
combined with the willingness of Brand
USA to increase its marketing efforts to
attract more Chinese customers also
explains the largest ever US contingent
this year at ITB Asia.
8 Hotel & Tourism SMARTreport / Worldwide Edition N°27 / September - November 2015