ITB Berlin, a product of Messe Berlin, has announced a co-branded show with SATTE for 2010.
ITB’s decision to endorse SATTE is a reflection of its commitment to the India market, indeed to the entire South Asian region. It is recognition of the power of the Indian traveller and also recognition for India as a major generator on the travel and tourism circuit of Asia. It also recognises the leadership position of SATTE as the premier tourism product of the region.
SATTE and ITB signed an MoU on August 13th in New Delhi. On behalf of Messe Berlin, Dr. Martin Buck, director, Travel and Logistics was here in New Delhi for this big event. He confirmed that this is a step towards recognizing the importance of the growing might of Indian Tourism.
ITB has been keen to increase its international presence and to look beyond Germany. Last year, ITB embarked upon its maiden show in Singapore and launched the first edition of ITB Asia. A co-branded show in India is a big recognition of the Indian market’s potential and of SATTE in particular.
Asked to comment on the nature of the MoU between the two organisers, Dr. Buck said: “Currently, we are in the middle of the design process and will announce new developments and features. We would like to create opportunities to help establish SATTE as the place where government discusses with the travel industry the latter’s infrastructural requirements; develop the CSR component within the SATTE convention and enhance the trade show portfolio by bringing MICE and business travel sellers and buyers to SATTE,” said Dr. Buck.
Dr. Buck went on to say “the MoU envisages mutual selling and marketing of the two shows, sharing of the learning curve from each other and developing synergies between the two. We see ourselves in a leadership position in India through this partnership with SATTE”.
Speaking on the occasion, Mr. Subhash Goyal, chairman, STIC Travel and immediate past president, Indian Association of Tour Operators (IATO), said, “Over the last 16 years, SATTE has become an institution in itself. ITB is already established as one of the greatest tourism shows in the world. The MoU between ITB and SATTE will offer a massive marketing tool to each other. Now, with ITB, SATTE will become one of the biggest shows in the travel and tourism world.” Mr. Ram Kohli, chairman, Creative Travels, and former PATA chairman, called the signing of the MoU a milestone for Indian tourism. “Today is truly a historic occasion. With ITB joining hands with SATTE, the latter would certainly evolve into a bigger international show.” Mr. Arun Anand, VP, IATO, also spoke on similar lines. “Over the years, SATTE has emerged as a prominent international show and this association with ITB will further enhance its significance. IATO has always supported SATTE and it will continue to do so.
” Mr. Sanjay Narula, member, Managing Committee, Travel Agents Association of India, also welcomed ITB’s arrival in the Indian market by forging an alliance with SATTE. “ITB is what Olympics is to the world of sports. Its decision to join hands with SATTE is most welcome and the timing of this alliance is most appropriate,” he said. “Its truly a momentous development for the travel and tourism industry,” said
Mr. Rajender Kumar, vice president, Federation of Hotel & Restaurant Associations of India.
ITB has been keen to increase its international presence and to look beyond Germany. Last year, ITB embarked upon its maiden show in Singapore and launched the first edition of ITB Asia. A co-branded show in India is a big recognition of the Indian market’s potential and of SATTE in particular.
Asked to clarify how the Singapore model would be different from its endorsement of SATTE in New Delhi, Dr. Buck said: “SATTE and ITB Asia are product offers that cater to different market needs. Some buyers/sellers will attend one of the two and some will attend both.”
Speaking on the occasion, Mr. Navin Berry, chief co-ordinator, SATTE, exuded confidence in this new partnership as “it opens the doors for SATTE to acquire more international exposure, both for buyers as well as sellers. ITB will be extending its marketing muscle to SATTE and we expect this to translate into a more comprehensive international show. We expect more quality content enhancement from ITB and for us this is indeed both a recognition as well as a challenge to achieve new goals.”
SATTE and ITB have been working together over the last four years. This new agreement will secure a more world-class experience at the 17th annual edition of SATTE from 28-30 January, 2010.
This development has been welcomed by all segments of the travel and tourism industry as having heralded a new chapter for Indian tourism.
