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 a recognition of the power of the Indian traveller and also a 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 have signed an MOU in New Delhi. On behalf of Messe Berlin, Dr. Martin Buck, Director of the Competence Center Travel and Logistics at Messe Berlin was in New Delhi for this big event. He confirmed these developments as a most positive statement, coming from ITB Berlin, which is regarded as the world’s biggest tourism business platform, that India is a huge travel market that cannot be ignored.

Asked to comment on the nature of the MOU between the two organisers, Dr. Buck said that “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 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.” 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”.

ITB has been looking around 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 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 the 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 heralding a new chapter for Indian tourism.