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IN A move that is expected to act as a major boost for the tourism sector, world’s leading travel trade show ITB Berlin recently announced a co-branded show with India’s oldest travel mart SATTE in January 2010.
   SATTE hosts 4,000 tour operators from 40 countries worldwide with leading names in the business. With beginnings in ‘94, it is now seen as a major B2B event and is in its 16th year running.

   Says Navin Berry, chief coordinator for SATTE, “India needs a big travel show to sell all products and all segments. Our association with ITB will help us in achieving this purpose. ITB will help SATTE to design our show better, provide inputs like content, ground logistics and wherever else we identify critical requirements. We will cross market each others’ shows and generally build values for each other.”

   Those in the industry feel that this partnership will prove to be a major revenue generator for the country. “It will have a great impact as it will not just generate more awareness about our country but will also place India on the world tourism map. With this tie-up, the number of buyers is expected to double this time in January,” says Subhash Goyal, chairman of the Assocham Tourism Committee and STIC Travel Group, a leading travel group.

   Kashmira Commissariat, COO, outbound division, Kuoni India feels that this would serve as an ideal platform and an exceptional opportunity for tour operators, hotels and all other suppliers who want to entice their customers. “It is indeed a recognition for India as a potential market. ITB is a market leader among the world’s tourism events. The co-branded show will be significant for the tourism industry with India being a special focus.”

   Besides the partnership, SATTE also plans to get into newer streams ahead such as the Meetings, Incentives, Conventions and Exhibitions (MICE) segment and is keen to create a strong technology platform for the industry.

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