Messe Berlin Chief To Pursue Feelers On Malaysia's "Partner Country" Participation At ITB Asia

Manik Mehta BERLIN, March 16 (Bernama) -- The top executive at the Messe Berlin, the organizer of the prestigious International Tourism Bourse (ITB) of Berlin, is keen to pursue the initial feelers from Malaysia on the possibility of its “partner country” participation in the Asian version of the show called ITB Asia held in October in Singapore and focusing on destinations and markets of Asia. The “partner country” participation allows the selected country to highlight its entire tourism features, ranging from destination attractions and leisure tourism through business travel to hotels and other infrastructure facilities. Being in the limelight glare for the duration of the show, the “partner country” makes a strong impact on the international travel and tourism trade, according to tourism strategists. In an interview with Bernama, Raimund Hosch, the chairman of Messe Berlin and an internationally respected tourism expert, revealed that he will be taking up the matter with the Malaysian tourism ministry as a follow-up to the interest shown by Malaysia for a possible “partner country” participation at the ITB Asia show. “Such a participation allows the participating country to find easy access to future business with tour and travel operators, and possibly attract foreign investments in the country’s infrastructure such as hotels, etc.,” Hosch said. Some 80 percent of the “partner country” participants in the past had expressed satisfaction with their participation, according to surveys by Messe Berlin. While Messe Berlin would pursue Malaysia’s candidature as a “partner country” in the near future, Hosch confirmed that another Asean country, Indonesia, will be the “partner country” at the “mother of all tourism events”, the ITB Berlin in 2013. “We will be soon signing a formal agreement with Indonesia,” the Messe Berlin chief added. Indonesia was given the 2013 “partner country” slot after some negotiations between both sides. The German and, indeed, the international travel and tourism industry is showing great interest in Asia because of the strong economic growth posted by Asia. Besides the two Asian giants China and India, which have scored impressive growth rates in the past, there is also a strong interest in the ASEAN region. According to Hosch, the German economy is doing “pretty well” and unemployment is declining. Based on surveys conducted, Messe Berlin’s chairman averred, some 25 percent of German travellers will undertake more trips this year. This is inherent with good business potential and augurs well for ASEAN’s tourism industry which hopes to get a larger slice of the lucrative German tourism pie. Speaking to Bernama, Dr Mari Elka Pangestu, Indonesia’s minister for tourism and creative economy, recently confirmed that Indonesia had indeed received the “partner country” slot from Messe Berlin. “It was a mutual approach between us and Messe Berlin,” Pangestu revealed in the interview when asked whether Indonesia had initiated the effort to get the “partner country” status. She emphasized that Indonesia would “immediately commence with the promotional efforts leading to the 2013 show”. Over the years, the contribution of tourism to Indonesia’s economy has grown and today accounts for three percent of the gross domestic product, providing some six percent of the employment in the country. It is also the fifth largest source of foreign exchange receipts. Indonesia received some 7.6 million tourists in 2011, a 8.5 percent rise over 2010. Pangestu said Indonesia had set a target of eight million tourists in 2012. An average Western tourist, she claimed, would spend an estimated US$ 1,130 per visit. -- BERNAMA