All available booth space for this year’s ITB Asia has sold out four months ahead of the October event. More than a third of the exhibitors in 2011 will be at the event for the first time, including Guam Visitors Bureau, Wyndham Hotels and notably, Hilton Worldwide, which also becomes the event’s first ever ‘Official Partner Hotel’, hosting buyers and organising events during the show. Meanwhile, 20% of returning exhibitors have increased their floor space at the show, including the Korea Tourism Organisation, which has expanded its booth area nine-fold, and the tourism ministries from Indonesia and Israel, which have increased 40% and 60% respectively. In addition, around 10% of exhibitors who used to co-share a booth in the past have converted to independent stands. “Asia Pacific is the fastest growing travel market in the world and with close to 800 exhibiting companies from 60 countries participating, it is clear that ITB Asia is a must-attend event for companies looking to establish a strong presence here. The exceptional sales performance demonstrates the show’s growing importance and is a validation from our peers that ITB Asia is indeed an effective and critical platform for marketing, networking and learning all about the Asian travel market,” said Nino Gruettke, executive director of ITB Asia.