New Delhi, April 19 (IANS) Despite the global meltdown, India's oldest travel and tourism mart is seeing a 20 percent increase in overseas buyers, interested in promoting the rich heritage of 'Incredible India' abroad.

Also, for the first time at the travel and tourism mart SATTE, New Zealand and Jordan will showcase the beauty of their nation to lure Indian tourists, in the event's 16th edition to be held from April 23 to 25 at Delhi's Pragati Maidan.

'A total of 31 countries with 280 foreign buyers of the Indian Tourism Product have pre-fixed appointments with 300 sellers of the rich and unique products of Destination India,' said Navin Berry, chief coordinator of SATTE, which over the years has grown to become a leading travel exchange platform in Asia.

Highlighting how tourism was a two way business, he said: 'Tourism Boards from 16 countries would showcase their diverse products to target the Indian Outbound Travellers.'

New Zealand is participating at an Indian trade show for the first time, while Jordan has entered the Indian market, promoting their products, he added.

'The Singapore Tourism Board would also be making its debut in SATTE,' he said, adding that Dubai, Malaysia, Egypt, Thailand and Scandinavia are among the other countries at the mart.

Leading domestic travel associations will continue to be part of the fair, Berry said.

As many as 20 states would mark their presence at SATTE 2009 with Gujarat being the principal partner and Orissa, the heritage partner state.

'Overall, we expect over 1,000 buyers of the tourism product at a pan India level, not to mention the 31 countries,' said Berry.

The global meltdown has engulfed the travel and tourism business, but still the opportunities are immense, he said.

'A recently released report by a leading global audit and consulting firm pegs the worth of the Indian tourism business at $42.8 billion annually by 2017 (from the present level of $27 billion),' he said.

SATTE 2009 would reinforce that there is a plethora of opportunities in the Indian tourism space and that it has emerged as a serious business in the country, Berry added.