The International Air Transport Association (IATA) Wednesday urged Asia to take a greater leadership role in shaping the global aviation industry.

Speaking at the Asia Pacific aviation media association's lecture in Singapore, Giovanni Bisignani, IATA's director general and chief executive officer, said, "By 2010, intra-Asia traffic will be the largest market in the world, accounting for one third of the world's traffic."

He added that a crucial stage comes with leadership responsibilities.

He also announced the industry profit forecast of 3.8 billion U. S. dollars this year, Asia-Pacific region accounting for 44 percent.

Bisignani identified three opportunities for Asian leadership in the aviation industry, namely technology, policy and the environment.

He pointed out that as the labor cost gap narrows, technology is the key to competitiveness.

He highlighted electronic ticketing, which will save the industry 3 billion U.S. dollars.

While China is at 95 percent electronic ticketing penetration, well above the global average of 78 percent, the rest of Asia is only 3 percent ahead of Africa at 68 percent, due to the slow uptake in Japan and Malaysia, he said.

Bisignani called on Asia to develop a regional policy approach to industry issues, such as safety and liberalization.

He also urged Asia aviation to be more fuel efficient and environmentally friendly.

"Asia must develop a leadership framework to drive a common regional approach with innovation on all fronts: from the technical issues to fundamental policies," said Bisignani.