AFRICA is leading the way among exhibitors at ITB Asia in Singapore this week as show organisers anticipate their most “most expansive and diverse” event yet.
As the first day of the show opened on Wednesday, October 23, at Sands Expo and Convention Centre, Marina Bay Sands, organisers Messe Berlin reported a 75 per cent increase in African exhibitors and 25 per cent growth from Europe.
The 17th edition of the “3-in-1” travel-trade show, which is co-located with MICE Show Asia and Travel Tech Asia, featured 160 expert speakers and 100 sessions across the event’s three conference stages.
More than 85 tourism organisations and convention bureaus were among the exhibitors with tech providers at Travel Tech Asia having a dedicated hall.
The three-day event was officially opened by Alvin Tan (right, centre), Singapore’s Minister of State, Ministry of Trade and Industry, during a Chinese lion dance ceremony also attended by Melissa Ow, Singapore Tourism Board chief executive, Mario Tobias, Messe Berlin CEO and David Ruetz, Messe Berlin’s senior vice president.
“ITB Asia has grown beyond just a marketplace; it’s now a global hub for travel innovation and industry development, said Messe Berlin’s CEO Tobias.
ITB Asia 2024 offers a comprehensive platform, addressing every facet of the travel trade, ensuring attendees leave with actionable insights to enhance their business. The increased presence on the exhibition floor mirrors the industry’s confidence and the rising demand for travel.”
Mario Tobias, Messe Berlin CEO
Property company Ascott is the 2024 show’s hotel partner and co-organised an opening keynote on technological breakthroughs in hospitality and travel.
This year’s event was backed by several “new and established industry partners” including the Adventure Travel Trade Association, the China Business Event Industry Committee, the Global Destination Sustainability Movement, the Global Sustainable Tourism Council, the Global MICE Collaborative, Singapore Tourism Board, Tourism Economics, and the World Tourism Cities Federation.
Tourism authorities included the Ministry of Heritage and Tourism of the Sultanate of Oman, Visit Norway, Tourism Armenia, Visit Jordan, and the Ministry of Tourism Government of India.
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Asia and Oceania are expected to account for 56 per cent of exhibitors, while Europe, the Americas, Africa, and the Middle East contributing the remaining 44 per cent. Messe Berlin said exhibitors span the entire tourism supply chain, including tourism promotion boards (28%), tour operators and attractions (34%), accommodation (27%), and transportation and travel tech (11%).
