ITB ASIA organiser Messe Berlin reports a record-breaking number of business appointments at the 2024 edition of its “three shows in one“ event in Singapore.
The annual travel-trade show at Sands Expo, Marina Bay Sands, drew to a close last Friday with more than 45,000 business appointments, 18,500-plus attendees from 85 countries and 1,950 exhibitors, according to the organiser.
More than 1,400 buyers joined the business and networking while 160 industry speakers took to the stage at the ITB Asia Conference.
Plans are being made for ITB Asia’s Travel Tech Asia to be expanded in 2025. The travel-tech show is held alongside MICE Show Asia and the ITB Asia Conference under the main ITB Asia event.
International pavilions at ITB Asia 2024 included Visit Norway, Oman, Africa, Iceland, Thailand, Malta and India. Some tourism organisation representatives provided short testimonials, which have been shared by Messe Berlin:
ITB Asia provides us with a unique opportunity to connect with travel organisers from multiple countries in one place, and this year’s event exceeded our expectations.”
– Ingunn Sakshaug, Market and Travel Trade Specialist at Visit Norway“An invaluable platform for Iceland to engage with the Southeast Asian market. The highly efficient meeting system ensures we maximise results.”
– Thorleifur Thor Jonsson, Senior Manager, Trade Delegations, at Visit Iceland“One of the best platforms for connecting with Asia-Pacific travel trade partners. We look forward to deepening these relationships further.”
– Xiaolong Wu, Marketing Manager – APAC and MENA Market, Malta Tourism Authority
Joyce Wang, executive director of Messe Berlin Asia Pacific, said: “The remarkable growth and innovation displayed this year highlight the resilience and forward-thinking nature of our global travel community. We are excited to continue shaping the future of travel together, pushing the boundaries of what’s possible.”
Among the highlights were keynote speeches by Liz Ortiguera, Managing Director Asia Pacific & Sr Advisor to CEO of World Travel & Tourism Council (WTTC), and Kevin Goh, CEO of Lodging, CapitaLand Investment Limited and The Ascott Limited, who shared insights into sustainability trends and technological innovations reshaping the future of travel.
More… Africa on a roll at ITB Asia 2024
At the MICE Show Asia stage, Errol Lim, COO of Jublia, James Kang, Managing Director of MEPS International Korea, and Dylan Sharma, Co-Founder of TRICOM Events, explored the Role of Digital Transformation in MICE, with a focus on AI-driven tools like personalisation and data analytics that are reshaping event management.
Abel Zhao, CEO of Connexus Group Holdings, discussed Globalisation and Localisation in Travel Management Companies (TMCs), highlighting how organisations can successfully integrate localisation into their global strategies to meet evolving market demands.
Rita Kuan, Market Development Manager at GSTC, Ian Gan, Chief Sustainability Officer at Singapore EXPO, and Adam Piperdy, Founder of Unearthed Productions, delivered actionable strategies in Driving Sustainability: Strategies for a Greener Future in the MICE Industry, outlining how the industry can adopt sustainability standards and collaborate for long-term impact.
Knowledge Theatre speakers included Scott Wegener, Head of Asia Pacific at Tripadvisor, who led a session on How Life Stages Influence Travel Behaviour, exploring how different life stages affect travel decisions, with a focus on Japanese travellers.
Ananth Ramchandran, Head of Advisory & Strategic Transactions, Hotels & Hospitality, Asia, CBRE, presented on Mainstream and New Hotel Brands Embracing Sustainability, showing how sustainability has moved from a “nice to have” to a core part of hotel brand identity. Chew Hang Song, Deputy COO, Frasers Hospitality, and Sophie Brinsley, EVP – APAC, SilverDoor, joined a Fireside Chat on the Evolution of Extended Stay Experiences, examining the impact of digital transformation and flexible living solutions on the hospitality industry.
