ITB Asia 2024 hits record number of trade shows, consolidating its position among APAC travel professionals

Asia's leading travel trade show concluded with remarkable success, hosting more than 45,000 business appointments, attracting more than 18,500 attendees from 85 countries and featuring 1,950 exhibitors

(Source: ITB Asia)

This year’s edition broke records with unprecedented growth and innovation, setting the stage for a ground-breaking edition in 2025. ITB Asia is set to expand its popular Travel Tech Asia cluster next year, providing deeper insights into cutting-edge hospitality technology. The dedicated platform will showcase the latest advancements in reservation systems, equipment, AI tools, CRM platforms, design and sustainability initiatives, set to redefine the future of accommodation and guest experiences.

National tourism organisations reflect on the success of ITB Asia in 2024

Exhibitors from around the world praised ITB Asia for its ability to bring together major players in the travel industry under one roof. Ingunn Sakshaug, Travel Trade and Markets Specialist at Visit Norway, expressed his enthusiasm: “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.” Similarly, Thorleifur Thor Jonsson, Senior Trade Delegation Manager at Visit Iceland, stated: “ITB Asia is an invaluable platform for Iceland to engage with the South East Asian market. The highly efficient meeting system ensures that we maximise results.” Xiaolong Wu, Marketing Manager for the APAC and MENA Market at the Malta Tourism Authority, added: “ITB Asia is one of the best platforms to connect with travel trade partners from Asia-Pacific. We look forward to deepening these relationships further.”

Joyce Wang, CEO of Messe Berlin Asia Pacific, said: “ITB Asia remains the leading platform for the travel industry in the Asia-Pacific region. The remarkable growth and innovation demonstrated this year highlights 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 is possible.”

ITB Asia 2024 Conference Highlights and Thought Leadership

This year’s conference programme was extraordinary, with over 4,000 minutes of high-level content presented across 100 sessions by 160 leading industry figures. Discussions focused on the future of business, leisure and meetings travel, meetings and incentives, and travel technology. Highlights included keynote addresses by Liz Ortiguera, Managing Director, Asia Pacific and Senior Advisor to the CEO, World Travel & Tourism Council (WTTC), and Kevin Goh, CEO, Lodging, CapitaLand Investment Limited and The Ascott Limited, who shared valuable insights on the sustainability trends and technological innovations that are changing the future of travel.

The conference featured high-level discussions over three days in three different halls, with impactful content. Prominent industry leaders and high-level speakers contributed their insights, making the event an important platform for knowledge exchange.

Knowledge Theatre: Exploring trends and innovations in the travel sector

At the Knowledge Theatre, industry leaders engaged in thought-provoking discussions on a range of important topics including travel behaviour, customer loyalty, sustainability in hotels and the evolution of extended stay experiences in Asia Pacific:

Scott Wegener, Director of Asia Pacific at Tripadvisor, led a session on How Life Stages Influence Travel Behaviour, exploring how different life stages impact travel decisions, with a special focus on Japanese travellers. In a fireside chat on Customer Loyalty, Todd Handcock, Global Commercial Director and President, Asia Pacific, Collinson International, discussed how brands can use travel experiences to drive customer loyalty, revealing key regional and global travel trends in Asia Pacific. Ananth Ramchandran, Director of Strategic Transactions & Advisory, Hotels & Hospitality, Asia, CBRE, presented on the topic of Traditional and New Hotel Brands Embracing Sustainability, showing how sustainability has moved from being a “luxury” to a core part of hotel brand identity. Chew Hang Song, Deputy Chief Operating Officer, Frasers Hospitality, and Sophie Brinsley, Executive Vice President – ​​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.

MICE Show Asia: Perspectives on Digital Transformation and Artificial Intelligence

At MICE Show Asia, digital transformation took center stage with several key discussions:

Errol Lim, COO of Jublia, James Kang, Managing Director of MEPS International Korea, and Dylan Sharma, Co-Founder of TRICOM Events, discussed the role of digital transformation in the MICE sector, focusing on AI-driven tools such as personalization and data analytics that are transforming event management. Abel Zhao, CEO of Connexus Group Holdings, discussed globalization and localization in travel management companies (TMCs), highlighting how organizations can successfully integrate localization into their global strategies to meet changing market demands. Rita Kuan, Market Development Director at GSTC, Ian Gan, Sustainability Director at Singapore EXPO, and Adam Piperdy, Founder of Unearthed Productions, presented actionable strategies at Driving Sustainability: Strategies for a Greener Future in the MICE Industry, outlining how the industry can embrace sustainability standards and collaborate to achieve long-term impact.

Travel Tech Asia: Shaping the future of travel technology

Innovation was the central theme at Travel Tech Asia, with sessions highlighting the changing needs of today’s tech-savvy travellers:

Andrew Smith, Senior Vice President of Supply at Agoda, elaborated on redefining travel with digital and localized solutions, emphasizing the need for hyper-localized experiences to meet customer demands and improve satisfaction. Apo Ozkececi, Senior Vice President at Accelya Group, introduced New Distribution Capability (NDC), discussing its potential to transform airline retail and deliver more personalized offers and transparent pricing. David Hughes, Managing Director of Asia Pacific at Uniglobe Travel International, led an engaging session on Building a Future-Fit Travel Program, revealing how emerging technologies such as generative AI and Web 3.0 are transforming the travel management landscape. Yoshiyuki Takano, Group CEO of Rakuten Group, explored Japanese travel trends with data-driven insights, showcasing Japan’s growing inbound travel market and addressing challenges such as overtourism and environmental changes.

Investment Outlook for the Travel and Hospitality Sector

The investment panel brought together experts including Rayner Loi, Co-Founder and CEO of Lumitics, Nicholas Cocks, Managing Partner at Velocity Ventures, and Bennett Lee, Partner at Velocity Ventures, to discuss the strategic outlook for the travel and hospitality sector. The panel highlighted key opportunities in data-driven innovations and sustainability, positioning the industry for long-term growth.

Looking forward to ITB Asia 2025, which will take place from October 15 to 17

The organisers would like to express their sincere gratitude to all sponsors, partners and attendees for their continued support of ITB Asia, MICE Show Asia and Travel Tech Asia. As ITB Asia 2024 draws to a close, excitement is already growing for next year’s event. The 18th edition of ITB Asia will be held from 15-17 October 2025 in Singapore. Interested exhibitors can register online at itb-asia.com/exhibiting before 31 October 2024 to obtain Super Early Bird rates.

Fuente: ITB Asia.


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