TravTalk Middle East Online Magazine
ITB Asia, scheduled at Sands Expo and Convention Centre in Singapore from 23 to 25 October this year, will have as the media partner. The event will see Kingdom of Saudi Arabia and Oman as key exhibitors from the Middle East this year. Joyce Wang, Executive Director, Messe Berlin Asia Pacific, Organiser of ITB Asia, MICE Show Asia and Travel Tech Asia, shares details.
Dr Shehara Rizly
What is the theme and focus of ITB Asia this year?
The 17th edition of ITB Asia will take place from 23 to 25 October 2024 at Sands Expo and Convention Centre in Singapore, covering key verticals such as Leisure, Corporate Travel, MICE and Travel Technology. Alongside the trade show, the ITB Asia Conference will provide a unique platform for travel and tourism professionals to debate, interact and discuss business. Under this year’s theme ‘Innovating for Tomorrow: Shaping the Resilience of Travel & Tourism’, the conference will focus on key topics such as adapting to changing consumer expectations, improving operational efficiency and creating more sustainable and immersive experiences.
Could you share the total exhibition area this year? Are there any ME exhibitors? Will you be able to share the total number of exhibitors this year?
Four exhibition halls and conference rooms, spanning three floors at Sands Expo and Convention Centre will provide an ideal platform for travel industry professionals at ITB Asia 2024. As preparations for this year’s three-day event are still in full swing, the total number of exhibitors is not yet finalised. We can, however, already confirm that exhibitors from the Middle East include the Ministry of Heritage and Tourism of Oman, Visit Jordan, the Palestine Ministry of Tourism and Antiquities and Visit Saudi.
Who are the new exhibitors?
We are delighted to welcome a number of new exhibitors to this year’s event. These include The Ascott, Ministry of Heritage and Tourism of Oman, Israel Ministry of Tourism, Tourism Armenia, Bangladesh Tourism Board, Hokkaido Tourism Organisation and Visit Anchorage.
Do you have a count on the total number of hotels, destinations, attractions, and technology?
About 24.5 per cent of our exhibitors are travel agents, tour operators and DMCs, 22.3 per cent are hotels and accommodation providers. Tourist Attractions represent 8.2 per cent, showcasing a wide range of experiences for travellers. Business Travel and MICE make up 9.6 per cent, airlines 8.3 per cent, National Tourist Organisations (NTOs) 6.8 per cent and Travel Technology exhibitors 11.8 per cent, presenting innovations and digital solutions for the industry.
Would you be able to share how this year will be different from last year?
The quality of exhibitors, the wealth of insights shared and the opportunities for collaboration make ITB Asia the premier event for the travel industry in the APAC region. We are confident that this year’s event will surpass expectations and continue to be the pinnacle of business, networking and innovation. One of several highlights include the keynote speech from Liz Ortiguera, Managing Director Asia-Pacific and Sr Advisor to CEO, World Travel & Tourism Council (WTTC), titled ‘Global Trends for Sustainable Travel and Tourism’, where attendees will gain an economic outlook on the travel and tourism industry in Asia-Pacific, as well as global and regional trends that are influencing the sector’s transition towards a more sustainable future.
In the session ‘Navigating the Future of Travel: Embracing Technological Innovation’, Kevin Goh, Chief Executive Officer, Lodging, CapitaLand Investment and Chief Executive Officer, The Ascott, will offer unique insights into the transformative impact of technology in the industry.
We also welcome several new and long-standing conference partners in the travel, tourism and MICE sector at this year’s conference, including Adventure Travel Trade Association (ATTA), Global Destination Sustainability – Movement, Global MICE Collaborative, STR, Tourism Economics and World Tourism Cities Federation (WTCF). These strategic conference partnerships will further facilitate the exchange of knowledge and ensure the delivery of the latest data to attendees across all three conference tracks.
How many visitors do you expect this year? Which will be the main stage discussions that are must attend?
We are expecting over 13,000 visitors to attend ITB Asia in October. The conferences will feature three focused tracks at three different theatres – the Knowledge Theatre, the MICE Show Asia Theatre and the Travel Tech Asia Theatre. The Knowledge Theatre is a must-attend for those looking to gain key industry insights from leading C-suite and industry experts. A highlight will be the presentation by Ananth Ramchandran, Head of Advisory & Strategic Transactions, Hotels & Hospitality, Asia, CBRE, who will share strategies for delivering authentic experiences to travellers and growth strategies for sustainable transformation in the session ‘Adapt and Pivot: Delivering Authentic Experiences While Prioritising Sustainable, Inclusive and Resilient Growth’. Those interested in gaining insights into the transformative impact of artificial intelligence and digital innovation, and integrating experiential experiences into events, are advised to visit the MICE Show Asia Theatre. On stage at the Travel Tech Asia Theatre, renowned experts will discuss key digital trends, including the role of technology in the future of tourism and its transformative impact on the future of travel, overcoming the challenges of travel tech adoption, the role of AI in the travel landscape and much more. Here, Brett Henry, President Director, MG Group, and Kei Shibata, Co-Founder & CEO, Venture Republic & Trip 101, will give an interactive discussion, titled ‘Superapps: The Unstoppable Force Redefining Travel Distribution’.
If you can share about MICE and Luxury presence this year?
MICE leaders from BCD Meetings & Events, Live Group, Uniglobe Travel International and others will share key trends and industry outlook on the MICE industry. We have also partnered with key MICE associations, such as the China Business Event Industry Committee, the Global Destination Sustainability Movement, the Global MICE Collaborative, the International Association of Exhibitions and Events, Meeting Professionals International, SITE Global and Tourism Economics to facilitate the exchange of expertise and ideas.
