ITB Asia 2024 solidifies its position as the must-attend event for travel professionals in APAC

Asia’s leading travel trade show concluded with remarkable success, hosting over 45,000 business appointments, attracting more than 18,500 attendees from 85 countries, and featuring 1,950 exhibitors. Additionally, over 1,400 high-quality buyers contributed to a dynamic business and networking environment. 160 top speakers shaped the future of travel at the ITB Asia Conference.

This year’s edition broke records with unprecedented growth and innovation, setting the stage for a groundbreaking 2025 edition. ITB Asia is poised to expand its highly popular Travel Tech Asia cluster next year, providing deeper insights into cutting-edge hotel 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 ITB Asia’s 2024 Success

Exhibitors from around the globe praised ITB Asia for its ability to bring together the travel industry’s key players under one roof. Ingunn Sakshaug, Market and Travel Trade Specialist at Visit Norway, expressed her 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 Manager, Trade Delegations, at Visit Iceland, stated: “ITB Asia is an invaluable platform for Iceland to engage with the Southeast Asian market. The highly efficient meeting system ensures we maximize results.” Xiaolong Wu, Marketing Manager – APAC and MENA Market, at the Malta Tourism Authority, added: “ITB Asia is one of the best platforms for connecting with Asia-Pacific travel trade partners. We look forward to deepening these relationships further.”

Joyce Wang, Executive Director of Messe Berlin Asia Pacific, stated: “ITB Asia remains the leading platform for the travel industry in the Asia-Pacific region. 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.”

ITB Asia 2024 Conference Highlights and Thought Leadership

This year’s conference programme was nothing short of extraordinary, with over 4,000 minutes of high-powered content delivered through 100 sessions by 160 leading industry figures. The discussions focused on the future of MICE, corporate travel, leisure travel, and travel technology. 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 valuable insights into sustainability trends and technological innovations reshaping the future of travel.

The conference showcased high-powered discussions over three days in three distinct theatres, featuring impactful content. Esteemed industry leaders and C-suite speakers contributed their insights, making the event a significant platform for knowledge exchange.

Knowledge Theatre: Exploring Travel Trends and Innovations

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

Scott Wegener, Head of Asia Pacific at Tripadvisor, led a session on How Life Stages Influence Travel Behavior, exploring how different life stages affect travel decisions, with a special focus on Japanese travellers. In a Fireside Chat on Customer Loyalty, Todd Handcock, Global Chief Commercial Officer & 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, 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.

MICE Show Asia: Insights on Digital Transformation and AI

At MICE Show Asia, digital transformation took the spotlight 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, 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.

Travel Tech Asia: Shaping the Future of Travel Technology

Innovation was front and center at Travel Tech Asia, with sessions highlighting the evolving needs of today’s tech-savvy travellers:

Andrew Smith, Senior Vice President of Supply at Agoda, delved into Redefining Travel with digital and localised solutions, emphasising the need for hyper-localised experiences to meet customer demands and improve satisfaction. Apo Ozkececi, Senior Vice President at Accelya Group, introduced the New Distribution Capability (NDC), discussing its potential to transform airline retailing and deliver more personalised offers and transparent pricing. David Hughes, Managing Director of Asia Pacific at Uniglobe Travel International, led an insightful session on Building a Travel Programme Fit for the Future, revealing how emerging technologies like Generative AI and Web 3.0 are reshaping the travel management landscape. Yoshiyuki Takano, Group Managing Executive Officer at Rakuten Group, explored Japanese Travel Trends with data-driven insights, showcasing Japan’s growing inbound travel market and addressing challenges like overtourism and environmental changes.