ITB Asia, Asia’s leading travel trade show, concluded with remarkable success. The event hosted over 45,000 business appointments, attracted more than 18,500 attendees from 85 countries, and featured 1,950 exhibitors. Additionally, over 1,400 high-quality buyers contributed to a dynamic business and networking environment, while 160 top speakers shaped the future of travel at the ITB Asia Conference.
TTN’s Kim Thomson speaks to Messe Berlin’s Asia Pacific Executive Director Joyce Wang about the event and its success. How do ITB Asia, MICE Show Asia, and Travel Tech Asia complement each other within the travel industry? ITB Asia has always included MICE and Travel Tech components, but a few years back, we launched MICE Show Asia as a standalone brand. The main objective was to emphasise these sectors and allow the industry to understand how various sectors – hotels, partners, and NGOs – operate in this ecosystem. For instance, most hotels have dedicated departments for MICE, Leisure, and Corporate travel, and ITB Asia aligns with this, focusing on attracting a holistic range of exhibitors and visitors across Leisure, MICE, and Corporate sectors, which ultimately led to the creation of MICE Show Asia. Key supporters like CVBs, SECB (Singapore Exhibition & Conference Bureau), Sapporo Convention Bureau, and Business Events Perth play an essential role in ITB Asia’s success. On the tech side, we have observed a significant increase in tech companies and startups, particularly in travel tech. This prompted the development of Travel Tech Asia. Over the years, it’s expanded from a single aisle to its own hall, illustrating substantial growth in both market demand and investment in travel tech. Can you share some updates on the recovery of the travel industry in the Asia-Pacific region? If we focus on the APEC region, Singapore was among the first to open its borders. The country has been at the forefront of welcoming travellers, streamlining visa and immigration processes, and boosting outbound travel, which has always been strong. This year, we nearly doubled our Singapore buyer numbers. We’re especially targeting Southeast Asia but also long-haul destinations, including Scandinavia (e.g., Finland and Norway). Thailand has also been a strong supporter, and we are collaborating with the Thai Association of Travel Agents (ATTA) to bring Thai buyers to ITB Asia. They are keen on long-haul destinations, with a notable increase in interest from the US and other large corporate markets, especially in tech and startup sectors, where Thailand is a booming market for us. How do you see the tourism sector adapting to the current global landscape? It’s essential to adapt to today’s challenges in the tourism sector. This involves working with our neighbouring countries and partners to enhance international relations, covering key topics like flights, connectivity, rail, and cruises. These are crucial discussions that aim to build connections and friendships rather than break them. So that’s my approach to it. How are you expanding partnerships with the Middle East region? I will be visiting Dubai and Saudi Arabia in the coming months to build relationships. The Middle East has a strong presence at ITB Berlin, and I’d like to recognise the support from Oman and Jordan, who participated at ITB Asia this year, including a visit from a junior minister during the keynote session. This region has shown keen interest in the MICE sector, and we are also observing growth in wellness tourism from the Middle East. Asian outbound markets are especially drawn to wellness travel at the moment, so I am optimistic that we’ll see even stronger numbers next year. The Middle East is targeting China. How are your China buyer numbers? Since last year, our Chinese participation at ITB Asia has nearly doubled, not only in the MICE sector but also in association MICE travelers from China, which includes outbound travellers to Singapore, Southeast Asia, and international destinations. And the Middle East buyers? Connectivity between the Middle East and Singapore is currently limited, which impacts the number of Middle Eastern buyers attending the show. However, we do have exhibitors and buyers from this region, and we hope that improved connectivity in the future will support further growth in this market. Any interesting changes new additions that might attract Middle Eastern travellers to this region? I would say medical tourism is a key area for the Asia-Pacific. Although it may not be a priority for every national tourism organisation, medical tourism is one of those quietly booming sectors. What about experiential travel? Yes, we’re collaborating with the Adventure Travel Trade Association (ATTA), which held a session during the event. Adventure travel is a growing focus, especially with destinations like Thailand, Cambodia, and Vietnam offering unique, exciting experiences. How do you see global economic factors influencing travel to the region? Many travellers are increasingly focused on luxury travel, so we haven’t observed a major impact on spending, but we are seeing changes in decision-making. For example, AI tools are allowing consumers to make more informed choices related to budgeting and risk management. With some countries requiring extensive paperwork, technology simplifies the travel planning process, which is crucial for today’s travelers. Currency fluctuations are also a factor; for instance, the Singapore dollar is currently strong, but neighboring countries can feel the impact of currency shifts as well. What are the most significant technology advancements impacting the travel industry? Chatbots and AI tools like ChatGPT are making a big impact. With ChatGPT, you can essentially plan an entire itinerary by providing a budget, accommodation preferences, and other details. This tool enables consumers to have real-time, personalised travel planning support, and it’s something we should take note of as it shapes the industry. How do you think the events industry is changing? Have you noticed any remarkable shifts? Sustainability is the buzzword of the year. We’re working hard to lead in this area and address global challenges, especially climate change. For example, our plastic badges are recyclable, we partner with contractors to reduce wood wastage, and our logistics partners use electric vehicles for local deliveries. We’re collaborating with vendors to promote our values as an exhibition organizer, and we hope these initiatives set a positive example for the industry. Has Messe Berlin commissioned or partnered on any significant studies or reports that provide new insights or statistics? We conduct internal studies with our buyers and sellers to analyse purchasing trends, country-specific demands, and spending patterns. Additionally, we work with Tourism Economics, which produces reports for us, and I believe there will be a post-show report on consumer behaviour and outlook that they’ll share with us.