SINGAPORE, 28 October 2024: ITB Asia, a three-in-one show, generated 45,000 business appointments, engaged 18,500 attendees, 1,950 exhibitors, and 1,400 buyers, and made the 17th edition a runaway success by any point of reference.
It also featured a 75% increase in African exhibitors and 25% growth from Europe, indicating a post-Covid solid global footprint.
This year, attendees gained insights from 160 expert speakers and 100 sessions across three conference tracks, all centred on the theme “Innovating for Tomorrow: Strengthening Future Resilience in Travel and Tourism.”
Co-located with MICE Show Asia and Travel Tech Asia, ITB Asia lived up to its tagline ‘Asia’s leading travel trade show’ at the Sands Expo and Convention Centre in Marina Bay Sands, Singapore, from 23 to 25 October.
ITB Asia and MICE Show Asia, spanning three massive halls, showcased a diverse range of exhibitors from destinations, attractions, airlines, hotels, cruises, and the MICE industry. Meanwhile, Travel Tech Asia hosted the latest travel technology suppliers and startups in an additional hall dedicated to Travel Technology.
Singapore’s Minister of State Ministry of Trade and Industry, Alwin Tan, presided over the opening event last Wednesday, joined by Singapore Tourism Board Chief Executive Melissa Ow, Messe Berlin CEO Mario Tobias and Messe Berlin Senior Vice President David Ruetz.
“ITB Asia has grown beyond just a marketplace; it’s now a global hub for travel innovation and industry development,” said Messe Berlin CEO Mario Tobias. “The increased presence on the exhibition floor mirrors the industry’s confidence and the rising travel demand.”
This year’s exhibition proved to be the largest and most diverse yet, with participation from key tourism authorities such as the Ministry of Heritage and Tourism of the Sultanate of Oman, Visit Norway, Tourism Armenia, Visit Jordan, Ministry of Tourism Government of India, and many others.
Asia and Oceania accounted for 56% of exhibitors, while Europe, the Americas, Africa, and the Middle East contributed 44%.
Exhibitors spanned the entire tourism supply chain, including Tourism Promotion Boards (28%), Tour Operators & Attractions (34%), Accommodation (27%), and Transportation & Travel Tech (11%).
Tourism bureaus make a strong showing
Eighty-five participating Tourism Organisations and Convention Bureaus, representing the full spectrum of the global travel industry, included Bangladesh Tourism Board, Business Events Perth, Czech Tourism, Guam Visitors Bureau, Ho Chi Minh Tourism Promotion Centre, Hokkaido Tourism Organisation, Johor Tourism Board, Malta Tourism Authority, Marianas Visitors Authority, Ministry of Heritage and Tourism of Sultanate of Oman, Ministry of Tourism Government of India, Penang Tourism Board, Philippines Tourism Board, Sabah Tourism Board, Sapporo Convention Bureau, Sarawak Tourism Board, Seoul Tourism Organisation, Singapore Tourism Board, Taiwan Tourism Administration, Tourism Authority of Thailand, Tourism Armenia, Visit Almaty, Visit Anchorage, VisitBerlin, Visit Finland, Visit Iceland, Visit Jordan, Visit Rovaniemi, Visit Sarajevo, Zagreb Tourist Board.
Industry leaders unveiled next-gen strategies
ITB Asia 2024 saw strong support and participation from several new and established industry partners, including the Adventure Travel Trade Association (ATTA), the China Business Event Industry Committee (CBEIC), the Global Destination Sustainability Movement, the Global Sustainable Tourism Council (GSTC), the Global MICE Collaborative, the Singapore Tourism Board, Tourism Economics, and the World Tourism Cities Federation (WTCF).
Running parallel with the trade show, the ITB Asia Conference conference programme delivered a staggering 4,000 minutes of industry content from 160 expert speakers across 100 sessions.
The show organiser identified three dedicated conference tracks — Knowledge Theatre, MICE Show Asia, and Travel Tech Asia that delivered sessions focused on “Innovating for Tomorrow: Strengthening Future Resilience in Travel and Tourism.”
The 18th edition of ITB Asia will take place on 15–17 October 2025 in Singapore. Exhibitors can register at itb-asia.com/exhibiting by 31 October 2024 to tap Super Early Bird rates.
For more information on ITB Asia, MICE Show Asia, or Travel Tech Asia, visit ww.itb-asia.com, www.miceshowasia.com, and www.traveltechasia.com.
