With about five weeks to go for this year’s ITB Asia, we had a chance to catchup with Katrina Leung, Executive Director at Messe Berlin (Singapore), the organisers of ITB Asia. Excerpts from our exclusive conversation with Katrina on what lies in store.

TravHQ: ITB Asia continues to be ASIA’s leading B2B travel-trade over the years. What’s the reason for this unparalleled success? 

Katrina Leung: ITB Asia has become the primary event for the Asia Pacific travel space. It is an industry think tank that has become a premier meeting place for all those in the travel industry chain to build business connections – from tour operators, hotels, destinations, airlines right through to booking engine companies. Last year alone, we connected almost 10,300 attendees from 108 countries.

Our success is attributed to always being able to bring fresh and new content to our delegates. Each year, attendees look forward to listening to the latest trending topics in the industry which empowers them make the best decision for their businesses. In a world where content is king, we’ve been able to deliver 4,710 minutes of high powered content from movers and shakers internationally.

We are constantly innovating and changing the way we bring ITB Asia to delegates from around the world. In our 9th year, we have now extended our keynote address across three days and introduced new sessions such as our inaugural MICE Day.

Our strong relationships with partners and exhibitors has also contributed to our continual success. We consistently engage with our exhibitors to obtain their feedback and maintain high standards, as well as ensure the quality of buyers. This year, our partnership with Japan National Tourism Organization (JNTO) will also pave the way for our delegates to drive additional MICE activities to the country.

TravHQ: In a nutshell, what lies in store for the travel-trade industry at this year’s ITB Asia 2016? 

Katrina Leung: We have lined up an exciting array of conferences and sessions for our delegates, introducing our daily keynote sessions which will focus on the growing online travel sector. The show will kick-off featuring speakers from Google and Priceline sharing their thoughts about the impact of digitalisation and the importance of utilising tools in the most efficient way to fulfil their business needs. On Day 2, our keynote session sponsored by MasterCard will also feature top Online Travel Agencies (OTAs) including Expedia, Agoda, Zuji and Ctrip. Prominent Chinese corporations like Yiqifei Travel, Tuniu Corporation, Dida Travel Technology and Shanghai Jin Jiang International will be speaking on Day 3.

Taking into account recent trends, our esteemed partner CrescentRating, the world’s leading authority on halal travel, will also address opportunities and best practices to tap on the growing Muslim community through workshops and discussions. We will also hold our first-ever full day Meetings, Incentives, Conferences, and Exhibitions (MICE) conference featuring informative workshops and dialogue sessions delving into the latest developments in incentive travel and events.

On the exhibition show floor, delegates can also look out for our expanded Travel and Technology Showcase featuring presentations by SiteMinder, Revinate, Easybook and more. Speakers will touch on the latest technological advancements and trends, as well as how technology is playing a key role in changing customer experience. In addition, attendees can expect a new segment focusing on destinations featuring various National Tourism Organisations sharing about destinations including Austria, India and Thailand.

TravHQ: India and China are the most prominent nations among exhibiting countries. How has India’s participation changed over the years?

Katrina Leung: We have seen the number of exhibitors from India and China grow from year to year. Today, they represent a significant percentage of our exhibitors, and we expect this sizeable number to increase in the coming years. Exhibitors across all spectrums of the travel industry, from tourism organisations to even software companies, see us as a platform to learn more about the Asian travel market and also as a partner who helps them open their doors to the global travel players.

We are very appreciative of their support through the years and are most delighted to welcome new states and exhibitors this year including Tamilnadu Tourism Government of Tamilnadu, Odisha Tourism, Madhya Pradesh Tourism, Kerala Tourism and more.

TravHQ: Travel-technology has emerged as a strong segment over the years in ITB Asia. Which companies and travel startups are expected to showcase their offerings in this year’s edition?  

Katrina Leung: Delegates to this year’s show can look out for our Travel Technology Showcase, which is double the size of last year’s showcase. It will feature exhibitors who will address the practice of creating better customer experiences through technology, and we have already confirmed key exhibitors including Oracle, TripAdvisor, Peakwork, Revinate, Expedia, SiteMinder and more this year.

TravHQ: At ITB Asia, you have been a witness to some game-changing travel industry innovations. If you had to pick one, what would that be?

Katrina Leung: In just two short years with ITB Asia, I have had the chance to see a wide range of exhibitors who have showcased their offerings on the show floor and see first-hand how the show facilitates optimal face-to-face interactions. One of the most memorable innovations I have come across includes robots taking on the role of a bellboy and housekeeper in hotels. With the advancement of technology, robots are now able to assist the travel industry in combating issues such as manpower challenges while maintaining high service standards.

About Katrina Leung

Appointed in November 2014, Katrina Leung is the Executive Director of Messe Berlin (Singapore), the organisers of ITB Asia, the ‘Trade Show for the Asian Travel Market’. In this role, she is responsible for spearheading ITB Asia and developing Messe Berlin’s business in Asia. Prior to this, Leung was Country Managing Director of conference organiser, Terrapinn Asia where she was in charge of a broad range of industries including capital markets and finance, biomedical, power and electricity, enterprise technology, transport and logistics and real estate. Leung holds a bachelor’s degree in Business Management with a minor in International Business from Ateneo de Manila University in the Philippines where she was a university scholar.

Ms. Katrina Leung, Executive Director of Messe Berlin (Singapore), the organiser of ITB Asia

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Asia’s leading travel trade show, ITB Asia, today announced International SOS as its first official Medical and Travel Security partner. This move would help the delegates at ITB Asia to get educated on latest industry trends through International SOS’s in-market expertise and global assistance network.

This year’s edition of ITB is organised by Messe Berlin(Singapore) and would be held at Sands Expo and Convention Centre, Marina Bay Sands from 19-21 October 2016.

International SOS is the world’s leading medical and travel Security Risk Services Company. They care for clients across the globe, from more than 1,000 locations in 90 countries.

The company focuses on the current scenario of the higher risk ratings of the visiting countries than the traveller’s home country. Recent research from International SOS highlights the importance of pre-travel health investment, the one that benefits the company’s bottom line while supporting their duty of care to their employees.

International SOS would hold a workshop titled ‘Understanding the risk exposure for your business travellers during a medical or security incident and how to mitigate these risks’ on the second day of the show. This workshop would mainly theme the importance of travel risk management. The delegates would learn the importance of preparedness and ‘Duty of Care’.

Ms. Juliana Gim, Managing Director of International SOS Singapore and Ms. Katrina Leung, Executive Director of Messe Berlin (Singapore) at the official signing ceremony

By participating in the travel trade show, the company would focus on sharing more information on preventive programmes and planning, in-country expertise, and global emergency assistance service.

“This first-of-its-kind partnership with International SOS demonstrates our continued commitment to encompass all sectors of the travel industry and create an optimal business environment for our delegates. People in the travel sector are particularly vulnerable to the changing political, economic and health conditions. Through targeted workshops, International SOS will share insights on how organisations can help fulfil their duty of care to travellers by identifying the latest threats and taking steps to mitigate them,” said Katrina Leung, Executive Director of Messe Berlin (Singapore), the organisers of ITB Asia.

The delegates would have access to an online platform and a customized mobile application that highlights the latest country health and security risks.

ITB Asia has also partnered with CrescentRating, which would share insights on the how delegates can leverage on growing Muslim travel sector. ITB would be hosting an exclusive MICE day, with key collaboratives like Society of Incentive Travel Excellence (SITE), Singapore Association of Convention and Exhibition Organisers and Suppliers(SACEOS) and Incentive Conference and Event Society Asia Pacific(ICESAP) on the second day of the show. MICE industry’s topical issues would spring up during such sessions.

Being a hybrid show, ITB attracts delegates from all walks of travel sector including MICE, leisure and corporate companies. It’s a holistic platform to network and build more opportunities. A great line up of conferences would provide a comprehensive view of latest trends, issues and opportunities in the sector.

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ITB Asia 2016, an annual trade show for Asian travel market, in its ninth year announced to showcase its strongest meetings, incentives, conferences, and exhibitions (MICE) line up-to-date with a full day conference programme dedicated to the growing sector.

This year’s instalment is structured by Messe Berlin (Singapore), will take place from 19-21 October 2016 at the Sands Expo and Convention Centre, Marina Bay Sands. New affiliations with high-flying industry titans such as the Society for Incentive Travel Excellence (SITE) and Singapore Association of Convention and Exhibition Organisers and Suppliers (SACEOS), as well as a renewed agreement with the Incentive Conference & Event Society Asia Pacific (ICESAP) will ensure delegates learn more about the latest news and innovations from thought leaders in their respective fields.

The inaugural MICE day at ITB Asia will be held on the second day of the trade fair i.e.; 20 October 2016 at a specially designed conference room, and will include sessions from a wide range of industry partners, covering a full spectrum of topical issues facing the MICE sector today.

“These dedicated sessions will provide real-world advice for MICE delegates, helping to keep them up-to-date on the latest developments in incentive travel and events and identify new business opportunities. As a leading platform for the travel industry, ITB Asia helps connect like-minded delegates to the latest industry trends,” said Katrina Leung, Executive Director of Messe Berlin (Singapore), the organisers of ITB Asia.

Managing Incentive Travel Programme is the theme for which SITE will conduct two sessions covering three pillars of incentive travel programme management- Deliver, Management and Services.

• The first session goes by the name Incentive Travel Budget and Marketing will explore the fiscal and marketing challenges that managers and planners face. This course edges practical solution delegates can apply to their incentive travel programme planning.
• The second session labelled ‘The Customer Experience and the Importance of Communication’ will showcase how a service culture and strong communication can impact the success of incentive travel management.

“SITE is delighted to be partnering with ITB Asia, not only to expand our footprint in Asia, but also to bring world-class education to this all important forum,” said Rajeev Kohli, SITE President 2016 and Joint Managing Director, Creative Travel Pvt. Ltd., New Delhi, India.

SACEOS will also be bringing their leading industry experts to the show, with a high-level dialogue session discussing the latest industry developments and their impact on the future of the industry. They will also arrange a co-located workshop to help build capabilities among the MICE sector. ICESAP will continue to work together this year as well after last year’s spectacular show. Two members of ICESAP’s Advisory Board including Bert Li from Amway China and Aileen London from Oracle Corporation will be speaking at this session.

A hybrid show, ITB Asia attracts delegates from across all sectors of the travel industry, including MICE, corporate and leisure companies. The show’s powerful line up of conference programme also helps to provide a holistic and comprehensive view of the latest trends, issues and opportunities in the sector.Last year, ITB Asia attracted close to 760 exhibitors from 73 countries, as well as 880 buyers and more than 10,300 attendees over three days.

For more details on ITB Asia 2016, visit their website.

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ITB Asia, the annually held B2B trade event for Asian Travel market, will continue its association with Marina Bay Sands for another three years from 2017 to 2019. This collaboration marks the amiable relations between the two brands.

With this development, it’s clear that the next four editions ITB Asia will continue to take place at the Sands Expo and Convention Centre, Marina Bays. The decided dates are: 19-21 October 2016, 25-27 October, 2017 and 17-19 October, 2018 and 16-18 October, 2019.

According to their press release, Katrina Leung, Executive Director of Messe Berlin (Singapore) quoted:

“This extension demonstrates our ongoing commitment to take ITB Asia to the next level. Marina Bay Sands is renowned for creating extraordinary experiences by providing superior service, amenities and state-of-the-art conference facilities and we have forged an excellent working relationship over the past few years. We will continue to harness the expertise and synergies to create an optimal business environment for our delegates and lift the overall offering of our show to exhibitors, buyers and attendees,”

Initially, ITB Asia had signed an agreement with the hotel brand declaring that Marina Bay Sands will be the official venue for the conference from 2014 to 2016. The eighth and the latest edition of ITB Asia was exceptionally successful. The 3-day conference had 10,300 attendees with 760 exhibitors from 73 countries and 800 buyers. With this year’s success, the organizers will introduce new features such as the on-floor Travel and Technology Showcase through which destinations can highlight their exclusive offerings to the attendees.

ITB Asia and Marina Bay Sands partnered together to help reduce the show’s carbon footings over the past two years. To ensure this, they offered regional foods, used in-room motor sensors in the meeting rooms and setting the optimum room temperature.

Mr. George Tanasijevich, President and CEO of Marina Bay Sands, said:

“It has been our privilege to work with the organisers of ITB Asia over the past few years. The synergy, mutual understanding and rapport we enjoy has built a strong foundation for the travel trade show, and contributed to successful editions, year after year. We are humbled and encouraged by their strong support and look forward to scaling new heights together in the next three years,”

ITB Asia 2016 will be organized by Messe Berlin (Singapore) Pte Ltd and backed by Singapore Exhibition & Convention Bureau. Like every year, the event will be attended by hundreds of exhibiting companies from the Asia-Pacific region, Europe, the Americas, Africa and the Middle East elaborating on Leisure Market, Corporate and MICE travel.

ITB Asia 2015 was organised as a part of TravelRave. Follow this link for our coverage of TravelRave.

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ITB Asia 2015, organized by Messe Berlin (Singapore) Pte Ltd and backed by Singapore Exhibition & Convention Bureau, will be held at Sands Expo and Convention Centre, Marina Bay Sands, Singapore from 21^st October to 23^rd October next week. Besides featuring hundreds of exemplary businesses from different sectors like Corporate, Leisure, MICE, Travel Technology and Responsible Tourism, this time the trade show will reveal a few new partners of ITB Asia that are making a difference in the Asia-Pacific, European and American markets.

ITB Asia was a major success last year and 2015 promises to be even bigger. Image Credit: ITB Asia

On the first two days, ITB Asia – the three-day annual trade show – will conduct sessions from exceptional leaders and visionaries from Ctrip, Airbnb, Agoda, Expedia, Tunia, TripAdvisor, Uber, Venture Republic Global and MakeMyTrip. These leaders will share their insights and experiences on trends and developments that can drive industrial growth.

Since the market as a whole is ever changing and dynamic, anticipating development trends of the global travel industry is a must! Keeping this in mind, GfK– a market research agency, will hold a session on how delegates can avail the best opportunities through the online and offline medium, thereby communicating frequently with the consumers and increase their profits. The cracking panel session will have experts from InterContinental Hotels Group, Marriott, Starwood and Travelodge talk in detail about the current and emerging industry trends.  There will also be sessions from Professional Travel Bloggers Association (PTBA) that will bring to light on how social media, blogs and e-mail marketing can be used in a beneficial way. Panel discussions on ‘Responsible Tourism’ will be held as well.

Image Credit: ITB Asia 2015 Website

This year’s conference will also host new partners of ITB Asia from different sectors of the industry. Incentive Conference & Event Society Asia Pacific (ICESAP) will become a part of a half-day session that would elaborate on exploring key areas of interest from technology developments to workable solutions that can make meetings more useful and beneficial. KIT Group will highlight how global associations can further improve their relationships within the Asia-Pacific region. Global Business Travel Association will actively host ‘Business Travel Day’ that will focus on how businesses can wisely spend their money in the next two years.

According to the report, Katrina Leung, the Executive Director of Messe Berlin (Singapore), quoted,

“Every year, we plan our line-up around the trending topics within the rapidly changing market that is shaping the future of corporate, leisure and MICE travel. We address these topics by partnering with leading professional associations as well as bringing in forward-thinking speakers who are at the top of their game. These specially invited movers and shakers help set our agenda for each session, sharing insights into their own experiences and pitfalls to lead delegates into the next stage of their business and guide the progress of our industry.”

For more details related to this year’s ITB Asia trade show, you can read the official press release.

ITB Asia is a partner event of TravelRave 2015. Stay tuned for our live updates as we bring you round of news, interviews and more from Singapore.

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