• To meet demand, Asia’s leading trade travel show opens with an expanded two
floors and introduced a dedicated MICE Show Asia 2019
• Record number of over 1,300 exhibitors and more than 1,250 buyers at this year’s
Singapore, ITB Asia, ‘Asia’s leading travel trade show’ opened its
doors today at the Sands Expo and Convention Centre in Marina Bay Sands, Singapore.
Over the next three days from 16 - 18 October 2019, the show will see organisations from
across the travel industry gathering to establish high-quality contacts and conduct business.
The opening ceremony today was graced by four guests-of-honour: Mr Chee Hong Tat,
Senior Minister of State, Ministry of Trade and Industry and Ministry of Education, Republic
of Singapore, who was attending for the second year running; Mr Michael Müller, the
Governing Mayor of Berlin, Federal Republic of Germany, who is attending ITB Asia for the
first time; Dr Christian Göke, Chief Executive Officer (CEO), Messe Berlin GmbH and Mr
Keith Tan, Chief Executive of Singapore Tourism Board.
Commenting on this year’s show, Katrina Leung, Managing Director of Messe Berlin
(Singapore), ITB Asia’s organiser, said, “ITB Asia continues to maintain its position as the
leading travel trade show in the region. Working in close collaboration with international
exhibitors, travel companies and international buyers from across the MICE, leisure and
corporate travel markets, we look forward to unveiling this year’s engaging and exciting
programmes that will benefit all. With the expansion of the show and the launch of MICE
Show Asia, we’re delighted to welcome our visitors to this 2019’s edition!”
Show expanded to meet sustained growth and demand
Now in its twelfth year, ITB Asia has continued to enjoy support from destinations and
businesses from across the world, with over 1,300 exhibitors and more than 1,250 buyers
welcomed at this year’s show. To accommodate its growth, ITB Asia 2019 has expanded its
space and will now occupy two floors of the Sands Expo and Convention Centre.
Emphasising the global reach of ITB Asia, this year’s show has attracted ever widening
international interest and participation. Over 110 National Tourism Organisations (NTO) and
Regional Tourism Organisations (RTO) are exhibiting this year, including first-time
appearances for NTOs from Armenia, Czech Republic, Malta, Russia and the Balkan States
– Macedonia, Montenegro and Serbia, and RTOs from Busan, Frankfurt, Los Angeles and
In addition, with the fast-growing demands of the MICE and corporate travel sectors, ITB
Asia has this year launched the inaugural MICE Show Asia, a MICE-dedicated show to which
all ITB Asia attendees have full access. Launched by Messe Berlin (Singapore), the team
behind ITB Asia, it will strengthen the MICE component of the show. Attendees will hear
about forecasts for the global meeting and events industries in 2020, as well as how digital
transformation is impacting the industry.
Conference keynoters and partners to push boundaries of the travel industry
Under the overarching theme of “Bold Thoughts, Bold Moves,” key industry leaders will
share innovative ideas and knowledge on practical applications to keep pace with industry
As part of today’s (16 October) keynote line up, Booking.com and IBM will address the
industry’s common challenges such as readying businesses for their next wave of growth;
rethinking and reinventing distribution strategies; and how the travel industry can capitalise
on the digital revolution to succeed. Tomorrow (17 October), attendees can look forward
to hearing from Agoda, Expedia, Google, TripAdvisor and Wego, who will discuss
actions to adapt to the ever-evolving market. On Friday (18 October), the final day of the
show, Booking.com, OYO China, and Tujia will lead the conversation on maximising
opportunities to meet the needs of a new generation of Chinese travellers.
Other noteworthy sessions during the show include those led by ITB Asia’s partners in the
Destination Marketing and Muslim Travel conference tracks.
The Destination Marketing track will feature a series of tours and activities led by iVenture
Card, Rezgo, TourRadar and Trip Ninja. They will discuss topics ranging from multi-city
travel, what experiences can learn from hotel distribution and how to get the most for
brands via online travel agencies (OTAs).
In the Muslim Travel track, CrescentRating, in its fourth year of partnership with ITB Asia,
presents “Halal In Travel Asia Summit”. Attendees of ITB Asia 2019 will gain key insights
from the official release of Mastercard and CrescentRating’s Muslim Women in Travel
Report, and CrescentRating’s report on Gen Z Muslim Travelers.
New initiatives in response to the travel industry’s ever-growing demands
In addition to the launch of MICE Show Asia, ITB Asia 2019 has also introduced the Buyers
Elite Partner Programme. 41 partners are part of the programme that provides a forum to
develop stronger trade ties with recommended buyers and to maximise business
Finally, ITB Asia has announced that it will launch Travel Tech Asia in 2020. A complement
to the existing ITB Asia and MICE Show Asia, it will be part of Asia Pacific’s largest travel
trade show dedicated to travel technology. New buyers in charge of purchasing travel
technology will be introduced to the latest innovations, emerging trends, leading industry
brands and innovative startups that are gathered at one place to create new possibilities of