The global journey of ITB
Darren Seah EXECUTIVE DIRECTOR, MESSE BERLIN, ASIA-PACIFIC “ITB Asia was launched in Singapore in 2008 to serve the rapidly growing and technologically forward-looking travel markets of Asia.”
existence up by enabling connections and keeping business opportunities alive. “When we returned full force in 2023, ITB Berlin came back stronger than ever: exhibitors, partners, and attendees were thrilled to meet face to face again. In the end, the pandemic made many people realise that no digital format can replace the energy of live interactions. And this again sharpened the ‘raison d’etre’ of ITB Berlin very strongly.” Beyond hosting the annual event, ITB Berlin acts as the engine of the wider ITB portfolio. “As the flagship of the global ITB brand family, it provides practical support to other ITB shows worldwide, helping them establish, grow and reach new markets and stakeholders,” says Rothe. ITB Asia: The Asia-Pacific hub Launched in Singapore in 2008, ITB Asia marked the first step in extending the ITB brand beyond Berlin, responding to the rapid growth and increasing influence of Asia-Pacific travel markets. From the outset, the show was conceived as a dedicated B2B platform for a region emerging as both a demand powerhouse and a centre of innovation. Hosted in Singapore, a highly
The region was emerging as a global innovation hub, and we wanted a platform where destinations, operators, tech providers, and strategic partners could come together to do real business, create partnerships, and connect across the travel value chain.” Over time, ITB Asia has evolved in step with the region itself, from the rise of outbound travel to the growing importance of intra-regional flows, digitalisation and experiential travel. Within the wider ITB portfolio, it plays a central role in strengthening connections across Asia-Pacific while reinforcing the brand’s global reach. For Seah, scale and collaboration have been central to ITB Asia’s development: “Huge partnerships with TripAdvisor, the
connected destination, ITB Asia brings together destinations, operators, technology providers and strategic partners from across Asia-Pacific, while linking them to global markets. Its scope spans leisure, MICE and corporate travel, alongside travel technology, reflecting the diversity and complexity of the region’s travel economy. A strong emphasis on curated meetings and business outcomes has helped establish ITB Asia as a central annual meeting point for the industry. As Darren Seah, Executive Director, Messe Berlin Asia Pacific, explains, the show was designed to serve a region that was already looking ahead: “ITB Asia was launched in Singapore in 2008 to serve the rapidly growing and technologically forward-looking travel markets of Asia.
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