ITB Asia news 2024

DAY 

1 

WEDNESDAY 

23 OCTOBER 

2024 

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ITB ASIA 2024 

PIONEERING A NEW 

AGE OF TRAVEL 

PERSONALISATION, FLEXIBILITY, 

AND INNOVATION PAVING THE WAY 

NEWS 

RATEHAWK 

BOOSTS 

TRAVEL 

BUSINESSES 

ACROSS ASIA 

REGION: ASIA 

GYEONGJU IN THE SPOTLIGHT 

AT ITB ASIA 2024 

#06 

#08 

EXCLUSIVE 

INTERVIEW 

TAN BEE LENG 

Chief Commercial Officer, 

The Ascott Limited 

#15

HALL PLANS 

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Morning Briefing 

by Laurence Gaborieau, 

Directrice du salon IFTM Top Resa 

Director IFTM Top Resa 

ITB Asia 2024: 

A world of opportunities 

awaits! 

TODAY'S 

CONFERENCE 

HIGHLIGHTS 

08:45a.m. - 09:00a.m. 

Opening Remarks 

Level 3 

by Dr Mario Tobias, CEO, Messe Berlin 

09:00a.m. - 09:15a.m. 

Keynote: Global Trends for Sustainable Travel 

and Tourism 

Level 3 

Speaker: Liz Ortiguera, Managing Director Asia-Pacific 

and Sr Advisor to CEO World Travel & Tourism Council 

(WTTC) 

Discover the economic outlook for the Asia-Pacific travel and 

tourism industry and both the global and regional trends 

shaping a more sustainable future for the sector. The session will 

also feature some groundbreaking new research and initiatives. 

Good morning and welcome to ITB Asia 2024! 

We’re thrilled to kick off this year’s edition with an 

exciting day packed with insights, innovation, and 

networking opportunities, as thousands of industry 

professionals, exhibitors, and thought leaders gather 

in Singapore. Whether you're here to discover the 

latest trends in travel, meet global suppliers, or 

explore cutting-edge technologies, today sets the 

tone for a transformative journey ahead. 

The day begins with opening remarks by Dr Mario 

Tobias, CEO of Messe Berlin, from 8:45 to 9:00 a.m. 

on Level 3. Dr Tobias will officially open the event, 

providing a glimpse into the exciting highlights and 

discussions that await throughout the show. 

Following his address, don’t miss the keynote on 

Global Trends for Sustainable Travel and Tourism 

by Liz Ortiguera, Managing Director Asia-Pacific at 

WTTC. At 9:00 a.m., she’ll dive into the latest trends 

shaping the industry’s future, offering valuable 

insights into sustainability initiatives, economic 

forecasts, and game-changing research. As 

sustainability takes centre stage in the industry, this 

session is a must-attend for anyone looking to stay 

ahead in the evolving travel landscape. 

In the afternoon, Trip.com be in the spotlight with 

a deep dive into AI-driven marketing strategies. 

From 1:00 p.m. to 1:30 p.m. at the Travel Tech Asia 

Theatre, Han Feng, Head of Marketing at Trip.com, 

will discuss how AI is transforming content creation, 

predictive analysis, and personalisation strategies. 

This session will showcase how AI can help 

businesses improve efficiency and reach diverse 

traveller markets in today’s digital age. 

Beyond the rich conference programme we have 

on offer, don’t forget to explore the exhibition halls, 

where over 1,800 exhibitors from around the world 

are showcasing their latest products, services, 

and innovations. From destination management 

companies to technology providers, airlines, and 

hotel brands, ITB Asia 2024 offers unparalleled 

opportunities to connect with key players across 

the travel ecosystem. Holding ITB Asia alongside 

MICE Show Asia and Travel Tech Asia means that 

we provide an optimised experience of three events 

in three days, giving you even more chances to 

explore all that the industry has to offer. ITB Asia will 

span both floors while you can find Travel Tech Asia 

on Level 1 and MICE Show Asia on the Basement 2. 

Get ready for an exciting first day—ITB Asia 2024 is 

just getting started! 

09:15a.m. - 09:30a.m. 

Keynote: Navigating the Future of Travel: 

Embracing Technological Innovation 

Level 3 

Speaker: Kevin Goh, Chief Executive Officer, Lodging, 

CapitaLand Investment Limited and Chief Executive 

Officer, The Ascott Limited 

Explore the transformative impact of technology in the travel 

industry and find out how industry leaders are embracing 

innovative strategies and tapping on the latest trends to reshape 

the future of travel. Find out the challenges and opportunities 

these innovations present across various sectors within the 

travel industry, and how leaders can leverage them to stay ahead 

of the curve. 

1:00p.m - 1:30p.m. 

Embracing the Digital Era: How Technology is 

Transforming the Future of Travel 

Level 1, Travel Tech Asia Theatre 

Speaker: Han Feng, Head of Marketing, Trip.com Group 

Powered by: Trip.com 

In this session, we will explore how AI is revolutionising 

marketing by enhancing its effectiveness and efficiency. Trip.com 

leverages generative AI to transform content creation, producing 

ad copy, blogs, and designs that align with user preferences, 

reaching travellers across diverse markets. Furthermore, AIpowered 

predictive analysis enables personalised automation 

bidding and travel product selection, driving sustainable growth 

beyond traditional marketing boundaries and strategies. 

FOR THE FULL 

PROGRAMME, SCAN 

THE QR CODE: 

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ITB ASIA NEWS • WEDNESDAY 23 OCTOBER 2024 3

I NEWS I 

4 ITB ASIA NEWS • WEDNESDAY 23 OCTOBER 2024 itb-asia-news.com

I NEWS I 

ADVERTORIAL 

RateHawk boosts travel businesses 

across Asia 

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RateHawk is here at ITB Asia demonstrating how it saves travel 

professionals time by delivering comprehensive services all in 

one place. 

As the travel industry evolves, agents 

face growing challenges in meeting 

increasingly demanding client 

expectations and needs. This is where 

RateHawk, an all-in-one B2B platform, 

part of the Emerging Travel Group, 

comes in as a game-changer. Offering a 

vast range of travel services, RateHawk 

is designed to streamline travel agents' 

work, saving them time and allowing 

them to focus on delivering tailored 

travel solutions to their clients. 

RateHawk’s standout feature is an 

extensive hotel inventory, one of 

the largest on the market. With over 

2.6 million accommodation options 

sourced from 260 wholesalers and 

100,000+ direct hotel contracts, 

RateHawk provides partners with a 

wide range of choices at competitive 

prices. In addition to hotels, RateHawk 

provides tickets from over 400 airlines, 

including 150 low-cost companies, 

transfers in more than 150 countries, as 

well as rail service across Europe. 

To enhance travel agents' confidence, 

RateHawk provides a Pre-Check 

service for each booking, ensuring 

manual confirmation with the hotel 

in advance, minimising potential 

incidents, and reducing stress. 

RateHawk allows travel professionals 

to book without any extra cost and 

offers various payment options. 

Partners can also easily adjust their 

commission to the net price provided 

through RateHawk. 

Travel agents looking to join the over 

80,000 partners around the world who 

are already using RateHawk to elevate 

their business can meet RateHawk’s 

team responsible for Asia in the Travel 

Tech Asia zone at ITB Asia, or visit 

www.ratehawk.com and register for 

free 


ADVERTORIAL 

I NEWS I 

Exely's Rate Match for hoteliers: 

Price consistency across booking channels 

At ITB Asia, Exely is introducing the newest feature in its Booking 

Engine, Rate Match, which enables hotels to improve their price 

consistency and increase direct revenues. 

ITB Asia Visitors can discover Rate 

Match and other Exely solutions at the 

Exely stand 

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Rate Match is designed to empower 

hoteliers by ensuring pricing 

consistency across online booking 

channels. This innovative feature 

enhances hotels’ brand exposure, 

drives direct bookings, and solidifies 

guest trust through strategic pricing 

practices. 

Rate Match works by monitoring 

online travel agencies (OTAs) and 

website prices, and automatically 

aligning them to prevent disparities, 

which leads to more direct bookings. 

Additionally, unlike other tools, Rate 

Match syncs price changes directly 

with Google Free Booking Links. 

This unique feature allows hotels to 

display aligned prices right at the hotel 

search stage in Google, rather than 

just at the booking stage, enhancing 

brand exposure and driving more 

qualified traffic to their website. 

By using Rate Match, hotels can 

ensure they offer competitive prices 

and secure reservations from guests 

who have a tendency to compare 

between OTAs and hotel websites. 

Additionally, hotels are empowered to 

drive direct bookings and bypass high 

OTA commissions. With Exely Booking 

Engine, commission fees drop to just 

4%, compared to 20% on many OTAs, 

improving both gross revenues and 

profit margins. 

This combination of increased 

visibility, higher direct sales, and cost 

savings makes Rate Match a gamechanger 

for hoteliers. 


I EXCLUSIVE INTERVIEW I 

BY ALIGNING OUR 

OFFERINGS WITH THE 

EVOLVING PREFERENCES 

OF TODAY’S TRAVELLERS, 

OUR FLEX-HYBRID 

MODEL ENHANCES 

GUEST SATISFACTION 

AND LOYALTY, ENSURING 

WE MEET THEIR NEEDS 

IN A PERSONALISED WAY. 

Tan Bee Leng 

Chief Commercial Officer, 

The Ascott Limited 

Ascott’s flex-hybrid revolution: 

Redefining hospitality at ITB Asia 2024 

Ascott’s innovative hotel-in-residence model blends short and 

long stays to meet the evolving needs of modern travellers 

For over 40 years, Ascott has been at the forefront of global 

hospitality, innovating the industry with its extended-stay 

serviced residences. Today, the company is making waves 

with its flex-hybrid hotel-in-residence model, offering a 

seamless blend of short and long-term stays across 14 

brands. Ms Tan Bee Leng, Chief Commercial Officer of 

The Ascott Limited, shares insights into how this model is 

being showcased at ITB Asia 2024, addressing the evolving 

preferences of today’s travellers. 

Ascott’s flex-hybrid hotel-inresidence 

business model is quite 

unique. Can you explain how this 

model caters to both short and long 

stays across your diverse portfolio 

of 14 brands? 

Ascott’s journey as a global hospitality 

company began 40 years ago, with 

a focus on extended-stay serviced 

residences. Building on our foundation, 

we have introduced a flex-hybrid hotelin-residence 

model across our portfolio, 

which currently comprises over 950 

properties worldwide, encompassing 

serviced residences, hotels, co-living 

properties and resorts. This innovative 

approach combines the comfort 

of apartments with the services 

and amenities of hotels, catering to 

relocated professionals, long-term 

guests, and the growing demand for 

transient and blended travel. 

Our flex-hybrid model is seamlessly 

integrated across all 14 of our 

brands, ensuring versatility in our 

accommodation offerings to address 

the rising interest in flexible hospitality 

solutions. For example, Ascott 

Dadonghai Bay Sanya blends luxury 

accommodations with long-stay 

facilities to attract both vacationers 

and remote-working professionals. 

Similarly, Somerset Pattaya offers 

a resort-style experience that fuses 

leisure amenities with spacious 

serviced apartments. 

By operating under this flex-hybrid 

model, Ascott remains agile and 

responsive to changing business 

cycles, allowing us to quickly adapt 

to shifts in demand. For instance, 

during peak tourist season, we can 

accommodate more leisure guests, 

who typically generate higher revenue. 

During off-peak times, we focus on 

welcoming guests with extended 

stay needs, ensuring greater income 

stability. This approach enhances 

operational efficiency by optimising 

asset utilisation, diversifying revenue 

streams, and anticipating guest 

needs. For our guests, it means 

more choices and customisation; for 


I EXCLUSIVE INTERVIEW 

I 

property owners, it presents greater 

opportunities for increased revenue 

and occupancy rates. 

Why is this important in order to 

meet the needs of today's travellers? 

Ascott’s flex-hybrid model is essential 

for meeting the needs of today’s 

travellers, who increasingly seek 

customisation and personalisation 

in their hospitality experiences. 

Our model accommodates guests 

regardless of their lifestyle, travel 

purpose, or length of stay — whether 

for short visits or extended periods. 

The hotel-in-residence experience 

we provide, along with diverse room 

configurations, caters to a wide range 

of travellers, including business 

professionals, digital nomads, solo 

adventurers, and those travelling with 

families and friends. By aligning our 

offerings with the evolving preferences 

of today’s travellers, our flex-hybrid 

model enhances guest satisfaction and 

loyalty, ensuring we meet their needs in 

a personalised way. 

Corporate and incentive travel are 

evolving, with trends like bleisure 

becoming more prominent. How is 

Ascott positioning its properties 

to cater to both business and 

leisure travellers, particularly 

multigenerational family travel? 

For business travellers, our properties 

provide essential amenities like 

high-speed internet, dedicated 

workspaces, and meeting facilities. 

We also recognise the importance 

of leisure through our hotel-inresidence 

experience, which features 

kitchenettes and spacious living areas 

that allow guests to unwind or extend 

their stay for family activities. Our 

Oakwood brand is especially cherished 

by bleisure guests for its emphasis on 

comfort, seamlessly balancing work 

commitments with personal wellness 

pursuits while travelling. By integrating 

business and leisure elements, we 

ensure our properties meet the 

dynamic needs of today’s travellers, 

making Ascott the ideal choice for both 

business trips and family getaways. 

As multigenerational family travel 

continues to gain popularity, Ascott is 

in a sweet spot to meet this growing 

demand. Our apartment-style units 

enable families to spend quality time 

together while maintaining their 

privacy, all complemented by hotelgrade 

services and amenities. With 

diverse room configurations, including 

dual-key and connecting rooms setup, 

we can accommodate families of 

varying sizes. To further enhance the 

experience for families, we provide 

welcome kits that ensure guests of all 

ages feel comfortable and engaged. 

Our Somerset brand – celebrated 

AS 

MULTIGENERA- 

TIONAL FAMILY 

TRAVEL 

CONTINUES TO 

GAIN POPULARITY, 

ASCOTT IS IN A 

SWEET SPOT TO 

MEET THIS 

GROWING 

DEMAND. 

for its homey atmosphere, childrencentric 

signature themed suites and 

eco-friendly play areas and gym – is 

especially popular among families. 

For visitors to ITB Asia 2024, what 

key offerings from Ascott should 

they look out for, and how is Ascott 

aligning with the latest trends at the 

event? 

At ITB Asia 2024, we are thrilled to 

showcase Ascott’s largest booth yet 

at P05 as the Official Partner Hotel of 

the event. Inside, visitors will discover 

three dynamic zones packed with funfilled 

experiences for everyone. In the 

Chelsea Zone, visitors can challenge 

each other to a foosball match, sign 

up for a complimentary Ascott Star 

Rewards membership, and score an 

instant silver-tier upgrade on their 

first app login – all while immersing 

themselves in the vibrant, experienceled 

social living atmosphere of our lyf 

brand. The F&B Showcase will feature 

a bar reminiscent of the Oakbar at our 

Oakwood properties, serving bespoke 

drinks crafted to highlight the unique 

positioning of our brands. Plus, don’t 

miss the Instagram-worthy treehouse 

swing in the Resort Zone – the 

perfect spot for capturing memorable 

moments while discovering the leisurecentric 

experiences offered by our 

brands, including the family-friendly 

Somerset 

ASCOTT’S PARTNERSHIP WITH CHELSEA FOOTBALL CLUB 

OPENS UP NEW OPPORTUNITIES FOR INCENTIVE TRAVEL 

As the Official Global Hotels Partner 

of Chelsea Football Club, one of the 

world’s 10 most popular football clubs, 

Ascott is presenting the Ascott Privilege 

Signatures Stadium Lounge at Stamford 

Bridge as a new venue for corporate 

events and team-building experiences. 

Located at the home ground of 

Chelsea in London, this unique setting 

allows companies to host meetings, 

presentations and networking events in 

a vibrant atmosphere at one of the most 

iconic stadiums where world-class 

football action takes place. 

For team-building activities, the lounge 

can serve as a base for customised 

experiences, including stadium tours 

that offer behind-the-scenes insights 

and VIP visits to The Blues Cobham 

Training Ground to witness and 

even take part in training sessions. 

Incorporating team challenges or 

workshops led by former players can 

further enhance these events. 


I SPECIAL FEATURE I NATURE & ADVENTURE TOURISM I 

Japanese island Hokkaido, 

a paradise for nature lovers 

and adventure travellers 

With seven national parks and a host of special adventure 

tours led by certified guides, Hokkaido is an ideal 

destination for fans of the great outdoors and has brought 

its rich tourism offer to ITB Asia 2024. 

Hokkaido, Japan’s northern-most 

island, is blessed with magnificent 

natural landscapes. An island as big as 

the surface area of Austria, Hokkaido 

has no less than seven national parks 

including the majestic Daisetsuzan 

mountain range, lake Toya, the active 

volcano Mount Usu, the beautiful lakes 

and mountains of Akan, the UNESCO 

World Heritage site Shiretoko, and 

the newly designated national park, 

Hidakasanmyaku-Erimo-Tokachi. 

With its rich natural environment, 

Hokkaido is gaining more and 

more recognition as an adventure 

travel destination. This September, 

Hokkaido began promoting special 

tours supervised and accompanied 

by its certified adventure travel 

guides. There are five key experiences 

on offer, including cycling on Rishiri 

Island, a cape Kamui night tour on 

Shakotan Peninsula, trekking in Toya- 

Usu Geopark, winter biking on the 

approach to “the phantom bridge” over 

Taushubetsu river, and forest walking 

with the Ainu cultural experience in 

Biratori. 

To enable visitors to make the most of 

these experiences and travel through 

the island’s natural landscapes safely, 

the Hokkaido local government 

launched the Hokkaido Adventure 

Travel Guide qualification system in 

2023 whereby certified guides are 

required to meet the standards of 

international qualifications in order to 

conduct these tours 

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An experiential attraction, Sentosa Sensoryscape blends 

nature, architecture, and technology across 30,000 square 

metres to awaken all six senses. 

Exhibiting at ITB Asia again this 

year, Sentosa has a varied offer of 

attractions for visitors from all over the 

world. Earlier this year, Sentosa Island 

launched Sentosa Sensoryscape, 

a landmark attraction that connects 

guests from Resorts World Sentosa in 

the north to Sentosa’s golden beaches 

in the south through an immersive, 

multi-sensory experience. 

Nestled at the heart of Sentosa, 

Sensoryscape unfolds across 30,000 

square metres, inviting visitors to 

experience the island's rich biodiversity 

through an array of sensory gardens – 

Lookout Loop, Tactile Trellis, Scented 

Sphere, Symphony Streams, Palate 

Playground, and Glow Garden. 

Sensoryscape is a verdant connector, 

which combines nature, architecture, 

Sentosa Island launches Sentosa Sensoryscape, 

an immersive sensorial journey 

and technology to stimulate all 

the senses, including the sense of 

imagination. 

Each of Sensoryscape’s gardens is 

enriched with immersive and audiovisual 

experiences, inspiring visitors of 

all ages and pushing the boundaries 

of traditional parks and landscape 

design to create unique spaces 

that blend stunning architecture 

with nature. Visitors can also look 

forward to a night-time spectacle, the 

ImagiNite experience. 

Unique in Southeast Asia, this 

experience lets visitors become 

immersed in a nature-inspired 

soundscape enlivened by interactive 

digital light art and augmented 

reality. From Symphony Streams' 

enchanting underwater worlds to 

Lookout Loop's light beam dance, the 

tangible is seamlessly fused with the 

virtual throughout the experience. The 

ImagiNite augmented reality offerings 

can also be experienced through the 

ImagiNite mobile app. 

Sensoryscape, the first milestone in 

the Sentosa-Brani Master Plan aimed 

at integrating the two islands, opens up 

new opportunities for curated events 

and brand collaborations. As a part of 

Sentosa Development Corporation’s 

(SDC) efforts to collaborate with 

partners to elevate experiences 

on the island, the organisation 

is partnering with Samsung 

Electronics Singapore to heighten the 

photographic experiences of guests at 

Sensoryscape 

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I SPECIAL FEATURE I 

TRANSPORT I 

Transsib Voyage to relaunch 

private train tours on Trans- 

Siberian Railway in 2025 

At ITB Asia 2024, Transsib Voyage is 

announcing the return of its exclusive private 

train tours on the Trans-Siberian Railway 

starting in 2025, offering new opportunities 

for travel agents and tour operators. The 

Siberia-based Destination Management 

Company (DMC) is set to provide tailored 

journeys that combine luxury, comfort, and 

unique experiences along the world's longest 

railway. 

The relaunch will feature all-inclusive 

packages that cover accommodations, 

meals, and guided excur sions, aiming to offer 

a seamless adventure for travellers. 

Exclusive itineraries are designed to highlight 

the best of Siberia and beyond, including 

visits to Lake Baikal, cultural landmarks, and 

vibrant cities along the route. The private 

train is equipped with modern amenities, 

cosy compartments, and an elegant dining 

car, catering to groups of all sizes. 

For travel professionals, Transsib Voyage 

emphasises enhanced flexibility through 

customisable packages. This allows agents 

to tailor experiences to their clients' needs, 

from private tours to specially arranged 

cultural events. The company highlights 

the advantages for B2B partners, offering 

enhanced control over the travel experience 

and the potential to deliver memorable, 

hassle-free journeys. 

At ITB Asia 2024, travel agents and tour 

operators can visit Transsib Voyage on their 

stand to get detailed information on the tours 

and discuss how these journeys could fit into 

their clients’ portfolios 

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© Air India 

Unififi Cloud enhances 

airline connectivity 

ahead of ITB Asia 2024 

Unififi Group has expanded its airline content distribution 

capabilities, offering travel agents and online travel agencies 

(OTAs) greater access to flight options. Unififi Cloud now 

connects to over 540 airlines through four Global Distribution 

Systems (GDS) and has direct connections with more than 

40 airlines via New Distribution Capability (NDC) and API 

integrations. 

This development enables 

travel professionals to 

provide customers with a 

broader selection of flights, 

competitive pricing, and 

additional services. The 

integration of Singapore 

Airlines' NDC content, 

available on Unififi Cloud 

since 2022, allows agents to 

access exclusive fares and 

personalised offers. 

"Our goal is to empower our 

partners with transparent 

and efficient solutions," said 

Afra Wang, COO and Cofounder 

of Unififi Group. "By 

expanding our direct airline 

connections, we help travel 

agents and OTAs meet the 

evolving needs of travellers." 

As the industry adopts NDC 

under the International Air 

Transport Association's 

(IATA) Airline Retailing 

Maturity (ARM) standard, 

Unififi Cloud facilitates more 

personalised and flexible 

travel options. This can 

lead to improved customer 

satisfaction and streamlined 

operations through efficient 

API integration. 

Travel agents and OTAs 

attending ITB Asia 2024 

can learn more about Unififi 

Group's solutions on their 

stand. The company will 

demonstrate how its platform 

can assist travel professionals 

in navigating an increasingly 

competitive and technologydriven 

market 

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I SPECIAL FEATURE I PARKS I 

Sunway Theme Parks set to deliver a 

special brand of magic at upcoming 

festive events 

© Mandai Wildlife Group 


Exhibiting at ITB Asia 2024, Sunway 

Theme Parks are getting ready 

to dazzle visitors with a series of 

festivities at the Sunway Lagoon 

and Sunway Lost World of Tambun 

parks. Chinese New Year will see 

red lanterns and floral displays and 

offer guests an opportunty to enjoy 

traditional performances, special 

food stalls, and spectacular fireworks. 

The Hari Raya Aidilfitri festivities 

will provide a colourful celebration 

of Malay culture with traditional 

music and a bazaar featuring crafts 

and delicious treats. Deepavali will 

bestow a magical atmosphere on the 

parks with oil lamps, Indian dance 

performances, and authentic Indian 

cuisine. Last but not least, Sunway 

Theme Parks will host a spectacular 

Christmas celebration with beautiful 

decorations and seasonal treats 

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Keeper guiding guest to touch elephant at 

Backstage Pass Elephant Encounters 

Mandai wildlife reserve unveils new 

rainforest adventures and eco-stays at 

ITB Asia 2024 

Mandai Wildlife Reserve, home 

to Singapore’s renowned wildlife 

parks, is set to welcome new natureinspired 

experiences. Opening in 

2025, the Mandai Rainforest Resort 

by Banyan Tree will offer eco-friendly 

stays, while Rainforest Wild, the fifth 

wildlife park, will transport visitors 

into the rainforests of Southeast 

Asia and Africa. Visitors can explore 

diverse ecosystems, from treetop 

canopies to cavernous depths, 

encountering animals like the 

Malayan tiger and François’ langur. 

The reserve will also feature green 

Artist Illustration of 

Rainforest Wild Asia 

spaces, dining options, and familyfriendly 

adventures. Visitors to ITB 

Asia can find out more on Mandai 

Wildlife Reserve's stand 

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Family Room at Mandai 

Rainforest Resort 



I REGION I 

ASIA I 

© AXP Photography- Unsplash 

Asia-Pacific on the rise: 

Key trends and recovery insights for 2024 

Both UN Tourism and PATA point to an acceleration in the recovery of 

tourism in Asia and the Pacific in 2024 

As Asia and the Pacific lifted restrictions for international 

travellers at the end of 2022, tourism recovery became 

visible in 2023, supported by strong pent-up demand. 

According to UN Tourism, total arrivals to this part of the 

world were 35% below the pre-Covid performance of 

2019. However, Asia and the Pacific earned 78% of its prepandemic 

receipts, a remarkable result when compared to 

its recovery in arrivals last year. 

Based on numbers released by the 

Pacific Asia Travel Association, in 

2023 Asia welcomed close to 342.9 

million international visitor arrivals 

(IVA) while the Pacific saw a total IVA 

reaching 23.7 million. 

In its forecast, PATA estimates that 

Asia will add another 100 million IVA 

this year, putting total international 

visitor arrivals at just 16% below its 

2019 performance. PATA predicts a full 

recovery by 2025. 

Due to a softer-than-expected 

rebound in Chinese and Japanese 

outbound traffic, tourism growth in 

Asia remains slightly weaker than 

anticipated, according to PATA 

experts. China's economic slowdown 

is triggered by woes in the real estate 

sector, while pessimism in Japan 

about the economic situation and a 

weak yen are limiting outbound trips. 

BETWEEN 

JANUARY AND JULY 

2024, TOTAL 

TOURIST ARRIVALS 

IN ASIA AND THE 

PACIFIC WERE JUST 

18% BELOW THEIR 

2019 

PERFORMANCE. 

Meanwhile, the Pacific Rim is 

expected to welcome 28 million IVA in 

2024, outperforming 2019 by 1%. 

The latest data communicated by UN 

Tourism points to a positive trend for 

arrivals to Asia. Between January and 

July 2024, total tourist arrivals in Asia 

and the Pacific were just 18% below 

their 2019 performance. The positive 

trend is accelerating as recovery 

reached 85% in June and 86% in July 

compared to 2019. According to UN 

Tourism, the best performing regions 

within Asia are South Asia (-8% 

compared to 2019) and Southeast 

Asia (-12%). 

UN Tourism points to an increase in air 

capacity within Asia but also between 

the continent and the rest of the world. 

Airlines have particularly added seats 

between Asia and Europe as well as 

Asia and the Middle-East. For the IATA 

winter season, new routes will link 

Brussels to Bangkok (Thai Airways 

International), Paris to Kuala Lumpur 

(Malaysia Airlines) and Manila (Air 

France), Sydney to Istanbul (Turkish 

Airlines) while Qatar Airways is 

boosting frequencies to Bali and 

Tokyo. 

Another positive factor is the easing 

of visa formalities. China now offers 

free visas on arrival to many countries 

for a stay of up to 14 days. Countries 

such as Indonesia, Japan, Lao PDR, 

Malaysia, Sri Lanka, Thailand and 

Vietnam lifted their requirements 

or extended the validity of their visa 

towards travellers in selected markets. 

342.9 

MILLION IVA 

TO ASIA IN 2023 

23.7 

MILLION IVA 

TO THE PACIFIC 

IN 2023 

UN Tourism statistics also point to 

the fact that some countries in the 

Asia-Pacific are enjoying a stronger 

recovery than their counterparts. 

Top performers are the Maldives with 

an increase of 19% in international 

tourist arrivals from January to July 

2024, followed by Mongolia (up 

13%) and French Polynesia (up 11%). 

Fiji, Japan and Sri Lanka recorded a 

growth in arrivals between 7% and 

8%. 

Vietnam is the top performer in 

Southeast Asia with total arrivals 

growing by 2%. Thailand, the busiest 

tourism destination in Southeast 

Asia, expects to welcome 36 million 

international arrivals, just 9% below its 

2019 performance 

(source: Pacific Asia Travel Association) 


I REGION I ASIA I 

ADVERTORIAL 

Busan: A leading MICE destination 

at ITB Asia 2024 

With specialised convention centres and a strong network 

of suppliers, as well as beautiful beaches and a vast hotel 

offering, Busan, South Korea has become a top hub for 

meetings, incentives, conferencing, and MICE travel. 

A prominent destination in Asia for 

MICE events, Busan has already 

hosted numerous prestigious 

international conferences. Boasting an 

excellent infrastructure and a strong 

network of MICE industry providers, 

in addition to a pleasant environment 

for guests, Busan prides itself on its 

specialised convention centres like 

BEXCO, along with its 83 hotels, and 

unique venues that capture the city’s 

regional charm. 

In addition to the city’s attributes, 

Busan also counts on the Busan MICE 

Alliance (BMA), grouping the city’s 

convention centres, hotels, and travel 

agencies, and supporting events 

through active communication to 

promote MICE development in Busan. 

Another of the city’s attractive features 

for MICE travel is Gimhae Airport. 

Having completed its international 

terminal expansion, the airport is 

preparing to launch new long-distance 

routes to major cities worldwide. 

Currently, 38 international routes to 

11 countries operate weekly from the 

airport while direct flights to Bali and 

Jakarta are expected by the end of this 

year. Travellers arriving from Seoul can 

reach the city in just 50 minutes by 

plane or 2 hours and 10 minutes by 

Korea Train eXpress (KTX) 

STAND J 05 

Busan’s appeal has been proven by 

its Trip.com ranking as the secondfastest-growing 

travel destination 

worldwide in 2023 and its position 

among The New York Times’ top five 

cities with beautiful beaches for 2024. 


I REGION I 

ASIA I 

ADVERTORIAL 

In addition to its Silla heritage, 

Gyeongju also embraces the legacy of 

the Joseon Dynasty (1392 – 1910). The 

Gyeongju National Museum offers a 

fascinating glimpse into both the Silla 

and Joseon periods while the historic 

Yangdong Folk Village showcases 

traditional Joseon architecture. 

Gyeongju – The epitome of 

Korean culture and history in the 

spotlight at ITB Asia 2024 

Gyeongju, with it blend of history and natural beauty is not 

only a cornerstone of Korea's cultural heritage, but thanks 

to its modern amenities, the city has also become a prime 

location for business events. The culmination of Gyeongju's 

recognition as a meeting destination is its selection as the 

host city for the 2025 APEC Summit. 

The ancient capital of the Silla Dynasty 

(57 BC – AD 935), Gyeongju is a city 

where history, culture, and nature 

seamlessly come together. Gyeongju 

boasts a wealth of UNESCO World 

Heritage Sites, including the majestic 

Bulguksa Temple and the iconic 

Seokguram Grotto. 

Visitors can explore the royal tombs 

at Daereungwon, stroll through 

the serene Donggung Palace, 

and experience one of the world’s 

oldest astronomical observatories, 

Cheomseongdae. 

Sarawak 

“uniquely positioned” to meet 

the demands of today's travellers 

Gyeongju unites these historical 

treasures with modern capabilities. 

The Gyeongju Hwabaek International 

Convention Center (HICO) boasts 

state-of-the-art amenities, making it 

an ideal venue for large-scale events. 

Another strength of the city as a 

business destination is its strategic 

location near Korea’s major industrial 

powerhouses, Ulsan and Pohang. 

In recognition of its huge potential, 

Gyeongju will host the prestigious 

2025 APEC Summit. 

Gyeongju is also a perfect destination 

for adventure travel. Gyeongju World 

Amusement Park and the nearby 

Bomun Lake Resort offer activities for 

families and groups. Mount Namsan 

and Gyeongju National Park are ideal 

for outdoor activities while Gyeongju’s 

coastline along the East Sea offers a 

serene escape 

STAND H 031 

ADVERTORIAL 

Airlines and the Sarawak Trade and 

Tourism Office Singapore (STATOS), 

establishing direct flights between 

Singapore and key destinations in 

Sarawak. 

Sharzede Datu 

Haji Salleh Askor 

CEO, 

Sarawak Tourism Board 

ITB Asia News spoke with Sarawak Tourism Board CEO Sharzede 

Datu Haji Salleh Askor about the increasing popularity of the 

Malaysian state’s unique tourism offerings and new developments 

such as Niah Caves National Park’s recent designation as a 

UNESCO World Heritage Site. 

Can you share the most recent visitor 

statistics for Sarawak? 

Sarawak has seen remarkable growth 

in visitor numbers, recording 3.6 

million visitors as of September 2024, 

surpassing the total visitors from pre- 

COVID-19 levels. This significant 

recovery is driven by the appeal of 

Sarawak’s unique tourism offerings 

built around Culture, Adventure, Nature, 

Food, and Festivals (CANFF). Sarawak’s 

diverse cultural heritage, rich natural 

landscapes, and vibrant festivals have 

particularly resonated with travellers 

from ASEAN and Europe. 

What new developments is the 

Sarawak Tourism Board (STB) showcasing 

at ITB Asia this year? 

A key highlight is the recent recognition 

of the Niah Caves National Park as a 

UNESCO World Heritage Site. This 

renowned site, home to one of the 

world’s oldest human settlements, 

continues to draw global attention for its 

historical and cultural value. 

In line with our sustainability efforts, 

Sarawak is also leaning towards 

promoting eco-friendly city tours. 

Additionally, we have just formalised 

a strategic collaboration with Scoot 

Continuing our focus on food, we will 

further promote Sarawak’s rich culinary 

heritage, inviting travellers to indulge 

in authentic local flavours. Kuching's 

designation as a UNESCO Creative 

City of Gastronomy further elevates 

Sarawak's food scene. 

How do these offerings cater to evolving 

traveller interests? 

Today's travellers seek meaningful, 

sustainable, and immersive experiences, 

and Sarawak is uniquely positioned to 

meet these demands. The state's focus 

on ecotourism, adventure, and cultural 

authenticity provides the perfect 

backdrop for those looking for authentic 

and responsible travel 

STAND C 05

ITB Asia news 2024 - Day 1

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