I EXCLUSIVE INTERVIEW I
I EXCLUSIVE INTERVIEW I Dr Mario Tobias CEO of Messe Berlin 6 ITB ASIA NEWS • THURSDAY 24 OCTOBER 2024 itb-asia-news.com
I EXCLUSIVE INTERVIEW I ITB Asia: “Connecting local players with global partners” From Southeast Asia’s potential to global tourism trends, Messe Berlin’s CEO Dr Mario Tobias shares his vision for the future of ITB Asia In this exclusive interview, Dr Tobias outlines the strategic importance of Southeast Asia for the ITB brand, and goes over the key trends shaping the future of global tourism. From sustainability to travel technology and the resurgence of the MICE sector, ITB Asia is leading the charge. This is your first ITB Asia in Singapore as CEO of Messe Berlin. What are your initial impressions of the event and its significance for the Southeast Asian market? My initial impression of ITB Asia is overwhelmingly positive. It’s not just a travel trade show but a global hub where innovation meets opportunity in the heart of Southeast Asia. The region is a crucial growth market, and ITB Asia has positioned itself as the leading platform for connecting local players with global partners. This year’s event is the largest and most diverse edition ever, with exhibitors from across the globe, including a 75% increase from Africa and a 25% growth from Europe. This clearly speaks volumes about the developing significance of Southeast Asia not only as a destination but as a key driver of tourism innovation and development. The variety of exhibitors and high-level discussions reflect the region’s unique role in shaping the future of the travel industry. The ITB brand is synonymous with global tourism. In your view, how does ITB Asia contribute to strengthening the ITB brand’s presence in the Asian market? ITB Asia strengthens the ITB brand’s global presence by solidifying our footprint in one of the most dynamic regions in the world. Asia is not only a significant source market but also a diverse destination that continues to grow at a phenomenal pace. ITB Asia acts as a crucial platform for deepening our connections in this region, adapting to the unique needs and trends of the Asian travel industry. Every ITB event, including ITB Asia, adds value to the mother brand, enriching it with new ideas, innovations, and business connections. This global influence allows us to reinforce ITB’s position as the go-to hub for travel and tourism insights, collaboration, and growth worldwide. NOW IS THE TIME TO EMBRACE CHANGE— WHETHER IT’S IN ADOPTING SUSTAINABLE PRACTICES, LEVERAGING TECHNOLOGY, OR BUILDING STRONGER PARTNERSHIPS. Given the current dynamics of the global tourism industry, what trends do you see as key drivers for growth in Asia, and how is ITB Asia aligning with these trends? Asia is at the forefront of several transformative trends in global tourism. Sustainable travel is becoming nonnegotiable, with a growing demand for eco-friendly and responsible tourism options. Additionally, travel technology is revolutionising the way we experience destinations—from AIdriven personalisation to seamless digital booking systems. Another key driver is the MICE sector, which is seeing a resurgence, particularly in countries like Singapore. ITB Asia aligns perfectly with these trends, showcasing innovations in travel tech and providing a platform for discussions on sustainability and future resilience. The co-location with MICE Show Asia and Travel Tech Asia highlights how we’re addressing these critical drivers and positioning the region to lead the future of global travel. Do you have a particular message you would like to convey to the tourism industry? My message to the tourism industry is one of resilience, innovation, and optimism. The past few years have tested us, but they’ve also proven the incredible adaptability and creativity within our industry. ITB Asia 2024 is a testament to how far we’ve come, not just in recovery but in re-imagining the future of travel. Now is the time to embrace change—whether it’s in adopting sustainable practices, leveraging technology, or building stronger partnerships. Together, we have the power not only to drive growth but also to make tourism a more inclusive, responsible, and resilient force for good. Let’s take the insights and innovations from ITB Asia 2024 and use them to shape a brighter future for global travel ITB ASIA: A STRATEGIC GATEWAY TO SOUTHEAST ASIA'S TOURISM GROWTH FOR MESSE BERLIN ITB Asia holds a pivotal role in Messe Berlin’s portfolio, being the first ITB event outside of Germany since its launch in 2008 and demonstrating the foresight of seeing Southeast Asia as a driving market with enormous potential. The event has grown to become a key platform for stakeholders across the globe to access this dynamic region. ITB Asia is a bridge for fostering partnerships and capitalising on the immense growth opportunities here, aligning with Messe Berlin's strategy of being present in every growth market globally. This globallocal approach, where each international ITB event feeds into the strength of the core ITB brand, has proven to be a successful model for driving innovation and business growth in both regional and international contexts. ITB ASIA NEWS • THURSDAY 24 OCTOBER 2024 7
