Part 3 of ITB Asia's Market Insights and Commercial Strategy Series
Business events are evolving. Organisations are placing greater emphasis on value, sustainability, delegate experience, and operational ease when selecting destinations and partners. As expectations shift, destinations and suppliers must rethink how they attract and win high-value business events.
Success depends on understanding what drives buyer decisions, anticipating emerging demand, and delivering compelling experiences in an increasingly competitive market. This is particularly relevant as national tourism organisations, convention bureaus, destinations, and hospitality providers continue to prioritise business events as a strategic growth opportunity.
Join our 45-minute webinar to explore the latest trends shaping demand for business events, hear directly from buyers about what influences their destination choices, and learn how destinations and suppliers are responding to capture new opportunities.
This event is free to attend.
Who should attend and what you'll gain
This session is designed for senior leaders across tourism, hospitality, destinations, and the business events ecosystem who want to strengthen their strategy and capture future business event demand. By attending, you will gain:
- A clear view of how demand for business events is evolving across APAC.
- First-hand perspectives on the factors shaping destination selection.
- Practical insights into how destinations and suppliers can strengthen their competitiveness and win future business.
Agenda
- 15-minute presentation: Emerging trends shaping business event demand and destination competitiveness across APAC.
- 30-minute panel discussion: Buyers and industry leaders discuss evolving priorities, destination selection, and how suppliers are adapting to meet changing expectations.
Speakers:
- Lovrenc Kessler, Senior Partner, Simon-Kucher
- Dr Alex Ma, Director, Simon-Kucher
- Panelists - TBC
About this series
Simon-Kucher is collaborating with ITB Asia, organized by Messe Berlin Asia Pacific, to host a series of webinars leading up to ITB Asia in October 2026 to explore emerging trends in travel and tourism, and their commercial implications. Join us to stay abreast of the latest trends and make sure you and your business remain ahead of the curve.
