Reinventing Travel in the New Normal: A Snapshot of What to Expect at ITB Asia 2020 Virtual

By Katrina Leung, Managing Director, Messe Berlin (Singapore)

It would be an understatement to say that 2020 has been a difficult year the travel industry. This period of change has led business leaders to make tough decisions and plan for an unpredictable future. However, it has also been a period of reflection that has made us think about how our industry can reinvent itself to adapt to the changes that are taking place all around us.

We’ve all listened as our peers mull over what the ‘new normal’ might look like, which is why we thought it timely to bring leaders from our industry together to discuss ‘Reinventing Travel In the New Normal’, the theme for the upcoming ITB Asia 2020 Virtual.

I’m sure you will agree that this is a topic that is close to our hearts, and one that is essential to those in our industry questioning what the future has in store for us as we all look ahead to the recovery of the industry we love so dearly. This year’s event will certainly be different from previous years, with the event moving online for the first time in its history. However, it will be no less informative and educational, while still providing the platform for industry networking that ITB Asia is renowned for worldwide. Much of that networking has already begun with the ITB Community, in Asia (ITB Community), our virtual event hub, offering a place for the industry to come together year-round to engage in lively discussion and share ideas and expertise.

Photo of Knowledge Theatre at ITB Asia 2019


Looking ahead to ITB Asia 2020 Virtual, attendees will hear from industry heavyweights from American Express Global Business Travel (AMEX GBT),, Google, International Air Transport Association (IATA), International Association of Professional Congress Organisers (IAPCO) and more. This year’s three-day, over 100 session event running from 21st – 23rd October will see content streams diversified into seven core themes to ensure the show offers all attendees targeted and tangible takeaways: Corporate Travel, MICE Show Asia, Travel Tech Asia, Destination Marketing, Tours, Attractions and Activities, Hotel Revenue and Distribution and Air Travel.

So far, we’ve had great interest from the industry with well over 300 exhibiting companies confirmed for our virtual event. Its heart-warming to see how the industry continues to rally together to support one another and share expertise.

We do hope that you will be able to join us once again this year, please register for ITB Asia 2020 Virtual and the ITB Community by visiting our website here: where you can also find more information on the agenda and speakers line-up.

Note: This article was originally posted on Travel and Tour World’s website.

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