2020 presented new challenges for the Meetings, Incentives, Conventions and Exhibitions (MICE) industry, as global business travel was severely impacted by the COVID-19 pandemic. These unique circumstances spurred event organisers to explore new formats, and as part of the Singapore Tourism Board’s (STB) approach towards the safe resumption of business events, the Asia Pacific Medical Technology Association (APACMed) held their first-ever virtual forum in September, and Web in Travel (WiT) Experience Week explored a hybrid format at Marina Bay Sands’ ‘Hybrid Broadcast Studio’ in October.
Following the success of these events, Singapore took another step towards resuming large-scale business events with TravelRevive – the first major physical international travel tradeshow in Asia Pacific during COVID-19. Championed by ITB Asia and STB, the event was held at Sands Expo & Convention Centre from 25 – 26 November and attracted nearly 1,000 attendees, including 65 foreign delegates from 14 countries. Virtual interactions through ITB’s virtual event platform also allowed a wider global audience to participate. Ms Katrina Leung, Managing Director, Messe Berlin (Singapore) commented: “TravelRevive is a major stepping stone for our industry’s recovery, while setting a bold new benchmark for hybrid events.”
ITB Asia & STB organised the first physical international travel tradeshow in Asia Pacific during COVID-19.