ITB Asia 2026论坛观点：亚太成为全球会奖旅游核心市场，场馆需转向提供解决方案

Asia-Pacific is strengthening its position as a core market for global business events, driven by economic growth, strong transport connectivity, cost competitiveness and culturally rich experiences.

During the Asia Vs the Rest of the World: How Global MICE Market Dynamics are Shifting East panel discussion at ITB Asia 2026, Alicia Yao, vice chairman of the China Business Event Industry Committee, attributed the shift to the region’s role in international transport, global manufacturing and supply chains, and its expanding consumer markets.

From left: Beijing Zhonghua Petrochemical Stock Co.’s Yu Dandan; Enterprise Globalization Alliance, and China Foreign Trade and Economic Cooperation Enterprises Association’s Shen Guangzhi; Constellar’s Eileen Quek; Easy-fly (Beijing) International Business & M.I.C.E Service Co.’s Zhang Yicheng; and China Business Event Industry Committee’s Alicia Yao (moderator); photo by Marissa Carruthers

“At the same time, its compound growth rate is significantly higher than that of Europe and the US, and it is the growth engine for MICE in the global market,” Yao said, highlighting data from ICCA and UFI indicating Asia-Pacific’s growing share of international association conferences and large-scale exhibitions.

Yu Dandan, deputy general manager at Beijing Zhonghua Petrochemical Stock, said cost, strong local support and distinctive experiences were key considerations when organising large-scale business events and incentive trips.

“(In Asia,) we receive strong support from the local government and tourism sectors. They deliver authentic local culture experiences with strong emotional value. When it comes to value for money, destinations across Europe and America are significantly more expensive,” she said.

Shen Guangzhi, board director of enterprise at Global Alliance China Foreign Trade and Economic Cooperation Enterprise Association, attributed the fast growth in interest in the region to three core values: connecting, exchanging and driving the market. “These are our opportunities in the region,” he said.

Eileen Quek, assistant director of international sales at Singapore EXPO Constellar, said: “Event organisers are looking at Asia, not as a secondary market, not as a potential expansion market. They’re looking at Asia as a core market to develop, and that’s very significant.”

Quek added that organisers increasingly view Asia as a connected regional hub rather than selecting destinations in isolation, with transport links and digital connectivity facilitating cross-border business.

She said expectations were also evolving beyond delegate numbers, with organisers prioritising meaningful connections, quality networking and productive meetings.

“Event organisers are looking for destinations, and partners who can provide a platform to deliver good quality meetings and meaningful networking. So as a venue now, I can’t just sell space. It’s no longer what event organisers want. I need to sell solutions,” said Quek.

Zhang Yisheng, chief operating officer at EasyTrip (Beijing) International Business and MICE Services, added that while AI can be a useful tool in event planning, it is key to remember not to lose the human side of meetings.

“The era of AI has arrived. It’s very easy to get a lot of data and do a lot of things that before you cannot do by yourself. How to face this challenge? Emotion. AI cannot do this, so the emotion is very important for us to face as a challenge.”