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Rethinking APAC source market strategy

Part 1 of ITB Asia’s Market Insights and Commercial Strategy Series

Tourist traffic from Asia’s top source markets is diverging. Economic shifts, geopolitics, and changing consumer confidence are reshaping travel demand, spend, and destination choices, while instability in the Middle East adds further complexity to APAC tourism.

As leaders in the travel and tourism industries, what does this mean for your growth strategy in the next 1–2 years? Winning will require nuanced source market strategies, ensuring you prioritize the right segments, adapt to emerging demand drivers, and optimize resources to stay ahead of disruption.

Join our 45-minute session to rethink your approach and learn from industry peers on how they are driving resilient, high-value growth. This event is free of charge.

Event Details

  • Senior leaders across travel and tourism interested in defining their strategic roadmap to drive commercial growth for the next 1–2 years
  • Quick read of the industry’s pulse on key trends (challenges, opportunities), peer perspectives, and the implications these have for your business
  • 15-minute presentation on source market trends and industry implications
  • 30-minute panel discussion with industry leaders in travel and tourism
Professional male speaker at ITB Asia 2026 travel trade event in Singapore.

Lovrenc Kessler

Senior Partner, Simon-Kucher

Professional male speaker at ITB Asia 2026 travel trade event in Singapore.

Alex Ma

Director, Simon-Kucher

Register for Webinar 1: Rethinking APAC source market strategy