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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

  • Virtual
  • Wednesday, 29 April 2026
  • 3:00–3:45 p.m. SGT
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  • 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

Lovrenc Kessler

Senior Partner, Simon-Kucher

Lovrenc Kessler is a Senior Partner based in Simon-Kucher’s Dubai office and is Head of the APAC Leisure & Tourism practice, with over 19 years of consulting experience in growth strategy, digital transformation, and commercial excellence. He advises leading tourism, leisure, and hospitality organisations across Asia and the Middle East, including private enterprises, government, and semi-government entities, helping them unlock sustainable growth. Lovrenc is also a published thought leader on revenue growth, digital and sales transformation, and consumer behaviour.

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

Lovrenc Kessler

Senior Partner, Simon-Kucher

Alex Ma

Director, Simon-Kucher

Alex Ma is a Director based in Simon-Kucher’s Singapore office with over 7 years of strategy consulting experience. He has advised clients globally across consumer sectors, with a strong focus on Leisure, Transport, and Tourism, helping clients develop initiatives around expansion strategy, source market development, and attraction proposition development and launches. Alex also brings deep expertise in ASEAN markets, helping our clients develop customer-centric strategies to drive commercial excellence and success.

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

Alex Ma

Director, Simon-Kucher

Natalie Kidd

Managing Director, Asia, Intrepid Travel

Natalie has worked in the Asian travel sector for nearly 20 years, having first joined Intrepid in 2005 as the founding general manager in Vietnam. Natalie grew this one office into a global network of 28 inbound tour operators and now leads all aspects of sales, marketing and operations across Asia, including Intrepid’s largest office in Colombo, Sri Lanka.  

 

Natalie has always had a passion for Asian culture and heritage and holds a Master of Asian Studies, a Bachelor of Arts/Asian Studies as well as a Master of Business Administration. 

 

Outside of Intrepid, Natalie was recently recognised as a leader in Retail & Hospitality at the AFR’s 2025 Women in Leadership awards. She has also served on the Board of the Global Sustainable Tourism Council. 

 

APAC source market strategy discussion at ITB Asia 2026 in Singapore. Industry leaders explore new a.

Natalie Kidd

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