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Winning Business Events: What Buyers Want and How Destinations Can Respond

Part 3 of ITB Asia’s Market Insights and Commercial Strategy Series

Business events are evolving. Organisations are placing greater emphasis on value, sustainability, delegate experience, and operational ease when selecting destinations and partners. As expectations shift, destinations and suppliers must rethink how they attract and win high-value business events. 

Success depends on understanding what drives buyer decisions, anticipating emerging demand, and delivering compelling experiences in an increasingly competitive market. This is particularly relevant as national tourism organisations, convention bureaus, destinations, and hospitality providers continue to prioritise business events as a strategic growth opportunity. 

Join our 45-minute webinar to explore the latest trends shaping demand for business events, hear directly from buyers about what influences their destination choices, and learn how destinations and suppliers are responding to capture new opportunities.

Event Details

  • Virtual
  • Wednesday, 19 August 2026
  • 3:00–3:45 p.m. SGT
Event Ended
  • This session is designed for senior leaders across tourism, hospitality, destinations, and the business events ecosystem who want to strengthen their strategy and capture future business event demand. By attending, you will gain:
    • A clear view of how demand for business events is evolving across APAC.
    • First-hand perspectives on the factors shaping destination selection.
    • Practical insights into how destinations and suppliers can strengthen their competitiveness and win future business.
  • 15-minute presentation: Emerging trends shaping business event demand and destination competitiveness across APAC.
  • 30-minute panel discussion: Buyers and industry leaders discuss evolving priorities, destination selection, and how suppliers are adapting to meet changing expectations.

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.

Lovrenc Kessler, Senior Partner at Simon-Kucher, speaker at ITB Asia webinar on APAC travel trends

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.

Alex Ma, Director at Simon-Kucher, speaker at ITB Asia webinar on APAC travel trends

Alex Ma

Director, Simon-Kucher

Gareth Martin

Chief Executive Officer, Business Events Perth 

A passionate advocate for Western Australia and the business events sector, Gareth is the CEO of Business Events Perth. Proudly calling Perth home, Gareth has been with the organisation for more than 18 years, promoting WA as a leading destination for business events.

Appointed CEO in 2019, he has a strong focus on working collaboratively with key stakeholders, clients and member partners to drive strong outcomes for the business events sector. Gareth is also on the Australian Business Events Association National Board, to advocate a strong and collective national voice for the business events sector. His spare time is spent with his family creating memories on new adventures exploring WA and its vast natural landscapes.

Gareth Martin, Chief Executive Officer at Business Events Perth, speaker at ITB Asia 2026 on business events and destination development

Gareth Martin

Chief Executive Officer, Business Events Perth

Alex Ma

Head, Asia Region Operations , European Society for Medical Oncology (ESMO)

Zarina Othman has over 21 years of experience in association management, business strategy, event operations, sales and marketing, and stakeholder engagement. As Head of Asia Region Operations at the European Society for Medical Oncology (ESMO), she leads ESMO's activities in Asia Pacific, including the annual ESMO Asia Congress and other conferences. Previously, as Conference Director at MCI Group Asia Pacific, she developed growth strategies for association clients and led the delivery of major international congresses, including the ITS World Congress 2019 and World Congress on Safety and Health at Work 2017. Her experience also includes the Singapore Tourism Board and Singapore 2010 Youth Olympic Games. She is passionate about creating impactful events that drive growth, collaboration, and lasting value.

Professional woman smiling at ITB Asia 2026 travel trade show in Singapore.

Zarina Othman

Head, Asia Region Operations, European Society for Medical Oncology (ESMO)

Alex Ma

Co-founder, MICE Maestro

Frankie Khng is the Co-founder of MICE Maestro Pte Ltd, a Singapore-based boutique agency specialising in premium incentive travel, and corporate experiences worldwide. With over 20 years of experience in the business events industry, he has designed and delivered incentive programs, corporate meetings, and leadership retreats across Asia Pacific, Europe, and emerging destinations for financial institutions and multinational organizations. 

As an active MICE buyer and program designer, Frankie brings a practical perspective on what drives destination and supplier selection. He works closely with destinations, hotels, and DMCs to create impactful business events that balance commercial objectives, participant experience, and long-term value. 

Professional Asian man in traditional attire at ITB Asia 2026 event.

Frankie Kng

Co-founder, MICE Maestro

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Winning Business Events: What Buyers Want and How Destinations Can Respond 

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