The 32nd IT&CM Asia and 27th CTW Asia-Pacific 2024 have successfully concluded, with participants stating productive meetings and interactions during their time at the three-day double-bill event in Bangkok, Thailand last month.
Through post-event feedback, organiser TTG Events found that sellers and buyers took full advantage of the many procurement and networking opportunities on offer.
Defining the success of both events, Lynette Tey, event manager with TTG Events, a business unit of TTG Asia Media, said: “The high level of participation from delegates, exhibitors, buyers, and media, as well as the meaningful interactions and connections made during the event, are strong indicators of its success. Another key measure is the feedback from exhibitors and buyers, particularly in terms of securing leads and building partnerships, as well as the anticipated return on investment from their participation. Ultimately, a successful event is one that meets or exceeds the expectations of its stakeholders, delivers strategic value, and contributes to the growth and development of the industry.”
While TTG Events consistently scrutinises the quality of buyers accepted into both IT&CM Asia and CTW Asia-Pacific, Tey said “strategic investments and rigorous processes” were deployed for the 2024 edition.
“This year, a comprehensive multi-stage screening system was implemented where the team meticulously ensured that buyers met specific participation criteria. This included verifying their purchasing authority, industry relevance, and past procurement history, thereby ensuring only decision-makers and influential stakeholders were selected.
“Additionally, the team has consistently invested in targeted outreach to key markets and sectors within the MICE and corporate travel industries, focusing on buyers who are actively seeking new partnerships and solutions.
“Our acquisition strategy was also shaped by the outcome of numerous brainstorming sessions with stakeholders, partners, and subject matter experts to ensure that we not only keep up with current trends but are also positioned to take into account market forces,” she elaborated.
TTG Events’ efforts in redesigning the layout and zones at this year’s trade show also paid off – a festive and entertaining mood was sustained throughout event days and encouraged participants to socialise at ease while learning about interesting aspects of featured destinations and suppliers.
Tey said: “New and enhanced zones, including themed pavilions, exhibitor showcases, and dedicated networking areas, were tailored to MICE and corporate travel sectors.”
“We also encouraged exhibitors to contribute to the lively atmosphere by incorporating interactive features, such as live demonstrations, cultural performances, and engaging booths,” she said.
Exhibitors responded well to the call, with many offering tasty snacks and refreshing beverages to get visitors to stick around for a longer time.
Delegates were able to dine their way through milk tea and egg waffles at the Hong Kong Pavilion, Portugese egg tarts and refreshing sangria at the Macao Pavilion, and local snacks at the Taiwan Pavilion. Over at the IHG Hotels & Resorts booth, visitors were welcomed all day to sit and enjoy a coffee perk.
There were also cultural and artistic showcases, such as destination ambassadors dressed in elaborate traditional costumes at the Jakarta booth as well as drum dance, Muay Thai demonstrations, and craft workshops at the Thailand Pavilion.
Gamification was woven into the programme this year. In collaboration with Asia Ability, the hall was turned into a dynamic game floor, where delegates checked in at multiple checkpoints and tackled exciting tasks to gain points and win prizes.
Commenting on the delivery of the 32nd IT&CM Asia and 27th CTW Asia-Pacific 2024, Pierre Quek, publisher and head of TTG Events, said exhibitors, sponsors and partners also benefitted from the collaborative stance taken by sister business units TTG Travel Trade Publishing and TTG Events.
“Our events are always well supported by the editorial team, which meant exhibitors, sponsors and partners were able to convey information about their latest initiatives, products and services to buyers via the TTG Show Daily as well as our extended global readership via TTGmice and TTGassociations,” he said.
When asked how IT&CMA and CTW APAC would contribute to Asia-Pacific’s business events industry’s performance in the new year, Darren Ng, managing director of TTG Asia Media, said: “The value of face-to-face events continue to be underscored this year, which is evident in the amount of potential business being discussed during the IT&CMA 2024 exhibition. These are events looking to happen in the remaining months of 2024 and through 2025.
“While we can be sure of continued demand for meetings and events, we have to be watchful of macro conditions in the new year ahead. Business owners will have to watch their expenses even more closely. They will seek solid partnerships to bring their necessary meetings and events to life even on a tight budget. We know that IT&CMA and CTW APAC 2024 will provide a valuable platform for buyers to build a trusted network of partners. Both events have always done so throughout their existence, and will continue to deliver on their promise.”
