IFBA Highlights Milestones at the 2024 Boao Global Conference on Ethnic Culture and Tourism Industry Development
The International Food and Beverage Association (IFBA) is proud to share the successful outcomes of its participation in the 2024 Boao Global Conference on Ethnic Culture and Tourism Industry Development, held from 25-29 September 2024.
In collaboration with HAPA® Group and the Asia Pacific Hotels Alliance, the event served as a major platform for advancing cultural integration and innovation within the tourism and hospitality sectors across the Asia Pacific region.
A Landmark Event for the Global Tourism and Hospitality Sectors
The Boao Conference gathered over 1,500 delegates, including hotel owners, hospitality associations, supply chain leaders, and tourism authorities, making it one of the most influential gatherings for the industry in 2024. The event saw the debut of the prestigious HAPA® Awards in China, a significant milestone for the global hospitality industry. IFBA’s active participation helped foster discussions on sustainability, cultural preservation, and the integration of technologyin shaping the future of global tourism.
Keynote speeches from industry leaders focused on the transformative power of cultural tourism and the role of culinary diplomacy in promoting cross-cultural collaboration. IFBA’s involvement was pivotal in promoting initiatives that align with its mission of driving sustainability, innovation, and global partnerships in the food and beverage sector.
To explore more in-depth insights into IFBA’s contributions and the key outcomes of the 2024 Boao Global Conference, read our detailed blog post [here].
Introducing the “Chinese National Brand Hotels” Initiative
Another major highlight of the Boao Global Tourism Ecology Conference was the unveiling of the first-ever “Chinese National Brand Hotels” list, marking a transformative moment in China’s hotel industry. In front of an audience of industry leaders, government officials, and cultural custodians, the China Civil Trade, Culture, and Tourism Work Committee announced this milestone, symbolizing China’s ambition to set a global benchmark by blending cultural preservation with service excellence. This initiative represents a significant leap forward in integrating national culturewith hospitality standards, paving the way for an exciting future in Chinese hospitality.
The International Food and Beverage Association (IFBA) played a pivotal role in this initiative by guiding the integration of local food culture with international hospitality standards, ensuring that guests experience both authentic Chinese traditions and world-class luxury during their stay. This was further enhanced by the launch of the “Chinese National Brand Restaurant” initiative, focusing on signature dishes that reflect local culture and enrich the guest experience.
For more details, including the full list of “To Barrel” and “Golden Barrel” award-winning hotels and further insights into IFBA’s role in this landmark initiative, please visit our detailed blog post. Read more here.
The Launch of the HAPA Awards: A New Chapter for Hospitality in China
A major highlight of the 2024 Boao Global Tourism Ecology Conference was the launch of the HAPA® Awards in China, co-organized by the International Food and Beverage Association (IFBA), HAPA® Group, and the Asia Pacific Hotel Alliance. This expansion into the Chinese market marks a significant step in promoting service innovation, cultural integration, and excellence in the global hospitality industry, reflecting IFBA’s ongoing commitment to elevating standards worldwide.
The awards are set to formally debut in 2025, with the prestigious Global Hotel HAPA® Platinum Award, which will recognize hotels that excel in merging cultural heritage with modern hospitality practices. Jennifer Ong, Founder and CEO of HAPA® Group, alongside Cheong Hai Poh, President of IFBA, and Dr. Han Bin, Chairman of the Asia Pacific Hotel Alliance, led the launch event, underscoring the importance of these awards in driving the future of global hospitality.
Cheong Hai Poh’s influence has been instrumental in shaping the HAPA® Awards as a global benchmark for excellence, fostering cross-border collaboration and encouraging sustainable innovation within the industry. “The HAPA® Awards represent more than just recognition—they are a platform for innovation, sustainability, and cultural preservation within hospitality,” said Cheong Hai Poh.
As a co-organizer, IFBA has been integral to the development of the HAPA® Awards, ensuring that the awards reflect its mission to promote sustainability, cultural tourism, and service excellence. IFBA’s role continues to shape the future of hospitality by encouraging hotels worldwide to embrace cultural integration and sustainable practices.
For more details on the HAPA® Awards and IFBA’s involvement, visit our detailed blog post. Read more here.
Strategic Forum on Integrated Development of Ethnic Culture and Tourism
At the heart of the 2024 Boao Global Tourism Ecology Conference was the Strategic Forum on Integrated Development of Ethnic Culture and Tourism, titled “Charting a New International Blueprint with National Brand Sailing for International Dialogue.” This forum brought together leaders from the hospitality, tourism, and food & beverage sectors to explore how ethnic culture can drive national brand expansion through tourism.
Esteemed panelists included key representatives from the International Food and Beverage Association (IFBA) and industry experts such as Dr. Han Bin (Chairman of the Asia Pacific Hotel Alliance), Jennifer Ong (Founder and CEO of HAPA® Group), Mike Fu (CEO of YY Group Holding), Tom Kuo (Secretary-General of IFBA), Derrick Lee (Treasurer of IFBA), Ketut Darmayasa (President of IFBEC Indonesia), Roy Sommer (Chairman of FBMA London), and Antonio Vigorito (Chairman of FBMA Bahrain).
The forum highlighted the transformative power of culinary diplomacy, innovation, and sustainability in shaping the future of ethnic brands within the global tourism ecosystem. Discussions underscored the importance of promoting ethnic tourism innovations that celebrate diversity while enhancing the tourism experience through authentic cultural exchanges.
For a more in-depth exploration of IFBA’s involvement and the key discussions from the forum, please visit our detailed blog post on the Strategic Forum on Ethnic Culture and Tourism (link) and its impact on the integration of food, culture, and tourism.
IFBA Annual General Meeting (AGM): A Platform for Global Unity and Strategic Vision
Representatives from countries around the world participated in this pivotal meeting, reflecting the association’s expanding global reach. The AGM provided a platform for members to align on strategic goals, share insights, and discuss the collective future of the food and beverage industry. With a focus on strengthening partnerships, advancing international cooperation, and setting a clear vision for the future, the AGM underscored IFBA’s commitment to leading the industry with innovation, sustainability, and collaboration at the forefront.
The IFBA Annual General Meeting (AGM), held on September 26, 2024, during the Boao Global Conference in Hainan, brought together representatives from IFBA’s growing network of member nations. Delegates from around the world participated in this pivotal meeting, reflecting the association’s expanding global reach and its commitment to shaping the future of the food, beverage, and hospitality industries.
IFBA President Cheong Hai Poh opened the meeting by welcoming the global members, highlighting the association’s achievements over the past year, and outlining a strategic vision for the future. With an emphasison sustainability, innovation, and cultural preservation, Cheong Hai Poh reaffirmed IFBA’s leadership in advancing global standards within the industry.
The AGM served as a crucial platform for aligning strategic goals, strengthening international partnerships, and fostering cross-border collaboration. Delegates engaged in discussions that underscored IFBA’s mission of promoting cultural integration and encouraging sustainable development across global markets. Members reviewed the association’s financial health, discussed key initiatives, and charted a course for future growth, especially in key markets such as Asia, Europe, and the Middle East.
Welcoming New Members and Leadership
At the AGM, IFBA proudly announced the introduction of Antonio Vigorito as the head of the newly established Food and Beverage Management Association (FBMA) Bahrain, marking another significant step in the organization’s global expansion. Antonio’s leadership is expected to play a pivotal role in fostering innovation and collaboration within the Middle East, a region with increasing strategic importance for the food and beverage industry.
“The Middle East is a rapidly growing market, and Antonio’s vision will help us build stronger ties and drive innovation in this dynamic region,” said Cheong Hai Poh, President of IFBA. This leadership appointment underscores IFBA’s commitment to expanding its influence in the Middle East and ensuring that best practices in food and beverage management are shared and implemented across the region.
With Antonio Vigorito at the helm of FBMA Bahrain, IFBA is well-positioned to strengthen its regional partnershipsand enhance its role in promoting excellence and sustainability within the global food and beverage sector.
Expanding Our Global Footprint: AIDABE and Ibero-American Expansion
During the AGM, IFBA proudly announced the inclusion of Spain as a new member nation, further expanding the organization’s global reach. Eduardo Serrano Martinez, President of the Food and Beverage Management Association of Spain and AIDABE (Asociación Iberoamericana de Directores de Alimentos y Bebidas – Jefaturas Ejecutivas de Cocina), officially joined IFBA’s global community.
The inclusion of AIDABE, the Ibero-American Food and Beverage Management Association, reflects IFBA’s commitment to fostering professional relationships and promoting the exchange of knowledge among industry leaders across Ibero-America. AIDABE’s mission aligns perfectly with IFBA’s goals of encouraging collaboration and advancing standards of excellence in food and beverage services worldwide.
“This expansion reflects the growing global influence of our organization,” said Cheong Hai Poh, President of IFBA. “Spain’s inclusion, along with AIDABE, strengthens our international network and highlights our increasing role in shaping industry standards across Europe and the Ibero-American region.”
The addition of Spain, AIDABE solidifies IFBA’s influence in Ibero-America and Europe, enhancing its mission to support cross-border collaboration and excellence in the food and beverage industry.
Corporate Recognition and Partnerships
During the AGM, Cheong Hai Poh took a moment to recognize the invaluable support of IFBA’s corporate partners. Special mentions were given to Mr. Mike Fu, Founder and CEO of YY Group Holding, and Mr. Andrew Tay, President of the Singapore Chamber of Commerce (Cambodia). Their contributions have been instrumental in helping IFBA pursue its goals of promoting sustainability and innovation within the industry.
Special recognition was given to Mr. Mike Fu, Founder and CEO of YY Group Holding, and Mr. Andrew Tay, President of the Singapore Chamber of Commerce (Cambodia). Their ongoing support has played a critical role in enabling IFBA to pursue ambitious projects that are helping shape the future of the industry.
“Our corporate partners are vital to our continued success, and their unwavering commitment enables us to pursue ambitious projects that will shape the future of the global food and beverage industry,” said Cheong Hai Poh.
Global Initiatives: Launch of the International Food and Beverage Conference and Competition
One of the key highlights of the AGM was the announcement of the International Food and Beverage Conference and Competition, scheduled to take place from December 9–13, 2024, in Kaohsiung, Taiwan. This highly anticipated event will bring together food and beverage professionals from around the world, providing a platform for competition, networking, and collaboration.
The event aims to foster innovation and build new partnerships within the industry. Participants will have the opportunity to showcase their skills while also engaging in discussions that will shape the future of the global food and beverage sector.
“Our goal is to create an event that not only showcases talent but also cultivates new relationships and ideas that will drive the food and beverage industry forward,” said Tom Kuo, Secretary General of IFBA.
This conference is expected to be a major milestone for IFBA, setting the stage for future global collaborations and further strengthening its leadership in the industry.
Commitment to Growth and Innovation: HAPA Dinner Grand Finale
Throughout the 2024 Boao Global Conference, IFBA President Cheong Hai Poh emphasized the critical role of collaboration within the industry and the association’s commitment to supporting cultural tourism and driving hospitality innovation. With growing influence, particularly in China, IFBA is focused on investing in national cultural tourism industries while promoting sustainability and excellence in hospitality.
The Boao Global Conference and AGM reaffirmed IFBA’s dedication to growth, innovation, and global leadership in the food, beverage, and hospitality sectors. Through its involvement in the Strategic Forum, the HAPA® Awards, and the AGM discussions, IFBA leaders shared their forward-thinking vision, placing strong emphasis on sustainability, cultural preservation, and industry innovation.
In his address during the HAPA® Gala Dinner, attended by 1,000 distinguished guests, Cheong Hai Poh underscored IFBA’s growing role in promoting cultural integration and sustainable practices within the global hospitality sector. The evening concluded with speeches from global IFBA leaders, who highlighted the importance of innovation and collaboration in shaping the future of the global food and beverage industry.
Looking Ahead: IFBA’s Commitment to Global Leadership and Innovation
The 2024 Boao Global Conference and Annual General Meeting showcased IFBA as a driving force in shaping the future of the global food, beverage, and hospitality industries. Through strategic partnerships, cultural preservation, and innovative initiatives, IFBA remains committed to fostering sustainability, excellence, and collaboration across borders.
As IFBA continues to expand its global influence, the success of the 2024 Boao Global Conference marks the beginning of even more ambitious projects. Upcoming events, such as the International Food and Beverage Conference and Competition in Taiwan (December 9–13, 2024), and the official launch of the HAPA® Platinum Award in 2025, are poised to be defining moments that will solidify IFBA’s leadership in the global industry.
With a clear commitment to innovation, cross-cultural collaboration, and service excellence, IFBA is at the forefront of driving change in the global food and beverage sectors. Through its forward-thinking initiatives, IFBA will continue to shape the future of hospitality and cultural tourism, creating lasting impacts and uniting global professionals under a shared vision.
Stay tuned for more updates as IFBA leads the way in strategic growth, ensuring a bright future for cultural integrationand sustainability within the global food and hospitality industries.
