Shu Hui Bian (Shu) is the Regional Manager Operations, Safety and Security (Customer Experience and Facilitation), Asia-Pacific at the International Air Transport Association (IATA), based in their Asia-Pacific regional office in Singapore. Bian is instrumental in advancing various customer experience and facilitation initiatives across the region. Her key responsibilities include One ID, an initiative which is pivotal in streamlining the passenger journey with digital identity and biometric technology; and passenger facilitation and data programs, which aim to harmonize systems, set forward-looking standards and educate countries on the existence of international standards, to enhance the efficiency and security of air travel. With about 15 years of experience in the aviation industry, she has developed expertise that spans ground handling, digital transformation, airline alliances and stakeholder management.