ITB Asia 2025 has officially wrapped up, leaving a strong mark on the travel industry with over 60,000 business appointments (marking a 35% increase compared to last year), 18,000 attendees, and more than 1,500 quality buyers (marking a 7% increase compared to 2024).
Over three days at the Sands Expo and Convention Centre, the region’s
largest travel trade show reaffirmed its status as the must-attend platform for
Asia Pacific’s travel and tourism sector, where trends are set, deals are made,
and the future of travel is shaped.
This year, ITB Asia not only delivered record-breaking participation but
also sparked insightful discussions and collaboration across the industry,
highlighting key developments in digital innovation, sustainable tourism, and
market growth. Notable Takeaways from the conference indicate that AI-driven
innovation is rapidly transforming travel and hospitality experiences, new
distribution and business models are reshaping how travel is sold and connected
across Asia, and the MICE sector is reinventing itself through technology and
immersive event design to drive engagement and ROI, reinforcing why ITB Asia
continues to be the place where industry leaders converge to turn ideas into
action.
“ITB Asia remains to be the meeting point where the world connects with
Asia,” said Darren Seah, Executive Director of Messe Berlin Asia
Pacific. “This year’s record engagement demonstrates how the industry is
collectively embracing innovation, sustainability, and collaboration to drive
future growth.”
Exhibition and Networking: A Hub of Opportunity
The exhibition floor across five halls buzzed with energy as global
brands, national tourism boards, and tech innovators showcased the latest in
travel experiences, technology, and services. Participation was notably
stronger from Central Asia, while Africa saw its largest-ever presence. Growing
representation from Indian states and an expanded Singapore Zone further
enriched the exhibition, showcasing the full spectrum of Asia Pacific’s travel
and tourism industry
From established industry leaders to emerging startups, the event became
a dynamic hub for business and partnership-building, connecting Asia with the
rest of the world. Exhibitors represented a diverse mix of sectors, including
hospitality, MICE, corporate travel, technology and leisure, reflecting the
full spectrum of the travel and tourism industry.
Spotlight on Experiential Travel: New Tripadvisor Partnership
A key milestone at ITB Asia 2025 was the announcement of a
strategic collaboration with Tripadvisor, underlining the show’s renewed
focus on experiential travel. Messe Berlin Asia Pacific and Tripadvisor signed
a Memorandum of Understanding to co-develop the Experience Pavilion,
which will debut at ITB Asia 2026, showcasing adventure, culture, wellness,
culinary tourism, and other immersive experiences. Tripadvisor will co-curate
the pavilion’s content, bringing together leading experience-driven travel
providers, while Messe Berlin ensures prime positioning and targeted buyer
engagement. Experiential travel is rapidly growing, with Tripadvisor reporting
over 11 million experiences booked on their sites in the first half of 2025
alone, a 15% year-on-year increase, highlighting the segment’s rising
importance for the industry.
In parallel, the Singapore Tourism Board will extend
strategic support from 2026 to 2028, helping to enhance content
pillars, co-marketing initiatives, and government participation, further
cementing ITB Asia’s role as the largest B2B travel trade show in Asia Pacific
and a hub for innovation in the global travel industry. To further spotlight
creativity and new ideas, ITB Asia will also introduce a “New Offering”
badge from 2026, recognising exhibitors presenting innovative products,
services, or destinations. Each year, a curated selection of exhibitors will be
highlighted, underscoring ITB Asia’s role as a launchpad for industry
breakthroughs and guiding buyers and media to the most forward-thinking
offerings.
ITB Asia Conference: Driving Insights and Strategic Decisions
The conference, themed “Future Forward: Transforming Travel
& Tourism in a Changing World”, delivered over 4,500 minutes of
curated content across three specialised stages, with 100 sessions in
which 170 industry experts discussed critical trends shaping
the future of MICE, corporate travel, leisure, and travel technology.
Key industry leaders and C-suite executives explored how the travel and
tourism industry can build a more agile and inclusive future while preparing
for the challenges and opportunities ahead. Their discussions highlighted
practical approaches for innovation, resilience, and responsible growth across
all travel segments. Among the speakers were Andrew Smith, Senior
Vice President, Supply, Agoda; Edward Wright, Regional
Vice President, Asia, Amadeus; Sheryn Sethoe, Head of
MICE – Asia, ATPI; Colja Dams, Owner and Co-CEO, VOK
DAMS Events&Live Marketing worldwide; Ng Chia Yong, Head of
Global Operations, Frasers Hospitality; Brett Henry,
President Director, MG Group; Song Mei Mei, Chief
Transformation Officer, Plaza Premium Group; J. Grant
Caplan, President, Procurigence, and Scott Wegener, Director of
Sales (APAC),Tripadvisor.
Highlights also included a forward-looking market forecast on Asia
Pacific’s growth outlook and travel trends by Michael Shoory, Head
of APAC Tourism Analysis at Tourism Economics and a keynote
by Nick Lim, CEO (Asia) of The Travel Corporation, on
the pivotal role of sustainability and community-focused tourism in driving
long-term success.
Knowledge Theatre: Sessions
explored evolving traveller behaviours, destination resilience, and sustainable
tourism pathways.
MICE Show Asia Theatre: Industry experts addressed the evolution of experiential events,
decentralised and micro-meetings, and future-proof business travel. -TradeArabia News Service