ITB Asia 2025 Sets New Record with more than 60,000 Business Appointments and Strong Industry Momentum
With unmatched growth in international participation, a record number of business meetings, and a sharp focus on innovation, sustainability, and strategic partnerships, ITB Asia has firmly established its position as the largest travel trade show in Asia Pacific shaping the future of travel in the region.
Berlin/Singapore, 17 October 2025 — 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, recognizing 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 specialized 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.
Travel Tech Asia Theatre: Pioneers in digital innovation examined how AI, automation, and data analytics are redefining the travel experience.
Collectively, these discussions positioned ITB Asia as the region’s most influential think tank for global tourism transformation.
Save the Date: ITB Asia 2026 is happening from 21–23 October 2026
With ITB Asia 2025 concluded, Messe Berlin Asia Pacific extends heartfelt thanks to all sponsors, partners, exhibitors, media and attendees for their unwavering support in making this year’s event a success. Asia Pacific is a growth engine and innovation hub for global travel. The next edition returns to Singapore from 21–23 October 2026, promising another world-class gathering of industry leaders, innovators, and decisionmakers.
Exhibitor rebooking for ITB Asia 2026 and Early Bird booth registration are now open.
For more information, visit:
Another publications
Global MICE Outlook 2026
The event infrastructure around the world is developing dynamically and it is very difficult to stay up to date with the latest news. MICE&more GLOBAL experts from different countries shared the most recent information, which we have analyzed and combined in this article
Chile: The Global Hub for Green Incentives and Scientific Wonder
Chile is no longer just a nature destination; it is a laboratory for the future of the MICE industry. By 2026, Chile will be the world’s leading destination for "Scientific and Regenerative Incentives," offering safety, stability, and radical exploration.
Argentina: Redefining the Luxury Incentive Frontier
Argentina has transitioned from being a bucket-list destination to a strategic powerhouse for high-impact incentive travel. As we look toward 2026, the country is leveraging its unparalleled cultural depth and diverse geography to offer "Radical Authenticity" to the global corporate elite.
The AI Revolution in MICE: Moving from Social Networking to the Era of Recommendation Feeds and Agentic Search
The Business Travel and MICE landscape is witnessing its most significant shift since the dawn of the internet. As traditional marketing funnels lose their edge, Artificial Intelligence is rewriting the rules of engagement. From how planners discover venues to how delegates experience content, we are moving beyond "who you follow" to "what the algorithm knows you need."
Uzbekistan's MICE Ascent
In recent years, Uzbekistan has made significant strides in developing its MICE sector. Government support for tourism, simplified visa procedures, and active participation in international professional exhibitions and forums have fueled growing interest from foreign companies and event planners.
Previous publications
BESTIVAL 2025: Berlin as a Leading Congress Metropolis
Berlin, 3 July 2025 Today marks the opening of BESTIVAL 2025, Berlin’s international business festival for the event industry, hosted at the Alte Münze. More than 500 event professionals from across Europe –including many from Germany – and 40 speakers are gathering at the invitation of the Berlin Convention Office of visitBerlin to exchange ideas over two days on creative solutions, strategies and sustainable event concepts.
ITB India 2025 Wraps Up in Mumbai with High International Participation
Following three dynamic days of business, networking, and knowledge exchange, ITB India 2025 concluded today, bringing together international and local exhibitors with curated buyers and reaffirming its role as the premier meeting point for the region’s travel industry.