ITB Asia 2025 wrapped at the Sands Expo & Convention Centre, Singapore, with record-breaking metrics and clear signals of industry confidence: 60,000+ business appointments (up 35% year-on-year), 18,000 attendees, and 1,500+ qualified buyers (up 7% vs. 2024). Over three busy days, Asia Pacific’s largest travel trade show showcased its vital role as the region’s marketplace for establishing trends, forging partnerships, and shaping the future of travel.

“ITB Asia remains the meeting point where the world connects with Asia,” said Darren Seah, Executive Director, Messe Berlin Asia Pacific. “This year’s record engagement shows how the industry is collectively embracing innovation, sustainability, and collaboration to drive future growth.”

Exhibition & Networking: A High-Intensity Deal Floor
Five bustling halls hosted global brands, national tourism boards, tech innovators, and emerging startups. Participation from Central Asia rose sharply, Africa recorded its largest-ever presence, the Singapore Zone expanded, and representation from Indian states grew—collectively showcasing the full spectrum of APAC travel. Exhibitors spanned hospitality, MICE, corporate travel, technology, and leisure, turning the show floor into a high-energy hub for business and cross-border partnership building.

New Strategic Moves: Tripadvisor MoU & STB Support
A headline announcement saw Messe Berlin Asia Pacific and Tripadvisor sign an MoU to co-develop the Experience Pavilion for ITB Asia 2026—a curated showcase spanning adventure, culture, wellness, culinary tourism, and other immersive experiences. TripAdvisor will co-curate content and convene leading experience-driven providers, while Messe Berlin will deliver prime positioning and targeted buyer engagement.

TripAdvisor reported 11+ million experiences booked in H1 2025, up 15% YoY, underlining experiential travel’s rising importance.
In parallel, the Singapore Tourism Board (STB) will extend strategic support from 2026 to 2028, strengthening content pillars, co-marketing, and government participation. From 2026, ITB Asia will also debut a “New Offering” badge to spotlight exhibitors launching innovative products, services, or destinations.

Conference Intelligence: 4,500+ Minutes, 100 Sessions, 170 Speakers
Under the theme “Future Forward: Transforming Travel & Tourism in a Changing World,” the conference delivered 4,500+ minutes of curated programming across three stages with 100 sessions and 170 speakers. C-suite leaders and category specialists explored:
Knowledge Theatre: Evolving traveller behaviours, destination resilience, and practical sustainability blueprints.

MICE Show Asia Theatre: Experiential events, decentralised/micro-meetings, and future-proof business travel.
Travel Tech Asia Theatre: AI, automation, and data analytics redefining customer experience and distribution.

Highlights included a forward-looking APAC market outlook by Michael Shoory (Tourism Economics) and a keynote by Nick Lim (CEO, Asia, The Travel Corporation) on sustainability and community-centred growth. Additional speakers included Andrew Smith (Agoda), Edward Wright (Amadeus), Sheryn Sethoe (ATPI), Colja Dams (VOK DAMS), Ng Chia Yong (Frasers Hospitality), Brett Henry (MG Group), Song Mei Mei (Plaza Premium Group), J. Grant Caplan(Procurigence) and Scott Wegener (Tripadvisor), among others.

Key Takeaways:
AI-driven innovation is reshaping hospitality and traveller journeys.
New distribution models are redefining how travel is sold and connected across Asia.
MICE is reinventing engagement and ROI through technology and immersive design.
Sustainability and partnerships are central to long-term, inclusive growth.
By the Numbers (2025 vs. 2024)
60,000+ business appointments (+35%)
18,000 attendees
1,500+ qualified buyers (+7%)
100 sessions / 170 speakers / 4,500+ minutes of content
Save the Date: ITB Asia 2026

ITB Asia returns to Singapore, 21–23 October 2026. The 2026 Edition boasts expanded experiential content, features a new Experience Pavilion co-curated with Tripadvisor, highlights the “New Offering” innovation spotlight, and receives ongoing support from STB through 2028. As a result, it promises to deliver an even greater impact for global buyers and sellers.

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