ITB Asia 2025 Expands Global Influence

ITB Asia 2025 has concluded with landmark results, reinforcing its position as the leading travel trade show in the Asia Pacific region. With more than 60,000 pre-scheduled business appointments — a 35% increase year on year — the event demonstrated unprecedented industry momentum, driven by innovation, sustainability and cross-border collaboration.

Held over three days at the Sands Expo and Convention Centre, ITB Asia 2025 welcomed around 18,000 attendees and more than 1,500 high-quality buyers, representing a 7% rise compared with 2024. The strong turnout and surge in business meetings highlighted the show’s growing commercial impact and its role as a critical platform where Asia Pacific connects with the global travel market.

Driving dialogue on the future of travel

Beyond the numbers, ITB Asia 2025 stood out for the depth and relevance of its conference programme. Industry leaders explored how artificial intelligence is rapidly reshaping travel and hospitality experiences, from personalisation to operational efficiency. Sessions also examined how new distribution channels and business models are transforming the way travel is marketed and sold across Asia.

The MICE sector emerged as another key focus, with discussions centred on how technology and immersive event design are redefining engagement and return on investment. These insights reinforced ITB Asia’s reputation as the forum where emerging ideas are translated into practical strategies.

Darren Seah, Executive Director of Messe Berlin Asia Pacific, emphasised the show’s role in uniting the global industry with the region, noting that the record levels of engagement reflect a shared commitment to innovation, sustainability and long-term growth.

A vibrant exhibition and global networking hub

Spanning five exhibition halls, the ITB Asia show floor reflected the diversity and dynamism of the global travel industry. National tourism organisations, international brands and technology providers presented new products, services and destinations, creating a highly active environment for networking and deal-making.

Participation from Central Asia increased significantly, while Africa recorded its strongest presence to date. The growing involvement of Indian states and the expansion of the Singapore Zone further enriched the event, offering a comprehensive snapshot of opportunities across Asia Pacific and beyond. From hospitality and leisure to corporate travel, MICE and travel technology, exhibitors represented every major segment of the industry.

Experiential travel takes centre stage

One of the most significant announcements at ITB Asia 2025 was a new strategic partnership with Tripadvisor, signalling a stronger focus on experiential travel. Under a newly signed Memorandum of Understanding, Messe Berlin Asia Pacific and Tripadvisor will jointly develop the Experience Pavilion, set to launch at ITB Asia 2026.

The pavilion will highlight adventure, cultural, wellness and culinary experiences, with Tripadvisor co-curating content and connecting experience-led providers with targeted buyers. The initiative reflects the rapid growth of experiential travel, with more than 11 million experiences booked on Tripadvisor platforms in the first half of 2025 alone — a 15% increase compared with the previous year.

In parallel, the Singapore Tourism Board has extended its strategic support for ITB Asia from 2026 to 2028, strengthening content development, co-marketing activities and government participation. This long-term collaboration further reinforces ITB Asia’s role as a hub for innovation and international exchange.

Looking ahead

Building on its success, ITB Asia will introduce a new “New Offering” badge from 2026, designed to spotlight exhibitors presenting innovative products, services or destinations. A curated selection of participants will be highlighted each year, helping buyers and media quickly identify forward-thinking solutions and reinforcing ITB Asia’s function as a launchpad for industry breakthroughs.

With record business results, expanding global participation and a clear strategic focus, ITB Asia 2025 has set a strong foundation for the future — positioning the event as an essential driver of growth and innovation for the travel and tourism industry across Asia Pacific.