ITB Asia 2025 achieved record 60,000 business appointments and 18,000 attendees, reinforcing its role as Asia Pacific’s leading trade show.
ITB Asia 2025 has concluded with unprecedented growth and reinforced its position as the largest travel trade show in Asia Pacific, shaping the future direction of the region’s travel and tourism industry. Held over three days at the Sands Expo and Convention Centre in Singapore, the event recorded over 60,000 business appointments — a 35% increase compared to last year — along with 18,000 attendees and more than 1,500 quality buyers, marking a 7% rise from 2024.
According to the organisers, this year’s edition delivered not only record-breaking participation but also strategic dialogue and collaboration across the global industry, with strong emphasis on AI-driven innovation, sustainability, and new business models shaping the travel ecosystem.
“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 growth reflects rising regional and global engagement
The exhibition spanned five packed halls, featuring national tourism boards, global brands, and travel technology innovators. Participation from Central Asia was stronger than ever, while Africa registered its largest presence to date. Increased representation from Indian states and an expanded Singapore Zone reflected the diversity and economic significance of the Asia Pacific travel industry.
Exhibitors represented the full spectrum of tourism sectors, including hospitality, MICE, leisure travel, corporate travel and digital technology, confirming ITB Asia’s central role as a hub for business development and partnerships across global markets.
Focus on experiential travel: partnership with Tripadvisor
A major announcement at the show was a strategic collaboration between Messe Berlin Asia Pacific and Tripadvisor. The two organisations signed a Memorandum of Understanding to co-develop the Experience Pavilion, launching at ITB Asia 2026. The pavilion will focus on adventure, wellness, culinary tourism, culture and immersive experiences, reflecting strong market demand trends.
Tripadvisor revealed that it recorded over 11 million experiences booked in the first half of 2025, representing a 15% year-on-year increase, underlining the growth of the experiential travel segment.
The Singapore Tourism Board also confirmed it will extend strategic support to ITB Asia from 2026 to 2028, reinforcing the event’s development as the innovation hub for Asia Pacific. Additionally, a “New Offering” badge will be introduced from 2026 to highlight exhibitors launching innovative products and services.
ITB Asia Conference delivers industry insights
Under the theme “Future Forward: Transforming Travel & Tourism in a Changing World”, the ITB Asia Conference delivered 4,500 minutes of curated content across 100 sessions featuring 170 speakers. Panels addressed market trends, travel technology, MICE innovation, corporate travel strategies and sustainable development.
Speakers included senior executives from global travel organisations, such as 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).
Highlights also featured:
- Asia Pacific market forecast by Michael Shoory, Head of APAC Tourism Analysis at Tourism Economics
- Keynote by Nick Lim, CEO (Asia) of The Travel Corporation, on sustainability and community-focused tourism
Sessions were held across three dedicated stages:
- Knowledge Theatre
- MICE Show Asia Theatre
- Travel Tech Asia Theatre
These discussions reaffirmed ITB Asia’s role as the region’s most influential thought leadership platform for tourism transformation.
ITB Asia 2026 confirmed for 21–23 October in Singapore
Messe Berlin Asia Pacific thanked exhibitors, partners and attendees for their continued support and announced that ITB Asia 2026 will return to Singapore from 21–23 October 2026.