ITB Asia 2025 Sets New Record with more than 60,000 Business Appointments and Strong Industry Momentum – Image: ITB Asia 25/Messe Berlin
ITB Asia 2025 has officially wrapped up, leaving a strong mark on the travel industry with over 60,000 business appointments, 18,000 attendees, and more than 1,500 quality buyers from travel experts around the world. Over three days at the Sands Expo and Convention Centre in Singapore, 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.
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.
Experiential travel is rapidly growing, with Tripadvisor reporting over 11 million experiences booked on their sites in the first half of 2025 alone – Image: ITB Asia 24/Messe Berlin
Spotlight on Experiential Travel
A key milestone at ITB Asia 2025 was the underlining of 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.
A key milestone at ITB Asia 2025 was the underlining of the show’s renewed focus on experiential travel – Image: ITB Asia 24/Messe Berlin
Record breaking participation
This year, ITB Asia not only delivered record-breaking participation (over 60,000 business appointments were 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) 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.
“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 (Meetings, Incentives, Conferences and Exhibitions), corporate travel, technology and leisure, reflecting the full spectrum of the travel and tourism industry. (NAN/ITB Asia 20-10-25)
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