The ITB Asia 2025 exhibition concluded at Marina Bay Sands Expo & Convention Centre, reaffirming its position as the premier travel trade event in the Asia-Pacific region.
Held from 15 to 17 October, the exhibition brought together more than 18,000 participants and hosted around 60,000 pre-scheduled business meetings. Over 170 international speakers from across the tourism, hospitality, MICE, and technology sectors shared insights on global travel recovery, digital transformation, and sustainable destination management.
National pavilions from Singapore, Indonesia, Japan, South Korea, India, Thailand, Saudi Arabia, Italy, Finland, and several African countries presented investment opportunities and development strategies for 2026 and beyond. The exhibition floor covered five thematic halls, focusing on travel technology, corporate mobility, luxury tourism, and sustainability solutions.
A key announcement was the strategic partnership between Messe Berlin Asia Pacific and Tripadvisor, launching the Experience Pavilion 2026 — a platform dedicated to immersive, cultural, and wellness-driven travel. Tripadvisor reported over 11 million experiences booked in the first half of 2025, a 15% year-on-year increase, reflecting the global rise of experiential travel.
Under the theme “Future Forward: Transforming Travel & Tourism in a Changing World,” the ITB Asia Conference featured 100 sessions and three major theatres - Knowledge Theatre, MICE Show Asia, and Travel Tech Asia. Among the notable participants were Agoda, Amadeus, Frasers Hospitality, VOK DAMS, Accor, Marriott International, and national tourism boards representing more than 40 countries.
Tatiana Sheremetieva, CEO of RSBU Global Travel, took the stage as a keynote speaker at the C-Suite Talks with her presentation “Luxury MICE & Business Travel: What Ultra-Affluent Clients Expect in 2026.” Drawing on over two decades of cross-border experience, she delivered a powerful and insightful address on the evolving expectations of UHNW travellers and the future of luxury business events. (ссылка)
“This year’s record engagement demonstrates how the industry is collectively embracing innovation, sustainability, and collaboration to drive future growth,” said Darren Seah, Executive Director of Messe Berlin Asia Pacific.
Government perspectives also reinforced the region’s ambitions: Singapore’s Minister of State for Trade and Industry outlined the goal to nearly triple the country’s MICE tourism receipts from S$1.4 billion in 2019 to S$4.5 billion by 2040.
According to organisers, ITB Asia 2025 marked the strongest year of recovery and innovation since the pandemic, with record-breaking attendance and expanded global participation.
Implications for the Travel Industry
What’s Next
The next edition, ITB Asia 2026, will take place from 21–23 October 2026 at Marina Bay Sands, Singapore. Registrations for exhibitors and early-bird bookings are now open — continuing ITB’s mission to connect global travel leaders and redefine the future of tourism in Asia Pacific.
Held from 15 to 17 October, the exhibition brought together more than 18,000 participants and hosted around 60,000 pre-scheduled business meetings. Over 170 international speakers from across the tourism, hospitality, MICE, and technology sectors shared insights on global travel recovery, digital transformation, and sustainable destination management.
National pavilions from Singapore, Indonesia, Japan, South Korea, India, Thailand, Saudi Arabia, Italy, Finland, and several African countries presented investment opportunities and development strategies for 2026 and beyond. The exhibition floor covered five thematic halls, focusing on travel technology, corporate mobility, luxury tourism, and sustainability solutions.
A key announcement was the strategic partnership between Messe Berlin Asia Pacific and Tripadvisor, launching the Experience Pavilion 2026 — a platform dedicated to immersive, cultural, and wellness-driven travel. Tripadvisor reported over 11 million experiences booked in the first half of 2025, a 15% year-on-year increase, reflecting the global rise of experiential travel.
Under the theme “Future Forward: Transforming Travel & Tourism in a Changing World,” the ITB Asia Conference featured 100 sessions and three major theatres - Knowledge Theatre, MICE Show Asia, and Travel Tech Asia. Among the notable participants were Agoda, Amadeus, Frasers Hospitality, VOK DAMS, Accor, Marriott International, and national tourism boards representing more than 40 countries.
Tatiana Sheremetieva, CEO of RSBU Global Travel, took the stage as a keynote speaker at the C-Suite Talks with her presentation “Luxury MICE & Business Travel: What Ultra-Affluent Clients Expect in 2026.” Drawing on over two decades of cross-border experience, she delivered a powerful and insightful address on the evolving expectations of UHNW travellers and the future of luxury business events. (ссылка)
“This year’s record engagement demonstrates how the industry is collectively embracing innovation, sustainability, and collaboration to drive future growth,” said Darren Seah, Executive Director of Messe Berlin Asia Pacific.
Government perspectives also reinforced the region’s ambitions: Singapore’s Minister of State for Trade and Industry outlined the goal to nearly triple the country’s MICE tourism receipts from S$1.4 billion in 2019 to S$4.5 billion by 2040.
According to organisers, ITB Asia 2025 marked the strongest year of recovery and innovation since the pandemic, with record-breaking attendance and expanded global participation.
Implications for the Travel Industry
- The surge in business appointments and buyer engagement signals robust demand for B2B, MICE, and corporate-travel solutions across Asia-Pacific.
- The rise of experience-led, high-value travel underscores a shift toward wellness, culture, and sustainability as drivers of luxury tourism.
- Expansion into five exhibition halls reflects the growing complexity of Asia’s travel ecosystem — spanning leisure, business, and technology sectors.
- AI, automation, and sustainability remain key differentiators for travel providers and destinations seeking competitive advantage.
What’s Next
The next edition, ITB Asia 2026, will take place from 21–23 October 2026 at Marina Bay Sands, Singapore. Registrations for exhibitors and early-bird bookings are now open — continuing ITB’s mission to connect global travel leaders and redefine the future of tourism in Asia Pacific.