Tourism Breaking News
“The Middle East remains a strategic growth market for ITB Asia, with strong participation from the Oman Ministry of Heritage and Tourism and growing interest from other key stakeholders across the region. Buyers from the Middle East are especially important as they bridge Asia-Pacific suppliers with the region’s fast- rising demand for MICE, luxury, and wellness travel. As the Middle East invests heavily in tourism and experiential offerings, ITB Asia provides a vital platform for cross-regional partnerships and high-value business opportunities that benefit both markets,” shared Darren Seah, Executive Director of Messe Berlin Asia Pacific and organiser of ITB Asia, MICE Show Asia, and Travel Tech Asia with media partner TravTalkME. “For Middle Eastern participants, ITB Asia is the gateway to the fast-growing Asia- Pacific market. The show connects them directly with high-quality buyers and destinations that align with the region’s expanding interests in wellness, medical, adventure, and experiential travel. With stronger air connectivity and rising two- way travel flows, ITB Asia provides an ideal platform for tourism boards, airlines, and operators to build partnerships, promote new offerings, and tap into Asia’s dynamic traveller base.”
This year marks a major milestone in ITB Asia’s 17-year history. For the first time, the show will occupy five halls across two levels at the Sands Expo & Convention Centre — our largest footprint to date. We’re also welcoming over 1,500 buyers, the highest participation in ITB Asia’s history, reflecting the event’s growing scale and influence in the global travel industry. Beyond size, ITB Asia 2025 stands out for its diversity and international reach, with first-time participants from Azerbaijan, Lithuania, Hungary, Tamil Nadu, Danang, and the Kaohsiung City Government. A key new feature is the Experience & Attractions Highlight Zone, featuring global and regional leaders such as Disney Cruise Line, Mandai Wildlife Reserve, and Resorts World Sentosa. We’re also seeing stronger representation from Central Asia, Africa, India, and an expanded Singapore Zone, reflecting the show’s growing breadth. Altogether, ITB Asia 2025 will be the largest, most diverse, and most dynamic edition to date, reaffirming its position as Asia’s leading B2B travel trade show.
The key focus areas for ITB Asia 2025 reflect the show’s continued evolution as Asia’s leading travel trade platform, with a sharper emphasis on high-growth and experience-driven segments shaping the future of travel. The key focus areas for ITB Asia 2025 reflect the industry’s most dynamic growth drivers — Experiential Travel, Travel Technology, and Business Events. Experiential Travel takes centre stage this year, with the debut of the Experience & Attractions Highlight Zone showcasing leading global brands that are redefining how travellers engage with destinations. Technology and Digital Transformation will be another core focus through Travel Tech Asia, highlighting the impact of AI, automation, and data analytics on efficiency and personalisation across the travel ecosystem.
Finally, Business Travel and MICE remain integral through MICE Show Asia, where the spotlight will be on sustainability, hybrid engagement, and evolving event formats. Together, these focus areas demonstrate ITB Asia’s commitment to shaping the future of travel by empowering the global community with innovation, insight, and collaboration.
Last year’s show delivered over 45,000 business appointments and brought together more than 1,400 top buyers. With even stronger exhibitor presence and an expanded elite buyer network this year, we expect slightly higher-value transactions, deeper partnerships, and long-term collaborations that will shape global travel in 2025/2026 and beyond.
