EMERGING markets and their growing influence as travel destinations were on full display at ITB Asia 2025, as exhibitors from Central Asia and Africa significantly expanded their presence on the show floor.
Africa marked its largest representation to date, while Central Asia destinations had impressive pavilions, with Azerbaijan participating in ITB Asia for the first time. Kazakhstan was also out in force with another pavilion for the country’s Almaty region. Georgia, Kyrgyzstan, Turkmenistan and Uzbekistan were also represented with “Silk Road itineraries” – based on the ancient Chinese trading route – among the products on offer for groups travel.
A spokesperson for ITB organisers, Messe Berlin, said the increased presence from Africa and Central Asia in addition to an expanded Singapore Zone underscored the growing importance of the Asia Pacific business event and travel market.
Held over three days in Singapore at the Sands Expo and Convention Centre, ITB Asia 2025 concluded with over 60,000 business appointments – a 35 per cent increase on the previous year, according to figures from Messe Berlin Asia Pacific.
There were about 18,000 attendees and more than 1,500 buyers – up 7 per cent from the 2024 event.
ITB Asia remains to be the meeting point where the world connects with Asia. This year’s record engagement demonstrates how the industry is collectively embracing innovation, sustainability, and collaboration to drive future growth.”
– Darren Seah, Executive Director of Messe Berlin Asia Pacific
Messe Berlin officials said the event reaffirmed the shows status as a critical platform for the travel and tourism sector, with record-breaking participation and high-level dialogue on digital innovation, sustainable tourism, and market expansion.
Discussions at the show’s conference stages centred on how AI-driven technologies are reshaping travel experiences, the evolution of distribution models across Asia, and the transformation of the MICE sector through immersive design and tech-enabled engagement.
Exhibitors spanned a wide array of sectors, including hospitality, MICE, corporate travel, technology and leisure, reflecting the full spectrum of the industry.
A major announcement at the show was a strategic collaboration with Tripadvisor, signalling a renewed emphasis on experiential travel. The partnership will see the launch of the Experience Pavilion at ITB Asia 2026, showcasing adventure, culture, wellness, culinary tourism and other immersive offerings. Tripadvisor will co-curate the pavilion’s content, while Messe Berlin will focus on buyer engagement.
Singapore Tourism Board also confirmed it will extend its strategic support from 2026 to 2028, enhancing content, co-marketing efforts and government involvement.
From 2026, ITB Asia will introduce a “New Offering” badge, spotlighting exhibitors with innovative products, services or destinations. This initiative aims to position the show as a launchpad for industry breakthroughs and guide buyers and media towards emerging trends.
The ITB Asia Conference, themed “Driving Insights and Strategic Decisions”, featured over 4,500 minutes of curated content across three stages, with 100 sessions led by 170 industry experts. Topics ranged from the future of MICE and corporate travel to leisure and travel technology.
Among the highlights were market forecasts for Asia Pacific by Michael Shoory, Head of APAC Tourism Analysis at Tourism Economics, and a keynote by Nick Lim, CEO (Asia) of The Travel Corporation, who emphasised the importance of sustainability and community-focused tourism in achieving long-term success.
Main image… Representatives from Azerbaijan, which participated in ITB Asia for the first time. Picture source: Azerbaijan Tourism Board
