Published on
October 16, 2025
By: Tuhin Sarkar
Estonia has joined Finland, Hungary, Iceland, and Norway in showcasing its tourism products to Asian markets at ITB Asia 2025 in Singapore. As the tourism industry in Asia continues to grow, these European destinations are seizing the opportunity to promote their unique offerings to an ever-expanding audience. At ITB Asia 2025, Estonia, alongside its Nordic and Baltic counterparts, is highlighting its cultural heritage, stunning landscapes, and vibrant cities.
The participation of Estonia at this prestigious event emphasizes the increasing importance of Asian markets in the global tourism landscape. Along with Finland, Hungary, Iceland, and Norway, Estonia is strategically positioning itself as a prime destination for Asian travellers seeking new and exciting experiences.
This collaboration highlights the growing trend of European destinations focusing on Asian tourists, and ITB Asia 2025 serves as the perfect platform for these countries to strengthen their presence in this rapidly expanding market.
ITB Asia 2025: Record Growth and Unprecedented Expansion
ITB Asia 2025 has opened with an exciting and historic expansion. For the first time, the event spans five halls, marking its largest edition yet. The Sands Expo and Convention Centre in Singapore is buzzing with activity as over 1,500 top buyers make their way to the exhibition. This represents a 7% increase in participation compared to last year. The growth of the event shows how significant ITB Asia has become in the global travel industry. It’s not just about size, but the event is also more diverse than ever. From Central Asia to Africa, ITB Asia is providing an international platform for emerging and established destinations.
New additions to the exhibition include the City of Monreale in Sicily, Lithuania Travel, and the Government of Tamil Nadu. These destinations represent the growing geographic diversity at ITB Asia, providing a more complete view of the global travel landscape. This diversity enhances the value of the show for both exhibitors and buyers, giving everyone involved the opportunity to make new connections and explore fresh opportunities.
The Expanded Exhibition Footprint: A Record-Breaking Year
In 2025, ITB Asia has broken records with its expanded exhibition space, now spanning five exhibition halls. The previous three halls have now expanded across two levels to provide more space for exhibitors, industry leaders, and buyers to engage. This expansion signals the increasing importance of Asia in the global travel industry. With more destinations and companies from around the world participating, the event is positioning itself as a key player in shaping the future of travel.
The record-breaking participation of over 1,500 top buyers highlights the increasing influence of ITB Asia as a B2B trade show. This year’s event also showcases a stronger presence from regions like Central Asia and Africa, and a growing number of Indian states. These developments reflect the growing global appeal of ITB Asia as a platform for industry professionals to connect, collaborate, and learn. The presence of such a diverse group of buyers from across the world shows that ITB Asia is meeting the needs of a rapidly evolving travel market.
New Features: The Experience & Attractions Highlight Zone
This year, ITB Asia introduces a brand-new feature—the Experience & Attractions Highlight Zone. This addition brings even more excitement to the event by showcasing top global and regional leaders in the tourism sector. Leading names like Resorts World Sentosa, AMA Waterways, Disney Cruise Line, and Universal Destinations & Experiences are all part of this new zone. The Experience & Attractions Highlight Zone offers a hands-on, immersive experience where visitors can engage with attractions that are redefining the global travel industry.
This zone is not just about showcasing destinations, but about offering industry professionals direct access to the future of travel. From Disney Cruise Line’s innovations to the cutting-edge experiences at Resorts World Sentosa, attendees can explore what’s next in tourism. By including themed attractions and interactive experiences, ITB Asia is ensuring that the future of travel comes to life before their eyes. This new feature underlines the importance of experience-driven tourism, which is increasingly central to the travel industry.
A Diverse Global Representation at ITB Asia 2025
This year’s edition of ITB Asia boasts the most diverse regional representation to date. The exhibition features stronger participation from Central Asia and Africa, while the Indian subcontinent sees an increase in the representation of state tourism boards. These regions are playing a growing role in the global tourism market, and ITB Asia is helping to highlight their emerging potential. The largest-ever presence from Africa signals the continent’s increasing importance in the tourism industry, with more buyers and exhibitors from across the region looking to explore new opportunities.
In addition to Central Asia and Africa, there is an expanded Singapore Zone, reflecting the host country’s position as a leading global destination for both business and leisure. The event’s international diversity provides valuable opportunities for exhibitors to meet with new buyers and partners from across the world. It also allows buyers to explore a broader range of destinations and products, ensuring that everyone involved can benefit from the show’s global reach.
Official Opening Ceremony: A Vibrant Start to ITB Asia 2025
The opening of ITB Asia 2025 was a truly special occasion. The official ceremony featured Mr Alvin Tan, Minister of State, Ministry of Trade and Industry & Ministry of National Development, Singapore. Mr Tan officiated the event with a ribbon-cutting ceremony that was followed by a traditional lion dance. This vibrant ceremony set the tone for an exciting three days of business, networking, and learning. ITB Asia 2025’s record-breaking growth and diversity make it clear that the event is at the forefront of the travel industry, providing valuable insights and opportunities for all participants.
David Ruetz, Senior Vice President of Messe Berlin, shared his excitement about the show’s success. He expressed how ITB Asia continues to grow in both scale and importance. The event serves as a dynamic platform where industry leaders can connect, share insights, and drive the future of travel forward. The Official Opening Ceremony symbolised the start of a new chapter for ITB Asia, one that promises to be more exciting and impactful than ever before.
ITB Asia’s Impact on the Global Travel Industry
The impact of ITB Asia 2025 on the global travel industry is undeniable. The event’s expanded exhibition space, record-breaking participation, and diverse regional representation all signal that the travel industry is undergoing a major transformation. ITB Asia serves as a key meeting point for the world’s top buyers, exhibitors, and industry leaders. Its importance goes beyond just being a trade show; it’s a hub for collaboration, innovation, and knowledge exchange.
This year’s event offers valuable insights into the future of travel, with conference sessions focusing on MICE, leisure tourism, corporate travel, and travel technology. With 160 speakers and over 100 sessions, attendees will leave ITB Asia with a wealth of knowledge about the latest trends and opportunities shaping the travel landscape. The conference’s theme, “Future Forward: Transforming Travel & Tourism in a Changing World,” perfectly encapsulates the forward-looking nature of the event and its role in driving the industry’s future.
Conclusion: ITB Asia 2025 Sets the Benchmark for Future Travel Events
ITB Asia 2025 has firmly established itself as a leading event for the global travel industry. With its record-breaking size, impressive diversity, and focus on the future of travel, the event has set a new benchmark for industry trade shows. The expanded exhibition space, new features like the Experience & Attractions Highlight Zone, and the increased participation from key regions all contribute to ITB Asia’s status as a must-attend event for travel professionals worldwide. As the industry continues to evolve, ITB Asia will remain at the forefront, helping to shape the future of global travel.
