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| ITB Asia |
A defining moment at ITB Asia 2025 was the announcement of a strategic collaboration between Tripadvisor and Messe Berlin Asia Pacific, marking a bold new era for experiential travel in Asia Pacific and beyond. The signing of a Memorandum of Understanding between the two industry leaders will see the launch of the Experience Pavilion at ITB Asia 2026, a dedicated space spotlighting immersive travel trends such as adventure, wellness, culture, and culinary tourism.
With Tripadvisor set to co-curate content and experiences, the pavilion will bring together global and regional travel providers who specialise in curated, high-engagement experiences. Messe Berlin will ensure the pavilion’s prominent placement at the exhibition and tailor buyer engagement to match the evolving interests of the travel market.
This partnership reflects a shift in global travel preferences, with more travellers seeking meaningful and personalised journeys. According to Tripadvisor, over 11 million experiences were booked through their platforms in the first half of 2025 alone — a 15% increase year-on-year. This rapid growth cements experiential travel as one of the most important segments in today’s global tourism economy.
The Rise of Experience-Driven Travel in Asia Pacific
Experiential travel is no longer a niche — it is the driving force behind how and why people explore the world. From cooking classes with local chefs in Tuscany to wellness retreats in Bali and cultural tours through Tokyo’s hidden alleyways, today’s travellers want more than just sightseeing — they want immersion.Tripadvisor’s expertise in curating real-time reviews, feedback, and booking trends makes them the ideal content partner for ITB Asia’s new pavilion. As the world’s most trusted travel guidance platform, Tripadvisor’s insights will help shape a pavilion that reflects the latest in global traveller behaviour and industry innovation.
For travel businesses and tourism boards, the Experience Pavilion offers a new platform to showcase how they are evolving to meet this demand, putting storytelling, authenticity, and local engagement at the forefront.
Strategic Support from Singapore Tourism Board Strengthens the Future
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| ITB Asia |
STB’s backing aligns with Singapore’s own position as a leading destination for immersive travel, business events, and cultural experiences, offering a natural synergy with the show’s new direction.
Recognising Innovation: The New Offering Badge
Starting in 2026, ITB Asia will introduce a new initiative aimed at celebrating creativity and cutting-edge ideas. The “New Offering” badge will be awarded to a curated group of exhibitors launching breakthrough services, destinations, or technologies. This new badge will guide buyers and media professionals directly to the most innovative and forward-thinking offerings on the show floor.This initiative reinforces ITB Asia’s role not just as a marketplace for deals, but as a launchpad for industry transformation, offering unmatched visibility for trendsetters and newcomers alike.
Looking Ahead: ITB Asia as the Epicentre of Experiential Travel
With the announcement of the Tripadvisor partnership, enhanced support from the Singapore Tourism Board, and a fresh commitment to showcasing innovation, ITB Asia continues to set the benchmark for the future of travel in Asia Pacific. The new Experience Pavilion is more than just an exhibit — it’s a statement that the future of tourism is experiential, immersive, and driven by meaningful connection.As experiential travel takes centre stage in global tourism, ITB Asia 2026 is poised to become the ultimate destination for buyers, media, and travellers who are looking for more than just places — they’re looking for moments that matter.
Save the Date: ITB Asia 2026 is happening from 21–23 October 2026
With ITB Asia 2025 concluded, Messe Berlin Asia Pacific extends heartfelt thanks to all sponsors, partners, exhibitors, media and attendees for their unwavering support in making this year’s event a success. Asia Pacific is a growth engine and innovation hub for global travel. The next edition returns to Singapore from 21–23 October 2026, promising another world-class gathering of industry leaders, innovators, and decision-makers.Exhibitor rebooking for ITB Asia 2026 and Early Bird booth registration are now open.
For more information, visit:
www.itb-asia.com
www.miceshowasia.com
www.traveltechasia.com
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