Messe Berlin signed two key agreements with the Singapore Tourism Board and TripAdvisor yesterday, 15th October, on the first day of ITB Asia 2025.
These two understandings are expected to drive change with regard to experiential tourism within the Asia-Pacific and beyond.
According to Messe Berlin senior vice-president David Ruetz: "There's a growing desire for inspiration, to create lasting moments; and this growing desire for authentic journeys is what makes experiential travel one of the most powerful forces that shapes tourism today. It's about culture, it's about wellness and well-being, culinary journeys, and even spiritual journeys. It challenges us, as an industry, to think differently about the products, the services, and even the processes that we offer."
Coming soon
Beginning with ITB Asia 2026, the event will put greater emphasis on high-growth segments shaping the future of tourism.
As such it will feature zones dedicated to experiential travel, wellness tourism, luxury and lifestyle, as well as both sustainable and regenerative tourism.
These new verticals are bound to stand out on the exhibition floor through highlight zones and dedicated pavilions giving exhibitors and buyers greater opportunities to explore emerging trends and connect with evolving traveller demands.
ITB Asia 2025 offers a preview of these developments with this year's Experiences Zone which features offerings from Disney Adventure, the Mandai Wildlife Reserve, and Resorts World Sentosa.
Next year, a dedicated Experience Pavilion done together with TripAdvisor will be grabbing participants' attention.
Working with TripAdvisor
Messe Berlin's understanding with TripAdvisor was co-signed with the latter's director of sales in the Asia Pacific Scott Wegener.
As such, it entails the creation of the Experience Pavilion which will be curated in tandem by Messe Berlin and TripAdvisor.
TripAdvisor will develop the Pavilion’s theme and content framework, leveraging its global network to bring together selected experience-focused providers.
On the other hand, Messe Berlin Singapore will ensure prime positioning, media visibility, and targeted buyer engagement.
Wegener declared: “We’re excited to collaborate with Messe Berlin on the Experience Pavilion at ITB Asia. Travellers today are no longer just booking trips; they’re seeking transformative, culturally rich, and emotionally resonant experiences. This pavilion brings together the world’s leading experience-driven travel brands, helping the industry respond to this powerful shift in consumer expectations.”
An expanded agreement with the Singapore Tourism Board
Meanwhile, Messe Berlin Asia Pacific's new understanding with STB seeks to deepen collaboration for ITB Asia from 2026 to 2028.
This strategic partnership aims to further elevate ITB Asia by jointly developing new content pillars, co-marketing the event, enhancing buyer engagement initiatives, and
facilitating greater government participation.
As such, Messe Berlin and STB are committed to strengthening ITB Asia’s position as Asia’s leading travel trade show and a key platform for the global tourism industry.
As STB executive director for exhibitions and conferences Poh Chi Chuan put it: "This strategic partnership with Messe Berlin reinforces Singapore's position as the World's Best MICE City and aligns with our Tourism 2040 goals to cultivate stronger MICE visitor demand and create distinctive experiences."
He added that ITB Asia is a high-value business event that drives innovation, knowledge exchange, and economic impact.
Poh concluded by saying: "We are honoured to continue hosting the event from 2026 to 2028. Singapore is building an ecosystem where companies and talents co-create tourism solutions, and partnerships like this help us shape the future of tourism."
