ITB Asia 2025, the annual event’s largest edition yet, drew to a successful conclusion on Friday, 17th October.
We at Travel Daily Media had the opportunity to cover the event throughout its three-day run, sitting in on sessions headlined by some of the leading thinkers in global travel and tourism.
Likewise, making our way through the extensive exhibition that occupied two floors of the Sands Expo and Convention Centre enabled us to see relevant trends currently shaping the industry, as well as those that stand to change the game down the line.
In today’s feature, we share some of the ideas that are currently turning heads and making those who matter sit up and take notice as change takes hold throughout travel, tourism, and hospitality in Asia and beyond.
A dedicated area for startups enabled emergent developers to meet with delegates
Travel technology is evolving at a much faster rate than we think
It was inevitable that the use of artificial intelligence and big data would be touched upon in key discussions throughout ITB Asia.
However, other companies specialising in travel tech also showcased their expertise at the event, their offerings running the gamut from AI-driven real-time translation to the use of facial recognition as a more secure alternative to standard fingerprint biometrics.
Likewise, companies like AStation revealed to participants the manifold uses of augmented and virtual reality in tourism, going beyond mere storytelling and into the realm of speculative tourism, serving as a potential game changer that will give travellers access to never-before-scene locations without compromising the natural environment.
A growing number of travellers from Asia and elsewhere are opting to travel solo to see and experience more of what they want
We are seeing the rise of free and independent travellers
In his talk Untethered Adventures on the final day of the conference, High-Yield Tourism's Gary Bowerman also cited the ongoing rise in the number of free and independent travellers (FITs) making their way through the world.
As he put it: "The biggest growth and the most important changes in key travel markets are coming in the independent sector. Young people, older people, middle aged people who want to travel their way."
Indeed, it was notable how several travel agencies and OTAs participating at ITB Asia were quick to respond to inquiries regarding options for individual travellers who would rather do their exploring solo than with tour groups, a gang of friends, or even their families.
Now, why is this becoming a thing?
For starters, travelling solo enables individual travellers to move at their own pace, unencumbered by a prescribed regimen or schedule of activities.
Likewise, they can properly focus on what they specifically want to see and what they want to do as opposed to pandering to the myriad requirements involved in group travel.
As a result, tourism boards, travel agencies, OTAs, and even hotels are coming up with promotions specifically targeting solo travellers to help them make the most of their journeys.
Orange-helmeted tourists zip through the streets of Ho Chi Minh City on one of Vespa Adventures' famed night tours of Saigon
We need to make the most out of experiential travel
One of the fresh additions to ITB Asia was the inclusion of a specific Experience Zone featuring companies offering a variety of attractions, including zoos, cruises, and entertainment.
Come next year, thanks to an agreement between Messe Berlin and TripAdvisor, this zone will expand into a dedicated pavilion focused on experiential travel, with options ranging from cultural immersion, gastronomy, as well as health and wellness.
But even now, well beyond the parameters of ITB Asia, we are already seeing countries embracing the precepts of experiential travel and offering immersive options to tourists.
Vietnam and Taiwan have this down pat, as we have seen in recent familiarisation trips: both countries take travellers on immersive experiences in locations that may not necessarily be part of the standard tourism experience.
Vietnam draws travellers' attention to its history as it invites travellers to explore the tunnels in the town of Cu Chi to delve into how the Vietnamese people survived and even thrived throughout the war years; to understand the nuances of local cuisine at hands-on learning experiences in Ho Chi Minh City and Ho Tram; to try their hand at traditional crafts like silk painting and pottery; and even understand local flora and fauna through a visit to an arboretum in Vung Tau.
Taiwan pretty much goes along the same lines, but steps up the game by offering a closer look at the country's urban centres: not through its malls and more common attractions, but through its increasing number of MICE venues and facilities to draw in potential clients; artists' quarters where travellers can see them at work and take home a part of the experience; and museums that show off the best of both traditional and contemporary art.
Three years post-pandemic, there is still a shortfall when it comes to staff in travel, aviation, and hospitality
Human resources remain a critical issue
However, not all the news has been good at ITB Asia, particularly where human resources in travel and related fields are concerned.
A recent report by ACI HR Solutions pointed out how the lack of staff has adversely affected operations in the food and beverage sector, aviation, and hospitality.
Indeed, in his talk on the last day of the event, ACI chief executive Andrew Chan remarked: "The industry has rebounded strongly, but there is still a severe talent shortage. If anyone has made some hires recently or is in the middle of some hires, you're probably looking at some difficulties because, during COVID, the industry lost about 70 percent of staff as many had to move away from the industry just to find employment."
Chan explained that, despite the ongoing recovery, not everyone who left travel and hospitality during the pandemic has returned to their posts; indeed, many have moved on to other unrelated sectors.
