The positive sentiments suggest 2025 will be a good year, supporting survey results presented at conference sessions.
ITB Asia took place in Singapore in late October, co-located with MICE Show Asia and Travel Tech Asia.
The Tourism Promotions Board (TPB) Philippines, which led a contingent of 29 exhibitors, achieved a 378 per cent increase in sales leads compared to the 2023 show.
“ITB Asia is a key platform for strengthening the Philippines’ position as a world-class tourism destination,” said TPB COO Maria Margarita Montemayor Nograles.
“Our participation helps drive sustained growth and establish valuable partnerships that translate into long-term success.”
“Whether it’s for leisure or MICE, we aim to ensure that the Philippines remains a preferred and competitive choice on the global stage, driving sustained growth and transforming interest into tangible sales and partnerships,” Nograles added.
Business Events Perth, which drew a steady stream of buyers and visitors, said it was a busy and fruitful show.
Multiple leads were generated with a total potential of more than 2,000 international delegates from China, Taiwan, Korea, Singapore, Malaysia and Indonesia seeking to visit Western Australia in 2025. Some of these business events are now confirmed.
Hotel chains also enjoyed brisk business.
Meliá Hotels International projected a strong MICE outlook for 2025 and 2026, going by incentive group requests received for Bali, Phuket and Samui and interest in newer destinations Danang, Nha Trang and Phu Quoc in Vietnam.
Singapore and Hong Kong, Melia’s regional hubs, drove a big volume of leads, growth coming from Australia and Korea with more frequent requests for Southeast Asia.
Such positive exhibitor feedback corroborated data presented in the conference program.
Tourism Economics’ indicators pointed to a strong rebound in direct spending for MICE and hotel group room bookings, with spending at APAC events set to outpace other regions. Blended travel and business events were seen as growth opportunities.
However, despite optimism for MICE events, costs and economic uncertainty were challenges identified by its survey respondents. Despite these, economic and catalytic benefits from business events should see the sector grow and thrive.
