In a special conversation with Mr. Darren Seah, Executive Director of ITB Asia, Bureaucracy India explored the strategic thinking behind the event, the role of India in shaping future editions, and the evolving dynamics of the global tourism industry.
1. Could you share your vision for ITB Asia, MICE Show Asia, and Travel Tech Asia?
Absolutely. The unique 3-in-1 format – ITB Asia, MICE Show Asia, and Travel Tech Asia offers an unparalleled opportunity for attendees to engage with the full spectrum of the global travel industry. With a single ticket, participants can access content and exhibitors across leisure travel, corporate travel, MICE, and travel technology sectors. This integrated setup encourages cross-sector collaboration and drives stronger business outcomes.
Looking ahead, ITB Asia’s renewed vision places a strong focus on experiential travel emphasizing immersive, culturally rich, wellness, adventure, and culinary experiences. In line with this, we’re excited to announce a new collaboration with Tripadvisor, who will codevelop our Experience Pavilion, debuting in 2026.
We’re also proud to have the strategic support of the Singapore Tourism Board from 2026 to 2028. This partnership will enhance our content pillars, co-marketing efforts, and government engagement across the region.
In parallel, we’re further strengthening MICE Show Asia as the premier platform for incentive travel, meetings, and events in the APAC region, and positioning Travel Tech Asia as the leading showcase for travel technology, uniting top brands, innovative startups, and industry leaders to shape the future of tourism.
We’re also looking to expand Travel Meet Asia, our year-round regional event series, to further increase its industry impact and reach.
2. How has the profile of participants evolved over the years?
We’ve seen remarkable growth across all fronts. Today, over 1,500 pre-qualified top buyers are attending – a significant increase in both quality and quantity. Exhibitor numbers are at an all-time high, with notable growth from Central Asia, Africa, and India, as well as an expanded Singapore Zone.
Our exhibitors now represent the entire global travel ecosystem – from airlines and hotels to DMCs, attractions, and travel tech providers. We’re also welcoming exciting new destinations such as City of Monreale (Sicily, Italy), Lithuania Travel, Visit Hungary, the Government of Tamil Nadu, Da Nang Tourism Promotion Center, the Kaohsiung City Government, and Visit Alatau, adding even greater international diversity.
3. What key travel and MICE trends are driving the industry today in APAC?
Several key trends are shaping the industry:
• Rapid growth in wellness, medical, luxury, and experiential travel
• Increasing demand for hybrid events and immersive corporate experiences
• Technology and personalization are redefining traveler expectations
We’re also seeing sectors like adventure cruises and wellness resorts gaining strong traction from source markets like APAC and the Middle East.
4. What distinguishes ITB Asia, MICE Show Asia, and Travel Tech Asia from other global trade shows?
What makes our event unique is the 3-in-1 format. While each show has its own identity, exhibitors, and conference tracks, they are strategically interconnected. This allows for learning, networking, and business generation across sectors.
For example, a travel tech startup may find value not only in meeting other tech partners, but also hotel groups and corporate event planners. This level of cross-sector exposure is unmatched and extremely effective for building relationships.
5. How do you see technology transforming the industry?
Technology is reshaping every aspect of travel – from AI-powered personalization and automated operations to real-time data and seamless booking systems.
At Travel Tech Asia, we showcase cutting-edge innovations such as digital check-ins, AI driven revenue management, and virtual destination previews. We’re seeing exciting startups presenting solutions that optimize corporate travel and enhance the traveler experience through smart automation.
6. Sustainability has become central to global travel – how is ITB Asia promoting it?
Sustainability is deeply embedded across all three shows. We’re working with respected partners like the Adventure Travel Trade Association (ATTA) and the Global Sustainable Tourism Council (GSTC) to lead conversations on regenerative tourism, community impact, and carbon-conscious operations.
Our long-standing venue partner, Marina Bay Sands Expo, has been a trailblazer in sustainability – using over 1 million liters of recycled rainwater annually and saving 7.4 million kWh of energy through an AI-powered smart building management system. Their solar panel installations reduce CO₂ emissions by 70 tons each year.
7. How has ITB Asia supported post-pandemic recovery?
ITB Asia has been instrumental in rebuilding the travel industry post-pandemic. We’ve reconnected buyers, suppliers, and destinations, provided a trusted space for face-to-face business, and reignited industry momentum.
By offering a platform for deal-making, networking, and knowledge sharing, we’ve helped drive recovery across all sectors – from leisure to MICE to tech. Importantly, the MICE Show Asia offered actionable workshops and tools for planning safe, efficient hybrid events – essential to reviving business travel.
8. How do you curate content and ensure relevance?
Our conference team works year-round to ensure the programme addresses the industry’s most pressing challenges and exciting opportunities – including traveller behavior shifts, digital transformation, sustainability, and emerging markets.
We collaborate with renowned content partners like Uncommon Conferences, GSTC, ATTA, and the World Travel Research Organisation. Many of our C-level speakers return year after year because of the event’s credibility and relevance.
By maintaining close engagement with industry stakeholders, our content stays timely, actionable, and future-focused.
9. Could you share highlights or innovations at this year’s edition?
This is our largest edition ever – with five halls, 1,500+ top buyers, and record international participation.
We’re debuting the Experience & Attractions Highlight Zone, featuring brands like Resorts World Sentosa, Disney Cruise Line, Merlin, and AMA Waterways, all focused on how travelers connect with destinations.
We’re also delivering 4,500+ minutes of curated conference content across 100 sessions with 170+ expert speakers, spotlighting:
• Experiential Travel
• Technology & Digital Transformation
• Business Travel & MICE
Technology and digital innovation will take center stage at Travel Tech Asia, showcasing how AI, automation, and data-driven insights are transforming efficiency and enabling hyper personalised experiences.
Meanwhile, business travel and the MICE sector continue to play a pivotal role at MICE Show Asia, with a strong focus on sustainability, hybrid engagement models, and the ongoing evolution of event design and delivery.
10. What has been the biggest challenge and the most rewarding part of your role as Executive Director?
The biggest challenge is ensuring alignment and excellence across all three shows – balancing distinct identities while maintaining a seamless, high-quality experience.
The most rewarding part? Seeing our efforts culminate in real business outcomes – meaningful connections, successful deals, and long-term partnerships. The energy of packed meeting rooms, full schedules, and genuine conversations reminds us why we do what we do.
11. What advice would you give to young professionals entering the travel, MICE, or events sector?
Be open to innovation, embrace technology, and think across sectors. Build networks not just in one vertical, but across leisure, corporate, MICE, and tech.
And above all – stay agile. The APAC travel landscape evolves rapidly, and adaptability is key to success.
12. How would you define the future of travel in Asia-Pacific?
The future of travel in APAC will be defined by:
• Continued growth in wellness, luxury, experiential, and sustainable travel
• Technology driving personalization, efficiency, and smarter booking systems
• An increase in cross-regional partnerships and immersive travel products
It’s an exciting time for the region, and ITB Asia is proud to be at the heart of it.