At the opening of the ITB Asia 2025 in Singapore, the show created a new milestone when Messe Berlin Asia Pacific and Tripadvisor Singapore Pte Ltd signed a memorandum of understanding to co-develop the Experience Pavilion, which will debut at ITB Asia 2026.

“We saw over 11 million experiences booked on our sites (including Viator) in the first half of 2025, which is a 15 percent YoY increase and we’re expecting that trend will continue for the remainder of the year and into 2026,” said Mr. Scott Wegener, director of sales (APAC), Tripadvisor.

The Experience Pavilion will highlight the power of experiential travel, spanning adventure, culture, wellness, culinary tourism and more, and will provide a platform for exhibitors to inspire, engage, and connect with buyers and media.

Tripadvisor will co-curate the Pavilion’s theme and content framework, leveraging its global network to bring together selected experience-focused providers, while Messe Berlin Singapore will ensure prime positioning, media visibility, and targeted buyer engagement.