ITB Asia 2025 to focus on ME and GenZ travellers

TTME in an exclusive interview with Darren Seah – Executive Director – ITB Asia shared that this year  their focus shifts in the industry—particularly the growing influence of the Middle East market and the rising power of Generation Z travellers. The Middle East continues to play a pivotal role in shaping Asia-Pacific’s travel dynamics. With a reputation for luxury, experiential travel, and high-value outbound tourism, the region’s significance is only increasing. Seah shared, “Oman is joining us this year, and we’re in active discussions with other Middle Eastern destinations including the UAE.” He further added, “We were recently in the UAE, engaging with key stakeholders to strengthen regional collaboration.” This growing engagement aligns with the broader tourism strategies of countries like Saudi Arabia, the UAE, and Qatar—each investing heavily in hospitality infrastructure, cultural offerings, and mega-events, as part of long-term national visions such as Saudi Vision 2030. For ITB Asia, this means not just showcasing the region as a destination, but also as a vital source of outbound travellers seeking immersive, high-quality travel experiences across Asia-Pacific.