2025 ITB ASIA NEWS - DAY 3 Edition

This ITB Asia Daily Edition
is brought to you by
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MORNING BRIEFING
The future of travel starts
today!
→ 03
ASIA
Sustainable tourism in
the Philippines: Sagay and
Sipalay lead the way
Daily→ 07
FRIDAY
17 OCT.
2025
INTERNATIONAL CONNECTIONS,
ENDLESS
OPPORTUNITIES
EXCLUSIVE INTERVIEW:
Ibrahim Shiuree, CEO & Managing Director, Visit Maldives Corporation → 04
The Official Show Magazine

HALL PLANS
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Mr Darren Seah
Executive Director,
Messe Berlin Asia Pacific
The future of travel starts today!
Mr Darren Seah, Executive Director, Messe Berlin Asia Pacific
Good morning and welcome to the third and final
day of ITB Asia 2025!
What a ride it's been! From conferences to
meetings to chance encounters on the show floor,
this year's record-breaking edition of the show
has really brought the industry together.
pillars, co-marketing the event, enhancing buyer
engagement initiatives, and facilitating greater
government participation.
Looking toward next year's, we will be placing a
sharper focus on high-growth segments shaping
the future of tourism. On the opening day of ITB
Asia 2025, Messe Berlin Asia Pacific, organiser of
ITB Asia, and Tripadvisor Singapore Pte Ltd signed
a Memorandum of Understanding (MoU) to codevelop
the Experience Pavilion, which will debut
at ITB Asia 2026. This 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.
ITB Asia is of course part of the ITB family with
our 360° year-round content and events all over
the globe. At an official event yesterday, the
Tourism Ministry of the Republic of Angola and
Messe Berlin, the organiser of ITB Berlin, signed a
partnership agreement announcing Angola as the
official host country of ITB Berlin 2026. Exciting
news that has us all looking forward to next year's
edition of the world's leading travel trade show!
Messe Berlin Asia Pacific also signed a MoU
with the Singapore Tourism Board to deepen
collaboration for ITB Asia from 2026 to 2028.
This strategic partnership aims to further elevate
ITB Asia by jointly developing new content
But before we get to ITB Berlin 2026 and next
year's edition of ITB Asia, there's still a full day
ahead! I encourage you all to take full advantage
of this access to the entire industry in one place.
Get out there, make those connections, sign
those deals and learn all that you can. The future
of travel starts today!
Scan the QR code
to discover the full
programme

EXCLUSIVE INTERVIEW
PRESERVING PARADISE:
MALDIVES TOURISM
BEYOND SUN, SAND,
AND SEA
The Daily spoke with Mr Ibrahim Shiuree, CEO & Managing
Director, Visit Maldives Corporation, about the destination's
continued tourism growth and sustainable strategies for the
future.
How has tourism been performing in the
Maldives in 2024–2025? Can you share some
of the latest figures?
Tourism performance in the Maldives has
remained strong and continues to grow
steadily. As of 8 October 2025, the Maldives has
welcomed 1,679,288 visitors this year, marking a
10% increase compared to the same period last
year. The market distribution remains diverse,
with China leading at 276,343 arrivals, followed
by Russia, the United Kingdom, Germany, and
Italy. The Asia-Pacific market accounts for 16.5%
of total arrivals, underscoring its importance to
our tourism landscape.
In terms of accommodation, 73.6% of
visitors stayed at resorts, while 21.7% chose
guesthouses, showing continued growth in
local tourism and community-based travel.
This momentum reflects the Maldives’ success
in diversifying beyond its traditional luxury
segment and appealing to a wider traveller base.
What are some of your upcoming plans and
projects to continue this positive trend?
We are expanding the Maldives’ tourism
narrative beyond sun, sand, and sea to embrace
sports tourism, cultural tourism, adventure travel,
and wellness experiences. Last week’s launch
of the Maldives Book of Records has opened
up new opportunities to celebrate the nation’s
unique natural and cultural assets, while our
Ocean Nation 2026 campaign will position the
Maldives as a leader in sustainable marinebased
experiences.
We are also enhancing digital marketing, trade
partnerships, and destination training for agents
across key Asian markets. In addition, new route
development with airline partners remains a top
priority to maintain and expand our connectivity
across Asia and beyond.
ITB ASIA DAILY / THE OFFICIAL SHOW MAGAZINE / #03 / FRIDAY 17 OCTOBER 2025

Ibrahim Shiuree
CEO & Managing Director, Visit Maldives Corporation
How important is tourism for the Maldives?
Tourism is the cornerstone of the Maldivian
economy. It contributes over 70% of foreign
exchange earnings, supports thousands of jobs,
and stimulates growth across small businesses,
from guesthouses and dive schools to transport,
agriculture, and handicrafts.
Beyond the economic impact, tourism plays a
vital role in preserving our natural environment
and heritage. The industry’s evolution towards
sustainable, inclusive, and community-based
tourism ensures that benefits reach more
Maldivians while maintaining our environmental
integrity.
THE MALDIVES HAS
WELCOMED 1,679,288
VISITORS THIS YEAR,
MARKING A 10%
INCREASE COMPARED
TO THE SAME PERIOD
LAST YEAR
What can visitors to your stand at ITB Asia 2025
discover?
Visitors can experience the Maldives through a
99-square-metre stand designed to reflect our
islands’ natural beauty and culture. The stand
showcases a full range of tourism products, from
luxury resorts to guesthouses, liveaboards, and
eco-retreats.
We are highlighting experiences for families,
solo travellers, budget-conscious tourists, halal
travellers, and honeymooners—showing that the
Maldives is for everyone. Sustainability is a central
message, along with the country’s visa-free
entry, strong air connectivity, and unique marine
biodiversity.
Interactive elements such as a “Pin Your Dream
Spot” map and visitor surveys with giveaways
encourage engagement while offering insights
into traveller preferences.
What are your main goals for the show and for
tourism in general?
Our objective at ITB Asia is to strengthen
partnerships across the region and attract new
markets. We aim to expand the Maldives’ reach
within Asia, particularly among emerging traveller
segments who value authentic, responsible, and
experience-driven holidays.
In the long term, our goal is to sustain steady
growth while promoting quality tourism,
environmental stewardship, and inclusive
development—ensuring that tourism continues
to empower Maldivian communities and preserve
our island ecosystems.
Basement 2 / Stand K25
© Ahmed Yaaniu - Unsplash

REGIONAL SPOTLIGHT: ASIA
SUSTAINABLE TOURISM IN
THE PHILIPPINES: SAGAY AND
SIPALAY LEAD THE WAY
At ITB Asia 2025, the Philippines is presenting
two coastal cities on Negros Island that are
proving that sustainable tourism is more than a
trend—it’s a way of life.
Located in central Philippines, Negros Island is
known for its culinary scene, sprawling sugarcane
fields, and beautiful mountain ranges. In the past
two years, two of its cities, Sagay in the North
and Sipalay in the South, have been recognised
by Green Destinations, a Netherlands-based nonprofit
organisation for sustainable tourism.
LAPUS LAPUS-MACAPAGAO
LOCAL CONSERVATION AREA
The story of Lapus Lapus-Macapagao in Barangay
Bulanon, Sagay City began with fisherfolk
building floating cottages in the
local conservation area to supplement
their income. Recognising the potential of the
initiative, various government agencies, NGOs, and
local associations assisted the fisherfolk to undergo
training on sustainable tourism, including water
safety and marine biodiversity. This eventually led
to a venture allowing tourists who visit the area
to observe and appreciate nature by renting the
floating cottages or kayaking through mangrove
channels.
LAKBAY SIPALAY CREATIVE TOURS
The City of Sipalay is known for its remarkable
natural scenery. Beyond the stunning waterfalls
and white sand beaches, Sipalay also boasts
a local creative community and thriving sector
of farmers, fisherfolk, and artisans. With the aim
of boosting the local economy and preserving
cultural heritage while also promoting the skills
and products of the various communities, Lakbay
Sipalay Creative Tours was created. The immersive
tours not only allow tourists to explore the beauty
of Sipalay but also meet its creative community,
discover local products, and even participate in
mangrove planting and beach clean-ups.
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