Future IBTM Asia Pacific targets booming regional MICE market

Making its way in a crowded MICE shows’ market

Positioned as a high-level marketplace, IBTM Asia Pacific will connect global suppliers with top-tier buyers from across the region. Organizers are banking on Asia-Pacific’s status as the world’s third-largest business events market, with growth forecasts of over 12% annually through 2029, to drive strong participation and long-term relevance.

The event will however arrive in an already crowded market for MICE trade shows in Asia. IBTM Asia Pacific will compete with IT&CMA -also hosted in Bangkok; MICE Show Asia, hosted in Singapore as part of the region’s largest B2B travel event, ITB Asia; and in some aspects, with PATA own travel mart, PTM. Despite competition, industry leaders see the event as more than just another trade show, but a reflection of Asia’s growing influence in the global meetings sector.

The event will adopt IBTM’s established Hosted Buyer model, enhanced by AI-powered matchmaking tools aimed at delivering meaningful, ROI-driven business connections. Early feedback from exhibitors and buyers points to strong demand for a dedicated regional platform, with several major industry players already signaling their intent to attend.

Bangkok trumps

The Thai capital offers extensive hotel capacity with reasonable pricing, modern infrastructure, and strong global air connectivity, making it an accessible gateway. Favorable visa policies, including e-visas and exemptions for key markets such as China, India, Europe, the UK, and the US, further strengthen its appeal. The show benefits indeed from the endorsement of the Thailand Convention and Exhibition Bureau (TCEB).

Beyond the exhibition floor, IBTM Asia Pacific will deliver a comprehensive conference program featuring interactive workshops, collaborative sessions, and a strong focus on industry well-being.

It is not the first attempt of IBTM to set up an Asian version of its IBTM World, hosted every year in Barcelona. Plans to launch in Singapore in 2020 were postponed multiple times due to the pandemic. It was ultimately scrapped. A later attempt to host the event in Hong Kong in March 2025 was also abandoned by organiser RX Global in late 2024, citing commercial considerations and a strategic shift toward strengthening international participation at IBTM World in Barcelona.

IBTM Asia Pacific now hopes to finally establish a lasting presence in Asia, one of the world’s most dynamic MICE markets.