In a strong return that would have made Marco Polo proud, the International Travel Expo (ITE) Hong Kong 2025 prepares to roll out the red carpet from 12 to 15 June at the Hong Kong Convention & Exhibition Centre. Marking its 39th edition for leisure travel and 20th for MICE, this hallmark event has been officially recognised again as a “Mega Event” by the Hong Kong Government—a fitting tribute to Asia’s most dynamic tourism marketplace.
Held across five expansive halls, the 2025 expo continues to set the gold standard, showcasing the resilience and resurgence of the region’s travel trade sector in a post-pandemic world.
“This is the fifth live edition since the pandemic, and the response from exhibitors, buyers and travel enthusiasts alike has been nothing short of extraordinary,” said a spokesperson from organiser TKS Exhibition Services Ltd., with support from the Ministry of Culture and Tourism, P.R. China and the Hong Kong Tourism Board.
Global Footprint, Asian Heartbeat
ITE2024 set a powerful precedent with 515 exhibitors hailing from 68 countries and regions—an impressive 87% from outside Hong Kong. From mainland China’s grandest pavilion to boutique destinations stretching across Europe, the Americas, Africa, Central Asia, and the Pacific, the expo was a sensory voyage in its own right.
This year’s event is poised to surpass even that. With South Korea doubling its footprint, represented by the Korea Tourism Organization and the Seoul Metropolitan Government, East Asia’s appetite for outbound travel is roaring back.
Countries like Germany, Iceland, and Canada and lesser-known gems like Uzbekistan, Georgia, and Zimbabwe will round out a global offering, showcasing everything from high-end experiences to eco-conscious retreats.
Trade Meets Technology – and Mandarin
ITE isn’t merely an expo; it’s a sourcing platform, a networking hive, and a knowledge powerhouse rolled into one. Over 7,000 trade professionals attended last year’s edition, with nearly half coming from outside Hong Kong—including 30% from mainland China and 16% from the broader Asia-Pacific.
This year, organisers are pulling out all the stops to ensure regional inclusivity, including simultaneous English-Mandarin interpretation for high-profile trade seminars focused on emerging trends like green tourism, youth travel, and niche destination marketing.
The beloved Seller-Meeting-Buyer programme also returns, helping connect industry stakeholders with maximum precision and minimal fuss.
“We’re committed to fostering not just tourism, but strategic partnerships across borders,” the organiser added.
Public Days: Premium FITs Take Centre Stage
While the first two days remain dedicated to trade professionals, the final two days welcome the public—specifically, the high-value independent travellers (FITs) who come armed with smartphones, itineraries and wallets ready. In 2024, over 60,000 visitors flooded the halls, many booking holidays right on the spot, aided by mobile apps and digital platforms integrated into exhibitor stands.
Public seminars are another key attraction. Last year, 7,000 attendees attended 80 sessions, and ITE2025 is set to exceed those numbers with a refreshed programme of destination showcases, KOL meet-and-greets, and interactive cultural activities.
Visitors can still apply for free entry tickets, with premium perks like mobile cloakroom access and food & drink vouchers offered to registered attendees.
A Strategic Stage for Australia and the Pacific
For Australian operators and destinations across Oceania, ITE represents a unique opportunity to re-engage with the Asian travel trade, especially with the return of strong inbound interest from Hong Kong, mainland China, and regional hubs such as Singapore, Bangkok, and Kuala Lumpur.
With an increasing appetite for sustainable travel, Indigenous experiences, and multi-generational holidays, the expo provides a tailor-made forum to showcase Australia’s diverse tourism offerings—from the spiritual stillness of the Red Centre to the festive flair of Sydney Harbour.
A Welcome Mat Rolled Wide
At its core, ITE Hong Kong 2025 reflects an industry returning to its roots: connection, collaboration, and discovery. It’s a celebration of the human urge to explore, to cross borders, and to tell stories that begin with a boarding pass and end in lifelong memories.
Registrations are now open for both trade professionals and public attendees.
More information and sign-ups available via www.itehk.com.
By Charmaine Lu
