There’s something quietly satisfying about doing it once, but doing it twice? That’s when the applause turns into a standing ovation—and this year, the Overseas Travel Mart (OTM) has once again walked off with the trophy, the laurels, and the industry’s wholehearted nod of approval.
In a world teeming with trade shows clamouring for attention, it’s no small feat to be named the best. Yet that’s precisely what OTM has achieved, for the second consecutive year, as confirmed by the consumer-intelligence big guns at NielsenIQ. Commissioned by Fairfest Media, the results of the 2025 custom research study aren’t just glowing—they’re positively incandescent.
While plenty of industry events make big promises, it seems OTM is one of the few delivering. The show, held annually in Mumbai, has earned its keep and then some, ranked as the leading travel trade show not only in India but right across the diverse and demanding expanse of Asia.
A Two-Year Winning Streak
Yes, you read that right. Not one but two years in a row, OTM has beaten out all comers—including the likes of SATTE and ITB Asia—to claim the top spot in a NielsenIQ survey of over 200 travel professionals who’ve attended multiple shows. The results, released in May 2025, reflect responses from a respectable and tightly qualified audience: exhibitors and visitors with firsthand experience of what the region’s shows have to offer.
Among professionals who visited two or more Indian shows, 55% selected OTM as their top pick. Meanwhile, in the broader Asia-wide category, 52% declared OTM the crème de la crème. For context, these are not one-off opinions. The survey encompassed more than 32,000 visitors and 2,800 exhibitors, with 211 solid sample responses drawn from a discerning industry audience. And it wasn’t just a popularity contest—OTM shone in hard metrics too, including satisfaction scores and tangible business results.
Show Me the ROI
And here’s the kicker: this wasn’t some ego-stroking exercise. The research was explicitly designed to measure ROI—return on investment. According to the findings, a majority of buyers and sellers reported finalising purchase decisions within three months of attending OTM. That’s an impressive turnaround in any industry, but especially in one as relationship-driven as tourism.
Fairfest Media’s Chairman and CEO, Sanjiv Agarwal, didn’t hold back in his response.
“At Fairfest Media, we’re deeply committed to delivering measurable ROI for our exhibitors and visitors,” he said. “The consecutive recognition of OTM confirms that it continues to set the standard for the industry—not just in India but globally.”
That’s a bold claim. But if NielsenIQ’s data has anything to say about it, it’s also entirely justified.
A Regional Powerhouse
The 2025 study cast a wide net, analysing 15 major international shows across Asia and 19 within India. Countries featured in the survey included tourism heavyweights like Singapore, Egypt, the UK, Sri Lanka, and even as far afield as the Netherlands and Brazil. It was an ambitious effort to gauge the real-world impact across a wide range of markets, and once again, OTM emerged as the one to beat.
The show isn’t just a domestic darling. It has become a regional heavyweight, drawing participation from the Maldives to Moscow, and from Seoul to Santorini. If there’s a meaningful conversation about tourism in Asia, odds are it’s happening at OTM.
Glancing Ahead: 2026 and Beyond
Looking to the future, the study also identified growth opportunities that Fairfest Media is already eager to capitalise on. Among the top wishes from respondents? More representation from the Americas—especially the USA and Brazil—as well as a more substantial European contingent, including Switzerland and the Nordic nations.
There’s also an appetite for deeper, meatier conference content. While OTM already hosts a well-regarded knowledge-sharing programme, the call is out for more robust programming, and Fairfest has pledged to answer.
Mark your diaries, because OTM 2026 is set to return on 5, 6, and 7 February at the glittering Jio World Convention Centre in Mumbai. If the momentum from 2025 is anything to go by, next year’s edition will likely see even bigger numbers, better deals, and broader global appeal.
Tradition, Tenacity and a Touch of Bombay Magic
In an age where virtual fatigue is real and many events struggle to maintain relevance, OTM’s back-to-back recognition is a clear sign that there’s still immense value in the traditional, face-to-face trade show format, particularly when done right.
The results reinforce a traditional truth: genuine relationships are still best built across a table, not a screen. For the travel industry, OTM has become that table—big enough for all players, yet focused enough to generate genuine connections and concrete results.
So as the trade show circus continues its global waltz, it’s OTM that’s earned the centre spotlight. Twice over. And in this industry, there’s no stronger endorsement than repeat success.
By Karuna Johnson
