The Meetings Show Asia Pacific 2025 confirmed Singapore’s leadership in the regional MICE landscape, delivering high-value networking, strong international attendance, and co-located innovation with the Business Travel Show.
Singapore has once again cemented its status as a strategic hub for business events in Asia Pacific, as the second edition of The Meetings Show Asia Pacific (TMSAP) drew a formidable global crowd and firmly positioned itself as the region’s definitive MICE showcase.
David Blansfield, Executive Vice President, International & Meetings at Northstar Travel Group, described the event’s impact in unequivocal terms: “We are ecstatic with the results of The Meetings Show Asia Pacific 2025, now in its second year.” And with good reason. A total of 1,773 attendees from 72 countries, including 348 hosted buyers and over 8,000 pre-scheduled business meetings, made for a robust affirmation of the show’s growing relevance on the international calendar.
But this year’s edition didn’t just build on past success, it evolved. Co-located for the first time with the newly launched Business Travel Show Asia Pacific, the partnership delivered a calculated jolt of energy across the exhibition floor. This strategy echoes Northstar’s UK blueprint, where The Meetings Show in London runs alongside its business travel counterpart to great effect. The result: enhanced networking, sharper sales conversations, and a tangible acceleration of business development across the APAC region and beyond.
The event kicked off with a literal bang as two lion dance troupes brought the opening ceremony to life with a frenzy of colour, percussion and acrobatic spectacle. Beyond the symbolism of prosperity and collaboration, the lively performance mirrored the kinetic activity playing out across the show floor: deals taking flight, partnerships springing into action, and conversations that roared with intent.
“The Meetings Show Asia Pacific is no ordinary tradeshow,” Blansfield noted. “It’s where destinations, industry products and services meet actual sales opportunities.” That ethos was visible throughout the halls of the Marina Bay Sands Convention Centre, where senior decision-makers from venues, hotels, destinations and MICE service providers converged to chase tangible business outcomes. A highly curated Hosted Buyer Programme ensured meetings weren’t just numerous, but meaningful. “We were very particular with the Hosted Buyers that we brought to the show,” said Blansfield. “Ensuring they had business to place made all the difference.”
In an era dominated by virtual platforms and remote interactions, TMSAP 2025 made a strong case for the enduring power of face-to-face engagement. Exhibitors from Dubai to Düsseldorf, and from Thailand to New Zealand, reported calendars brimming with productive meetings, while buyers from across the UK, Europe and the wider Asia Pacific region praised the show’s precision matchmaking and focus on ROI.
Singapore, as host, proved a strategic anchor. “Northstar Travel Group has had longstanding relationships in Singapore,” said Blansfield. “It made terrific sense to launch the show here, and to keep the show here.” The Marina Bay Sands venue, with its world-class infrastructure and accessibility, provided a fitting stage for the scale and ambition of the event.
Beyond networking and deal-making, education played a vital role in the programme, with more than 30 hours of sessions addressing macroeconomic trends, research insights, and the evolution of event technology. “Event tech is mission-critical for business events,” Blansfield affirmed, highlighting Northstar’s commitment to providing not just platforms for sales, but also forums for thought leadership.
The agenda also reflected the shifting priorities of the global MICE sector. Sessions on wellness and sustainability were particularly well attended, underscoring the growing appetite for events that align with broader environmental and social values. “We must be mindful of our impact on the planet,” said Blansfield. “Over 70% of Asia-based organisers are already incorporating sustainability policies into their events, and this show is very much part of that conversation.”
Looking ahead, Northstar’s ambitions for the region are far from modest. “Northstar Travel Group does nothing but travel,” Blansfield said, outlining the company’s four business pillars: MICE, Leisure, Tech and Business Travel. “We also run hotel investment and luxury travel events, and we’d be happy to consider bringing those types of events to Singapore.” He added that sports and entertainment travel is also on the radar with opportunities in Asia Pacific.
With momentum building, Singapore’s position at the nexus of global business travel continues to strengthen. And if this year’s TMSAP is any indication, the region’s future as a MICE powerhouse is not just assured, it’s accelerating.
David Barrett
Managing Director-DBC Asia|+ Articles
David Barrett is a MICE Consultant, Marketing Strategist and digital video advocate. Founder of DBC Group, Member of Institute of Place Management (MIMP) his motto is “Everybody has a story to tell. Let me tell yours.”
David is a long-term resident of Bangkok having lived and worked in the Thai capital for more than 32 years. He is recognised in the Thai tourism and hospitality industry for his passion for promoting Thailand, his love of Thai food, and his creative approach to marketing.
64 years young, David is a Brit in Bangkok. Born in St Helier, UK, he returned to the UK and set up home in Cornwall during the COVID pandemic. With business back as usual, David has returned to Thailand. He’s a man on a mission to interview leaders and trend-setters in business, sustainability, the arts and entertainment. You can watch his weekly conversations on Trends YouTube channel.
