Friday, May 30, 2025
OTM (Outbound Travel Mart), India’s premier travel trade show, has once again been named the leading travel trade exhibition in both India and Asia, according to a comprehensive custom market research study conducted by NielsenIQ, a global leader in consumer intelligence. Commissioned by Fairfest Media, the study affirms OTM’s ongoing dominance in the region’s travel exhibition landscape for the second consecutive year, reinforcing its critical role in advancing India’s tourism industry and positioning the country as a hub for global travel trade.
Overview of the NielsenIQ Study and Its Industry Significance
The 2025 customized survey encompassed evaluations from travel industry professionals who attended multiple trade shows across India and Asia throughout the year. NielsenIQ, known for its rigorous research methodologies and partnership with government bodies such as the Ministry of Tourism, Government of India, meticulously analyzed responses to identify key trends, satisfaction metrics, and growth opportunities within the sector.
Travel professionals surveyed hailed from diverse regions including India, Singapore, Egypt, Sri Lanka, the United Kingdom, Maldives, Tanzania, Greece, the Philippines, Russia, the Netherlands, Vietnam, and the Republic of Korea, providing a comprehensive regional perspective.
Key findings indicate that OTM decisively outperformed other major regional exhibitions, including ITB Asia and SATTE, affirming its status as the preferred platform for travel trade networking and business development.
Strong Industry Endorsement: Quantitative and Qualitative Insights
The study highlights remarkable recognition among travel professionals:
- 55% of respondents who attended two or more travel shows in India identified OTM as the leading national travel trade event.
- 52% of attendees participating in multiple Asian trade shows ranked OTM as the foremost travel exhibition across Asia.
These figures underscore the show’s widespread appeal and robust reputation among stakeholders in government tourism departments, travel agencies, tour operators, hospitality sectors, and international exhibitors.
The findings resonate with the objectives outlined by the Ministry of Tourism, India, which actively promotes inbound and outbound tourism through collaborative platforms like OTM to enhance India’s visibility on the global tourism map. The Ministry’s initiatives encourage trade shows that generate tangible business outcomes and promote sustainable tourism growth, both of which OTM consistently delivers.
OTM’s Impact on Business Transactions and Tourism Growth
Attendees emphasized OTM’s instrumental role in facilitating major business transactions. Most visitors reported making purchase decisions within three months of participating in the event, showcasing OTM’s efficiency as a trade platform.
This aligns with government reports on trade facilitation and tourism promotion, which prioritize timely business engagements and partnerships to stimulate economic growth and employment opportunities in travel-related sectors.
Fairfest Media Chairman & CEO, Mr. Sanjiv Agarwal, commented, “At Fairfest Media, we’re deeply committed to delivering measurable ROI for our exhibitors and visitors, which is why we commissioned this comprehensive custom study conducted by NielsenIQ. The consecutive recognition of OTM in the study confirms that OTM continues to set the standard for the industry, in India and globally. As we prepare for OTM 2026, we remain focused on further enhancing the experience and business outcomes for all participants.”
Expansion and Future Development: Opportunities Highlighted by the Study
The NielsenIQ study also provided valuable insights into potential avenues for OTM’s future growth, which are in alignment with global tourism development frameworks advocated by the United Nations World Tourism Organization (UNWTO) and supported by India’s Ministry of Tourism.
Travel professionals expressed interest in greater participation from the Americas, with notable demand for representation from the United States and Brazil, Europe—particularly Switzerland and the Nordic countries—and Asia, with Singapore and Turkey mentioned as priority markets for increased involvement.
The study identified enhanced conference programming as another opportunity to deepen engagement, reflecting a growing trend towards knowledge exchange, capacity building, and innovation-focused discussions within trade shows.
Methodology and Scope of the Research
The customized survey involved a sizable and representative sample of the travel trade sector, with over 32,000 visitors and 2,832 exhibitors’ data shared by Fairfest Media with NielsenIQ. The specific survey sample included 211 respondents (56 exhibitors and 155 visitors), collected through online purposive sampling to ensure insights from active trade show participants.
This rigorous methodology supports the credibility of the findings and their applicability to strategic planning for tourism promotion and trade event organization.
OTM 2026: Anticipated Growth and Continuing Leadership
The next edition of OTM is scheduled for February 5-7, 2026, at the prestigious Jio World Convention Centre in Mumbai. Based on the strong satisfaction metrics and positive feedback from the 2025 event, projections indicate OTM 2026 will further solidify its leadership position in India and the wider Asian region.
India’s Ministry of Tourism has recognized the role of trade exhibitions like OTM in achieving the government’s targets under the National Tourism Policy and the India Tourism Vision 2025, which emphasize innovation, sustainability, and increasing international arrivals.
As a platform fostering B2B connections, product launches, and market diversification, OTM is expected to align closely with government objectives, facilitating partnerships that enhance inbound and outbound tourism flows.
Supporting India’s Travel and Tourism Sector
India’s travel and tourism sector contributes significantly to the country’s GDP and employment, with government data indicating that tourism supports millions of jobs and generates substantial foreign exchange earnings annually.
Exhibitions like OTM serve as catalysts in this ecosystem by providing travel businesses with exposure to global markets, enabling them to adapt to emerging trends such as eco-tourism, wellness travel, and digital transformation.
Moreover, OTM’s focus on inclusive participation—from small and medium enterprises to large international companies—complements India’s tourism policies encouraging MSME (Micro, Small, and Medium Enterprises) growth in tourism-related fields.
Global Context and Regional Collaboration
The inclusion of countries from diverse continents in the NielsenIQ survey underscores OTM’s global reach and its role in fostering regional cooperation in Asia-Pacific tourism. This cooperation is vital for achieving sustainable growth targets set by regional bodies such as the Asia-Pacific Economic Cooperation (APEC) Tourism Working Group and ASEAN Tourism Forum.
By acting as a bridge between markets, OTM contributes to broader diplomatic and economic ties, supporting India’s strategic goals in tourism diplomacy.
Conclusion
OTM’s consecutive recognition as the leading travel trade show in India and Asia reinforces its pivotal role in the region’s tourism infrastructure. The comprehensive NielsenIQ study commissioned by Fairfest Media highlights OTM’s unparalleled industry reputation, its impact on business outcomes, and its potential for future growth aligned with government tourism priorities.
As OTM prepares for its 2026 edition, expectations are high that the event will continue to elevate India’s position as a premier travel trade hub, promoting sustainable, inclusive, and innovative tourism development for the region.
