Move over, dazzling capitals and glamorous metropolises. As ITB Berlin 2025 – the world’s biggest travel trade show – rolled into town last week, one theme stood out: the rise of secondary and lesser-known destinations across Asia.
Countries from the Philippines to Malaysia and Indonesia are making a concerted push to spotlight their hidden gems. This is apparent from eye-catching booth designs spotlighting a country’s lesser-known locales to hands-on workshops that showcased immersive cultural experiences – think pottery making at Taiwan booth to ethnic tattooist artistry at Sarawak pavilion.
Philippines: Diving into the unknown
With the Philippines gaining traction globally as a diving destination, tourism leaders are eager to showcase destinations beyond the usual tourist spots in the archipelago.
“We’re opening up new destinations off the beaten track because we have 7,000 islands,” said Jose C Clemente III, president of Rajah Tours Philippines. “You’ll hear a lot about Siquijor from DMCs – it’s known as the ‘mystique island’, with urban legends and magical folklore. But beyond the stories, Siquijor remains a relatively undiscovered paradise with wonderful waterfalls and pristine beaches.”
Malaysia: Beyond the modern metropolis
Chua Yee Ling, CEO of Tourism Selangor. Photo Credit: Travel Weekly Asia
Selangor, the state that encircles Malaysia’s capital, Kuala Lumpur, is often overlooked as an urban extension of the city. But Tourism Selangor is working to change that perception.
“People always think that Selangor is a modern city like KL, but within an hour’s journey you will find plenty of small-town tourism experiences, from fishing villages to homestays and paddy fields,” Chua Yee Ling, CEO of Tourism Selangor told Travel Weekly Asia at ITB Berlin.
Indonesia: From Bali to the ‘Super Five’
While Bali remains Indonesia’s crown jewel, the country is actively promoting five “super-priority” destinations: Lake Toba, Borobudur, Mandalika, Labuan Bajo, and Likupang.
“There’s more than just Bali in Indonesia, and we’ve been promoting the five super-priority destinations,” said Ni Made Ayu Marthini, deputy for marketing at Indonesia’s Ministry of Tourism. “Five years ago in Labuan Bajo, we didn’t even have travel agents. As we promote the area, tourism has grown and businesses have followed; there are now travel agents there.”
Even in well-trodden Bali, there still exists many hidden gems, noted Dwi Nugraha, world product manager at Pacto. Munduk in Bali’s north is one example, a picturesque mountain village home to coffee plantations and waterfalls and where nature and adventure abound.
Thailand: A bigger stage for hidden gems
The “Saneh Thai” centrepiece at Thailand pavilion. Photo Credit: Tourism Authority of Thailand
As one of Asia’s most established tourist destinations, Thailand is taking a fresh approach to entice repeat visitors by showcasing its lesser-known regions.
At ITB Berlin 2025, Thailand tripled its booth size to a sprawling 1,820 sqm, dedicating an entire section to “Hidden Gem Cities”. Operators from 17 provinces across the country’s five regions gathered in this networking space, while the “Saneh Thai” (The Charm of Thailand) centerpiece highlighted local identities and experiences under the “5 Must-Do in Thailand” campaign.