The Daily caught up with Dr Fazil Khan, Group Managing Director, Mitra Group, to discuss trends in the industry and his priorities as a top buyer at the show this year.
With Mitra Group’s expertise in corporate travel management and incentive travel, what trends are you seeing in this space in Malaysia and Southeast Asia?
In 2025, corporate travel in Malaysia and Southeast Asia is more dynamic than ever. Companies are not just travelling for business, they want their trips to be meaningful and aligned with their brand values. Incentive travel has become a key tool for employee motivation, but the design of these trips has changed. Companies now look for experiences that combine leisure, culture, and learning. For example, instead of a simple company retreat, they want programmes that include team-building activities or wellness workshops.
Another trend is the blending of work and leisure in travel. Many corporate travellers extend their work trips by a few days to explore the destination, relax, or even bring their families along. Companies are now encouraging this balance because it improves employee satisfaction and makes incentive trips more meaningful. In Southeast Asia, where destinations offer rich culture and beautiful scenery, blending of work and leisure in travel has become a natural fit.
Technology is also reshaping expectations. Digital booking, automated expense reporting, and mobile apps for trip updates are now standard. After the pandemic years, hybrid events also remain relevant, so some companies still blend virtual and physical meetings. Corporate travel in Southeast Asia has shifted from being just a logistical task to becoming part of a bigger company strategy focusing on employee engagement, brand reputation, and sustainability.
“Corporate travel in Southeast Asia has shifted from being just a logistical task to becoming part of a bigger company strategy focusing on employee engagement, brand reputation, and sustainability. “
As a top buyer at ITB Asia, are there particular destinations, products, or innovations you are focusing on this year?
I am paying close attention to destinations that are fresh, less crowded, and sustainable. Traditional hubs are still strong, but clients increasingly ask for secondary cities and hidden gems. For example, Da Nang in Vietnam, Kuching and Kota Kinabalu in Malaysia and Lombok in Indonesia are rising in popularity. These places offer authentic experiences, beautiful nature, and space for incentive groups without the pressure of over-tourism.
In terms of products, wellness tourism continues to grow. People want travel that helps them recharge physically and mentally. Packages that combine nature, fitness, and wellness programs are becoming more attractive, even for corporate groups. Another innovation is technology-driven travel solutions. From AI-based trip planners to real-time language translation apps, technology is shaping how travellers plan, experience, and share their journeys.
What are the biggest opportunities and challenges you foresee for the Mitra Group in the coming years?
I see big opportunities in Southeast Asia’s position as one of the world’s fastest-growing travel regions. The diversity of experiences—from modern cities to natural wonders—makes it very attractive for both leisure and corporate travellers. The growth of Muslim-friendly tourism also opens doors for Mitra to reach new markets internationally. Another opportunity is digital transformation. By adopting new travel technologies, Mitra can offer faster, more personalised, and more seamless services to clients.
But challenges remain. The first is global uncertainty. Events such as geopolitical conflicts, economic shifts, or even climate-related disruptions can quickly affect travel demand. Flexibility and resilience will be key.
The second challenge is competition. With so many online platforms and direct booking options, clients have endless choices. To stand out, Mitra must continue to provide personal service, creativity, and reliability.
The third challenge is talent. The travel industry requires people with new skills—digital knowledge, cultural awareness, and the ability to innovate. Building and retaining such talent is not easy, but it is critical for Mitra’s future. For me, this is both a challenge and an opportunity to invest in young professionals who can lead the industry forward.
The rise of Muslim-Friendly travel in Asia and beyond
Muslim-friendly tourism is a high priority for Mitra Group, and Dr Fazil Khan described this segment as growing strongly in 2025, both in Asia and beyond: “More international travellers especially from the Middle East, South Asia, and even Europe are seeking destinations that can accommodate their religious and cultural needs. With the younger Muslim population travelling more actively, this segment will only continue to expand.”
Given the increasing importance of this segment, Dr Fazil Khan underlined that for Mitra Group it is not treated as a small niche: “We see it as a major part of the future of tourism. In our packages, we ensure halal dining is available, prayer spaces are accessible, and activities respect Muslim values. When we create tours in non-Muslim countries, we carefully select partners who can provide halal food and Muslim-friendly accommodations.” He highlighted that at ITB Asia 2025 he is looking for “strong partnerships with suppliers who understand Muslim-friendly needs and share a commitment to sustainability.”
