B2B (business-to-business) events in the Asia-Pacific (APAC) region were pivotal in business interactions throughout 2023. Despite facing challenges during the COVID-19 pandemic, these events staged a robust comeback and are forecasted to sustain a Compound Annual Growth Rate (CAGR) of 13.5% until 2028.

Events, particularly in-person ones, offer attendees a unique opportunity to connect, engage with products and brands, and contribute to networking, knowledge-sharing, market expansion, and industry advancement.

More than half of CEOs (52%) believe event marketing provides a higher ROI than any other channel. As digital events continue to rise in popularity, 77.2% of companies are now opting for virtual conferences.
In fact, 68% of marketers say events are key to generating qualified leads at the top of the funnel. Moreover, 32% of event marketers say attracting the right attendees is the key to successful events, and 46% of brands are exploring ways to combine experiential marketing with the metaverse.
These numbers show that events are more than just meetings—they reflect APAC’s dedication to building strong business networks and global influence that will flourish in 2025 and beyond.
Event destinations today need to do more than provide meeting space—they should create an engaging experience. Companies prefer venues with cutting-edge tech and flexible layouts, while attendees seek comfort and activities that make work trips more enjoyable. Cities like Singapore and Sydney have recognized this demand, making themselves go-to spots for both professional events and relaxing getaways. Singapore and Sydney lead the Top 25 Meeting Destinations in the Asia-Pacific, ranking 1st and 3rd, respectively, with Bangkok in 2nd place. Both cities are key hubs for MICE (Meetings, Incentives, Conferences, and Exhibitions) events.
Related: How to Extra Boost Your Event Attendance
Bleisure and event marketing in the APAC

The rise of bleisure, where business meets leisure travel, is reshaping B2B events in the Asia-Pacific (APAC) region. With its growing popularity, this trend is on track to turn the travel market into a $1.8 trillion industry by 2030, offering new opportunities for both event organizers and participants.
Blending business and leisure reshapes B2B events by creating immersive experiences that strengthen professional relationships and make attendance more appealing. APAC destinations have embraced this shift by integrating their rich cultural heritage into business programs, drawing attendees who can justify the trip both professionally and personally.
This change brings a significant local economic boost as bleisure travelers tend to extend their stays, spending more on accommodations, dining, and local attractions. The bleisure market, valued at $315.3 billion in 2022, is projected to nearly double by 2032, reflecting its growing impact.
Organizers who leverage this trend create experiences that resonate on multiple levels, fostering stronger business communities and achieving better outcomes for all involved. By blending business with leisure, events become more engaging, deepening connections and boosting ROI.
In APAC, cities are leading the way by promoting bleisure opportunities, using their cultural and leisure offerings to enhance the event experience. This not only increases attendance but also drives economic benefits, as bleisure travelers contribute more to the local economy.
Increase your event attendance with Callbox Singapore!
What do you want to learn?
B2B events for your 2024 bleisure trip
In 2025, APAC takes centre stage for B2B professionals seeking a balanced mix of productivity and enjoyment during their business trips. As we embark on a year of business growth, Callbox is pleased to highlight upcoming B2B events in Singapore and Australia. Additionally, we provide recommendations for leisure activities once your business matters are sorted out.
Don’t miss these key B2B events in Singapore this 2025:
- CommunicAsia
- HubSpot Housewarming in Singapore
- Techspo Singapore
- Buildtech Asia Expo 2025
- Asia Tech x Singapore
- Berkeley Academy -B2B Storytelling Workshop (Brisbane)
- DigiMarCon Australia (Sydney)
- iMedia B2B eCommerce Summit
- The Money Tree – B2B Selling Workshop – Live and In-person
- B2B Marketing Leaders Forum
First stop, Singapore:
CommunicAsia
CommunicAsia 2025, Asia’s largest ICT event, will be held from May 27 to 29 at the Singapore Expo. It will bring together communication service providers (CSPs), technology vendors, system integrators, and enterprises to explore the latest trends in digital transformation.
As innovation continues to reshape the industry, the event will serve as a key platform for networking, knowledge sharing, and showcasing groundbreaking technologies redefining connectivity.
Attendees will have the opportunity to engage with industry leaders, participate in insightful discussions, and discover advancements that will drive the future of communication across Asia and beyond.
HubSpot Housewarming in Singapore
HubSpot is officially opening its APAC headquarters in Singapore after six months of operations, marking a significant milestone in its regional expansion.
The grand opening celebration will take place on April 26th from 11 a.m. to 1 p.m. SGT. It will highlight the company’s growth, recognize the employees who have built the local team, and unveil future expansion plans.
The event will feature insights into Singapore’s growth projects, the state of the business, and the power of inbound marketing. Guests will also be able to participate in a ribbon-cutting ceremony, office tours, and discussions about HubSpot’s vision for Singapore and beyond.
Techspo Singapore
Returning on September 18-19, 2025, TECHSPO Singapore will be at Resorts World Sentosa Convention Centre. It will bring together leading developers, marketers, brands, and tech professionals.
The expo will highlight the latest innovations in Internet, Mobile, AdTech, MarTech, and SaaS, providing businesses with opportunities to connect, showcase, and explore cutting-edge solutions. Attendees can engage with industry experts, discover emerging trends, and see firsthand how technology shapes the future.
Buildtech Asia Expo 2025
From March 18-20, 2025, BuildTech Asia (BTA) at Singapore EXPO will bring together professionals dedicated to advancing the built environment through innovation and sustainability.
As a driving force for industry transformation, BTA highlights AI, automation, and smart building solutions while promoting green construction practices. With live demonstrations, expert-led discussions, and networking opportunities, BTA 2025 is a must-attend event for those shaping the industry’s future.
Asia Tech x Singapore
Asia Tech x Singapore (ATxSG), organized by the Infocomm Media Development Authority of Singapore, hosts the ATxSummit from May 28-29, 2025, at Capella Singapore. This premier event brings together government leaders, industry experts, and innovators to delve into critical discussions on artificial intelligence, governance and safety, quantum computing, sustainability, and computing advancements.
Alongside the summit, the ATxAI and Women and Youth in Tech conferences take place. These conferences feature exclusive G2G (government-to-government) sessions and G2B (government-to-business) roundtables designed to address digital policy challenges and strengthen public-private sector partnerships.
ATxEnterprise, also part of ATxSG, is held at Singapore EXPO and focuses on the exhibition and conference segment, spotlighting innovations in broadcast and media technology, ICT, and commercial AI. The event connects global leaders and businesses, promoting collaboration and discussions that drive the tech industry forward.
Struggling to fill seats at your B2B events? We got you.
Your Singapore Leisure Itinerary:
Visit these top locations and try these exciting activities to complete your trip to the Lion City.
Everyday Street Art + Street Food Walk
This culinary journey is the top-rated Airbnb Experience in Singapore with 400+ five-star reviews. Joiners can explore the diverse cuisines of Singapore’s main ethnic groups.
With intimate group sizes (limited to 6), this tour focuses on handpicked small businesses to provide an authentic taste of local flavors, steering clear of commercial stops. This curated experience prioritizes genuine market experiences and cultural appreciation.
This experience provides insights into traditional kitchen practices, including the use of herbs and spices, while showcasing a variety of flavors. Between meals, participants can explore street art and historic alleys.

Head to Sentosa Island
Offering fun attractions like Universal Studios Singapore, Adventure Cove Waterpark, and S.E.A. Aquarium, Sentosa Island is the perfect destination for business travellers who love adventure and entertainment after a day’s work.
The island offers a one-stop-shop bleisure concept accessed through the central business district or public transport. It is home to Singapore’s best beaches and a massive Resorts World, drawing in approximately 19 million visitors, both Singaporeans and tourists, each year.
Spanning 500 hectares, this resort island boasts over 30 themed attractions, 120 food and beverage outlets, golden sandy beaches, 17 hotels offering more than 4,000 rooms, two premier 18-hole golf courses, a deep-water yachting marina, lush greenery, and a variety of other amenities.
.

Go for an Insta-worthy Photoshoot at Gardens by the Bay
Get the most out of your business trip by visiting the horticultural wonderland, Gardens by the Bay. These futuristic gardens are perfect for the nature-loving businessman who loves to spice up their social media feed-from portraits to tourist photos to small videos for Instagram reels from your phone.
A prominent attraction within the area is the Supertree Grove, characterized by towering artificial trees adorned with vertical gardens. At night, the supertrees are highlighted by an illumination display accompanied by music.
Next to Supertree Grove, the Cloud Forest Dome houses a 35-meter mountain covered in mist and diverse vegetation. It replicates a tropical rainforest with a cascading waterfall. Both highlight the blend of nature and technology, reflecting Gardens by the Bay’s sustainability efforts.
Learn How to Play Mahjong in a Local Home
This 2.5-hour Mahjong session, hosted by Sabrina and her team at a local home, is ideal for board game enthusiasts, culture explorers, or “Crazy Rich Asians” fans. It covers gameplay, rules, and cultural insights, making it perfect for beginners or those revisiting the game.
Participants will receive a 16-page booklet explaining tile recognition, point systems, and the Mahjong experience. The booklet includes easy-to-read tiles and a guide sheet for added convenience. The session fosters skill development and social connections, and participants will be notified 1-2 days in advance if there are insufficient sign-ups or alternative arrangements.

Take a Stroll down Kampong Glam
Join a 3-hour walking tour of Kampong Glam, starting at the MRT station, and explore historic streets such as Arab, Bussorah, Baghdad, Kandahar, and Muscat Streets to gain insights into the neighborhood’s Malay and Middle Eastern cultures.
Along the way, you’ll visit traditional businesses, the Sultan Mosque, and the former Royal Palace. Enjoy local snacks like Lemper and onde-onde, and then explore Haji Lane, famous for its vibrant shophouses, street art, and bohemian atmosphere. This area is a hotspot for selfie enthusiasts.
You can also extend the tour to Bugis Market, Singapore’s largest street market, and nearby temples. Durian sampling and the tour’s duration are flexible, depending on group preferences.
Having delved into noteworthy B2B events and tourist destinations in Singapore,
Let’s now shift our focus to Australia.
Here are some of the most awaited business events in the Land Down Under:
Berkeley Academy -B2B Storytelling Workshop (Brisbane)
The Berkeley Academy B2B Storytelling Workshop in Brisbane will take place on Monday, 24 February 2025, from 1:00 PM to 4:00 PM AEST at CUB Brisbane, Level 19, 200 Mary Street.
This three-hour session will cover B2B storytelling techniques tailored for business communication, focusing on practical applications for internal and external messaging. Participants will explore storytelling strategies through case studies, learn how storytelling enhances business communication, and apply these techniques to emails, presentations, and stakeholder engagement.
The workshop will also include video examples illustrating storytelling methods and an in-depth look at the six-part storytelling formula used in media and entertainment.
DigiMarCon Australia (Sydney)
DigiMarCon Australia 2025 returns on August 13–14 at Accor Stadium, Sydney to offer insights into digital marketing, media, and advertising trends. As part of a global series with over 50 conferences, the event provides practical strategies, best practices, and emerging innovations in AdTech, MarTech, SaaS, mobile, and internet technologies.
Attendees can engage in keynote presentations, panel discussions, case studies, and strategy sessions while networking with industry leaders, marketers, and technology experts. The conference is available in-person and online for professionals looking to enhance their marketing strategies in an evolving digital landscape.
iMedia B2B eCommerce Summit
The iMedia B2B eCommerce Summit 2025 will be held from October 29 to 31 at the Sheraton Grand Mirage, Gold Coast. This event is for B2B brand manufacturers, eCommerce professionals, and wholesale distributors in Australia.
The summit will feature 200+ attendees, including 100 merchants and 100 technology and solution providers. Attendees can expect face-to-face business meetings, roundtable discussions, and presentations on eCommerce strategies, best practices, and industry trends.
The event will also feature 25+ keynote speakers. The Sheraton Grand Mirage, located on the Gold Coast’s beachfront.
The Money Tree – B2B Selling Workshop – Live and In-person
The Money Tree – B2B Selling Workshop will be held on Thursday, March 20, 2025, from 9:00 AM to 4:30 PM AEDT in Williamstown, Victoria. This workshop is for SMEs and senior managers looking to improve their B2B selling skills and create an effective sales process.
Participants will work through exercises to define their sales process, target ideal customers, and avoid price-driven competition. They’ll also learn how to use the POWER Questioning™ method, develop sales scripts, and create effective proposals. The session includes a self-assessment, networking opportunities, and a personalized action plan to apply after the workshop.
By the end of the day, attendees will have the tools to build a B2B sales process that helps them win more business and provide more value.
B2B Marketing Leaders Forum
Established in 2015, the B2B Marketing Leaders Forum is the largest community of B2B marketers in the APAC region, bringing together top CMOs and marketing leaders. With annual events in Sydney, Melbourne, Singapore, and virtually, the forum focuses on helping B2B marketers drive growth, secure larger budgets, and increase their influence in the C-suite.
Upcoming events include the 5th Annual B2B Marketing Leaders Forum Melbourne 2024 (24 October) and the 10th Annual B2B Marketing Leaders Forum APAC 2024 (21-22 May 2025, Sydney). The forum equips marketers with key strategies, Martech insights, and leadership skills to excel in the fast-paced marketplace.
Your Leisure Itinerary for Australia:
No Australian business trip is complete without a mix of work and enjoyment. Explore these destinations for the perfect work-life balance.

National Gallery of Victoria
The National Gallery of Victoria (NGV) in Melbourne offers business travellers a standout bleisure experience. Founded in 1861, it is Australia’s oldest public art museum, with two locations: NGV International and The Ian Potter Centre. The gallery houses over 70,000 works, featuring both international and Australian art, including pieces from Aboriginal and Torres Strait Island communities.
With a diverse collection spanning centuries and cultures, the NGV hosts temporary exhibitions, talks, tours, films, performances, and more. Drawing over 1.5 million visitors in 2010, the NGV’s blend of accessible programs and cultural richness makes it an ideal stop for art enthusiasts.

Sydney Harbor Bridge
A landmark of Australia’s largest city, the Sydney Harbour Bridge is recognized as the world’s largest steel arch bridge. Known locally as the Coathanger, it is an iconic feature of Sydney’s urban landscape. The bridge offers a climbing experience by foot or bike and provides panoramic views.
During the climb, you’ll see landmarks like the Sydney Opera House, the city’s skyscrapers, and the bustling harbour. The ascent also passes the Royal Botanic Garden, with views of wildlife at Taronga Zoo.
From the top, you can see Manly Beach, the Pacific Ocean, the harbour islands, and the North Shore. A timed climb at night offers a stunning view of the city’s illuminated skyline. Climbing the Sydney Harbour Bridge combines both business and leisure appeal.

Indulge in art, wine, and farm-to-fork experience at Leeuwin Estate Winery
Experience the best of Margaret River at Leeuwin Estate, a renowned family-owned winery celebrated for its fine wines, culinary excellence, and commitment to the arts.
Begin with a glass of sparkling Brut while gaining insight into the estate’s winemaking philosophy. Explore the Leeuwin Art Gallery, home to contemporary Australian artworks featured on the winery’s iconic ‘Art Series’ labels, and learn about the esteemed Leeuwin Concert Series, known for its outdoor performances by top musicians.
Conclude the visit with a guided tasting of five Leeuwin Estate wines paired with West Australian delicacies. Then, follow by a three-course seasonal lunch at the award-winning Leeuwin Restaurant, with each dish thoughtfully paired with Art Series wines.

Grab a cup of freshly brewed coffee at Brother Baba Budan
After a long day at a business conference, a quality coffee can be a game-changer.
Brother Baba Budan, a key player in Melbourne’s coffee culture, is known for its precision roasting and bold flavors. It offers more than just coffee, with a menu featuring sandwiches, pastries, and a curated selection of brewing essentials.
For business travellers, it’s an opportunity to experience Melbourne’s coffee scene firsthand, making it a worthwhile stop for both quality and atmosphere.
Immerse in Local Culture and Creativity at Salamanca Market
After gaining industry insights and expanding your network at the conference, visit Salamanca Market in Hobart to experience Tasmania’s culture.
Held every Saturday, regardless of the weather, this historic waterfront market features over 300 stallholders offering handcrafted goods, fresh local produce, and unique artisanal products. Walk through its cobbled lanes, enjoy premium coffee, and connect with the local community.
More than just a marketplace, Salamanca Market provides an immersive cultural experience, showcasing Tasmania’s craftsmanship and regional flavors—an ideal way to take home a piece of the island’s distinct character.
Wrapping things up…
The APAC region, notably Australia and Singapore, is witnessing a resurgence of in-person B2B events due to strong business ecosystems and the flourishing “bleisure” trend. Both locations boast advanced venues and a vibrant atmosphere, creating an ideal backdrop for corporate connections, networking, and expansion opportunities.
While these destinations inherently attract business and leisure travelers, partnering with a lead generation services provider with event marketing expertise, such as Callbox Singapore, can significantly enhance the success of your B2B events.
Established in 2004, Callbox Singapore is a trusted event marketing services provider in APAC. Our regional expertise provides valuable insights into market dynamics, customer preferences, and cultural nuances, enabling effective targeted event marketing strategies.
We offer comprehensive support, from pre-event marketing to post-event follow-up, ensuring optimal outcomes for attendees and contributing to overall B2B success in the region. Our expertise in event marketing, powered by a multi-touch multi-channel strategy, guarantees remarkable results through targeted campaigns, high attendance, and attendee conversion.
Beyond event marketing, Callbox provides powerful solutions for telemarketing, appointment setting, lead generation, and database services. Our flexible pricing options cater to your specific business requirements.
Are you ready to boost attendee turnout and conversions for your events? Partner with us now!