After a blockbuster debut, the 2025 Super Terminal Expo nearly doubled its attendance by ditching generic trends in favour of "by-the-community" curation
Event brief
Launched in 2024, the annual Super Terminal Expo serves as a specialised platform for intermodal terminal design and development, with a primary focus on aviation hubs.
Central to its success is a foundation of government backing and strategic industry partnerships. By aligning with leading airports, airlines, and technology firms, the Expo leverages trusted networks to attract high-calibre exhibitors and speakers.
The 2025 edition saw a massive surge in engagement, with industry professional attendance growing by 95 per cent (from 1,964 to 3,830) and key buyer participation increasing by 80 per cent to 746.
Event highlights
The Expo operates on a “by the community, for the community” philosophy. Senior figures from across the logistics, aviation, and tech sectors co-create the agenda, ensuring sessions address real-world operational hurdles rather than generic industry trends.
The 2025 event expanded significantly from its inaugural year, growing from five to nine dedicated forums. High-value enhancements included closed-door roundtables for peer-to-peer problem-solving and exclusive behind-the-scenes tours of airside operations and cargo facilities at Hong Kong International Airport. This “startup agility” paired with “established industry DNA” transformed the event from a traditional trade showcase into a collaborative platform for actionable outcomes.
Curation sat at the heart of the strategy. A Informa Markets spokesperson shared how the company implemented a rigorous vetting process for all participants, enforcing a strict “no sales pitch” policy for speakers. Priority was given to C-suite and director-level practitioners who provided data-driven case studies over promotional content. Similarly, the exhibition floor was actively vetted to ensure all technology and services directly addressed the specific needs identified during pre-event research.
Challenges
The primary hurdle was the diverse, and often competing, priorities of stakeholders. While airport CEOs sought operational efficiency, cargo chiefs were focused on supply chain digitalisation. To prevent the event from feeling fragmented, organisers moved away from a one-size-fits-all approach.
The team built the event from the ground up using a research-led content strategy. By segmenting marketing efforts and focusing on measurable ROI for each specific attendee profile, they ensured that despite the diversity of the audience, every participant found a focused, high-value experience tailored to their sector.
Event Super Terminal Expo 2025
Organiser Informa Markets
Venue AsiaWorld-Expo
Dates November 4 to 6 2025
Attendees Around 4,000 delegates from 61 countries and regions
