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  >  About   >  Pressroom
Pressroom
February 13, 2025
The Future of Inflight Entertainment Takes Off in Dubai at Largest APEX Content Market in Association’s Five-Decade History  

Regional Airlines Awarded for Exceptional Inflight Entertainment Experiences

DUBAI, UAE (13 February 2025) – After more than 15 years, the Airline Passenger Experience Association (APEX) returned to the Middle East on 12-13 February to host the 2025 APEX Content Market – bringing together industry leaders to explore emerging trends and inflight entertainment content. Dubai was selected as the focal destination, drawing 51 buyer groupings, including double the number of airlines over 2024 alongside their content service providers (CSPs), and 45 exhibitors from around the world. The event set the stage for the largest start-of-year airline event in APEX’s history, with strong airline representation from six continents around the globe.

Global airlines connected with CSPs, distributors, and studios during the two-day conference to discover the latest inflight entertainment content tailored to a broad range of audience interests. By centralizing content selection in one place, APEX Content Market streamlines decision-making and enables airlines to curate, inspire, and entertain in meaningful ways that redefine what’s possible at 30,000 feet in the sky.

“Dubai has non-stop service to every content serving as an optimal location for APEX Content Market, where inflight entertainment trends and decisions are made,” stated APEX GCEO Dr. Joe Leader. “This exclusive gathering of the world’s top airlines and leading content providers ignites innovation, forges groundbreaking partnerships, and paves the way for next-level engagement of inflight entertainment, pushing the future of inflight entertainment to even higher limits.” 

The 2025 APEX Best in Entertainment regional winners were honored at APEX Content Market, highlighting excellence in inflight entertainment. Chosen solely based on passenger feedback through the association’s partnership with TripIt® from Concur®, the world’s highest-rated travel organizing app, these awards showcase each of these regional airlines’ deep commitment to delivering a satisfying and entertaining onboard experience.

2025 APEX Best in Entertainment Global & Regional Winners

GLOBAL
Best in Entertainment: Singapore Airlines

AFRICA
Best in Entertainment: Air Mauritius

CENTRAL/SOUTHERN ASIA 
Best Entertainment: SriLankan Airlines

EAST ASIA 
Best Entertainment: Korean Air  

EUROPE 
Best in Entertainment: Turkish Airlines

GREATER CHINA  
Best Entertainment: Cathay Pacific  

MIDDLE EAST
Best in Entertainment: Emirates

NORTH AMERICA 
Best Entertainment: Aeroméxico

SOUTH AMERICA 
Best Entertainment: Azul

SOUTH PACIFIC 
Best Entertainment: Fiji Airways 

Each of the listed airlines joined Dubai in-person to receive their respective awards, alongside dozens of leading airlines and suppliers in a celebration of in-flight entertainment advances. APEX Content Market serves is one of several leading events around the globe advancing the future of passenger experience, in-flight service, and digital transformation. For a full list of upcoming APEX, IFSA, and Future Travel Experience events, please visit APEX Events. For more information about APEX, visit apex.aero, sign up for the APEX Daily Experience e-newsletter, or follow APEX on Twitter, Facebook, Instagram and LinkedIn.

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About the Airline Passenger Experience Association (APEX)
As a global non-profit and one of the world’s largest international airline associations, APEX accelerates the industry with the backing of nearly every major airline and valued supplier. APEX reinvests all its resources to serving its members, strengthening the worldwide airline industry, advancing thought-leadership, fostering business opportunities via events, developing global initiatives, setting key airline standards, and highlighting well-deserved recognition across our industry. In conjunction with both the International Flight Services Association (IFSA) and Future Travel Experience (FTE), APEX serves the full spectrum of the end-to-end travel experience.