A fixing device includes a tubular belt holder, a rotatable, flexible fuser belt, a heater, a fuser pad, and a pressure member. The belt holder extends in an axial direction. The fuser belt is looped around the belt holder to rotate in a circumferential direction of the belt holder. The heater is disposed adjacent to the belt holder to heat the belt holder. The fuser pad is accommodated in the belt holder inside the loop of the fuser belt. The pressure member is disposed opposite the belt holder with the fuser belt interposed between the fuser pad and the pressure member. The pressure member presses in a load direction against the fuser pad through the fuser belt to form a fixing nip therebetween. The belt holder includes, along a circumferential dimension thereof, an upstream, first circumferential portion, a downstream, second circumferential portion, and a midstream, third circumferential portion.