ITB Asia 2026 commenced on October 21 at the Sands Expo & Convention Centre in Marina Bay Sands, Singapore. The three-day event is expected to bring together over 18,000 travel industry professionals, with more than 1,000 exhibitors and at least 1,500 buyers participating through October 23, according to organiser Messe Berlin Asia Pacific.
Event Theme and New Experience Zones
The exhibition’s 2026 theme, “Experiences in Motion: Human-Centred Design in Travel & Tourism,” spotlights evolving traveler expectations shaping destination marketing and tourism products. This edition introduces three new Experience Zones focusing on gastronomy, wellness, and adventure tourism to highlight fast-growing experiential travel segments. An Experience Pavilion powered
by Tripadvisor supports exhibitors in showcasing travel experiences. Additionally, curated Guided Tours were introduced to help buyers identify relevant exhibitors across the expanded event floor.
Participant Profile
New participants for the year include Tourism Fiji and Turespaña. Established tourism boards present are Visit Maldives, the Tourism Authority of Thailand, Singapore Tourism Board, Visit Finland, and Visit Norway. The hospitality sector is represented by Wyndham Hotels & Resorts, Radisson Hotel Group, Meliá Hotels International, Pan Pacific Hotels Group, Outrigger Resorts & Hotels, and BWH Hotels. Airlines and related exhibitors include EVA Airways, Sentosa Development Corporation, and Mandai Wildlife Group, reflecting broad international and
regional participation.
Expansion of MICE Show Asia
MICE Show Asia 2026 expanded its exhibition space by 83.2%, responding to rising demand for business events partnerships in the Asia-Pacific. The concurrent event gathers meeting planners, corporate travel buyers, event venues, and suppliers. Key activities feature an Association Executive Networking Session, the Pinnacle Partners Experience, and the Global MICE Collaborative’s Fundamentals Workshop, emphasizing technology, sustainability, and measurable event impact.
Travel Tech Asia and Conference Highlights
Travel Tech Asia includes over 50 technology providers such as RateHawk, Juniper Travel Technology, Rakuten Travel Xchange, and Tripla. Its Hosted Buyer Programme connects roughly 100 qualified technology buyers with exhibitors offering solutions in travel distribution, booking, and
digital customer experience. The ITB Asia Conference features more than 160 speakers from companies including Agoda, Cvent, Disney Cruise Line, FCM Travel Asia, Trip.com, and WebBeds. Sessions address artificial intelligence, sustainability, travel demand forecasting, luxury travel, and corporate travel transformation. Opening keynote presentations were delivered by Simon-Kucher senior partner Lovrenc Kessler and WebBeds Asia-Pacific president Brett Henry.
Official Partnership and Industry Role
Resorts World Sentosa serves as the Official Integrated Resort Partner for ITB Asia 2026. The event forms one of the largest travel industry platforms in the Asia-Pacific, supporting collaboration across leisure, corporate travel, MICE, and emerging travel technology sectors. It reflects intensified competition
among destinations for meetings and conferences, alongside substantial interest in new travel trends, technologies, and experiential offerings.
