ITB Asia 2026 commenced on October 21 at the Sands Expo & Convention Centre, Marina Bay Sands, Singapore. Organised by Messe Berlin Asia Pacific, the three-day event will run through October 23 with the theme “Experiences in Motion: Human-Centred Design in Travel & Tourism.” It aims to explore evolving traveller expectations across destination marketing, hospitality, and tourism products.
Attendance is expected to exceed 18,000 travel industry professionals, with projections including more than 1,000 exhibitors, at least 1,500 buyers, over 160 speakers, and upwards of 45,000 scheduled business appointments, according to Rus Tourism News.
Event Components: ITB Asia, MICE Show Asia, Travel Tech Asia
ITB Asia 2026 runs alongside MICE Show
Asia and Travel Tech Asia. MICE Show Asia has expanded its exhibition space by 83.2% to accommodate increased demand for business events partnerships across the Asia-Pacific region. This segment gathers meeting planners, corporate travel buyers, convention destinations, event venues, and suppliers.
Travel Tech Asia highlights technology suppliers addressing travel distribution, bookings, hospitality operations, and digital customer experiences. This segment includes exhibitors such as RateHawk, Juniper Travel Technology, Rakuten Travel Xchange, and Tripla. The event also features a Hosted Buyer Programme expected to attract around 100 technology buyers seeking commercial partnerships and new systems.
Participants and Exhibitors
New participants in ITB Asia 2026 include
Tourism Fiji and Turespaña. Established tourism boards represented are Visit Maldives, the Tourism Authority of Thailand, Singapore Tourism Board, Visit Finland, and Visit Norway. Hospitality brands exhibiting include Wyndham Hotels & Resorts, Radisson Hotel Group, Meliá Hotels International, Pan Pacific Hotels Group, Outrigger Resorts & Hotels, and BWH Hotels.
Other notable exhibitors include EVA Airways, Sentosa Development Corporation, and Mandai Wildlife Group. Resorts World Sentosa serves as the event’s Official Integrated Resort Partner, reinforcing Singapore’s position as a global tourism and business events hub.
New Experience Zones and Event Innovations
ITB Asia 2026 introduces three dedicated Experience Zones focusing on gastronomy tourism, wellness tourism, and adventure
tourism. These sectors are increasingly targeted by destinations and travel companies to diversify their offerings.
A new Experience Pavilion powered by Tripadvisor provides exhibitors a platform to showcase travel experiences and facilitate business connections. Additionally, curated Guided Tours have been introduced to assist buyers in efficiently connecting with relevant exhibitors through structured visits across the exhibition floor.
Conference Themes and Industry Discussions
The ITB Asia Conference features more than 170 speakers, including senior executives from Agoda, Cvent, Disney Cruise Line, FCM Travel Asia, Trip.com, and WebBeds. Conference topics cover Asia-Pacific tourism outlook, Chinese outbound travel trends, luxury travel, sustainability, artificial intelligence, and the future of
corporate travel.
Opening sessions on October 21 include presentations by Lovrenc Kessler, senior partner at Simon-Kucher, and Brett Henry, president of WebBeds Asia-Pacific. These sessions address travel demand, emerging markets, and technology-driven transformation.
Key conference activities take place in the Knowledge Theatre, MICE Show Asia Theatre, and Travel Tech Asia Theatre, covering a broad spectrum of industry insights and innovations.
Expanded MICE Show Asia and Travel Tech Asia Focus
MICE Show Asia 2026 features new activities such as the Association Executive Networking Session, the returning Pinnacle Partners Experience, and the Global MICE Collaborative’s MICE Fundamentals Workshop.
The expansion reflects intensified competition among destinations to attract international conferences, corporate meetings,
and incentive travel groups. Buyers at the event prioritize technology integration, sustainability initiatives, and measurable event value.
Travel Tech Asia emphasizes artificial intelligence applications, data-driven personalization, and connected travel services in its offerings. It draws technology providers working on solutions for the global tourism sector.
ITB Asia 2026 primarily targets travel industry professionals, including tour operators, travel agents, hotel representatives, airline executives, destination marketing organizations, and corporate travel buyers.
