ITB Asia 2026 began on October 21 at the Sands Expo & Convention Centre, Marina Bay Sands, Singapore. Organised by Messe Berlin Asia Pacific, the event spans three days through October 23, serving as a major business-to-business platform for the travel industry in the Asia-Pacific region.
The exhibition anticipates the participation of more than 18,000 travel professionals, including over 1,000 exhibitors and at least 1,500 buyers, supported by a conference programme featuring more than 160 speakers. The organisers also project over 45,000 business appointments across the event.
Experiential Travel Theme with New Features
ITB Asia 2026 operates under the theme “Experiences in Motion: Human-Centred Design in
Travel & Tourism,” reflecting the industry’s focus on changing traveller expectations. The event introduced three new Experience Zones dedicated to gastronomy, wellness, and adventure tourism. Additionally, an Experience Pavilion powered by Tripadvisor offers exhibitors a platform to showcase travel experiences. For the first time, curated Guided Tours assist buyers in identifying relevant exhibitors and exploring business opportunities efficiently.
Notable Participants Include Tourism Boards, Airlines, and Hotel Groups
Confirmed participants comprise tourism boards such as Tourism Fiji and Turespaña (both new to the event), Visit Maldives, the Tourism Authority of Thailand, Singapore Tourism Board, Visit Finland, and Visit Norway. Major hospitality brands at the exhibition include Wyndham Hotels & Resorts,
Radisson Hotel Group, Meliá Hotels International, Pan Pacific Hotels Group, Outrigger Resorts & Hotels, and BWH Hotels. Other exhibitors featured include EVA Airways, Sentosa Development Corporation, and Mandai Wildlife Group. Resorts World Sentosa serves as the Official Integrated Resort Partner of ITB Asia 2026.
MICE Show Asia and Travel Tech Asia Expand with New Offerings
Running concurrently, MICE Show Asia 2026 has expanded its exhibition space by 83.2%, responding to increased demand for business events partnerships in the Asia-Pacific. The show brings together meeting planners, corporate buyers, venues, and suppliers with new activities such as an Association Executive Networking Session, Pinnacle Partners Experience, and the Global MICE Collaborative’s MICE Fundamentals Workshop.
Travel Tech Asia features over 50 exhibitors and a hosted buyer programme connecting technology providers with qualified buyers. Among exhibitors are RateHawk, Juniper Travel Technology, Rakuten Travel Xchange, and Tripla. The focus is on technology solutions for travel distribution, booking systems, hospitality operations, and digital customer experience improvements.
ITB Asia Conference Covers Tourism Outlook, Technology, and Sustainability
The ITB Asia Conference assembles executives and specialists from Agoda, Cvent, Disney Cruise Line, FCM Travel Asia, Trip.com, and WebBeds. Its sessions address Asia-Pacific tourism trends, shifts in Chinese outbound travel demand, luxury travel, sustainability, artificial intelligence, and corporate travel evolution. The opening day includes presentations from Simon-Kucher senior partner Lovrenc Kessler
and WebBeds Asia-Pacific president Brett Henry, focusing on travel demand and technology-driven industry change. Conference sessions occur in multiple theatres across the event venue.
B2B Focus Attracts Diverse Travel Industry Professionals
ITB Asia 2026 primarily targets travel industry professionals including tour operators, travel agents, hotel and airline representatives, destination marketing organisations, and corporate travel buyers. The event expects more than 45,000 business appointments, providing extensive networking and deal-making opportunities across the three days at the Sands Expo & Convention Centre.
