ITB Asia 2026 began on October 21 at the Sands Expo & Convention Centre, Marina Bay Sands in Singapore, marking the 19th edition of the event organized by Messe Berlin Asia Pacific. The Asia-Pacific region’s largest combined travel trade show integrates ITB Asia, MICE Show Asia, and Travel Tech Asia through October 23.
New Experience Zone and Guided Tours Introduced
The 2026 event introduced the Experience Zone, which features the Experience Pavilion by Tripadvisor, showcasing companies offering travel experiences, activities, and attractions. For the first time, ITB Asia offered complimentary curated Guided Tours supported by Woopa Group, the Official Guided Tour Partner, providing a structured way for
attendees to explore exhibitors and business opportunities.
MICE Show Asia Expands by 184% with Over 200 Buyers
MICE Show Asia’s exhibition area grew by 184% compared to 2025. It attracted more than 200 confirmed buyers from major global meetings and events companies including American Express Global Business Travel, ConferenceDirect, FCM Meetings & Events, HelmsBriscoe, Medical Meetings, and TMA Australia, alongside leading association representatives.
Participants, Exhibitors, and Conference Scale
The event gathered over 18,000 participants, with more than 1,000 exhibiting brands and over 1,500 qualified buyers. Exhibitors represented destinations, hospitality, attractions, transport, tour operators, and technology providers such as EVA Airways, Mandai Wildlife Group, PROMPERU, Radisson Hotel Group, Resorts World Sentosa, and the Tourism Authority of
Thailand. Over 4,500 minutes of conference content featured 160 speakers across 100 sessions.
Opening Keynotes and Dignitary Presence
Opening keynote presentations were delivered by Lovrenc Kessler of Simon-Kucher and Brett Henry of WebBeds, focusing on the global travel market outlook and artificial intelligence implications. The ceremony included Guest of Honour Ms Gan Siow Huang, Minister of State for Foreign Affairs and Energy, Trade and Industry.
Official Partners and Cultural Performances
Official partners and sponsors included Resorts World Sentosa as Integrated Resort Partner, Ancient Sound of Dunhuang as Cultural Heritage Partner, Maya Mobile as Connectivity Partner, Trip.com Group sponsoring delegate bags and lanyards, and Woopa Group as Guided Tour Partner. The
event featured cultural presentations from Indonesia, Japan, Kazakhstan, and China, including Apsara dance and acrobatic performances supported by Ancient Sound of Dunhuang.
Global Exhibitor Diversity
More than 80% of exhibitors came from international markets across Asia-Pacific, Europe, the Americas, Africa, and the Middle East. Participating tourism organizations included Bangladesh Tourism Board, German National Tourist Board, Hong Kong Tourism Board, Hokkaido Tourism Organization, Malta Tourism Authority, Sarawak Tourism Board, Singapore Tourism Board, Tourism Fiji, Visit Finland, and Visit Norway. Hotel groups and attractions such as BWH Hotels, Mandai Wildlife Group, Pan Pacific Hotels Group, Resorts World Sentosa, and Wyndham Hotels & Resorts also participated.
Travel Tech Asia Highlights Digital Innovation
Travel Tech Asia featured companies including China Mobile International, Dragonpass, Juniper Travel Technology, Maya Mobile, and Trip.com Group. The sector emphasized AI, automation, and digital transformation with conference sessions addressing technology adoption to improve operational efficiency and competitiveness.
Industry Focus on Human-Centred Travel
Darren Seah, Executive Director of Messe Berlin Asia Pacific, described the event’s focus on experiences and connections central to travel. He noted that the Experience Zones, Guided Tours, expanded MICE Show Asia, and technology emphasis reflect an industry evolving around human needs while creating opportunities that advance business in the travel sector.
