The 19th edition of ITB Asia launched on 21 October 2026 at the Sands Expo & Convention Centre, Marina Bay Sands, Singapore, running through 23 October. Organized by Messe Berlin Asia Pacific, the event gathered over 18,000 participants, more than 1,000 exhibiting brands, and upwards of 1,500 qualified buyers across the travel, meetings, incentives, conferences and exhibitions (MICE), and travel technology sectors. The conference program was themed “Experiences in Motion: Human-Centred Design in Travel & Tourism.”
Experience Zone Debuts with Tripadvisor Pavilion and Guided Tours
The event introduced a new Experience Zone for 2026, featuring the Experience Pavilion hosted by Tripadvisor. This zone highlighted companies offering travel experiences, activities,
and attractions, providing a concentrated platform for buyer engagement. For the first time, ITB Asia offered complimentary curated Guided Tours to help participants explore exhibitors and identify business opportunities, supported by Woopa Group as the Official Guided Tour Partner. An invitation-only Association Executive Networking Session was also held to facilitate peer engagement among association leaders.
MICE Show Asia Exhibits 184% Expansion with Leading Buyers
MICE Show Asia, integrated within ITB Asia, expanded its exhibition space by 184% compared with 2025, responding to growing demand in the Asia-Pacific meetings and events segment. The segment hosted over 200 confirmed MICE buyers, including global buyers from American Express Global Business Travel, ConferenceDirect,
FCM Meetings & Events, HelmsBriscoe, Medical Meetings, and TMA Australia. Exhibitors included Evintra Pavilion, Hotel Tentrem, South African Tourism, and Sun PhuQuoc Airways, enabling more connections between service providers and qualified procurement professionals.
Comprehensive Conference Program and Business Appointments
Over 4,500 minutes of conference content were delivered across three days, featuring 160 speakers in more than 100 sessions. Keynotes from Lovrenc Kessler of Simon-Kucher and Brett Henry of WebBeds addressed the global travel outlook and competition amid artificial intelligence advancements. The conference covered travel demand shifts, human-centric design, and technology adoption. ITB Asia 2026 facilitated approximately 60,000 targeted business appointments to connect buyers and exhibitors.
Event Opening and Industry Statements
The
opening ceremony included Guest of Honour Ms Gan Siow Huang, Minister of State for Foreign Affairs and Energy, Trade and Industry. Messe Berlin Asia Pacific Executive Director Darren Seah described ITB Asia as a platform that connects the global travel industry with a focus on human-centred design and evolving industry needs. He emphasized the event’s role in fostering business opportunities through Experience Zones, Guided Tours, and the expanded MICE Show Asia.
Global Participation and Official Partners
Participants represented a range of destinations and sectors across Asia-Pacific, Europe, the Americas, Africa, and the Middle East. Notable participants included Agoda, Tourism Fiji, Turespaña, Trip.com Group, Uganda Convention
Bureau, EVA Airways, Mandai Wildlife Group, PROMPERU, Radisson Hotel Group, Resorts World Sentosa, Tourism Authority of Thailand, Firenze Fiera, Sapporo Convention Bureau, Sri Lanka Convention Bureau, Bangladesh Tourism Board, German National Tourist Board, Hong Kong Tourism Board, Hokkaido Tourism Organization, Malta Tourism Authority, Sarawak Tourism Board, Singapore Tourism Board, Visit Finland, and Visit Norway.
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 as Delegate Bag and Lanyard Sponsor, and Woopa Group as Guided Tour Partner.
Travel Tech Asia Highlights Innovation
Travel Tech Asia showcased technology companies
including Airbnb, DerbySoft, Exely, Sunrate, China Mobile International, Dragonpass, Juniper Travel Technology, Maya Mobile, and Trip.com Group. The segment emphasized digital transformation, artificial intelligence, automation, and connectivity solutions shaping the travel industry. Conference sessions examined technology integration, operational efficiency, and enhancing competitiveness through innovation.
Human-Centred Design Focus
Darren Seah highlighted that ITB Asia centers on the human element of travel, focusing on the experiences travelers seek and the connections they make. The expanded features, including Experience Zones and curated Guided Tours, reflect a rapidly evolving industry grounded in human needs. The event aims to facilitate connections to advance the travel sector amid ongoing
technological and market changes.
