ITB Asia 2026 commenced on October 21 at the Sands Expo & Convention Centre, Marina Bay Sands in Singapore, running until October 23. The event gathered more than 1,000 exhibiting brands and over 1,500 qualified buyers under the theme “Experiences in Motion: Human-Centred Design in Travel & Tourism.” Over 18,000 participants were expected to attend Asia-Pacific’s largest integrated travel trade show.
For the first time, ITB Asia introduced the Experience Zone, which showcases travel experiences, activities, and attractions. The Experience Pavilion by Tripadvisor featured prominently within this zone, offering a platform for brands to connect with buyers seeking differentiated experiential
travel products. Additionally, complimentary curated Guided Tours were provided to participants, supported by Woopa Group, facilitating efficient exploration of exhibitors’ offerings. An invitation-only Association Executive Networking Session was also organized to promote peer discussion among association leaders.
MICE Show Asia Expands by 184%
The MICE Show Asia segment expanded its exhibition space by 184% compared with the 2025 edition, reflecting intensified demand in the meetings, incentives, conferences, and events sector. The event attracted more than 200 confirmed MICE buyers, including major companies such as American Express Global Business Travel, ConferenceDirect, FCM Meetings & Events, HelmsBriscoe, Medical Meetings, and TMA Australia. Exhibitors included regional bureaus like Firenze
Fiera, Sapporo Convention Bureau, and Sri Lanka Convention Bureau, as well as hospitality providers such as Hotel Tentrem and South African Tourism.
Conference Programme Features 160 Speakers
The three-day conference delivered approximately 4,500 minutes of content across more than 100 sessions with 160 speakers. Keynote addresses were given by Lovrenc Kessler from Simon-Kucher and Brett Henry from WebBeds, focusing on global travel trends and AI-driven industry competition. Conference topics spanned artificial intelligence, travel technology innovation, MICE developments, leisure tourism, and sustainability. The event was expected to facilitate up to 60,000 targeted business appointments between buyers and exhibitors to maximize networking and deal-making opportunities.
Official Partners and Cultural Programming
ITB Asia
2026 featured support from official partners, enhancing connectivity and cultural engagement throughout the event. Resorts World Sentosa served as the Official Integrated Resort Partner, while the Ancient Sound of Dunhuang was the Official Cultural Heritage Partner. Maya Mobile provided official connectivity services, Trip.com Group sponsored delegate bags and lanyards, and Woopa Group led the official Guided Tour programme. The cultural programme included performances from Indonesia, Japan, Kazakhstan, and China, along with traditional arts like the Apsara dance, supported by Ancient Sound of Dunhuang.
International Participation Across Travel Segments
Exhibitors represented over 80% international markets across Asia-Pacific, Europe, the Americas, Africa, and the Middle East. Participating
tourism boards 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. Hospitality and attraction brands featured BWH Hotels, Mandai Wildlife Group, Pan Pacific Hotels Group, Resorts World Sentosa, and Wyndham Hotels & Resorts. Travel Tech Asia highlighted digital innovation with companies such as Airbnb, DerbySoft, Exely, Sunrate, China Mobile International, Dragonpass, Juniper Travel Technology, Maya Mobile, and Trip.com Group.
Industry Focus on Human-Centred Travel and Technology
Darren Seah, Executive Director of Messe Berlin Asia Pacific, emphasized the event’s focus on human-centred design and technology in
travel. He noted that ITB Asia 2026 reflects an industry evolving quickly yet remaining focused on people’s travel experiences. The introduction of Experience Zones, Guided Tours, an expanded MICE Show Asia, and concentrated technology content demonstrates the event’s role in connecting stakeholders to advance the travel industry.
