ITB Asia 2026 took place from October 21 to 23 at the Sands Expo & Convention Centre, Marina Bay Sands, Singapore. Organised by Messe Berlin Asia Pacific, the event marked its 19th edition, gathering over 1,000 exhibiting brands and 1,500 qualified buyers under the theme “Experiences in Motion: Human-Centred Design in Travel & Tourism.” More than 18,000 participants were expected across travel destinations, hospitality, attractions, and technology sectors.
Introduction of New Experience Zone and Guided Tours
The 2026 event introduced the Experience Zone, showcasing travel experiences, activities, and attractions. Within this zone, Tripadvisor hosted the Experience Pavilion, presenting distinctive products and travel opportunities. For the first time in
ITB Asia history, complimentary curated Guided Tours were offered to participants, organized in partnership with Woopa Group, the official Guided Tour Partner. Additionally, an invitation-only Association Executive Networking Session facilitated peer exchanges among association leaders.
MICE Show Asia Expansion and Conference Highlights
MICE Show Asia expanded its exhibition area by 184% compared to 2025, reflecting increased demand for meetings and corporate travel platforms. The event saw attendance by over 200 confirmed MICE buyers, including representatives from American Express Global Business Travel, ConferenceDirect, FCM Meetings & Events, HelmsBriscoe, Medical Meetings, and TMA Australia. Participating associations included the Asian Pacific Digestive Week Federation, European Society for Medical Oncology, Informing
Science Institute, SKAL International, World Aquaculture Society, and the World Psychiatric Association.
The conference program totaled 4,500 minutes of content, featuring 160 speakers across more than 100 sessions. Key topics covered the evolving travel market, human-centred design, and artificial intelligence. Notable keynote speakers included Lovrenc Kessler from Simon-Kucher and Brett Henry from WebBeds.
Opening Ceremony and Official Attendees
The event’s opening ceremony was officiated by Ms Gan Siow Huang, Minister of State for Foreign Affairs and Energy, Trade and Industry. The session included industry leaders from international travel and tourism sectors, highlighting Singapore’s role as a central hub for global travel trade networking and knowledge
exchange.
Key Participants and Industry Representation
Exhibitors represented a wide range of sectors, spanning hospitality groups, destinations, travel technology companies, and convention bureaus. Participants included EVA Airways, Mandai Wildlife Group, PROMPERU, Radisson Hotel Group, Resorts World Sentosa, and the Tourism Authority of Thailand. Convention bureaus such as Firenze Fiera, Sapporo Convention Bureau, and Sri Lanka Convention Bureau were also present. Travel Tech Asia featured major technology companies like Airbnb, DerbySoft, Exely, Sunrate, China Mobile International, Dragonpass, Juniper Travel Technology, Maya Mobile, and Trip.com Group.
Official Partners and Sponsors Supporting ITB Asia 2026
Official partnerships 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 & Lanyard Sponsor, and Woopa Group as Guided Tour Partner. These sponsors facilitated cultural programming, connectivity, and curated networking experiences throughout the event.
Conference Program and Content Focus
The ITB Asia 2026 Conference Program was structured into three main theatres: Knowledge Theatre addressing market trends and destination development; MICE Show Asia Theatre focusing on meetings and business events; and Travel Tech Asia Theatre highlighting artificial intelligence, automation, and digital transformation. Over 100 sessions explored traveler expectations, technological advancements, and industry competitiveness.
Cultural Performances and Heritage Showcases
Cultural performances from Indonesia, Japan, Kazakhstan, and China, including Apsara dance and acrobatic acts, were presented. These
events, supported by Official Cultural Heritage Partner Ancient Sound of Dunhuang, emphasized the integration of cultural heritage in travel experiences.
Travel Tech Asia and Technology Innovations
Travel Tech Asia highlighted digital innovation in the travel sector, with exhibitors such as China Mobile International, Dragonpass, Juniper Travel Technology, Maya Mobile, and Trip.com Group. The segment displayed solutions for distribution, connectivity, and customer engagement, spotlighting developments in artificial intelligence and digital transformation impacting travel businesses.
Industry Positioning and Market Focus
According to Messe Berlin Asia Pacific Executive Director Darren Seah, ITB Asia 2026’s core strategy centered on human needs in travel. The event’s additions, including Experience Zones, Guided Tours, the expanded MICE Show
Asia, and its focus on technology, aimed to stimulate global industry connections and business opportunities.
