ITB Asia 2026 began on 21 October at the Sands Expo & Convention Centre, Marina Bay Sands, Singapore, running through 23 October. The event, Asia-Pacific’s largest integrated travel trade show, expects more than 18,000 participants, over 1,000 exhibiting brands, and more than 1,500 qualified buyers across leisure, MICE, and travel technology sectors. The theme this year is “Experiences in Motion: Human-Centred Design in Travel & Tourism.”
Introduction of Experience Zone and Guided Tours
This year’s show debuted the Experience Zone, featuring the Experience Pavilion by Tripadvisor. The zone highlights companies providing travel experiences, activities and attractions tailored to evolving traveler preferences. For the first time, ITB Asia
offered free curated Guided Tours, supported by Woopa Group, designed to connect attendees with relevant exhibitors and products efficiently.
MICE Show Asia Expansion
MICE Show Asia increased its exhibition space by 184% compared with 2025, reflecting demand from international suppliers and buyers. Over 200 confirmed buyers are attending, including major corporate travel players such as American Express Global Business Travel, ConferenceDirect, FCM Meetings & Events, HelmsBriscoe, Medical Meetings, and TMA Australia. Exhibitors include Firenze Fiera, Sapporo Convention Bureau, and Sri Lanka Convention Bureau, focusing on meetings, incentives, conferences, and exhibitions business.
Travel Tech Asia and Conference Content
Travel Tech Asia features companies like Airbnb, DerbySoft, Exely, and Sunrate, demonstrating innovations
in digital solutions, automation, and artificial intelligence applied to travel operations. The conference programme delivered 4,500 minutes of content across more than 100 sessions with 160 speakers. Opening keynote presentations covered global travel outlooks and competition in the age of AI from Lovrenc Kessler of Simon-Kucher and Brett Henry of WebBeds.
Opening Ceremony and Official Support
The opening ceremony included Ms Gan Siow Huang, Minister of State for Foreign Affairs and Energy, Trade and Industry, as Guest of Honour. Official partners supporting the event 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.
Cultural Performances and Networking Opportunities
ITB Asia 2026 showcased cultural performances from Indonesia, Japan, Kazakhstan and China, including Apsara dance and acrobatics supported by Ancient Sound of Dunhuang. The event also introduced an invitation-only Association Executive Networking Session targeting association executives to promote peer exchange and industry collaboration.
Focus on Human-Centred Travel and Technology
Darren Seah, Executive Director of Messe Berlin APAC, highlighted ITB Asia 2026’s focus on human-centred travel design and technology innovation. The event incorporated Experience Zones and Guided Tours to facilitate meaningful business connections. MICE Show Asia’s significant growth reflects the event’s role
in advancing meetings and corporate travel in Asia-Pacific.
