ITB Asia 2026 took place from 21 to 23 October at the Sands Expo & Convention Centre, Marina Bay Sands in Singapore. Organised by Messe Berlin Asia Pacific, the event is the 19th edition of Asia-Pacific’s largest 3-in-1 travel trade show combining ITB Asia, MICE Show Asia, and Travel Tech Asia. The event attracted over 1,000 exhibiting brands, more than 1,500 qualified buyers, and expected participation exceeding 18,000 industry figures.
New Experience Zone and Expanded MICE Show Asia
The 2026 edition introduced the Experience Zone, a new area dedicated to companies offering travel experiences, activities, and attractions. This zone includes the Experience Pavilion hosted by Tripadvisor, providing a
platform for showcasing distinctive travel products. Complimentary curated Guided Tours were also launched, organized by Woopa Group to promote focused visitor engagement and networking opportunities.
MICE Show Asia saw a 184% increase in exhibition space compared to the 2025 event. The growth in the dedicated platform reflects rising demand and interest among suppliers and corporate travel buyers in meetings, incentives, conferences, and exhibitions.
Key Brands and Industry Sectors at ITB Asia 2026
The event featured a wide range of key brands and tourism organizations. Major participants included Agoda, Tourism Fiji, Turespaña, Trip.com Group, Uganda Convention Bureau, EVA Airways, Mandai Wildlife Group, PROMPERU, Radisson Hotel Group, Resorts World Sentosa, and
the Tourism Authority of Thailand.
MICE Show Asia exhibitors included Firenze Fiera, Sapporo Convention Bureau, and Sri Lanka Convention Bureau. Over 200 confirmed MICE buyers represented leading corporations such as American Express Global Business Travel, ConferenceDirect, FCM Meetings & Events, HelmsBriscoe, Medical Meetings, and TMA Australia. Representatives from professional associations such as the Asian Pacific Digestive Week Federation and the European Society for Medical Oncology also attended.
Travel Tech Asia showcased companies like Airbnb, DerbySoft, Exely, Sunrate, China Mobile International, Dragonpass, Juniper Travel Technology, Maya Mobile, and Trip.com Group, highlighting innovations in distribution, connectivity, and customer engagement.
Conference Program and Cultural Highlights
The conference program
delivered more than 4,500 minutes of content across over 100 sessions, featuring 160 speakers addressing topics including changing travel demand, human-centred design, and the impact of artificial intelligence on the travel industry.
Cultural showcases featured performances from Indonesia, Japan, Kazakhstan, and China, including Apsara dance and acrobatics supported by the Ancient Sound of Dunhuang, the event’s Official Cultural Heritage Partner.
Official Partnerships and Networking Opportunities
Official partners played an integral role at ITB Asia 2026. Resorts World Sentosa was the Integrated Resort Partner, Maya Mobile served as Connectivity Partner, Trip.com Group sponsored delegate bags and lanyards, and Woopa Group managed the Guided Tours.
An invitation-only
Association Executive Networking Session enabled industry leaders to engage in peer exchange, addressing shared challenges and collaboration opportunities across the travel and MICE sectors.
Event Purpose and Industry Impact
Darren Seah, Executive Director of Messe Berlin Asia Pacific, highlighted the event’s focus on translating an understanding of people and experiences into business opportunities. He emphasized that the event supports an evolving industry with a human-centred approach, integrating new experience zones, guided tours, an expanded MICE Show Asia, and a strong technology focus.
The expansion of MICE Show Asia and the introduction of experience zones reflect growing demand for platforms that connect international suppliers with corporate
and MICE buyers. These initiatives aim to facilitate meaningful business interactions and focused engagement in the global travel trade community.
