ITB Asia 2026 was held in Singapore from October 21 to 23 at the Sands Expo & Convention Centre, Marina Bay Sands. The 19th edition attracted over 1,000 exhibiting brands and more than 1,500 qualified buyers, with an expected attendance exceeding 18,000 participants from the global travel industry, according to Breaking Travel News.
Introduction of Experience Zones and Guided Tours
The event introduced new Experience Zones, highlighting travel experiences, activities, and attractions. Notably, the Experience Pavilion by Tripadvisor was hosted within these zones. For the first time, ITB Asia also offered complimentary curated Guided Tours to help attendees navigate exhibitors and explore relevant products. An invitation-only Association
Executive Networking Session was organised to facilitate peer engagement among association executives in the travel and MICE industries.
MICE Show Asia Expansion
MICE Show Asia, the meetings, incentives, conferences, and exhibitions segment at ITB Asia, expanded its exhibition space by 184% compared with 2025. The segment featured key exhibitors such as Firenze Fiera, Sapporo Convention Bureau, Sri Lanka Convention Bureau, Evintra Pavilion, Hotel Tentrem, South African Tourism, and Sun PhuQuoc Airways. More than 200 confirmed MICE buyers attended, including representatives from American Express Global Business Travel, ConferenceDirect, FCM Meetings & Events, HelmsBriscoe, and Medical Meetings.
Conference Content and Business Engagement
The conference program delivered 4,500 minutes of content across
over 100 sessions with 160 speakers addressing key industry trends. Subjects focused on evolving travel demand, human-centred design, and the growing influence of artificial intelligence. The event facilitated 60,000 targeted business appointments, providing opportunities for qualified buyers and exhibitors to connect.
Opening Ceremony and Notable Attendees
The official opening ceremony took place on October 21, attended by Ms Gan Siow Huang, Minister of State for Foreign Affairs and Energy, Trade and Industry. Industry leaders from across the international travel and tourism sectors also participated, underscoring Singapore’s role as a global travel trade hub.
Official Partners and Sponsors
ITB Asia 2026 was supported by official partners including Resorts World Sentosa
as the Integrated Resort Partner, Ancient Sound of Dunhuang as Cultural Heritage Partner, and Maya Mobile as Connectivity Partner. Trip.com Group sponsored delegate bags and lanyards, while Woopa Group served as the Official Guided Tour Partner, contributing to the event’s cultural programs, connectivity, and networking opportunities.
Industry Leadership and Statements
Darren Seah, Executive Director of Messe Berlin Asia Pacific, said the event was designed to facilitate connections that advance the travel industry through initiatives like Experience Zones and Guided Tours, alongside MICE Show Asia’s expansion and technology’s prominent role. He emphasized the industry’s ongoing focus on human-centred travel despite rapid evolution.
Broader Event Context
ITB Asia operates
as Asia-Pacific’s largest combined travel trade show, merging ITB Asia, MICE Show Asia, and Travel Tech Asia. The international exhibitor base spans destinations, hospitality groups, tour operators, transportation providers, and technology companies from Asia-Pacific, Europe, the Americas, Africa, and the Middle East. Notable participating tourism boards include Bangladesh, Germany, Hong Kong, Hokkaido (Japan), Malta, Sarawak (Malaysia), Fiji, Finland, and Norway.
Travel Tech Asia showcased companies such as Airbnb, DerbySoft, Exely, Sunrate, China Mobile International, Dragonpass, Juniper Travel Technology, Maya Mobile, and Trip.com Group, highlighting emerging technologies like AI, automation, and digital transformation. Cultural programs featured traditional music, dance, and acrobatic
performances from Indonesia, Japan, Kazakhstan, and China, supported by the Ancient Sound of Dunhuang partnership.
