ITB Asia 2026 commenced on October 21 at the Sands Expo & Convention Centre, Marina Bay Sands, Singapore. Organised by Messe Berlin Asia Pacific and supported by the Singapore Exhibition & Convention Bureau, the event runs through October 23, drawing one of the Asia-Pacific region’s largest congregations of travel industry professionals.
The 19th edition anticipates over 18,000 participants, more than 1,000 exhibitors, at least 1,500 buyers, and upwards of 160 speakers. The projected figures include more than 45,000 business appointments, reflecting substantial industry engagement during the three-day show.
Centered on the theme “Experiences in Motion: Human-Centred Design in Travel &
Tourism,” ITB Asia 2026 introduces three new Experience Zones dedicated to gastronomy, wellness, and adventure tourism to meet rising demand for personalised and experiential travel. For the first time, curated Guided Tours have been implemented to help buyers navigate exhibitors efficiently. Additionally, an Experience Pavilion powered by Tripadvisor facilitates exhibitor interaction focused on travel experiences.
Key confirmed participants include new entrants Tourism Fiji and Turespaña, alongside established representatives such as Visit Maldives, the Tourism Authority of Thailand, the Singapore Tourism Board, Visit Finland, and Visit Norway. Major hotel groups present comprise Wyndham Hotels & Resorts, Radisson Hotel Group, Meliá Hotels
International, Pan Pacific Hotels Group, Outrigger Resorts & Hotels, and BWH Hotels. Airlines and destination operators like EVA Airways, Sentosa Development Corporation, and Mandai Wildlife Group also exhibit. Resorts World Sentosa serves as the Official Integrated Resort Partner.
MICE Show Asia Expansion
The concurrent MICE Show Asia 2026 has expanded its exhibition area by 83.2%, responding to increased demand for business events partnerships in the Asia-Pacific. The event gathers meeting planners, corporate travel buyers, convention destinations, event venues, and suppliers. New sessions include an Association Executive Networking Session along with the returning Pinnacle Partners Experience and the Global MICE Collaborative’s MICE Fundamentals Workshop, aimed
at enhancing corporate meetings and incentive travel collaboration.
Travel Tech Asia Features Technology and Hosted Buyer Programme
Travel Tech Asia 2026 showcases over 50 technology exhibitors, including RateHawk, Juniper Travel Technology, Rakuten Travel Xchange, and Tripla. The event introduces a hosted buyer programme for about 100 technology buyers seeking partnerships with suppliers of travel distribution systems, booking solutions, hospitality operations technology, and digital customer experience platforms. Artificial intelligence, data-driven personalisation, and connected travel services are prominent themes within this segment.
ITB Asia Conference Programme Highlights
The ITB Asia Conference presents over 170 speakers across three days, representing companies such as Agoda, Cvent, Disney Cruise Line, FCM Travel Asia, Trip.com, and WebBeds. Conference topics cover
destination marketing, hotel operations, travel technology, corporate and leisure tourism, MICE, AI, sustainability, and evolving business models. Opening sessions on October 21 feature presentations by Simon-Kucher senior partner Lovrenc Kessler and WebBeds Asia-Pacific president Brett Henry on travel demand, emerging markets, and technology-driven transformation. Conference sessions operate across three theatres: Knowledge Theatre, MICE Show Asia Theatre, and Travel Tech Asia Theatre.
