ITB Asia 2026 officially opened on 21 October at the Sands Expo & Convention Centre, Marina Bay Sands, Singapore. Organised by Messe Berlin Asia Pacific, the event runs until 23 October and hosts more than 1,000 exhibiting brands and over 1,500 qualified buyers under the theme “Experiences in Motion: Human-Centred Design in Travel & Tourism.” This 19th edition expects to accommodate over 18,000 participants from across Asia-Pacific, Europe, the Americas, Africa, and the Middle East.
New Experience Zone and Guided Tours Introduced
The 2026 edition introduced a new Experience Zone featuring the Experience Pavilion operated by Tripadvisor. This zone aggregates companies offering travel experiences, activities, and attractions
tailored to evolving traveler preferences. For the first time, ITB Asia provided complimentary curated Guided Tours supported by Woopa Group, the Official Guided Tour Partner, allowing participants structured access to exhibitors and products. An invitation-only Association Executive Networking Session convened industry executives for targeted peer exchange and collaboration.
MICE Show Asia Sees 184% Expansion with Over 200 Buyers
The MICE Show Asia segment expanded its exhibition space by 184% compared to 2025 in response to increased demand for meetings, incentives, conferences, and exhibitions platforms in the Asia-Pacific region. The segment attracted over 200 confirmed MICE buyers, including American Express Global Business Travel, ConferenceDirect, FCM Meetings & Events, HelmsBriscoe, Medical Meetings,
and TMA Australia. Exhibitors included organisations such as Firenze Fiera, Sapporo Convention Bureau, and Sri Lanka Convention Bureau. The event also hosted representatives from international associations including the Asian Pacific Digestive Week Federation and European Society for Medical Oncology.
Conference Programme Features 4,500 Minutes of Content with 160 Speakers
ITB Asia 2026 delivered 4,500 minutes of conference content across more than 100 sessions, featuring 160 speakers addressing global travel trends, human-centred design, and technology innovations. Keynote speakers Lovrenc Kessler from Simon-Kucher and Brett Henry from WebBeds discussed the global travel outlook and competitive dynamics amid advancing artificial intelligence. The conference program included sessions in three dedicated theatres focusing on knowledge
sharing, MICE industry developments, and travel technology advancements with participation from companies like Airbnb, DerbySoft, Exely, Sunrate, and Trip.com Group.
Opening Ceremony and Official Statements
The opening ceremony featured Minister of State Ms Gan Siow Huang, serving as Guest of Honour. Messe Berlin Asia Pacific Executive Director Darren Seah highlighted the event’s role in uniting the global travel industry around people-centred business opportunities and technological innovation. He emphasized the integration of Experience Zones, Guided Tours, and the expanded MICE Show Asia as responses to the rapidly evolving travel sector focused on human needs.
International Exhibitor and Participant Profile
Exhibitors spanned destinations, hospitality groups, transport providers, tour operators, and travel technology
brands with more than 80% representing international markets. Participating tourism organizations included Bangladesh Tourism Board, German National Tourist Board, Hong Kong Tourism Board, Hokkaido Tourism Organization, Malta Tourism Authority, Sarawak Tourism Board, Singapore Tourism Board, Tourism Fiji, Visit Finland, and Visit Norway. Additional exhibitors featured BWH Hotels, Mandai Wildlife Group, Pan Pacific Hotels Group, Resorts World Sentosa, and Wyndham Hotels & Resorts.
Event Partners and Sponsors Supporting Connectivity and Cultural Exchange
Official partners supporting ITB Asia 2026 included Resorts World Sentosa as Integrated Resort Partner, Ancient Sound of Dunhuang as Cultural Heritage Partner, Maya Mobile as Connectivity Partner, Trip.com Group sponsoring Delegate Bags and Lanyards, and Woopa Group managing
Guided Tours. These partners contributed to cultural programming, networking, and enhanced participant engagement during the three-day event.
