ITB Asia 2026 began on 21 October at the Sands Expo & Convention Centre, Marina Bay Sands in Singapore. Organised by Messe Berlin Asia Pacific, the 19th edition runs through 23 October under the theme “Experiences in Motion: Human-Centred Design in Travel & Tourism.” The event features more than 1,000 exhibiting brands, over 1,500 qualified buyers, and expects upwards of 18,000 participants.
Experience Zone and Guided Tours Debut
The event introduced a new Experience Zone catering to travel activities, attractions, and experiences. This zone houses the Experience Pavilion by Tripadvisor, showcasing unique travel products. For the first time, ITB Asia offers complimentary curated Guided Tours to
help visitors discover relevant exhibitors and solutions. An invitation-only Association Executive Networking Session was also launched to promote peer exchange among association leaders.
Major Brands, Keynote Speakers and Government Participation
Notable brands at the event include Agoda, Tourism Fiji, Turespaña, Trip.com Group, and Uganda Convention Bureau. The opening keynote addresses were delivered by Lovrenc Kessler of Simon-Kucher and Brett Henry of WebBeds, focusing on global travel outlooks and AI competition. The opening ceremony featured Ms Gan Siow Huang, Minister of State for Foreign Affairs and Energy, Trade and Industry, as the Guest of Honour.
MICE Show Asia Expansion and Industry Buyers
MICE Show Asia expanded its exhibition space by 184% compared to 2025, reflecting
rising demand for dedicated industry engagement. More than 200 confirmed MICE buyers attended, including global firms American Express Global Business Travel, ConferenceDirect, FCM Meetings & Events, and HelmsBriscoe. Represented associations include the Asian Pacific Digestive Week Federation and World Psychiatric Association, among others.
Conference Content and Official Partnerships
The event features over 4,500 minutes of conference content spread over more than 100 sessions with 160 speakers. The schedule covers market intelligence, human-centred experiences, and AI’s role in travel. Official partners include 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 supporting guided tours.
Cultural programs incorporated performances from Indonesia, Japan, Kazakhstan, and China. Traditional music, dance, and acrobatic showcases highlighted the event, emphasising the cultural heritage influencing travel experiences. These were supported by the Ancient Sound of Dunhuang partner.
ITB Asia 2026 presents an international exhibition with over 80% of exhibitors representing markets from Asia-Pacific, Europe, the Americas, Africa, and the Middle East. Participating tourism organizations include 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.
The Travel Tech Asia segment featured companies such as Airbnb, DerbySoft, Exely, and Sunrate. This segment spotlights artificial intelligence, automation, and digital transformation, showcasing technology solutions for the travel industry’s evolving needs.
According to Messe Berlin Asia Pacific Executive Director Darren Seah, the event reflects an industry evolving with a focus on human needs, creating connections that facilitate business growth. ITB Asia 2026 supports international networking with 60,000 targeted business appointments connecting buyers and exhibitors, fostering meaningful industry collaborations in travel, hospitality, and tourism.
