ITB Asia 2026 took place from 21 to 23 October at the Sands Expo & Convention Centre, Marina Bay Sands in Singapore, hosting over 18,000 participants, more than 1,000 exhibiting brands and 1,500 qualified buyers. The event brought together key players including Agoda, Tourism Fiji, Trip.com Group, and Tripadvisor, which housed the Experience Pavilion within the new Experience Zone.
New Features Boost Exhibition Engagement
ITB Asia 2026 introduced Experience Zones featuring travel experiences, activities, and attractions, supported by the Experience Pavilion by Tripadvisor. For the first time, complimentary curated Guided Tours were offered, supported by official Guided Tour Partner Woopa Group. An invitation-only Association Executive
Networking Session facilitated peer-to-peer exchanges among industry leaders.
MICE Show Asia Sees 184% Exhibition Growth
MICE Show Asia expanded exhibition space by 184% compared with 2025, attracting more than 200 confirmed buyers including American Express Global Business Travel, ConferenceDirect, FCM Meetings & Events, HelmsBriscoe, Medical Meetings, and TMA Australia. Exhibitors included Firenze Fiera, Sapporo Convention Bureau, Sri Lanka Convention Bureau, Evintra Pavilion, Hotel Tentrem, South African Tourism, and Sun PhuQuoc Airways.
Extensive Conference Content on Industry Trends
The three-day conference delivered 4,500 minutes of content featuring 160 speakers across more than 100 sessions. The theme was “Experiences in Motion: Human-Centred Design in Travel & Tourism,” focusing on human-centred experiences, AI, and the travel
industry’s evolution. Opening keynote speakers included Lovrenc Kessler from Simon-Kucher and Brett Henry from WebBeds.
Opening Ceremony and Industry Statements
The event was opened by Guest of Honour Ms Gan Siow Huang, Minister of State for Foreign Affairs and Energy, Trade and Industry. Messe Berlin Asia Pacific Executive Director Darren Seah described ITB Asia as creating vital connections that help the industry advance, emphasizing human-centred design, Experience Zones, Guided Tours, and expanded MICE Show Asia.
Travel Tech Asia showcased digital innovation with exhibitors such as Airbnb, DerbySoft, Exely, Sunrate, China Mobile International, Dragonpass, Juniper Travel Technology, Maya Mobile, and Trip.com Group. The cultural program included
performances from Indonesia, Japan, Kazakhstan, and China, supported by the Ancient Sound of Dunhuang, the event’s official Cultural Heritage Partner.
Official partners included Resorts World Sentosa as the Integrated Resort Partner, Ancient Sound of Dunhuang, Maya Mobile as Connectivity Partner, Trip.com Group sponsoring Delegate Bags & Lanyards, and Woopa Group as Guided Tour Partner. ITB Asia 2026 anticipated facilitating 60,000 targeted business appointments.
