ITB Asia 2026 took place in Singapore from 21 to 23 October, attracting over 1,000 exhibiting brands and more than 1,500 qualified buyers. Held at the Sands Expo & Convention Centre, Marina Bay Sands, the 19th edition of Asia-Pacific’s largest 3-in-1 travel trade show expected participation exceeding 18,000 across travel exhibition, MICE Show Asia, and Travel Tech Asia. The conference theme was “Experiences in Motion: Human-Centred Design in Travel & Tourism.”
New Experience Zone and Networking Initiatives
A new Experience Zone debuted in 2026, incorporating the Experience Pavilion by Tripadvisor to showcase travel experiences, activities, and attractions. The event introduced complimentary curated Guided Tours supported by
Woopa Group, aimed at enhancing visitor engagement through structured discovery of exhibitors’ offerings. An invitation-only Association Executive Networking Session was also held to facilitate peer exchange among association executives within the travel and MICE sectors.
MICE Show Asia Expansion and Buyer Participation
MICE Show Asia’s exhibition space increased by 184% compared to the 2025 edition, accommodating a rise in suppliers and buyers for meetings, incentives, conferences, and exhibitions. The event confirmed attendance of over 200 MICE buyers, including major industry players such as American Express Global Business Travel, ConferenceDirect, FCM Meetings & Events, and HelmsBriscoe. Representatives from international associations like the Asian Pacific Digestive Week Federation and
the European Society for Medical Oncology also participated.
Key Participants Across Travel, Hospitality, and Technology
The trade show featured a broad international presence, with over 80% of exhibitors from outside Asia-Pacific including brands like Agoda, Tourism Fiji, and Trip.com Group. MICE Show Asia included exhibitors such as Firenze Fiera, Sapporo Convention Bureau, and Sri Lanka Convention Bureau. Travel Tech Asia showcased technology providers including Airbnb, DerbySoft, Exely, and Sunrate. Hospitality groups represented included Radisson Hotel Group, Resorts World Sentosa, Pan Pacific Hotels Group, and Wyndham Hotels & Resorts. Tourism boards from Bangladesh, Germany, Hong Kong, Hokkaido, Malta, Sarawak, Singapore, Fiji, Finland, and Norway also participated.
Conference Content and Business Engagement
ITB Asia
2026 delivered 4,500 minutes of conference sessions spread across more than 100 events with 160 speakers. Keynote addresses came from Lovrenc Kessler of Simon-Kucher and Brett Henry of WebBeds, discussing global travel trends and AI competition. The event facilitated approximately 60,000 targeted business appointments to connect qualified buyers with exhibitors. Conference theatre topics covered human-centred design, market insights, meetings and events developments, and digital transformation.
Opening Ceremony and Official Partnerships
The opening ceremony featured Ms Gan Siow Huang, Minister of State for Foreign Affairs and Energy, Trade and Industry, as Guest of Honour alongside travel industry leaders. Official partners included Resorts World Sentosa as Integrated
Resort Partner, Ancient Sound of Dunhuang as Cultural Heritage Partner, Maya Mobile as Connectivity Partner, Trip.com Group as Delegate Bag & Lanyard Sponsor, and Woopa Group as Guided Tour Partner, contributing to the event’s connectivity and networking initiatives.
Cultural Performances and Heritage Showcase
Cultural programming featured traditional music, dance, and demonstrations from Indonesia, Japan, Kazakhstan, and China, complemented by Apsara dance and acrobatic acts. These presentations, supported by Ancient Sound of Dunhuang, highlighted the importance of cultural heritage in travel experiences and offered attendees immersive engagement with diverse traditions.
Industry Focus on Human-Centred Travel and Innovation
According to Messe Berlin Asia Pacific executive leadership, ITB Asia 2026 emphasized travel’s human-centred nature and
industry evolution. The event’s integration of Experience Zones, expanded MICE Show Asia, and travel technology underscored shifting traveller expectations and technological advancement. ITB Asia serves as a platform to create business connections and knowledge exchange reflecting these dynamics, according to the organisers.
