ITB Asia 2026 was held from 21 to 23 October 2026 at the Sands Expo and Convention Centre, Marina Bay Sands, Singapore, drawing about 18,000 travel industry professionals from across the Asia-Pacific region. The 19th edition ran concurrently with MICE Show Asia and Travel Tech Asia, focusing on meetings, incentives, conferences, exhibitions, and travel technology sectors.
Sri Lanka’s Dual Pavilion Approach Highlights Business Events and Wellness Tourism
Sri Lanka participated in ITB Asia 2026 with two pavilions coordinated by the Sri Lanka Convention Bureau and the Sri Lanka Tourism Promotion Bureau. The Convention Bureau managed a pavilion at MICE Show Asia aimed at promoting Sri Lanka’s capacity for meetings, incentives, conferences,
and exhibitions (MICE). This pavilion featured 11 participants, including Aitken Spence Travels, Blackpool Resort & Spa, Ceylon Experiences, Cinnamon Hotel Management, Esna Holidays Sri Lanka, Radisson Blu Galadari Colombo, Serene Travels & Tours, World of Travel, SriLankan Airlines, and Walkers Tours.
The second pavilion, coordinated by the Sri Lanka Tourism Promotion Bureau, focused on leisure travel with an emphasis on wellness and Ayurveda. Participants included Jetwing Travels, Siddhalepa Ayurveda Health Resort, Chamo Tours and Travels, Pegasus Reef Hotel, Karusan Travels, Magical Isle Holidays, and Sen Wellness Sanctuary.
The two pavilions were officially opened by Sri Lanka’s High Commissioner to Singapore,
Senarath Dissanayake. The Sri Lankan delegation was led by Convention Bureau Chairman Dheera Hettiarachchi and included Marketing Manager Malkanthi Welikala, Assistant Director Nithini Senanayake as delegation leader for the Tourism Promotion Bureau, and Minister Counsellor Bhagya Abeykoon representing the Sri Lankan High Commission’s Commercial Affairs.
Philippine Pavilion Showcases Culture and Tourism with Diplomatic Engagement
The Philippines presented its tourism offerings at a dedicated pavilion led by the Tourism Promotions Board Philippines. The pavilion included 24 co-exhibitors representing travel and tour operators, destination management companies, hotels, resorts, MICE facilities, and government tourism agencies. Located at Booth E90 on Basement 2 of the Sands Expo and Convention Centre, the Philippine pavilion
operated until 23 October 2026.
Philippine Ambassador to Singapore Medardo G. Macaraig visited the pavilion during its opening and formally presented the Travel Weekly Asia Readers’ Choice Awards 2026 to the Tourism Promotions Board Philippines. The pavilion attracted visits from the Ambassadors of Timor-Leste and Costa Rica, as well as the Chargé d’Affaires of the Embassy of Myanmar in Singapore.
Tourism products featured included offerings promoted under the Department of Tourism Philippines’ ‘Love the Philippines’ campaign, covering leisure travel, luxury accommodations, adventure tourism, and business events infrastructure.
Taipei Pavilion Debuts As Strategic MICE Market Entry
The Taipei Pavilion made its debut at ITB Asia 2026, with a strategic
focus on expanding presence in Asia’s MICE market. Organized by the Taipei City Government in partnership with industry stakeholders, the pavilion aimed to capture business events opportunities within the growing regional market.
ITB Asia 2026 Convening Diverse Tourism Segments
ITB Asia 2026 assembled travel businesses and buyers in Singapore’s Marina Bay Sands complex, concurrently staging three specialized shows: ITB Asia, MICE Show Asia, and Travel Tech Asia. This allowed distinct segments such as meetings, incentives, conferences, exhibitions, and travel technology innovations to be showcased together.
Both Sri Lanka and the Philippines leveraged the platform to promote their tourism potentials, emphasizing business events, wellness tourism, cultural heritage, and
leisure travel. The event attracted approximately 18,000 professionals, highlighting sustained regional interest in Asia-Pacific travel markets.
