Under the theme “Experiences in Motion: Human-Centred Design in Travel & Tourism”, Asia-Pacific’s largest 3-in-1 travel trade show runs in Singapore from 21–23 October, bringing together more than 1,000 exhibiting brands and 1,500 qualified buyers.
The international travel industry gathers in Singapore as ITB Asia 2026 opens its doors, bringing destinations, hospitality groups, travel businesses and technology innovators together for three days of business and industry exchange. Organised by Messe Berlin Asia Pacific, the 19th edition runs until 23 October at the Sands Expo & Convention Centre, Marina Bay Sands, alongside MICE Show Asia and Travel Tech Asia.
More than 18,000 participants, over 1,000 exhibiting brands and more than 1,500 qualified buyers are expected. The exhibition spans destinations, hospitality, attractions, transport, tour operators and travel technology, with participating brands including EVA Airways, Mandai Wildlife Group, PROMPERU, Radisson Hotel Group, Resorts World Sentosa and Tourism Authority of Thailand, among others. MICE Show Asia features Firenze Fiera, Sapporo Convention Bureau and Sri Lanka Convention Bureau, while Travel Tech Asia features technology companies including Airbnb, DerbySoft, Exely, Sunrate and many more.
New for 2026 is the Experience Zone, featuring the Experience Pavilion by Tripadvisor and a showcase of travel experiences. MICE Show Asia also marks a significant milestone, with its exhibition space expanded by 184% compared with 2025. Over the three-day event, 4,500 minutes of conference content, featuring 160 top speakers across more than 100 conference sessions, will explore changing travel demand, human-centred experiences and the growing influence of artificial intelligence. ITB Asia 2026 is also expected to facilitate 60,000 targeted business appointments, connecting qualified buyers with relevant exhibitors to foster meaningful business opportunities.
The opening ceremony was graced by Guest of Honour Ms Gan Siow Huang, Minister of State for Foreign Affairs and Energy, Trade and Industry, alongside industry leaders from across the international travel and tourism sector. ITB Asia 2026 reinforces Singapore’s role as a key meeting point for the global travel trade community, fostering international connections, knowledge exchange and business opportunities.
“Travel is ultimately about people: the experiences they seek, the connections they make and the places that stay with them. At ITB Asia, we bring the global travel industry together to turn that understanding into business opportunities. With Experience Zones and Guided Tours, a significantly expanded MICE Show Asia and a strong focus on technology, this year’s event reflects an industry that is evolving fast but remains firmly centred on human needs. Our role is to create the connections that help the industry move forward,” said Darren Seah, Executive Director, Messe Berlin APAC.
New for 2026: Designing travel around people and experiences
ITB Asia introduces several initiatives designed to help exhibitors showcase differentiated products, enable more focused visitor engagement and create opportunities for collaboration across the travel trade.
The new Experience Zone brings together companies offering travel experiences, activities and attractions, providing exhibitors with a focused setting to showcase their offerings and connect with buyers seeking products that respond to changing traveller preferences. The zone also houses the Experience Pavilion by Tripadvisor, which showcases participating brands and distinctive travel experiences, giving visitors another way to discover new products and potential partners.
For the first time, ITB Asia offers complimentary curated Guided Tours of the exhibition. Supported by Woopa Group, the Official Guided Tour Partner, the tours provide a structured way for participants to discover exhibitors, explore relevant products and solutions, and identify potential business opportunities.
A new invitation-only Association Executive Networking Session brings association executives together for peer-to-peer exchange and industry engagement. The session provides a dedicated setting to discuss shared challenges, exchange perspectives and explore opportunities for collaboration across the travel and MICE industries.
Cultural performances and showcases celebrate the diversity of participating destinations through a programme of traditional music, dance and cultural demonstrations. Showcases from Indonesia, Japan, Kazakhstan and China are complemented by Apsara dance and acrobatic performances. The programme highlights the role of cultural heritage in creating distinctive travel experiences and includes performances supported by Ancient Sound of Dunhuang, the Official Cultural Heritage Partner.
