ITB Asia 2026 opened at Marina Bay Sands Expo & Convention yesterday, bringing together the international travel industry and emphasising a focus on human-centred travel. The event’s theme, “Experiences in Motion: Human-Centred Design in Travel & Tourism,” reflects changing consumer expectations. Increasingly, travellers are looking for meaningful experiences and personalised journeys.
Darren Seah, Executive Director of Messe Berlin Asia Pacific, highlighted the top priorities for the show this year, from experiential tourism and emerging technologies to the growing importance of business events.
The opening ceremony also welcomed Ms Gan Siow Huang, Singapore’s Minister of State for Foreign Affairs and Energy, Trade and Industry, as Guest of Honour.
ITB Asia 2026 is taking place alongside MICE Show Asia and Travel Tech Asia, with a shared badge of entry. The show has over 1,000 exhibiting brands this year and more than 1,500 qualified buyers from across international travel markets. According to the event organiser, the exhibition expects more than 18,000 participants.
The Experience Zone, featuring the Experience Pavilion by Tripadvisor, is new at the show this year and ties in with ITB Asia 2026’s theme, highlighting the power of experiential travel, spanning adventure, culture, wellness, culinary tourism and more.
