ITB Asia 2026 — Leisure, MICE, Corporate Travel & Travel Tech

21–23 October 2026
Sands Expo & Convention Centre, Marina Bay Sands, Singapore

Should you exhibit at ITB Asia 2026?

Exhibiting can be the largest marketing investment, yet many exhibit because of competitors/attractive offers, instead of having a strong business case. We at LiveLife guide you to make the right decision on when, where & how much to exhibit.

“ITB Asia is intriguing and invigorating. It’s nice to see everyone in the travel segment come together and innovate and think about the future of travel.”

Plaza Premium Group

Chief Transformation Officer

Verified

“ITB Asia goes very well in terms of connecting people. People get to see what we have to offer, and they show great interest. The quality of buyers is also excellent, and everything is very well organised.”

Visit Alatau

Exhibitor

Verified

“Thank you, ITB Asia, for providing this valuable opportunity to connect with the world. The event brings together a wide range of travel professionals from across Asia and beyond, making it a great platform for us to showcase Taiwan.”

Taiwan Tourism Administration

Director

Verified

“It’s a great opportunity to be part of ITB Asia 2025, as it allows us to connect with our partners and reconnect with people we haven’t seen over the past year. It truly is a wonderful occasion to meet and strengthen relationships.”

D-EDGE Hospitality Solutions

VP Partnerships & Connectivity

Verified

18,000+

Participants (2025)

1,000+

Exhibitors (2025)

1,500+

Quality Buyers (2025)

60,000+

Business Appointments (2025)

132

Countries & Territories (2026)

Source: official ITB Asia organiser (Messe Berlin Asia Pacific) — 2025 post-show report. 132 countries and territories as stated by the organiser for 2026.

About the Show

About ITB Asia

ITB Asia is a three-day B2B travel trade show and convention organised by Messe Berlin Asia Pacific at the Sands Expo & Convention Centre, Marina Bay Sands, with the support of the Singapore Exhibition & Convention Bureau. It is co-located with MICE Show Asia and Travel Tech Asia, and covers the leisure, MICE, corporate travel and travel technology sectors. The 2026 edition, the 19th, runs 21–23 October and the organiser cites attendees from 132 countries and territories.

The 2025 edition (15–17 October) filled five halls and more than 20,000 sqm, with 18,000+ participants, 1,000+ exhibitors, 1,500+ quality buyers and 60,000+ business appointments. More than 30 country pavilions and 96 tourism organisations and convention bureaux took part, with exhibitors from Europe up 67%. A conference of 100 sessions and 170+ industry experts ran across three theatres, and 95% of exhibitors surveyed said they met or exceeded their objectives.

Where we come in

Our job is to help guide you make the right decision on exhibiting. So you know at which show to exhibit based on target audience, and how much to invest for optimal ROI.

Independent. We are not affiliated with, do not represent, and are not endorsed or sponsored by Messe Berlin Asia Pacific or the official organisers of ITB Asia. For official booth registration, visit itb-asia.com. Our role is to help companies assess their fit and readiness before they commit.

About Us

How It Compares

ITB Asia vs Other Shows

How it compares with other major travel trade shows in Asia-Pacific

ITB Asia

Singapore · 21–23 Oct

IT&CM Asia

Thailand · 22–24 Sep

PATA Travel Mart

Malaysia · 18–20 Aug

Primary Industry Focus

Leisure, MICE, corporate travel and travel technology across the whole travel trade

Incentive travel, conventions and meetings (MICE)

Asia-Pacific destinations and travel trade

Market Intent

Trade sourcing and sales — sellers meeting buyers; 60,000+ business appointments in 2025

MICE and corporate-travel sourcing, narrower than a full travel trade show

Destination-hosted travel mart — the 2026 edition is hosted by Sarawak Tourism Board in Kuching

Co-located Synergy

MICE Show Asia and Travel Tech Asia, a three-theatre conference and the Business Traveller Global Awards

Corporate Travel World Asia-Pacific; organised by TTG Asia

Flagship trade show of the Pacific Asia Travel Association (PATA); first time hosted in Sarawak

Regions

132 countries and territories (2026); 2025 visitors 86.3% Asia, exhibitors 72.9% Asia-Pacific, buyers 50% Asia and 20% Europe

Bangkok-based with an Asia-Pacific focus; organiser attendance figures not yet verified

Asia-Pacific; organiser attendance figures not yet verified

Similar to above, but add recommendation on which show fits best - Opps to approach other organizers

Based on published information, thus might change.

Honest Filter

Who Should Exhibit Here

ITB Asia is a B2B travel trade show — these are the segments it programmes for. The floor is a trade-buyer audience, not a consumer travel fair.

Destinations, tourism boards & convention bureaux

96 tourism organisations and convention bureaux and 30+ country pavilions took part in 2025; national tourism offices were 7.4% of exhibitors and 6.95% of visitors. Exhibitors came from Central Asia, Africa, India’s state tourism boards and an expanded Singapore Zone.

Hotels, resorts & attractions

Accommodation was 29.1% of exhibitors and 20.34% of visitors in 2025. A new Experience & Attractions Highlight Zone brought in Resorts World Sentosa, Disney Cruise Line, Mandai Wildlife Reserve, Merlin Entertainments and Universal Destinations & Experiences.

Leisure travel — tour operators, DMCs & agents

Travel agents, tour operators and DMCs were the largest visitor group at 38.28%, and leisure buyers made up 40% of the buyer pool. 86.3% of visitors came from Asia, so the floor suits sellers targeting Asian outbound.

MICE & corporate travel

Business travel and MICE professionals were 13.08% of visitors; buyers split 30% MICE and 30% corporate travel managers. MICE Show Asia is co-located, with its own conference theatre and networking hour.

Travel technology

Travel Tech Asia is co-located, with a dedicated theatre on AI, automation and data analytics. Travel technology companies were 9.53% of visitors and 4,7% of exhibitors, so the segment is present but a minority of the floor.

Exhibitor Directory

Exhibitors

Amansar Travel & Tours Sdn Bhd

Hospitality, Travel · Malaysia

Hospitality, Travel · Malaysia

Exhibitor

Brighton Travel & Tour Sdn Bhd

Hospitality, Travel · Malaysia

Exhibitor

Cat City Holidays Sdn Bhd

Exhibitor

Chase Wonder Travel Atelier Corporation Formerly Southeast Travel Corp

Exhibitor

Cicerone Travel And Events Management Inc

DOA JAPAN/Japan Panoramic Tours

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Beyond the Floor

Special Programs & Activities

What you can take part in to meet and engage your target audience more effectively.

Business Matching

Pre-arranged meetings between exhibitors and buyers — the engine behind 60,000+ business appointments in 2025.

We help you shortlist the right buyers and sharpen your pitch before you sit down.

Hosted Buyer & Buyer Elite Programme

1,500+ quality buyers in 2025, with Buyer Elite Programme partners including ASITA, Astindo, NATAS, MATTA, PTAA, VISTA and Wyndham.

We help you position your offer so you’re the company hosted buyers want to meet.

Conference & Theatres

Knowledge Theatre, MICE Show Asia Theatre and Travel Tech Asia Theatre: 100 sessions, 170+ experts and 4,500+ conference minutes in 2025.

A speaking slot is visibility beyond your booth — we help you pitch and prepare for one.

Experience & Attractions Highlight Zone

New in 2025: a zone for destinations, themed attractions and immersive experiences, anchored by Resorts World Sentosa as Official Integrated Resort Sponsor.

Which zone you sit in shapes who walks past — we help you pick the zone, not just the booth size.

Networking Hours

Curated sessions such as MICE Connect Networking Hour, ATTA AdventureCONNECT Networking Hour and the travel-tech Happy Hour.

We help you work the room with a plan, so casual conversations still convert.

Guided Tour & Business Traveller Global Awards

The ITB Asia Guided Tour (partner: Woopa Group) walks buyers through the floor, and the Business Traveller Global Awards run in partnership with the show.

We help you judge which of these visibility options justify their cost for your goals.

ROI Calculator

Is the Booth Worth It?

Plug in your booth plan, your own staff costs (including travel & accommodation) and your deal assumptions — the calculator estimates total investment, cost per lead and break-even.

Estimate your exhibition ROI

Still deciding?

Free Consultation

Exhibiting can be your largest marketing investment, we would be happy to help you decide when, where & how to exhibit.

Schedule