ITB Asia's Record Business Engagement and Exponential MICE Growth Drive Regional Expansion

MICE Show Asia also achieved 184% growth, while the launch of ITB Asia Select with Indonesia as its inaugural market, signals a new phase of regional expansion for the Messe Berlin organised event.

by Archie Marshall || 4 November 2026

ITB Asia 2026 has concluded in Singapore after three days of international business meetings and networking. The event saw significant growth in the MICE sector and a new initiative aimed at expanding the event brand across Asia. The 19th edition brought together more than 1,500 qualified buyers at the Sands Expo & Convention Centre, Marina Bay Sands.

Held from 21 to 23 October under the theme “Experiences in Motion: Human-Centred Design in Travel & Tourism”, the event once again demonstrated the importance of Asia-Pacific as a meeting point for the global travel industry.

More than 80% of exhibiting brands represented international markets, spanning Asia-Pacific, Europe, the Americas, Africa and the Middle East. Co-located with MICE Show Asia and Travel Tech Asia, the exhibition covered leisure travel, corporate travel, business events and travel technology.

MICE Show Asia's 184% Growth

Arguably the most notable development was the 184% increase in MICE Show Asia, highlighting the growing importance of the business events sector across the region. Its expansion further strengthened the event's position as a platform for international MICE professionals and suppliers.

Meanwhile, Travel Tech Asia introduced a new Hosted Buyer Programme, connecting technology providers with qualified buyers from hospitality, attractions, travel agencies and travel technology businesses.

Across the three exhibitions, more than 60,000 pre-scheduled appointments gave exhibitors and buyers opportunities to discuss commercial partnerships, explore new markets and establish international business relationships.

The conference programme also played a central role. Across three dedicated theatres, 160 high level speakers delivered 4,500 minutes of content covering developments in travel, technology, tourism and business events.

ITB Asia Select launches in Indonesia

Beyond the exhibition's immediate success, the official launch of ITB Asia Select highlights an advancement in Messe Berlin Asia Pacific's regional expansion strategy. The new initiative aims to extend the ITB Asia brand into selected Asian markets, creating additional opportunities for international businesses to connect with regional tourism industries.

Indonesia was announced as the first destination under the initiative, with ITB Asia Select Indonesia scheduled to take place in Jakarta on 23–24 June 2027. The announcement was formalised through a Memorandum of Understanding (MoU) between Messe Berlin Asia Pacific and the Association of the Indonesian Tours and Travel Agencies (ASITA). The new event follows the rebranding of Travel Meet Asia Jakarta and will build on the international recognition and established network of the ITB brand.

Indonesia represents the first market under ITB Asia Select, with further destinations expected to follow as the initiative develops across the region.

Commenting on the developments, Darren Seah (pictured below, furthest left), Executive Director of Messe Berlin Asia Pacific, highlighted the importance of international participation and the opportunities created by the event's expansion:

“ITB Asia continues to demonstrate the importance of bringing the global travel industry together in Asia. This year's strong international participation, the significant growth of MICE Show Asia and the launch of ITB Asia Select mark important milestones for our business.”

New initiatives enhance the event experience

ITB Asia introduced several initiatives to improve the visitor experience and showcase emerging travel trends. These included a pilot off-airport check-in initiative with Changi Airport Group, guided exhibition tours organised with Woopa Group and a new Experience Zone featuring Tripadvisor's Experience Pavilion, highlighting immersive and experience-led tourism.

The event also featured networking sessions, awards and industry gatherings, including the Tripadvisor Travellers' Choice Best of the Best Awards, Business Traveller Global & Regional Awards 2026 and ITB Asia Networking Night, sponsored by Resorts World Sentosa. Other highlights included the MICE Show Asia Pinnacle Partners Experience, Singapore Hospitality & Tourism Conference 2026 and cultural showcases.

ITB Asia returns to Singapore in October 2027

ITB Asia, MICE Show Asia and Travel Tech Asia will return to the Sands Expo & Convention Centre, Marina Bay Sands, from 20–22 October 2027. Early-bird exhibitor rates are available until 31 March 2027.

The latest edition reinforces the importance of international trade exhibitions in developing commercial partnerships and accessing emerging markets, with ITB Asia's expansion into Indonesia further strengthening its regional presence.