SINGAPORE — ITB Asia 2026 will introduce a series of new Experience Zones and curated Guided Tours as organisers seek to create more targeted business opportunities and improve exhibitor discovery across the show floor.
The event, which returns to Singapore from 21–23 October 2026, will feature dedicated zones focused on Gastronomy Tourism, Wellness Tourism and Adventure Tourism, reflecting growing demand for experience-led travel products. A new Experience Pavilion, powered by Tripadvisor, will also showcase experiential travel offerings and provide exhibitors with additional opportunities to engage buyers.
Alongside the new zones, ITB Asia will launch Guided Tours for the first time. Designed to connect buyers with relevant exhibitors across specific sectors, the tours aim to create more structured networking opportunities and help participants navigate the increasingly diverse exhibition floor more efficiently.
According to Messe Berlin Asia Pacific, the changes reflect broader shifts taking place across the travel industry, where personalisation, experience design and targeted engagement are becoming increasingly important. The 2026 edition will be held under the theme “Experiences in Motion: Human-Centred Design in Travel & Tourism”.
The event is expected to attract more than 18,000 participants, 1,500 buyers, over 1,000 exhibitors and 160 speakers. It will once again be co-located with MICE Show Asia and Travel Tech Asia, bringing together stakeholders from leisure travel, business events and travel technology.
The introduction of curated tours and themed exhibition zones highlights an evolving approach to trade show design. As exhibitions continue to grow in size and complexity, organisers are placing greater emphasis on helping buyers identify relevant suppliers more quickly while enabling exhibitors to engage more effectively with targeted audiences.
For the wider events industry, the move reflects a growing focus on attendee journey design, where the value of an exhibition is increasingly measured not only by attendance numbers, but by the quality and relevance of connections made on the show floor.
