ITB Asia is the largest B2B travel trade show in Asia Pacific and an innovation hub.
Organiser Messe Berlin Asia Pacific also secured Singapore Tourism Board’s continued strategic support until 2028 to enhance content pillars and co-marketing initiatives.
Tripadvisor will co-develop an Experience Pavilion in 2026 highlighting adventure, culture, wellness, culinary tourism and other immersive experiences.
“ITB Asia remains the meeting point where the world connects with Asia,” said Darren Seah, executive director of Messe Berlin Asia Pacific.
“This year’s record engagement demonstrates how the industry is collectively embracing innovation, sustainability and collaboration to drive future growth.”
Spanning five halls at Sands Expo and Convention Centre, the event comprised the main ITB Asia alongside MICE Show Asia and Travel Tech Asia, complemented by 100 conference sessions.
The Philippines Tourism Promotions Board (TPB) said it secured 842 business appointments, generating over PHP600 million (AU$15.6 million) in sales leads across the leisure, corporate and MICE sectors.
“The continued interest in Philippine tourism’s offerings is a reflection of the growing demand for authentic and unique experiences that meet travel expectations,” said TPB COO Maria Margarita Montemayor Nograles.
“By engaging with highly diverse tourism players, TPB continues to build momentum and strengthen partnerships across global markets.”
MICE, adventure and sports and beach holidays, and destinations like Cebu, Boracay and Palawan were of prime interest to ITB Asia buyers.
Cebu is hosting the next ASEAN Tourism Forum.
Amid stronger representation from Central Asia, Africa and India, several new entrants such as Kaohsiung, Taiwan and Danang, Vietnam made their mark at ITB Asia this year.
Danang Tourism Promotion Center (DTPC) led 10 industry partners, welcoming many trade visitors and conducting about 300 appointments with international buyers.
“This debut participation at ITB Asia provided valuable networking opportunities and marked a successful step in promoting ‘New Danang – New Experience’ as a leading destination in the region,” said Huynh Thi Min Tam, vice director of DTPC.
“Many buyers expressed strong interest in Danang’s MICE support policies, new tourism products and digital collaboration opportunities, as well as potential cooperation to bring groups in 2026 and beyond,” she added.
