Anchored in Singapore since 2008, ITB Asia is Asia’s largest travel trade show.
“As the industry evolves, our focus remains on creating meaningful connections and new opportunities for our partners, both in Singapore and across the wider region,” said Darren Seah, executive director of Messe Berlin Asia Pacific.
“This year’s strong international participation and significant growth of MICE Show Asia mark important milestones for our business.”
Complementing the physical exhibition and pre-scheduled appointments were conference sessions, curated networking and experiential and professional development initiatives.
MICE Show Asia 2026 recorded 184 per cent growth in exhibition space over 2025. New and prominent exhibitors included Vietnam’s Sun Group and convention bureaux from Sri Lanka and Uganda.
“The value of MICE Show Asia lies not only in connecting international MICE suppliers with buyers, meeting planners and corporate travel professionals across Asia Pacific, but also in bringing the wider MICE, travel and technology communities together through the ITB Asia ecosystem,” said Seah.
Show debutant Sun Group from Vietnam participated to strengthen its international presence, establish strategic partnerships with corporate and incentive travel buyers and position Phu Quoc as an emerging world-class business events destination ahead of the APEC Summit being hosted on the island in 2027.
“The group aimed to showcase its integrated tourism ecosystem, combining international-standard hospitality, convention and exhibition facilities, aviation connectivity, entertainment and destination experiences,” said Daniel Trinh, deputy chief commercial officer for Sun Group’s commercial division.
The year-old Sun PhuQuoc Airways has grown rapidly from a domestic to international network of direct flights to South Korea, Taiwan, Thailand, Singapore, Hong Kong, Malaysia, India and China.
Besides introducing the upcoming APEC Multifunctional Complex, Sun Group showcased partner hotel brands and properties in Hanoi, Danang and Phu Quoc, including Ascott, IHG, Rixos, New World and Moxy and Fairfield by Marriott.
Visit Vietnam, a digital travel platform developed and operated by Sun Group, was also introduced with strategic partner VISA.
Sri Lanka Convention Bureau (SLCB) positioned the country as an emerging and competitive MICE destination in Asia Pacific.
Together with 10 DMCs and hoteliers and SriLankan Airlines, they presented Colombo as a business events destination, alongside the Cultural Triangle of Kandy, Anuradhapura and Polonnaruwa, and the southern coastal region.
“Participation provided a valuable platform to connect with international MICE buyers, establish new business relationships and create opportunities for future conferences, corporate meetings, incentive travel and exhibitions,” said Malkanthi Welikala, SLCB’s marketing manager.
SLCB is developing new source markets while consolidating existing ones. Its MICE Traveller Assistance Scheme offers international MICE and event planners financial and in-kind services support.
SriLankan Airlines flies 10 times weekly from Melbourne to Colombo, with another three flights to be added in mid-November. The airline also flies from Sydney four times a week. Codeshare agreements with Malaysia Airlines and Qantas enhance connectivity from Australia and New Zealand.
Sri Lanken DMCs receiving Australian incentive groups wish to draw more. Programs last four to five days, featuring Colombo and Galle or Kandy and the central region or beach destinations Bentota and Negombo.
Meanwhile India and Indonesia caught attention for their diverse products and brands.
Besides the usual tourism-heavy states, Indian exhibitors included Air India and India Railways, alongside Ramoji Film City from Hyderabad, postured as the world’s largest film studio complex.
Indonesia’s pavilions coordinated by the Ministry of Tourism and Jakarta Tourism featured more than 20 exhibitors. Individual tour operators and hotel groups such as AYANA, Jayakarta and Tentrem also made ground.
“AYANA drew an encouraging response from buyers and trade visitors across Asia Pacific, including Australia, with notable interest in meetings, incentives and conferences,” said Michi Sonoda, AYANA’s executive assistant manager of sales and marketing.
“Bali remains a firm favourite among APAC MICE groups, and the new Grand Ballroom, complemented by expansive lawns and terraces, resonated strongly with planners.”
Australia’s Diamond Tours, which specialises in small groups, reported interest in meetings and incentive tours from Singapore, Indonesia and Malaysia, especially for Sydney and the Blue Mountains.
Host country Singapore enjoyed scale and constant buzz at the main industry pavilion helmed by Singapore Tourism Board and at the stands of Sentosa, Resorts World Sentosa, Marina Bay Sands and Mandai Wildlife Reserve. This was due to the vast range available, interesting games and goodies from creative refreshments to cute collectibles – a tactic employed by many exhibitors.
