ITB Asia Charts Bold New Course with Experiential Travel Focus

MOU Signing with Tripadvisor at ITB Asia 2025

Tripadvisor Partnership Launches New Experience Pavilion at ITB Asia 2026

Singapore Set to Lead the Global Travel Conversation

The global travel industry is entering a new era, and ITB Asia is at the forefront. At the 2025 edition of Asia’s leading B2B travel trade show, Messe Berlin Asia Pacific unveiled a strategic direction that will reshape the event's future. Beginning in 2026, ITB Asia will sharpen its focus on high-growth verticals including Experiential Travel, Luxury & Lifestyle, Wellness Tourism, and Sustainable/Regenerative Travel.

This renewed vision supports the evolving priorities of the modern traveller — one who seeks cultural immersion, personal transformation, and responsible exploration. With powerful new partnerships and a fresh event framework, ITB Asia is setting the pace for innovation in tourism across the Asia Pacific and beyond.

The Experience Pavilion: A Major Milestone for 2026

One of the most anticipated developments is the launch of the Experience Pavilion, co-developed with Tripadvisor and debuting at ITB Asia 2026. Announced on the opening day of ITB Asia 2025 in Singapore, the partnership was solidified through a Memorandum of Understanding signed between Messe Berlin Asia Pacific and Tripadvisor Singapore Pte Ltd.

The Pavilion will showcase immersive travel offerings across adventure, culture, wellness, food, and more. Tripadvisor, whose platforms recorded over 11 million experience bookings in the first half of 2025 (a 15% year-on-year increase), will co-curate the Pavilion’s theme and content. Messe Berlin will deliver premium placement, targeted buyer access, and heightened media exposure to ensure maximum impact for exhibitors.

Bringing Innovation to the Exhibition Floor

With this new focus, ITB Asia 2026 will feature dedicated zones tailored to emerging travel trends. These curated verticals are designed to help industry players better understand evolving traveller desires and gain actionable insights to fuel growth.

Expect to see a broader destination mix, with a spotlight on distinctive, story-driven travel experiences that resonate with Asia Pacific’s outbound markets. From wellness retreats in the Himalayas to cultural adventures in Latin America, the Pavilion will inspire both product development and partnership building.

Strategic Partnership with the Singapore Tourism Board

MOU Signing with the Singapore Tourism Board at ITB Asia 2025

Also unveiled at ITB Asia 2025 was a renewed Memorandum of Understanding with the Singapore Tourism Board (STB). Running from 2026 to 2028, the collaboration is set to elevate the event through co-marketing efforts, enriched content tracks, enhanced buyer engagement, and deeper government involvement.

Poh Chi Chuan, Executive Director, Exhibitions and Conferences at STB, shared: “This strategic partnership with Messe Berlin reinforces Singapore's position as the World's Best MICE City and aligns with our Tourism 2040 goals. ITB Asia is a high-value business event that drives innovation, knowledge exchange, and economic impact. We are honoured to continue hosting this event and to shape the future of tourism together.”

A Platform for Industry Breakthroughs

To champion new ideas and creativity, ITB Asia will also introduce a “New Offering” badge from 2026 onwards. This designation will highlight exhibitors launching new products, services, or destinations, helping media, buyers, and partners discover the freshest innovations in global tourism.

According to Scott Wegener, Director of Sales (APAC), Tripadvisor:
“Travellers today are seeking culturally rich and emotionally meaningful journeys. The Experience Pavilion allows the industry to respond directly to this shift and elevate the value of experiences in the travel lifecycle.”

David Ruetz, Senior Vice President at Messe Berlin, added:
“The Experience Pavilion is not just a new feature — it's a reflection of where travel is headed. We’re thrilled to work with Tripadvisor and the Singapore Tourism Board to create a vibrant platform that inspires the entire tourism ecosystem.”

The Road Ahead

As ITB Asia positions itself as the launchpad for tourism's next era, the 2026 edition promises a more dynamic, experience-led, and globally connected event. From strategic alliances to experiential zones, ITB Asia is empowering travel professionals to rethink, reimagine, and rebuild the future of tourism.

Save the Date

ITB Asia 2026 will take place from 21–23 October 2026 at Marina Bay Sands, Singapore. Exhibitor Rebooking and Early Bird Registration Now Open. For more information, visit:
www.itb-asia.com
www.miceshowasia.com
www.traveltechasia.com

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