ATTENDEES at one of Asia’s leading travel and MICE shows can expect experiential tourism, wellness and luxury to take centre stage alongside sustainability itineraries on the exhibition floor in 2026.
The organisers of ITB Asia 2025 in Singapore, which came to a close on October 17, are planning that next year’s event will provide have a much greater presence for high-growth segments of the travel business.
Messe Berlin is collaborating with online platform TripAdvisor to create more “highlight zones” including an Experience Pavilion to present buyers with an opportunity to explore new trends and deepen their understanding of changes in traveller demands.
“Alongside established favourites, ITB Asia will present distinctive, story-rich destinations that resonate strongly with Asia Pacific travellers,” a spokesperson for Messe Berlin (Asia Pacific) said.
“This blend of the new and the familiar will help industry players design fresh itineraries and product innovations that stand out in an increasingly competitive market.”
Messe Berlin and Tripadvisor Singapore signed an MoU on the opening day of the show to co-develop the pavilion for its debut at ITB Asia 2026.
Scott Wegener, director of enterprise sales with Tripadvisor Asia Pacific, said: “We saw over 11 million experiences booked on our sites (including Viator) in the first half of 2025, which is a 15 per cent year-on-year increase and we’re expecting that trend will continue for the remainder of the year and into 2026.”
Content plans for the Experience Pavilion span segments such as experiential travel, adventure, culture, wellness, culinary tourism and more. Tripadvisor will co-curate the pavilion’s theme and content framework by leveraging the platform’s global network to bring together selected service providers.
To highlight creativity and new ideas, ITB Asia will also launch a “New Offering” badge from 2026. This recognition will go to exhibitors presenting innovative products, services, or destinations. Each year, a curated selection will be spotlighted to underscore the show’s role in helping launch industry breakthroughs.
More… Sentosa soars in ITB Asia’s attraction lineup
“We’re excited to collaborate with Messe Berlin (Singapore) on the Experience Pavilion at ITB Asia,” Wegener added. “Travellers today are no longer just booking trips – they’re seeking transformative, culturally rich, and emotionally resonant experiences. This pavilion brings together the world’s leading experience-driven travel brands, helping the industry respond to this powerful shift in consumer expectations.”
David Ruetz, senior vice president, Messe Berlin, said: “The Experience Pavilion is more than a new show feature – it’s a bold statement about where the future of travel is heading. Together with Tripadvisor, and the strategic support of the Singapore Tourism Board, we are creating a dynamic platform that showcases the most innovative and inspiring experiential travel offerings. It marks a key milestone in ITB Asia’s evolution, as we champion the trends that will define the next decade of global tourism.”
Messe Berlin (Asia Pacific) has also signed a Memorandum of Understanding with the Singapore Tourism Board to deepen their collaboration for ITB Asia from 2026 to 2028. This strategic partnership aims to further elevate ITB Asia by jointly developing new content pillars, co-marketing the event, enhancing buyer engagement initiatives, and facilitating greater government participation.
Poh Chi Chuan, Executive Director, Exhibitions and Conferences, Singapore Tourism Board said: “This strategic partnership with Messe Berlin reinforces Singapore’s position as the World’s Best MICE City and aligns with our Tourism 2040 goals to cultivate stronger MICE visitor demand and create distinctive experiences. ITB Asia is a high-value business event that drives innovation, knowledge exchange, and economic impact and we are honoured to continue hosting the event from 2026 to 2028. Singapore is building an ecosystem where companies and talents co-create tourism solutions, and partnerships like this help us shape the future of tourism together.”
