ITB Asia 2027 is listed for 20–22 October, venue not yet named. What the 2026 Singapore show cost, who exhibits, how hosted buyers qualify, how meetings work and how to reach Sands Expo.
Cover image: The ArtScience Museum and Marina Bay Sands in Singapore, home of the Sands Expo where ITB Asia is held — photo by Basile Morin, CC BY-SA 4.0, via Wikimedia Commons.
ITB Asia 2027 is listed for Wednesday 20 to Friday 22 October 2027 on the About ITB Asia page of organiser Messe Berlin Asia Pacific, which had not named a 2027 venue by 25 October 2026. The most recent edition, the 19th, was held from Wednesday 21 to Friday 23 October 2026 at the Sands Expo & Convention Centre in Singapore, co-located with MICE Show Asia and Travel Tech Asia. Exhibitors were invited to rebook for 2027 by 31 October 2026, with early-bird stand rates until 31 March 2027. We will update this page when the venue is confirmed.
ITB Asia is an annual three-day B2B trade show and convention, part of Messe Berlin's ITB family alongside ITB Berlin. It brings together exhibitors and buyers from the leisure, MICE and corporate travel segments and runs on pre-scheduled appointments, so it suits tourism boards, hotel groups, airlines, DMCs and travel-technology firms selling into Asia-Pacific, and the agents, tour operators, MICE planners and corporate buyers who source from them.
Who exhibits and who attends ITB Asia?
Final figures for 2026 had not been released by 25 October 2026. For 2025, Messe Berlin reported 18,000 attendees, more than 1,500 buyers and over 60,000 business appointments, with appointments up 35% and buyers up 7% on 2024 across five halls. For 2026 it expected more than 18,000 participants, over 1,000 exhibiting brands and more than 1,500 qualified buyers.
The organiser says over 80% of exhibitors represent international markets, from Asia-Pacific, Europe, the Americas, Africa and the Middle East. Exhibitors named for 2026 included Agoda, Trip.com Group, EVA Airways, Radisson Hotel Group, PROMPERU, Tourism Fiji and the Tourism Authority of Thailand. MICE Show Asia, whose space grew by 184% on 2025, reported more than 200 confirmed MICE buyers, among them American Express Global Business Travel, FCM Meetings & Events and HelmsBriscoe; Travel Tech Asia featured Airbnb, DerbySoft and Exely. Messe Berlin's attendee profile says 60% of buyers are based in Asia and 70% of attendees are decision-makers.
How to attend ITB Asia
Trade visitors buy a three-day pass covering ITB Asia, MICE Show Asia and Travel Tech Asia. For 2026 it cost SGD 190 at the early-bird rate, which ran until 11 September 2026, or SGD 240 listed, plus 9% GST, and included the exhibition, the conference and up to 33 meeting slots with exhibitors. Prices for 2027 had not been published by 25 October 2026. Advisers, consultants and academics in the trade can also register as visitors.
Hosted buyers apply through the buyer registration, which closed for 2026; 2027 applications had not opened by 25 October 2026. Applicants must be decision-makers with significant international procurement of travel services. End-user buyers are preferred, while intermediaries and third-party contracting managers are accepted only as trade (non-hosted) buyers. One person per company can be hosted, and hosted buyers must attend all three days. The 2026 tiers, all with lounge and networking-function access, were:
| 2026 buyer tier | Business appointments | Travel and hotel | Registration fee |
|---|---|---|---|
| Fully hosted | 24 | Reimbursable economy flight to Singapore; 4- or 5-star hotel (3 nights if based in Asia, 4 if based elsewhere) | SGD 325 |
| Partially hosted | 15 | SGD 1,000 towards an economy flight; no hotel | SGD 234 |
| Trade buyer | 10 | Not included | Free |
Media get a complimentary pass by online pre-registration only (for 2026 the organiser said it would open in September). Exhibitors paid a listed US$5,993 plus GST for a 9 sq m shell stand in 2026, including two badges and 33 meeting slots.
Is it open to the public? No. The organiser states that ITB Asia is a B2B trade event, not open to the general public, and that attendance is limited to industry professionals with a valid trade visitor, buyer or exhibitor pass.
Networking: appointments, conference and side events
Meetings are arranged through ITB Asia Business Matching, a browser-based platform with no app download. It suggests contacts from your profile, filters for journalists, speakers and VIPs, and handles scheduling, chat and post-show contact downloads, so complete your profile as soon as you have access. The organiser recommends hosted buyers book at least eight appointments a day.
The conference is included with every badge. In 2026 it offered 4,500 minutes of content from 160 speakers on three stages: the Knowledge Theatre, the MICE Show Asia Theatre and the Travel Tech Asia Theatre. New that year were an Experience Zone with the Experience Pavilion by Tripadvisor, free curated guided tours of the floor and an invitation-only session for association executives. Messe Berlin is also extending the brand: ITB Asia Select Indonesia, run with the travel agents' association ASITA, makes its debut in Jakarta on 23 and 24 June 2027.
Getting to Sands Expo and where to stay
The Sands Expo & Convention Centre is at 10 Bayfront Avenue, within Marina Bay Sands; in 2026 the exhibition opened from 09:30 to 18:00 daily. ITB Asia's venue guide says Bayfront MRT station, on the Circle Line, is linked directly to Marina Bay Sands through exits B, C, D and E. Bayfront is also on the Downtown Line (DT16), run by SBS Transit. From Changi Airport, the MRT station linked to Terminals 2 and 3 connects to the Downtown Line at Expo, from where trains run to Bayfront. Buses 97, 106, 133, 502 and 518 also serve Marina Bay Sands.
For 2026 the organiser's "Book Your Accommodations" link pointed to a Burnaby Solutions reservation portal, which returned an error when we checked on 25 October 2026. Staying around Marina Bay keeps the walk short; otherwise pick a hotel near a Circle or Downtown Line station. The organiser's visa page lists passports that need a Singapore visa, including those of India and China.
How ITB Asia compares with WiT Singapore and IT&CMA
WiT Singapore is a travel-technology conference rather than a trade show, with no hosted-buyer programme and 2026 tickets at USD 1,900; its 2027 edition runs from 29 September to 1 October at Marina Bay Sands Expo. IT&CM Asia and CTW Asia-Pacific is a MICE and corporate travel marketplace in Bangkok, next held from 14 to 16 September 2027; its 2026 edition counted 361 buyers, against ITB Asia's 1,500-plus in 2025. Other dates are on our travel trade shows calendar.
Frequently asked questions
When is ITB Asia 2027?
Messe Berlin Asia Pacific lists ITB Asia 2027 for Wednesday 20 to Friday 22 October 2027 on its About ITB Asia page, but had not named a venue by 25 October 2026. The most recent edition ran from Wednesday 21 to Friday 23 October 2026 at the Sands Expo & Convention Centre in Singapore, and the 2025 show was also held there in October. Exhibitors were asked to rebook for 2027 by 31 October 2026.
Is ITB Asia open to the public?
No. The organiser describes ITB Asia as a B2B trade event that is not open to the general public. Entry is limited to industry professionals with a valid trade visitor, buyer or exhibitor pass, plus pre-registered media. There are no consumer days.
How much does it cost to attend ITB Asia?
For 2026 the three-day trade visitor pass cost SGD 190 at the early-bird rate or SGD 240 at the listed rate, plus 9% GST, covering all three co-located shows, the conference and up to 33 meeting slots. Trade buyers attended free; hosted buyers paid SGD 234 or SGD 325. Prices for 2027 have not been published.
How do I become a hosted buyer at ITB Asia?
Apply through the buyer registration on the ITB Asia website once it opens for 2027. You need to be a decision-maker with significant international procurement of travel services. End-user buyers are preferred, only one person per company is hosted, and hosted buyers must commit to a set number of appointments and attend all three days.
How do I get to ITB Asia from Changi Airport?
Take the MRT from Changi Airport station, which is linked to Terminals 2 and 3, to Expo and change to the Downtown Line, which runs to Bayfront. The organiser says Bayfront station is linked directly to Marina Bay Sands, home of the Sands Expo & Convention Centre.
Sources
- Messe Berlin Asia Pacific, ITB Asia 2026 opens with new Experience Zones (21 October 2026)
- Messe Berlin Asia Pacific, ITB Asia 2025 sets new record with more than 60,000 business appointments
- ITB Asia, Venue: address, opening hours and public transport
- ITB Asia, Register to attend: 2026 trade visitor pricing
- ITB Asia, Hosted buyer information
- ITB Asia, Who and why visit
- Changi Airport, Getting to Changi Airport by MRT
- ITB Asia, About ITB Asia: organiser and future dates (2027, 2028)
