Travel Industry Events›ITB Asia
ITB Asia 2026
21–23 Oct 2026 · Singapore, Singapore
ITB Asia 2026 is a trade show taking place 21–23 Oct 2026 at Sands Expo & Convention Centre in Singapore, Singapore. It is a three-day B2B show for the MICE, leisure and corporate travel trade, run alongside MICE Show Asia and Travel Tech Asia, with the halls open 09:30 to 18:00 each day.
ITB Asia 2026 at a glance
21–23 October 2026
Three show days
Wednesday to Friday, 09:30 to 18:00 each day, at Sands Expo & Convention Centre, 10 Bayfront Avenue. The conference runs over the same three days, and MICE Show Asia and Travel Tech Asia share the venue.
Visiting as trade
One three-day pass covers ITB Asia, MICE Show Asia and Travel Tech Asia, the conferences, and up to 33 meeting slots with exhibitors. On 25 September 2026 the organiser listed an early-bird price of SGD 190 against a listed price of SGD 240, both before 9% GST.
Hosted buyers
Buyers are validated: decision makers with significant travel procurement volume, such as travel agents and corporate, outbound or procurement travel managers. End-user buyers are preferred; intermediaries and third-party contracting managers are accepted as trade (non-hosted) buyers. Only one person per company is hosted.
Buyers commit to a set number of appointments: 24 for fully hosted buyers, 15 for partially hosted and 10 for trade buyers. Depending on the package, hosting can include economy air to Singapore and 4 or 5-star hotel nights: three for buyers based in Asia, four for those based outside it.
Who attends
The organiser reports more than 18,000 attendees from the MICE, corporate and leisure sectors, roughly one buyer to every exhibitor, and more than 132 countries and territories represented. It is organised by Messe Berlin Asia Pacific.
Getting there
Bayfront MRT station on the Circle Line (CE1, exits B, C, D and E) links directly to Marina Bay Sands. Buses 97/97E, 106, 133, 502/502A and 518/518A also serve it.
Checked against the organiser's website on 25 September 2026: ITB Asia · Register to attend · Venue · Hosted buyer information. Details can change, so confirm with the organiser before booking travel.
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Dates
21–23 Oct 2026
Checked against the organiser’s website 21 Sept 2026
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Location
Singapore, Singapore
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Venue
Sands Expo & Convention Centre
RepBud is free to start — contacts, meeting notes and your trade-show diary in one place.
About ITB Asia
ITB Asia is an annual three-day B2B travel trade show and convention organised by Messe Berlin Asia Pacific, a subsidiary of Messe Berlin. The 2026 edition runs from 21 to 23 October at Sands Expo & Convention Centre, Singapore, alongside MICE Show Asia and Travel Tech Asia. It brings together international exhibitors and buyers from leisure, MICE and corporate travel, including tourism boards, hotels, airlines and travel technology providers. Meetings are pre-scheduled through the ITB Asia Business Matching platform, and hosted buyers are validated against procurement and appointment criteria.
Official ITB Asia website →Working ITB Asia for the properties you represent? RepBud for travel sales reps helps you log each meeting between appointments.
Find the venue
Sands Expo & Convention Centre
Keep track of who you meet there.
Reps, DMCs and Ground Handlers, operators and agents, lodges and hotels, travel media — whoever you are there as, log a conversation by text, photo or forwarded email and RepBud files it against the right contact.
Free to join. No card. The same allowance whoever you are.
1,000 contacts and 5 clients, 25 logs a month, 1 form taking 25 responses, and Relay for 1 GB of file transfers across 2 active links. Card scanning, reports, email and WhatsApp sending, meeting prep and follow-ups pulled out for you are on the paid plans — see what each adds.
What reps use at a show
Hotels & flights for ITB Asia 2026
Planning your visit to Singapore for ITB Asia? Book accommodation near Sands Expo & Convention Centre and search flights to Singapore below.
Some links below are affiliate links, including Booking.com, Expedia and Kiwi.com. If you book through them, RepBud may earn a small commission at no extra cost to you — it helps keep these event guides free. We only list services we’d use ourselves.
Hotels near Sands Expo & Convention Centre
Hotels near Sands Expo & Convention Centre fill quickly once delegates begin booking — typically 6–8 weeks before the event. Searching early secures better rates and more choice.
🏨Search hotels near Sands Expo & Convention Centre
21–23 Oct 2026 · Compare hotels near the venue
Hotels near Sands Expo & Convention Centre on Expedia
Check in 20 Oct 2026, out 24 Oct 2026 · Compare on Expedia
Flights to Singapore for ITB Asia
Fares climb steeply inside a month, once delegates start booking the same dates — 8–10 weeks out is usually the last comfortable window. Search for the best fares into Singapore's main airport.
✈️Search flights to Singapore
21–23 Oct 2026 · Compare flights and travel sites
Airport transfers to Sands Expo & Convention Centre
Pre-book your airport transfer to avoid taxi queues on arrival — particularly useful during busy trade show periods when demand spikes.
🚗Book airport transfer to Singapore
Pre-book your transfer at a fixed price
Stay connected in Singapore
An eSIM is the easiest way to get local data rates in Singapore without swapping your SIM card. Activate before you travel and connect the moment you land.
📱Get an eSIM for Singapore
Local data rates, instant activation, no physical SIM needed
Working on the Wi-Fi at ITB Asia
Show halls, hotel lobbies and airport lounges run open networks that anyone in the building can join. A VPN encrypts your connection over them, so the rate sheets, client emails and CRM logins you handle across a week in Singapore travel through a network you don’t control without being readable on it.
🔒Set up a VPN before you fly
Encrypts your connection on Wi-Fi you don’t control
Security while travelling for reps → — the rest of what to set up before a show, from the badge scanner to the hotel safe.
Airport parking
Pre-book airport parking before you fly to Singapore — compare prices across airport car parks and save versus turn-up rates.
🅿️Book airport parking
UK departures · Compare and pre-book airport parking before you fly
Airport lounges
Start your trip in comfort — pre-book an airport lounge with complimentary drinks, snacks and Wi-Fi while you wait for your flight.
🛋️Book an airport lounge
UK departures · Pre-book an airport lounge for a comfortable wait
Car hire in Singapore
Collect a car at Singapore's airport (SIN) and return it there after the show. The search opens on Expedia with pick-up on 20 Oct 2026 and drop-off on 24 Oct 2026.
🚘Car hire at SIN on Expedia
20–24 Oct 2026 · Airport pick-up and return
Trade-show trip: flight + hotel together
If you would rather book the flight and the room (and, where it applies, a hire car) as one booking, Expedia searches them together for Singapore over 20–24 Oct 2026. It fills in the departure airport from where you are browsing; change it on Expedia if you fly from somewhere else.
Flight + hotel to Singapore on Expedia
20–24 Oct 2026 · One booking for both
Flight + hotel + car hire to Singapore on Expedia
20–24 Oct 2026 · The same search with a hire car added
Things to do in Singapore
Got a free afternoon around ITB Asia? A digital city pass bundles skip-the-line entry to top attractions in Singapore and beyond — one pass, often cheaper than booking each attraction separately.
🎟️Get a city attraction pass
Skip-the-line entry to top attractions with one digital pass
Things to do in Singapore on Expedia
20–24 Oct 2026 · Tours and activities around the show
Register for ITB Asia 2026
Interested in attending or exhibiting at ITB Asia 2026 in Singapore, Singapore? Registration for qualified travel trade professionals is typically free or low-cost as a visitor.
Save the date
Add ITB Asia to your calendar so you don't miss registration deadlines or early-bird hotel rates.
Frequently asked questions
When is ITB Asia 2026 in Singapore?
From Wednesday 21 to Friday 23 October 2026, 09:30 to 18:00 each day, at Sands Expo & Convention Centre, 10 Bayfront Avenue, Singapore.
How much is a trade visitor pass for ITB Asia 2026?
On 25 September 2026 the organiser listed an early-bird price of SGD 190 and a listed price of SGD 240 for the three-day pass, both before 9% GST. It covers ITB Asia, MICE Show Asia and Travel Tech Asia, and up to 33 meeting slots with exhibitors.
How many appointments do hosted buyers get at ITB Asia?
Buyers commit to 24 appointments with exhibitors if fully hosted, 15 if partially hosted and 10 as trade buyers.
Are the ITB Asia 2027 dates published?
Not on the organiser’s website when it was checked on 25 September 2026, which lists the 2026 edition only. This page moves to the 2027 edition once the 2026 show has finished.
Where is ITB Asia 2026 held?
ITB Asia 2026 is held at Sands Expo & Convention Centre, 10 Bayfront Avenue, Singapore 018956, in Singapore, Singapore.
Who organises ITB Asia?
ITB Asia is organised by Messe Berlin Asia Pacific. Full details and official updates are published on the organiser's website. The 2026 edition takes place 21–23 Oct 2026.
How much does it cost to attend ITB Asia?
Visitor registration for ITB Asia is typically free or low-cost for qualified travel trade professionals, and the organiser publishes the current rates. The larger part of the cost is usually the travel: flights to Singapore, 3–5 nights near Sands Expo & Convention Centre, transfers and subsistence. Exhibiting is priced separately by the organiser and depends on stand size and position, so ask them for the current rate card and the booking deadline.
When is ITB Asia 2026?
ITB Asia 2026 takes place 21–23 Oct 2026 at Sands Expo & Convention Centre, Singapore, Singapore.
When is ITB Asia 2027? (2027 dates)
Official ITB Asia 2027 dates are expected around October 2027, based on the 2026 edition (21–23 Oct 2026), and are to be confirmed by the organiser. ITB Asia is held in Singapore, Singapore. We update this page as soon as 2027 dates are announced — check the official website for confirmation before booking travel.
Where can I find hotels near Sands Expo & Convention Centre?
Search for accommodation near Sands Expo & Convention Centre. We recommend booking at least 6–8 weeks before ITB Asia as hotels near the venue sell out quickly during major travel trade shows.
How do I register for ITB Asia?
Register for ITB Asia via the official website. Visitor registration is typically free or low-cost for qualified travel trade professionals.
What is ITB Asia?
ITB Asia is an annual three-day B2B travel trade show and convention organised by Messe Berlin Asia Pacific, a subsidiary of Messe Berlin. The 2026 edition runs from 21 to 23 October at Sands Expo & Convention Centre, Singapore, alongside MICE Show Asia and Travel Tech Asia. It brings together international exhibitors and buyers from leisure, MICE and corporate travel, including tourism boards, hotels, airlines and travel technology providers. Meetings are pre-scheduled through the ITB Asia Business Matching platform, and hosted buyers are validated against procurement and appointment criteria.
How do I get to Sands Expo & Convention Centre in Singapore?
Search flights to Singapore to compare fares across airlines and booking sites. From the airport, pre-book an airport transfer for a fixed-price service directly to Sands Expo & Convention Centre or your hotel. This avoids taxi queues and surge pricing during busy event periods.
Do I need a travel eSIM for Singapore?
If you are travelling internationally to ITB Asia, an eSIM is the easiest way to stay connected in Singapore without expensive roaming charges. An eSIM gives you local data rates with instant activation — set it up before you fly and you are online the moment you land in Singapore.
How early should I book hotels for ITB Asia 2026?
Hotels near Sands Expo & Convention Centre typically start filling 6–8 weeks before ITB Asia. The most convenient properties — those within walking distance of the venue — sell out first. We recommend searching as early as possible to secure the best rates and availability.
Who attends ITB Asia?
ITB Asia attracts travel industry professionals from across Asia Pacific and beyond — including tour operators, travel agents, destination management companies (DMCs), hotel and lodge sales teams, tourism boards, airline representatives, and travel technology providers. It is a key event for business-to-business networking and trade appointments.
What should I bring to ITB Asia?
Essentials for ITB Asia include business cards (or use RepBud’s digital business card with QR code), a fully charged phone for logging meetings, comfortable shoes for the show floor, and a portable charger. If attending from overseas, set up an eSIM before you travel for local data rates in Singapore.
Is ITB Asia worth attending as a travel sales rep?
For travel sales representatives covering Asia Pacific or selling product into the region's source markets, ITB Asia is one of the highest-leverage uses of trade-budget time. The combination of pre-scheduled appointments, ad-hoc floor conversations, and the structured networking outside official hours typically delivers more new business contacts per day than weeks of separate property visits. The economic case depends on how rigorously you capture meeting notes and follow up afterwards — both areas where a structured logging system pays back many times over.
How should travel sales reps prepare for ITB Asia?
The most productive reps walk into ITB Asia with a confirmed meeting schedule, briefing notes on each contact, and specific objectives for each conversation. Preparation typically begins 4–6 weeks ahead: locking in appointments, refreshing relationship history on each contact, identifying portfolio gaps to address, and pre-loading any property or rate news worth sharing. RepBud's Meeting Prep feature generates per-contact briefings from your interaction history, and the trade-show command centre tracks meetings, captures business cards by photo, and logs follow-ups in real time.
What's the best way to follow up after ITB Asia?
The follow-up window after ITB Asia is short — most attendees lose a meaningful share of their warm leads to inbox chaos within ten days of getting home. The reps who convert at the highest rate work from a structured log captured during the show rather than reconstructing from memory afterwards, send personalised follow-ups within 72 hours, and have a clear next-touchpoint plan for each contact. RepBud's smart logging — voice notes between meetings, business-card scans, forwarded emails — keeps the record while it's fresh, so your client reports and your follow-up list are built from what you captured rather than from memory.
How do experienced reps approach ITB Asia differently from first-timers?
First-time attendees often try to meet everyone; experienced reps pre-qualify ruthlessly and target the contacts who match their actual portfolio gaps. They block out floor time for the people who matter most rather than chasing serendipity, use unstructured evening events for deeper conversation rather than business pitches, and keep post-show follow-up effort proportional to long-term contact value. Above all, they work from a system — a reliable way to log everything as it happens, so ITB Asia pays back not just in the weeks afterwards but for years through accurate records of who said what.
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OTHER ASIA PACIFIC EVENTS
SATTE India 2026
5–7 Feb 2026
Guangzhou International Travel Fair 2026
21–23 May 2026
ITB China 2026
26–28 May 2026
See the travel industry events calendar — Asia Pacific trade shows, conferences and networking events with dates, venues and hotel guides.