ITB Asia will introduce curated verticals from 2026, focusing on experiential travel, wellness tourism, luxury and lifestyle, as well as sustainable/regenerative travel. Themed zones and dedicated pavilions will allow exhibitors and buyers to explore emerging trends and meet evolving traveller demands.
A new Experience Pavilion, co-developed by Messe Berlin Asia Pacific and Tripadvisor Singapore, will debut at ITB Asia 2026. The Pavilion will feature adventure, culture, wellness, culinary tourism, and other experience-driven offerings. Messe Berlin will manage positioning, media visibility, and buyer engagement, while Tripadvisor will co-curate content.
Messe Berlin Asia Pacific has also signed an MoU with the Singapore Tourism Board to guide ITB Asia from 2026 to 2028, focusing on content development, co-marketing, buyer engagement, and government participation.
ITB Asia will also launch a New Offering badge from 2026 to recognise exhibitors presenting innovative products, services, or destinations, highlighting the event as a platform for industry breakthroughs.
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.”
