Adamo Software at ITB Asia 2026 in Singapore  

Adamo Software attended ITB 2026 in Singapore on 21 – 23 October, connecting with travel industry leaders and discussing technology innovations in this field.  

About ITB Asia 2026  

ITB Asia, held by Messe Berlin Asia Pacific, is the largest travel trade show in Asia, with an annual 3-day B2B trade show and convention designed to bring together the key trade travel industry leaders in the region. It is the premier meeting place for the travel trade industry for forging new partnerships and strengthening existing business relationships with the most important players in the region. This event brings together more than 18,000 attendees, including international exhibitors and buyers from the MICE, Leisure and Corporate segments.

ITB Asia 2026, themed “Experiences in Motion: Human-Centred Design in Travel & Tourism”, focuses on creating meaningful travel experiences that put people at the centre. The event brings together businesses across destinations, hospitality, attractions, transport, tour operations, and travel technology, providing opportunities to connect, exchange ideas, and explore new directions for the industry. One of the key highlights in 2026 is the Experience Zone, featuring the Experience Pavilion by Tripadvisor and a showcase of travel experiences. This new addition puts the spotlight on how businesses design and deliver experiences that meet travellers’ evolving expectations. 

ITB Asia 2026 also offers new perspectives on the future of travel as AI becomes more widely accessible. Discussions explore how global travel demand is changing and what will set businesses apart in an increasingly AI-driven landscape, helping industry players identify new opportunities to innovate and remain competitive.

Adamo Software joins ITB 2026 

Adamo Software joins ITB Asia 2026 as a participant, with the company’s CTO and Project Managers (PMs)  attending the event to connect with professionals across the travel industry. Rather than exhibiting or speaking on stage, Adamo focuses on learning from industry experts, exchanging professional insights, and exploring new perspectives on the evolving travel landscape. 

Three conferences were very useful for understanding where the travel industry is focusing. The Knowledge Theatre offers insights into global travel trends, changing traveller expectations, and the future of tourism. The MICE Show Asia Theatre explores trends in business events, corporate travel, and event management. Meanwhile, the Travel Tech Asia Theatre focuses on how technology is transforming the travel industry, with topics such as AI, workflow automation, and digital booking platforms. These discussions closely align with the challenges we encounter when building travel software. They also reflect the real-world problems travel businesses face when upgrading their systems and adapting to market changes. These insights give Adamo Software a better understanding of industry needs and help us explore more practical ways to address them through technology. 

Joining ITB Asia 2026 aligns closely with Adamo Software’s focus on providing custom software solutions for the travel industry across APAC. For us, the event is more than a meeting point. It is an opportunity to connect with industry professionals, exchange ideas, and gain a deeper understanding of the challenges travel businesses face. By listening to different perspectives and exploring emerging trends, we can better understand the market’s needs and continue building technology solutions that help travel businesses grow and adapt.