- Travel
- AI Development
Key takeaways
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ITB Asia 2026 in Singapore, with the theme "Experiences in Motion: Human-Centred Design in Travel and Tourism", was held annually in Singapore.
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Adamo APAC is the Singapore office of Adamo Software. We joined ITB Asia 2026 as participants to learn about the latest trends in travel technology and exchange ideas with industry leaders.
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AI is another area worth exploring. Markets and Markets (2025) found out that the advanced algorithms in AI will change the face of the travel industry as it can bring actionable insights from large datasets.
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Adamo APAC's focus goes beyond building standalone applications. We help businesses develop software solutions that fit their workflows, connect with existing systems, and support long-term growth.
About ITB Asia 2026
ITB Asia is one of the major B2B travel trade shows in Asia, held annually in Singapore. The event brings together businesses from across the travel and tourism industry, including destinations, hotels, attractions, transport providers, tour operators, and travel technology companies. It provides a space for industry professionals to share ideas, explore new business opportunities, and discuss the future of travel.
The 2026 theme, “Experiences in Motion: Human-Centred Design in Travel and Tourism", highlights the importance of creating travel experiences that put people first. As technology continues to change how people plan and book trips, businesses need to find new ways to meet traveler expectations while keeping the experience simple and convenient.
The event also offers opportunities to explore different industry topics through its Knowledge Theatre, MICE Show Asia Theatre, and Travel Tech Asia Theatre. These sessions provide useful perspectives on travel trends, business needs, and the role of technology in shaping the industry's future.
The timing reflects a sector in a growth phase. The global travel technology market was expected to grow from USD 11.3 billion in 2025 to USD 11.9 billion in 2026, driven by personalized experiences, integration of mobile technology, and advancements in AI and machine learning (IMARC, 2026). The rise of online travel agencies (OTAs), local startups offering travel and hospitality solutions, and the embrace of mobile platforms for travel booking s are key factors contributing to the expansion of this market in Asia Pacific.
Adamo Asia Pacific at ITB Asia 2026
Adamo APAC joined ITB Asia 2026 as a participant to learn more about the latest developments in travel technology and exchange ideas with industry professionals. Adamo APAC is the Singapore office of Adamo Software - a premier AI and software development company based in Vietnam. We combine Singapore-based engagement leadership with Vietnamese senior engineering teams to deliver software solutions for clients across Asia Pacific.
For Adamo APAC, these conversations are closely related to the challenges we face when building travel software solutions for Singapore-based companies. Travel businesses often need to connect multiple booking systems, manage data from different suppliers, and keep prices and availability up to date. At the same time, they need to offer smooth booking experiences and respond to changing traveler expectations.
AI is another area worth exploring. Markets and Markets (2025) reported that the AI in tourism market is expected to reach USD 13.38 billion by 2030. The advanced algorithms in AI will change the face of the travel industry as it can bring actionable insights from large datasets. Asia Pacific is projected to grow fastest due to several of the world's fastest-growing economies. From personalized recommendations to AI travel assistants, these technologies can help businesses make trip planning easier and improve customer support. However, making them work well requires more than adding an AI model. The platform also needs reliable data, well-connected systems, and booking workflows that can support real transactions.
Taking part in ITB Asia gives us an opportunity to learn how businesses approach these challenges and exchange practical ideas with people working across the industry. It also helps us better understand the needs of travel businesses in APAC and how software solutions can support their next stage of growth.
Our presence in Singapore and the travel technology market
With a local presence in Singapore and an engineering team in Vietnam, we combine regional business engagement with software development capabilities to support clients across APAC and other international markets. Being present in Singapore helps us stay close to the regional business environment and build relationships with companies in the travel industry.
Our focus goes beyond building standalone applications. We help businesses develop software solutions that fit their workflows, connect with existing systems, and support long-term growth. By combining local engagement with an engineering team in Vietnam, we aim to make collaboration more practical. Participating in ITB Asia 2026 is a natural extension of this approach. It allows our team to connect with the travel technology community, learn more about the market, and strengthen our understanding of the challenges facing travel businesses across the region.