The National Association of Travel Agents Singapore (NATAS) Travel Fair is set to return from August 21 to 23 at Singapore Expo, expanding its footprint and exhibitor lineup for its 64th edition. This year’s event will occupy 25 percent more exhibition space than the 2025 fair, spanning Halls 3B, 4, and 5, and featuring close to 100 exhibitors. Participants include travel agencies, national tourism organisations, airlines, cruise operators, hotels, banks, and insurers. The number of participating national tourism organisations has also increased by 40 percent compared to last year.
Among the travel trends highlighted at the fair, tours to China have seen a marked rise in popularity. Chan Brothers Travel reported a 10 percent increase in bookings for China in the first half of 2026 relative to the same period in 2025. According to Tan Lie Ni, senior marketing communications executive at Chan Brothers Travel, travellers are showing growing interest in exploring seasonal and less conventional destinations within China, moving beyond the typical city tours. For example, bookings for Guizhou’s azalea bloom tours have already surpassed last year’s total by 60 percent as of August.
Similar patterns have been observed by other tour agencies. ASA Holidays noted an increase of between 10 and 15 percent in bookings for China and Japan when comparing the first four months of 2026 to the subsequent four months. Sherwin Seow, the company’s director of marketing, attributed part of the interest to social media and popular culture, citing the Chinese family drama "Dear You" (2026), which grossed over US$289 million, for bringing attention to lesser-known areas like Chaoshan in Guangdong province.
Cruise travel, particularly river cruises in Europe, is also gaining momentum. Terry William Huang, vice-president of Super Gochi Group, highlighted the convenience of river cruises along the Rhine and Danube Rivers, allowing travellers to visit multiple cities and countries without the hassle of lengthy bus rides or frequent hotel changes. Meanwhile, some travellers are opting to transit through Central Europe instead of routes involving the Middle East, due to geopolitical uncertainties influencing flight preferences. Chan Brothers Travel is similarly prioritising direct flights to Europe in response to traveller concerns over transit points.
The travel fair’s stage programme will run daily from 1 p.m. to 8 p.m., featuring performances and presentations by destination partners and travel agents. Visitors who spend at least SGD 500 qualify for the NATAS Lucky Dip, with prizes including airline tickets from Singapore Airlines and China Southern Airlines.
Among the featured tours promoted by Super Travels are a January 2027 trip to Harbin timed with the International Ice and Snow Festival and an April 2027 Yangzhou Food Festival tour that integrates spring blossoms with local culinary experiences. ASA Holidays is running a “Travel More. Win More” campaign offering a chance to win a BYD car, alongside one-for-one package tours and room discounts up to SGD 2,020, subject to availability.
For those seeking budget-friendly options, Chan Brothers Travel offers one-for-one deals on destinations such as South Korea, Japan, and Vietnam, with prices starting at SGD 794. However, travel experts advise considering more than just headline prices. Tan Lie Ni emphasized that slightly higher costs may translate to benefits such as better flight schedules, more convenient hotels, enhanced meals, additional activities, or more comfortable itineraries—all factors that can significantly impact overall holiday satisfaction.