SHANGHAI — ITB China, held this week at the Shanghai World Expo Convention and Exhibition Center, saw a 60 percent increase over last year’s figures.
As one of the largest B2B travel trade shows in the Chinese market (one of the largest in the world), the show’s success and China returning to its pre-pandemic level of activity is good news for the entire travel industry. Both inbound and outbound travel have improved since China reopened its COVID restrictions in 2023, easing visa policies and increasing flight capacity.
“This growth is driven by several factors, including the recovery of China’s travel market, improved visa policies, increased flight capacity and the growing importance of ITB China as a leading platform to connect the global market and China,” said Lydia Li, Director of ITB China.
The theme of the 2018 edition was very telling: “Thriving in Transformation, Reaching New Heights. Together.” The show attracted more than 15,000 attendees, including over 1,000 selected buyers and 600 exhibitors from 80 countries and regions, including 13 new destinations, including Cuba, Morocco, Peru and Romania. An estimated 27,500 business meetings took place over the three days of the show.
More than 50 training sessions with 100 speakers covered topics such as outbound travel, MICE, business travel and travel technology. The MICE events attracted the attention of exhibitors and more than 800 buyers, and included a speed dating session with face-to-face meetings between 40 high-level corporate buyers and exhibitors.
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Networking highlights included a Beijing Evening with the Beijing Municipal Bureau of Culture and Tourism and China Tourism Group the day before the show, an ITB China Cruise Evening with Trip.com Group and an After-Show Sundowner with TUI BLUE Hotels & Resorts.
A new section on China Inbound Tourism also explored opportunities for growth in inbound travel resulting from recent changes to visa policies, a highlight of which was a “Chinese Overseas Tourism Destination Marketing Workshop” focusing on branding campaigns.
Li said outbound travel is expected to grow strongly in the region, driven by stronger ties with European countries. “Chinese travelers are not only opting for traditional popular destinations such as France, Italy, Spain and Greece, but are also interested in niche destinations such as Serbia and Montenegro. The number of Chinese in the US is also expected to increase as visa policies are relaxed and flights resume.”
ITB China 2025 will take place from May 27 to 29 at the Shanghai World Expo Exhibition & Convention Center.
Contact Lydia Lee at contact@itb-china.com