ITB China 2025 Gears Up for a Dynamic Edition Featuring Strategic Partnerships and Exclusive Events

ITB China 2025: Dynamic Edition Unveiled

ITB China, the travel trade show exclusively for B2B interactions in the Chinese travel market, is scheduled to occur at the Shanghai World Expo Exhibition & Convention Centre from May 27 to 29, 2025. This year's event features three exciting days filled with exhibitions, high-profile forums, and networking opportunities, reinforcing ITB China's role as a crucial link between China and the global travel industry. With strong support from sponsors and partners of ITB China Official Events, the 2025 edition boasts the most comprehensive lineup of events to date, creating a distinctive platform for forming strategic partnerships, discovering new travel opportunities, and encouraging international cooperation in the tourism sector.

Monday, May 26: Grand Opening－An Exclusive Evening of Culture and Connection

The official inauguration of ITB China 2025 will take place on the evening before the show, on Monday, May 26, featuring the esteemed Opening Dinner that will host 700 high-ranking industry leaders from China and around the world. Sponsored by Tourism Malaysia as the Official Partner Destination, the evening will highlight Malaysia’s varied tourism offerings through engaging cultural displays and presentations aimed at enhancing relationships with China’s travel sector. This event signifies the beginning of three days filled with meaningful connections and cultural interaction.

Tuesday, May 27: Opening Ceremony and C-TALKS, as well as Networking from Beijing and Hubei

The ITB China 2025 will begin with a grand Opening Ceremony that includes Malaysia's Minister of Tourism, Arts, and Culture. Accompanying the Minister will be prominent industry leaders taking part in the customary ribbon-cutting ceremony, representing the blend of Chinese cultural heritage and international hospitality. This important event will mark three days of meaningful exchanges, collaborations, and advancements in the global travel industry.

Around midday, the Hubei Networking Lunch, titled “Meet Soulmates in Hubei, Embrace the Magnificent Yangtze”, co-organized by the Department of Culture and Tourism of Hubei Province, will celebrate the area’s rich natural and cultural heritage. The event will emphasize UNESCO World Heritage Sites such as the Three Gorges of the Yangtze River and Shennongjia, along with ancient cultural treasures like Wudang Mountain and the Yellow Crane Tower. Attendees will experience traditional Hubei cuisine, tea tastings, and live performances, all aimed at encouraging relaxed and meaningful discussions.

A major highlight of the opening day on May 27 will be the C-TALKS, an exclusive, closed-door meeting featuring over 30 senior executives from China’s top outbound travel companies, alongside high-ranking officials from national tourism boards and ministries around the globe. This roundtable discussion will center on how China, as a crucial source market, can better collaborate with international destinations to drive resilient and sustainable growth in today’s complex global landscape.

A perennial highlight of ITB China, the Aftershow Sundowner occurs from 16:00 to 17:00 in the Outdoor Coffee Area, offering a relaxed atmosphere for casual networking and meaningful connections. The trade show's first day will culminate in Beijing Night, jointly hosted by the Beijing Municipal Bureau of Culture and Tourism. This event showcases the capital’s rich heritage in Shanghai with a captivating Peking Opera performance and a menu inspired by traditional Beijing flavors, merging cultural heritage with warm hospitality. It will also underscore Beijing's significance as a prime inbound tourism destination and create new opportunities for collaboration.

Wednesday, May 28: Highlight on Aftershow Sundowner, ITB China Cruise Night as well as Guangxi Night

The Aftershow Sundowner will take place on May 28 from 16:00 to 17:00 at the Outdoor Coffee Area, providing a casual atmosphere for informal networking.

Guangxi Night, jointly organized by ITB China and the Guangxi Zhuang Autonomous Region’s Department of Culture and Tourism, provides an immersive networking experience that artfully merges Guangxi’s deep cultural traditions with Shanghai’s urban charm. Against the backdrop of the city’s impressive skyline, international buyers and media representatives will savor gourmet dishes and top-quality beverages in a sophisticated setting. This evening highlights a distinct platform for cultural exchange and business networking, showcasing Guangxi as a vital destination for inbound tourism while promoting new collaborative opportunities.

The ITB China & Trip.com Group Cruise Night, a signature event of the show, will beautifully wrap up the second day. This exclusive evening provides travel professionals with the opportunity to network aboard a luxury cruise along Shanghai’s iconic Bund. Trip.com Group is a vital supporter of ITB China, serving as the official Travel Service Partner, Lanyard & Badge Sponsor, and Cruise Night Sponsor, guaranteeing smooth service and convenience throughout all three days of the show.

Dedicated Industry Events: Travel Tech, Rural Tourism, MICE, and Meet the Media

The Travel Innovators’ Gathering, backed by Tencent Smart Tourism, takes place on May 27 in Conference Room B, following the conclusion of the forum. This exclusive evening will unite all forum speakers, pitch participants, investors, jury members, and professionals from the travel and tech sectors, facilitating informal discussions and collaboration in a more personal atmosphere.

Rural tourism is becoming increasingly essential for promoting sustainable economic growth and enhancing local communities. ITB China, in partnership with UN Tourism, Alibaba Philanthropy, and the committed sponsor Fliggy, will hold a forum called “China Travel: Discovering Rural Beauty” in Conference Room A on May 28. This event will deliver valuable insights into the advancement of rural tourism in China and serve as a special venue for international travel leaders to share ideas and forge meaningful partnerships.

On May 28, the ITB China MICE Afterparty in Conference Room B will unite industry professionals to discuss potential collaborations in the growing MICE sector. On May 29, the Meet the Media networking event links exhibitors with prominent domestic and international media, such as travel journalists, KOLs, and influencers, presenting a distinctive chance for brand visibility and strategic media alliances.

The backing of other essential partners is crucial for improving the overall event experience. EGYPTAIR, as the Official Partner Airline, will showcase Egypt’s vibrant cultural heritage and tourism prospects while enhancing direct air connectivity with China. JD Alianze, a prominent insurance provider, participates in the event as the Water Sponsor, emphasizing a mutual dedication to participant comfort and wellness.