ITB China Partners with UN Tourism and Fliggy to Spotlight Rural Tourism Development

ITB China Paves the Way for Rural Tourism

ITB China, the B2B travel trade exhibition dedicated to the Chinese travel sector, has announced a strong partnership with UN Tourism and Alibaba Philanthropy, along with Fliggy’s “Travel for Good” initiative, to highlight “Tourism for Rural Development.” This project aims to establish an international platform for promoting rural tourism in China, while also creating a vibrant connection between rural destinations in China and global travel buyers. ITB China 2025 is scheduled for May 27 to 29 at the Shanghai World Expo Exhibition & Convention Centre.

As rural tourism becomes a crucial factor for sustainable economic growth and community development, ITB China 2025 will showcase initiatives aimed at supporting rural areas through tourism. A major focus will be the UN Tourism “Best Tourism Villages” initiative, which highlights outstanding rural destinations from around the world, including China. Representatives from awarded villages, both domestic and international, will be invited to share their experiences and illustrate how they have effectively achieved a balance between community empowerment, cultural heritage preservation, and sustainable economic growth.

Zurab Pololikashvili, Secretary-General, UN Tourism said, “Rural tourism is a vital driver for community empowerment and nature conservation worldwide. Through the Best Tourism Villages by UN Tourism initiative, we recognize and support destinations that harness rural tourism as a force for good. These villages stand as global examples of how tourism can preserve cultural heritage, safeguard biodiversity, and enhance the quality of life for residents. We are proud to share this vision at ITB China and partner with them to showcase how rural tourism is shaping a more sustainable, inclusive future for rural communities around the world.”

Rural tourism is becoming essential for promoting sustainable economic growth and enhancing local communities. ITB China will particularly emphasize initiatives that utilize tourism as a driver for rural revitalization. In partnership with ITB China, UN Tourism, Alibaba Philanthropy, and Fliggy, a specialized forum named “China Travel: Discovering Rural Beauty” will be organized. This forum will deliver high-level insights into the evolution of rural tourism in China and serve as a unique platform for global travel leaders to share ideas and forge meaningful partnerships.

Under the theme “How the UN Best Tourism Village Award is Empowering Communities, Preserving Heritage, and Building Sustainable Economies," UN Tourism will facilitate discussions on tourism's transformative impact on rural development. This will be succeeded by a panel discussion titled “Revitalizing Rural Tourism Resources, Driving Digital Transformation, and Enhancing Product Marketing from a Global Perspective.” The session will investigate the current condition of rural tourism in China and assess the strategic opportunities it offers.

ITB China Inbound Segment: Diverse Line-Up of Leading Destinations, Travel Operators, and Hospitality Brands

This year’s inbound tourism segment is set to be more diverse and expansive than ever, featuring participation from cities such as Beijing, Hubei, Guangxi, Lhasa, Hangzhou, and Shanghai. Exhibitors include leading travel operators like China Tourism Group Travel Services, Hubei Best Tour, Guangxi Tourism Development Group, China International Travel Service Guilin Co., Ltd., Spring Tour, Zhejiang EVERBRIGHT, and Guangdong China Travel Service, along with significant state-owned enterprises like Huangshan Tourism Group. Major hospitality brands, including Donghu Group, Jinjiang International Group, Jiushi Group, LN International, and Wanda Hotels & Resorts, will showcase China's evolving standards in international hospitality.

China Inbound Travel Forum offers Strategic Global Insights

The China Inbound Travel Forum aims to offer a worldwide outlook on the Chinese travel market, uniting key players from major international source markets, top inbound tour operators, and prominent industry experts. Conversations will focus on innovative strategies for promoting Chinese destinations to international audiences, highlighting real-world case studies and practical, data-driven insights. The World Travel & Tourism Council (WTTC) will present its Annual Report on Tourism’s Economic Impact. Additional sessions will address topics like "Decoding China’s Viral Destinations on Global Social Media: Channel Tactics & Content Ciphers," “Market Demand Variations Across Overseas Sources and Product Adaptation Strategies," and “Capitalizing on the Surge in Travel to China: Strategies for Sustainable Growth Across Hotels, Airlines, Travel Agencies, and OTAs."

Networking Events to Foster Exchange

Several prominent networking events are set to take place to encourage collaboration and honour local culture. Beijing Night, organized by the Beijing Municipal Bureau of Culture and Tourism, will highlight the city’s tourism offerings on May 27. Meanwhile, Guangxi Night, arranged by the Department of Culture and Tourism of Guangxi Zhuang Autonomous Region, will also promote the region's attractions on May 28. Additionally, the Hubei Networking Lunch, facilitated by the Department of Culture and Tourism of Hubei Province, will provide insights into regional charm and stimulate discussion among industry professionals from China and around the world on May 27.

After the exhibition, international buyers will be welcomed on an exclusive seven-day familiarization tour from May 29 to June 4, allowing them to explore Hangzhou and Beijing in depth. The planned itinerary features engaging cultural experiences, activities highlighting heritage, culinary tastings, visits to transport infrastructure, and discussions with prominent tourism enterprises. This program highlights China’s diverse tourism offerings and service excellence while nurturing enduring international partnerships.