China-Europe Tourism Discussions to Focus on Travel Growth at ITB China

ITB China 2026 will host the China-Europe Tourism Dialogue in Shanghai from 26–28 May 2026, bringing together tourism officials, industry associations and travel businesses from China and Europe to discuss two-way tourism growth and future cooperation.

The dialogue, jointly organised by ITB China and the Bureau of International Exchange and Cooperation of China’s Ministry of Culture and Tourism, will take place on 26 May at Forum Area A during the event.

The discussions will focus on outbound travel from China to Europe, inbound tourism to China, digital tourism services, cultural travel experiences and tourism product development.

According to the European Travel Commission, visits from China to Europe are expected to increase by 28.3% in 2026. At the same time, China’s National Immigration Administration reported more than 8.3 million visa-free foreign arrivals during the first quarter of 2026.

The event programme will include panel discussions on changing travel demand, destination preferences, digital tourism technologies and culture-led tourism experiences between China and Europe.

Representatives from tourism boards, travel companies and technology firms are expected to participate, including the German Travel Association, the German National Tourist Board, the Italian National Tourist Board, Fliggy, and Rokid.

Organisers said the dialogue aims to provide a platform for tourism stakeholders from China and Europe to exchange ideas on market development, travel trends and tourism cooperation.

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