ITB China 2026 focuses on outdoor and sports tourism growth

ITB China highlights outdoor tourism and sports travel trends

ITB China 2026 will place a strong focus on outdoor and sports tourism, reflecting a wider shift in how travel is being planned and experienced.

Travel is increasingly shaped by activities such as hiking, skiing, diving and cycling, alongside participation in global sporting events, including marathons, Formula 1 races and Grand Slam tournaments. These segments are influencing both destination choices and the structure of travel itineraries.

According to the World Economic Forum, the global sports tourism market exceeded USD 609 billion in 2025, accounting for around 10% of global travel spending. At the same time, the Adventure Travel Trade Association reports continued demand for activities such as hiking, cycling, wildlife exploration, and cultural travel, indicating a shift towards more localized, experience-based tourism.

Lydia Li, Director of ITB China, noted that recent discussions have shown a change in travel behaviour. Adventure tourism is moving beyond high-intensity activities towards journeys that incorporate culture and learning, while sports tourism is evolving from single-event travel to longer, more participatory experiences.

At ITB China 2026, the Outdoor & Sports Tourism segment will focus on two key developments. First, outdoor travel is becoming more integrated, combining natural landscapes with cultural and community elements. Second, sports tourism is expanding beyond events, encouraging longer stays and increased visitor spending, while raising questions about sustainability, destination management, and local economic impact.

The segment will bring together destination organisations, tour operators and experience providers across trekking, cycling, skiing, water sports and themed travel. Participants will include tourism boards and travel companies from regions across Europe, Asia and beyond.

Alongside the exhibition, the ITB China Conference will explore sports tourism as a factor in destination development, with discussions centred on product design, market strategies and sustainable practices.

As travel continues to be influenced by active, experience-led journeys, ITB China 2026 will serve as a platform for industry stakeholders to exchange ideas and develop partnerships in this segment.

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