ITB China 2026 Opens in Shanghai with Higher International Participation

Priyal Dutta3 weeks Ago2 Mins read181

ITB China 2026 Opens in Shanghai with Higher International Participation

ITB China 2026 Opens in Shanghai with 20% Growth

From left to right: Ms. Guizhen Sun (Secretary General, China Association of Travel Services (CATS)), Mr. Zheng Hao (Vice-Chair & Secretary-General World Tourism Alliance (WTA)), Mr. Irakli Nadareishvili (Deputy Minister of Economy and Sustainable Development of Georgia), Mr. David Ruetz (Senior Vice President of Messe Berlin), Maia Omiadze (Head of Georgian National Tourism Administration), Mr. David Axiotis (Managing Director of Messe Berlin (China) and Vice President China) ITB China 2026

ITB China Conference Focuses on Travel Cooperation and Market Trends

ITB China 2026 has opened at the Shanghai World Expo Exhibition & Convention Center, bringing together travel industry organisations, tourism boards, airlines, hotels, travel technology companies, and destination management firms from across the global travel sector.

This year’s edition has recorded a 20 per cent increase in exhibition space compared to the previous event, with participation from more than 900 travel organisations and companies representing 85 countries and regions. The event also includes 1,700 hosted buyers and 280 media representatives. Approximately 46,000 business matching meetings are expected to take place during the three-day exhibition.

ITB China 2026 features exhibitors from across the travel ecosystem, including tourism organisations, airlines, hotels, transport providers, travel technology companies, cruise operators, attractions, and travel service providers.

David Axiotis, Managing Director of Messe Berlin (China), said the growth of this year’s event reflects continued industry interest in China’s travel market and international tourism cooperation.

International Participation Expands at ITB China 2026

The exhibition includes participants from Asia and Oceania, Europe, the Middle East and North Africa, the Americas, and Africa. Major destinations at this year’s event include Georgia, Malaysia, Türkiye, Morocco, Abu Dhabi, and Italy.

Several destinations are participating in the exhibition for the first time, including the Philippines, Côte d’Ivoire, Nepal, Mexico, Romania, Fiji, Uzbekistan, Goa, Jakarta, Zhejiang, Hainan, Tianjin, Leshan, and Yushu.

ITB China Conference Discusses Industry Trends and Travel Technology

*Lydia Li, Deputy General Manager of Messe Berlin & ITB China*

The ITB China Conference, held alongside the exhibition, features more than 180 speakers across 70 sessions and eight thematic tracks. Topics include outbound travel, inbound travel, luxury travel, MICE, hospitality, travel technology, and tourism cooperation.

The conference programme also focuses on changes in market structure, destination competition, shifting traveller preferences, inbound tourism growth, and the role of artificial intelligence across the travel sector.

Georgia is serving as the Official Destination Partner for ITB China 2026, with cultural presentations, tourism showcases, and networking activities taking place throughout the event.

In addition to the exhibition and conference programme, ITB China 2026 includes several networking sessions, business exchange activities, and industry discussions to strengthen international tourism partnerships and travel trade cooperation.

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Written by

Priyal Dutta

I create compelling stories that showcase the travel, hospitality, and lifestyle industries. At Safari India, I explore industry trends, write insightful articles, and produce content that informs and engages readers. With a talent for storytelling and a strategic approach, I strive to inform, inspire, and spark meaningful conversations through my work.