ITB China 2026 Records Growth in Attendance and International Participation

ITB China Brings Together Travel Industry Leaders in Shanghai

ITB China 2026 concluded in Shanghai after three days of business meetings, networking sessions and industry discussions, bringing together travel professionals from across the global tourism sector.

Held at the Shanghai World Expo Exhibition and Convention Center, the event welcomed more than 23,500 attendees and over 900 travel organisations and companies from 85 countries and regions. The exhibition also hosted 1,700 buyers, as well as media representatives, industry experts and key opinion leaders.

Organisers reported more than 44,000 business meetings during the event, reflecting continued engagement between international travel suppliers and the Chinese travel market.

The exhibition featured participants from across the travel industry value chain, including tourism boards, destination management companies, airlines, hotels, cruise operators, travel technology providers and tourism service companies.

Asia recorded the highest growth in participation among exhibiting regions, while Europe, the Americas, the Caribbean, Africa and the Middle East also expanded their presence at the event. Countries including Malaysia, Türkiye, Italy, Greece, Portugal, Spain, Morocco, Egypt and South Africa were among those represented.

The ITB China Conference ran alongside the exhibition and featured more than 180 speakers discussing topics across outbound travel, inbound tourism, luxury travel, MICE, hospitality, travel technology and customised travel experiences.

Discussions focused on changing traveller behaviour, the role of artificial intelligence in tourism, evolving business travel requirements, sustainability initiatives and opportunities for international tourism cooperation.

A series of networking events and destination showcases were also organised during the exhibition, providing opportunities for exhibitors, buyers and tourism stakeholders to build new partnerships and strengthen existing business relationships.

During the event, ITB China and the Department of Tourism, Culture, Radio, Television and Sports of Hainan Province signed a Memorandum of Understanding, naming Hainan as the Official Partner Province for China Inbound Travel at ITB China 2027.

The next edition of ITB China is scheduled to take place in Shanghai from 25 to 27 May 2027, marking the event’s tenth anniversary.

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