Zhejiang Partnership Announced for ITB China 2026

ITB China partnership highlights Zhejiang’s inbound travel plans

Zhejiang has been named the official partner province for ITB China 2026, with a focus on supporting China’s inbound travel segment. The partnership will see the province present its tourism offerings and updated destination positioning to the international travel industry.

The collaboration reflects Zhejiang’s efforts to expand its international engagement and strengthen connections with global travel partners. Through ITB China’s network of buyers and industry stakeholders, the province aims to increase visibility and build new avenues for cooperation in inbound tourism.

Known for its cultural heritage, Zhejiang is home to destinations such as West Lake, Liangzhu, and sections of the Grand Canal, as well as water towns, coastal areas, and mountain landscapes. At the same time, cities including Hangzhou, Ningbo, Wenzhou and Yiwu contribute to its evolving profile through commerce, technology and urban development.

The province has also been improving travel accessibility through digital services, transport infrastructure and payment solutions aimed at international visitors. These developments are shaping a more connected travel experience while supporting broader tourism growth.

At ITB China 2026, Zhejiang will take part in a range of activities including exhibitions, business meetings and networking events. A themed “Zhejiang Night” will also be held during the show to showcase the province’s culture and tourism offerings.

Following the event, a familiarization trip will be organised for international buyers, providing on-ground exposure to Zhejiang’s destinations and tourism products.

This partnership forms part of wider efforts to strengthen China’s inbound travel landscape by encouraging collaboration between destinations and global travel stakeholders.