ITB China 2026 will take place from 26–28 May 2026 at the Shanghai World Expo Exhibition and Convention Centre. This year’s edition is fully sold out, with exhibition space increasing by 20% compared to 2025. More than 900 travel organisations from 85 countries and regions will participate, alongside 1,700 key buyers, generating over 46,000 pre-scheduled business meetings. The strong growth underscores strong global demand and reinforces China’s role as a key driver of the international travel industry.
In parallel, the ITB China Conference will
host more than 70 sessions across seven thematic tracks, bringing together over
180 industry experts from around the world. The programme will focus on key
developments in China’s travel market and the global tourism landscape,
offering high-level insights, case studies and practical perspectives.
As global tourism continues to evolve,
China’s travel industry is entering a new phase of deeper and more extensive
international collaboration.
Lydia Li, Deputy General Manager of Messe
Berlin (China), said:“ITB China 2026 reinforces the continued strength of the
Chinese travel market through further growth in participation, buyer engagement
and conference content. As a key platform connecting China with the global
travel industry, this year’s show brings together richer international travel
resources, a more representative buyer base and insights from global industry
experts, creating a highly efficient, business-focused B2B platform. We look forward
to working with our partners to drive new connections and growth
opportunities.”
Official Partners of ITB China 2026
ITB China 2026 welcomes a broad group of
international and domestic partners. Georgia joins as the Official Partner
Destination, following a familiarisation trip with Chinese buyers and media
earlier this year, and will present its tourism offerings through live
performances, masterclasses, and a vibrant onsite cultural programme. A
dedicated chef team will deliver authentic culinary experiences at the show.
Zhejiang, the Official Partner Province for
China Inbound Travel, will highlight its rich heritage and diverse
destinations. Trip.com Group supports the China Inbound Travel session as the
Official Content Co-Creation Partner.
Jin Jiang International joins as the
Official Travel and Hospitality Group Partner to support integrated travel
experiences across China and global markets. Malaysia Airlines and EGYPTAIR
participate as the Official Airline Partners, strengthening connectivity across
China and Asia, the Middle East, Africa and Europe.
Zurich Insurance joins as the Official Insurance Partner and will provide global coverage and risk management solutions to ensure safety and confidence for industry stakeholders and travellers.
Global exhibitor participation expands
across all regions
The show will welcome more than 900
exhibiting companies from 85 countries and regions, reflecting broad
international participation from both established and emerging destinations and
growing geographic diversity.
Asia leads regional growth with a 40%
increase, driven by strong participation from Malaysia, including Sarawak and
Malaysia Airlines, with more than 60 companies in total. Türkiye records growth
of 93%, presenting nearly 40 partners, including key regions such as Cappadocia
and Trabzon.
The Americas and Caribbean grow by 26%,
with destinations including Brazil, Peru, Argentina, Colombia, the Bahamas,
Mexico, Cuba, as well as Buenos Aires, California and Los Angeles.
Europe grows steadily by 20%, with expanded
participation from Italy, Portugal, Spain and Greece alongside destination
offices from multiple countries and strong representation from the European
Travel Commission.
Africa grows by 11%, led by Morocco, Egypt,
South Africa, the Côte d’Ivoire National Tourism Boards, and the Ethiopian
Airlines Group. The Middle East strengthens its presence with high-quality
tourism offerings from Abu Dhabi, Qatar and Emirates Airlines.
China’s inbound segment also expands, with
destinations including Zhejiang, Beijing, Hainan, Chengdu, Leshan, Tianjin and
Yushu presenting China’s tourism offerings to international buyers. Post-show
Familiarisation trips to Zhejiang, Hainan and Tianjin will further highlight
destination products.
Several destinations will debut at ITB
China 2026, including the Philippines, Côte d’Ivoire, Nepal, Romania, Hungary
and Uzbekistan, as well as Goa and Rajasthan (India) and Jakarta (Indonesia).
On the China side, Hainan, Leshan, Yushu and Tianjin will also join for the
first time.
Key travel industry players showcase
products and services
Leading companies across the global travel
value chain will present their latest brand strategies and innovations at ITB
China 2026. The commercial segment brings together a strong lineup of
hospitality and cruise brands. Key participants include Jinjiang International,
Donghu Group, The Ascott Group, Club Med and ONYX Hospitality Group, showcasing
a diverse range of accommodation and travel experiences.
The cruise and expedition sector features
strong participation from Royal Caribbean, Century Cruises, Star River Cruise,
HX Expeditions, Oceanwide Expeditions and Polar Latitudes, highlighting both
mainstream cruising and fast-growing expedition travel segments.
At the DMC level, companies such as Goeugo,
Kaytrip, Gray Line Worldwide, Primavera, Europa Viaje, Star Shine, Dufan and G2
will be present, reflecting a well-established global network.
The travel tech segment includes Trip.com Group, Expedia Group, Tongcheng, Fliggy, Heytrip, Yuppi, Convergent and Petal Ads. Fintech providers such as Nium, PingPong, PhotonPay, Mize and Airwallex will also participate. New exhibitors, including Newport AI and Rokid, further highlight developments in AI, automation, digital distribution and immersive travel experiences.
Buyer demand reflects shift towards premium
segments
ITB China 2026 is expected to welcome 1,700
hosted buyers from mainland China, as well as Hong Kong, Macao and Taiwan.
Among them, 34% focus on customised and luxury travel, while 25% specialise in
MICE and business travel, reflecting strong demand for premium segments. Buyers
from from 27 countries and regions will account for 10%, reflecting the growing
momentum of China’s inbound travel market.
Networking Events create further
opportunities for exchange
In addition to the exhibition and business
meetings, ITB China 2026 will host a series of networking events, including the
Georgian Gala Dinner, Malaysian Night, Germany Get Together Luncheon, Zhejiang
Night, Hainan Session – Global Travel Operators Lunch Networking, and Petal Ads
Lunch Workshop, creating more opportunities for face-to-face exchange and
cultural experiences.
The Moroccan National Tourism Office will
offer a Sundowner experience, bringing an immersive high-tech activation to the
show floor.
ITB China Conference highlights key market
developments
The ITB China Conference will run alongside
the exhibition, featuring more than 70 sessions across seven tracks, including
China Outbound Travel, China Inbound Travel, Luxury Travel, Themed &
Customized Travel, Hotel Accommodation, MICE Travel and Travel Innovation.
More than 180 senior industry experts from
tourism boards, airlines, hotel groups, travel companies, agencies, procurement
leaders will participate, reinforcing the conference’s international depth and
professional focus.
Beyond structural shifts in the global travel industry, the conference will highlight four key themes – luxury, cruise, educational travel and sports tourism – providing case studies and insights for the 2026/2027 ITB China Travel Trends Report. Through keynotes, panels and case studies, the conference will enhance forward-looking dialogue and practical relevance for global participants. -TradeArabia News Service