SHANGHAI — ITB China, held this week at the Shanghai World Expo Exhibition & Convention Center, saw a 60% increase in scale compared with last year’s numbers.
As one of the most important B2B travel trade shows in the Chinese market — one of the world’s most important travel markets — the show’s success and the fact that China is returning to pre-pandemic activity are good news for the entire travel industry. Both inbound and outbound travel have been improving since China reopened from COVID restrictions in 2023, loosening its visa policies and increasing flight capacity.
“This growth is driven by several factors, including the recovery of the China travel market, the improvement of visa policies, the increasing of flight capacity, and the growing importance of ITB China as a leading platform to connect the global market and China,” Lydia Li, Director of ITB China, said.
The theme of this year’s event said it all: “Thrive in Transformation, Reach New Heights. Together.” The show attracted more than 15,000 attendees, with over 1,000 selected buyers and 600 exhibitors from 80 countries and regions, including 13 new destinations — Cuba, Morocco, Peru and Romania among them. An estimated 27,500 business meetings were held over the three-day show.
More than 50 educational sessions with 100 speakers focused on topics including outbound travel, MICE, business travel and travel technology. MICE events drew attention from both exhibitors and more than 800 buyers, and included a speed-dating session with face-to-face meetings between 40 high-level corporate buyers and exhibitors.
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Networking highlights included a Beijing Night with the Beijing Municipal Culture and Tourism Bureau and China Tourism Group on the eve of the show, ITB China Cruise Night with Trip.com Group, and an “After-Show Sundowner” with TUI BLUE Hotels & Resorts.
A new China Inbound Tourism section also explored opportunities for growing inbound travel, the result of recent changes to visa policies, a highlight of which was a “Chinese Tourism Destination Overseas Marketing Workshop” focused on branding campaigns.
Outbound travel is set to receive a boost in the region, Li said, thanks to the strengthening of ties with European countries. “Chinese travelers are not only opting for traditional popular destinations such as France, Italy, Spain and Greece, but also showing interest in niche locations such as Serbia and Montenegro. The number of Chinese to the US is also expected to increase with the easing of visa policies and the resumption of flights.”
ITB China 2025 will take place May 27-29 at the Shanghai World Expo Exhibition & Convention Center.
Reach Lydia Lee at contact@itb-china.com
