ITB China 2026 has officially opened in Shanghai, bringing together global tourism boards, travel companies, hospitality brands, airlines, travel technology firms, and industry stakeholders for one of Asia’s leading B2B travel trade exhibitions.
The event is witnessing strong international participation, with exhibitors and buyers from multiple countries engaging in business networking, destination promotion, partnership discussions, and tourism market expansion initiatives.
Industry experts believe ITB China continues to strengthen its position as a major platform connecting the Chinese travel market with global tourism stakeholders, particularly amid growing outbound travel demand from China and across Asia-Pacific markets.
The exhibition is also focusing on emerging tourism trends including digital transformation, AI-led travel solutions, sustainable tourism, luxury travel, MICE tourism, and experiential travel segments.
Tourism boards and travel brands are leveraging the platform to strengthen visibility, build trade partnerships, and expand business opportunities within one of the world’s largest travel markets.
Observers within the travel trade sector believe the event reflects the continued recovery and expansion of the global tourism industry while highlighting Asia’s growing importance within international travel and tourism growth strategies.
