ITB China reaches new heights

ITB China reaches new heights

ITB China reaches new heights
May 28
05:11 2024

ITB China, the premier B2B trade show dedicated to the Chinese travel market, is running from 27 to 29 May at the Shanghai World Expo Exhibition & Convention Center. It boasts an impressive lineup with over 600 exhibitors from more than 80 countries and regions, 1,000+ hand-selected buyers, and 240 media representatives, mainly from China but also from the world.

With a 60% increase in scale compared to last year, ITB China welcomes 13 new destinations on the show floor and quite many first-time commercial participants. The Maldives, as the Partner Destination, significantly expands its presence, showcasing diverse products and activities. ITB China 2024 has adopted the inspiring theme “Thrive in Transformation, Reach New Heights. Together”, reflecting the importance of adaptability and innovation in the travel industry, as well as the huge untapped potential of the Chinese travel market.


From left to right:  Mr. Xing Xiong, COO of Trip.com Group, Mr. Ibrahim Faisal, Minister for travel and tourism, Maldives, Dr. Mario Tobias, CEO Messe Berlin, then Mr. ShiJun Liu, Secretary general of World Tourism Alliance (WTA), Ms. BaiYu Chen, President at China Association of Travel Service (CATS) a Mr. David Axiotis, Vice President China at Messe Berlin GmbH

Mr. David Axiotis, Vice President China at Messe Berlin GmbH says: “This year’s ITB China will once again be a truly remarkable event. Since 2023, China’s travel market has been on a steady positive trajectory, and with the impact of improved visa policies and increased flight capacity, China’s travel market is showing strong signs of growth at the start of 2024. The buyer market this year is buzzing with even stronger demand and a much larger number of participants compared to last year. ITB China supports our global partners in finding their Chinese counterparts and reaching new heights for their China travel business in the coming years.”


Drummers and dancers from Maldives at the opening ceremony


Our B2B media MICE Central & Eastern Europe is a Media partner of ITB since the first year of the show in 2017. After 3 years of a forced pause, the ITB China returned back in 2023.  We were invited to attend the event, as well as other international media from Germany, Italy, Russia, Switzerland, USA, Australia, Dubai and more.


Our B2B media MICE CEE had a great promotion on the board, and found a lot of new B2B readers.


ITB China 2024 Returns to Full Force, Matching 2019 Exhibition Scale

Notably, ITB China 2024 has expanded by 60% compared to the previous year. Among the highlights are 13 new destinations making their debut with their own stands, including Almaty, Bahrain, Buenos Aires, Cuba, East Kazakhstan, Georgia, Hawaii, Korea, Morocco, Peru, Romania, Sarawak, and Uzbekistan. New commercial players such as Artyzen Hospitality Group, CTG Travel, Egypt Air, Huawei, and Mize are also joining the vibrant ITB China exhibition floor.

The event features a broad range of exhibitors from various regions and categories: Asia and Oceania (22%), Europe (28%), China (16%), the Middle East (11%), the Americas (12%), and Africa (9%). These exhibitors span the entire tourism industry supply chain, encompassing Tour Operators (34%), Accommodation (23%), National & Regional Tourism Promotion Organizations (15%), Local Activities & Attractions (10%), Transportation (7%), and Travel Tech (7%).

The continued commitment and participation of destinations such as Beijing, California, Egypt, Europe (the European Travel Commission), Greece, Italy, Jordan, Maldives, Malaysia, Portugal, Qatar, Spain, Saudi Arabia, and Turkey, along with key commercial suppliers such as Expedia Group, Heytrip International, Jin Jiang International, Meliá Hotels International, Pan Pacific Hotels Group, Tongcheng Travel, Trip.com Group, Wyndham Hotels & Resorts, and many more at ITB China 2024 underline their confidence in the event and the potential of the Chinese market.


Presentation of Europe – the European Travel Commission



Some exhibitors are returning with enthusiasm


Spotlight on MICE/Corporate Travel and China Inbound Travel

This year’s event also places a spotlight on MICE (Meetings, Incentives, Conferences, and Exhibitions) and Corporate Travel, with nearly half of exhibitors showcasing related products. At the same time, more than 800 buyers stated that they are looking for offerings in these domains.

To facilitate business matching, a special speed-dating event will take place on 28 May, allowing exhibitors to meet face-to-face with around 20 high-level corporate buyers responsible for MICE and business travel decisions.

For the first time, ITB China launches China Inbound Travel segment, bringing together insights and innovations of international leading travel associations to explore opportunities for Chinese inbound growth in alignment with outbound and domestic trends. To echo this topic, the DRV (German Travel Association) & ITB China MOU Signing Ceremony will take place on 28 May underscoring a shared commitment to advancing China’s inbound travel market. Featuring the “Chinese Tourism Destination Overseas Marketing Workshop” on 28 May, this segment will foster discussions on leveraging China inbound travel through branding campaigns and highlighting modern infrastructure and scenic landscapes.

Exhibitors from more than 10 Chinese destinations participate at ITB China this year, including Beijing, Lhasa, Chengdu, Shanghai, Ningxia, Guangxi, Shaanxi, Fujian, Jiangsu, Guangzhou and more.


Unlocking Business and Networking Opportunities

 Customized business events during ITB China provide valuable platforms for networking and exploring business opportunities. In addition to the Opening Dinner on May 27, the ITB China 2024 C-Talks sets the tone for discussions on “How win-win collaboration between China and overseas destinations can promote high-quality and sustainable development of Chinese outbound tourism in the current complex international environment.” This exclusive closed-door event brings together C-level executives from China’s most important travel agencies and companies with highest level representatives of international destinations and tourism promotion organisations.



Our media table nu. 8 enjoying the lovely Chinese dinner



All the delegates can enjoy a large number of social events, dinners, lunches, musical spectacles, conferences and promotional discussions about destinations, hotels and venues and new trends not only in the travel and tourism but also in the MICE business.



The top of the accompanying events are every year the lovely Cruise Night with Trip.com Group, the Beijing Night with the Beijing Municipal Culture and Tourism Bureau and China Tourism Group.


Shanghai from the boat


Among other events there are Lunch & Link with PROMPERU, the After-Show Sundowner with TUI BLUE Hotels & Resorts, and the “Meet the Media” networking event.






Our B2B media found new readers, advertisers and content suppliers

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