MICE CENTRAL & EASTERN EUROPE

ITB China 2026, one of the flagship events in China’s travel industry, grows by 20 % in net exhibitions space and brings together more than 900 travel organisations and 1,700 key buyers, generating over 46,000 pre-scheduled meetings.

ITB China 2026 will take place from 26 – 28 May 2026 at the Shanghai World Expo Exhibition and Convention Center. This year’s edition is fully sold our, 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 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.

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 FAM 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. Turkiye records growth of 93 %, presenting nearly 40 partners, including key regions such as Cappadocia and Trabzon.

Americas and Caribbean grow by 25 %, 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 Cote d Ivoire National Tourism Board, 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 FAM trips to Zhejiang, Hainan and Tianjin will further highlight destination products.

Several destinations will debut at ITB China 2026, including the Philippines, Cote 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.

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 27 countries and regions will account for 10 %, reflecting the growing momentum of China’s inbound travel market.