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