The debut ITB China opened in Shanghai today (May 10), with more than 600 companies, destinations, organisations and travel services taking part.

With more than 100 million Chinese travellers expected to visit global destinations this year, the Chinese market is one that interests global players.

The sell-out B2B event, being held at the sprawling Shanghai World Expo Exhibition and Conference Centre, has drawn exhibitors from more than 70 countries.

Europe is ITB China’s partner destination and sets the focus on showcasing the variety of the continent’s touristic products. A dedicated Europe Pavilion features a multitude of national presences paired with strong individual attendances of major European destinations.

Of the 600 exhibitors, 28 per cent are offering Mice products, 34 per cent leisure, 31 per cent Corporate and 7 per cent travel technology solutions. More than one third of the exhibitors made their way from all over Asia and China. Around 40% coming from European countries, 10 per cent from the Middle East and some 10 per cent from the Americas.

The UAE has brought a strong contingent  to the show, with Abu Dhabi, Sharjah and Ras Al Khaimah showcasing their attractions to the Chinese market.

The expo, the Chinese off-shoot of annual ITB Berlin, the World´s Largest Travel Trade Show, and its sister show ITB Asia in Singapore, is held in a partnership with TravelDaily China.

The 12,000 sq m area of exhibition space was sold several months ahead of the event.  

Dr. Christian Göke, CEO, Messe Berlin, said: “This is an opportune timing for the tourism industry to seize the prospects offered by China’s vibrant economic growth. ITB China has come at the right time. Our new marketplace for China’s travel industry creates an international platform with a strong focus on Chinese buyers and sellers and covers everything the industry has to offer – MICE, NTOs, business travel, tour operators, OTA’s and travel tech companies.”
 
The show was officially opened by Dr Martin Buck, senior vice president, Messe Berlin; Eduardo Santander, executive director, European Travel Commission; Rungang Zhang, secretary general and vice president of China Tourism Association and Jane Sun, CEO, Ctrip.com during a ribbon-cutting ceremony.

ITB China’s exhibitors will engage with 600 top-quality buyers from China. They are coming from all over the country and represent more than 180 different Chinese companies eager to discover the product range of the show’s exhibitors. The list of confirmed buyers companies contains some of China’s biggest travel industry players, such as Ctrip, Caissa, Utour, Alitrip and many more. More than 10,000 buyer-seller appointments have been pre-scheduled before the event. In addition, ITB China expects some 100 international trade buyers adding the event’s buyers numbers up to around 700 from more than 300 companies.

Santander said: "European destinations acknowledge the need to remain competitive in China. Only through deeper cooperation with Chinese authorities and an increased commitment of the European tourism sector supporting targeted joint public-private marketing initiatives like the partnership with ITB China, Europe will succeed in fostering more travellers from China.”
 
The European presence on the show floor is flanked by The World Bridge Tourism project (WBT), which is co-located with ITB China 2017. The WBT is a project jointly organized by the European Travel Commission (ETC) and the European Tour Operators Association (ETOA) matching 150 European tourism suppliers from all over Europe with the corresponding number of Chinese travel product buyers. The Europe Pavilion and the World Bridge Tourism are projects supported by the European Union as preparatory actions towards the EU-China Tourism Year in 2018.
 
China Eastern Airlines, being one of China’s top three airlines, is ITB China’s official partner Airline.

ITB China also offers an exciting conference programme, where newest trends and innovation of Chinese and the global travel industry are presented. It runs parallel and will be jointly organised with TravelDaily China.
 
Meanwhile, the eTravel World China is connecting established, start-up online focussed and travel technology companies with buyers looking for the best technology solutions: Trade visitors can find out more about innovative products and apps for tour operators, the hospitality industry and destinations at the Shanghai World Expo Exhibition and Conference Center. Globally renowned companies such as Amadeus, Expedia and Booking.com and many more are among the confirmed participants presenting their wide product range to ITB China’s attendees.
 
The exhibtion segment is flanked by a dedicated Online Travel and Travel Technology Day (May 11) at ITB China Conference providing attendees with exclusive developments on this area. In addition, companies have the chance to present their newest travel solutions to the audience at destination showcase slots to be held at a separate on-floor presentation area. - TradeArabia News Service