The Chinese tourism market is showing new vitality in its booming development. The scale of the 2025 ITB Shanghai International Travel Trade Fair has increased by a substantial 30%.
As an influential annual event in the Chinese tourism industry, the 2025 ITB Shanghai International Travel Trade Fair (hereinafter referred to as ITB China) will be grandly held at the Shanghai World Expo Exhibition & Convention Center from May 27th to 29th, 2025. All exhibition booths have been sold out, and the scale has reached a new high, increasing by 30% compared with last year. It has attracted more than 700 exhibitors from over 85 countries to gather and showcase their products. Meanwhile, 1,400 core industry buyers have been specially invited. It is estimated that the number of business matching meetings between exhibitors and buyers will exceed 38,500, which confirms China's important and dynamic position in the global tourism ecosystem.
The forum sessions are equally exciting. Nearly 120 executives, procurement managers, and industry experts from global tourism boards, airlines, hotel groups, well - known tourism enterprises, and travel agencies will focus on six major thematic sections, including "China Outbound Tourism", "China Inbound Tourism", "Tourism Technology and Innovation", "Hotel Accommodation", "Business Meetings, Incentives, Conferences, and Exhibitions (MICE)", and "Customized Theme Tours". They will discuss more than 60 forward - looking topics, presenting comprehensive industry insights and cutting - edge trends to domestic and overseas participants through multi - dimensional discussions, and helping them seize new opportunities in the tourism market.
Against the backdrop of the continuous evolution of the global political and economic landscape, the Chinese tourism industry is facing unprecedented development opportunities. Li Jia, the project leader of ITB China, said, "The record - breaking scale of the 2025 ITB China fully demonstrates the strong resilience and continuous innovation ability of the Chinese tourism market. As an important hub in the global tourism industry, this exhibition will gather the forward - looking insights and practical experiences of global industry leaders, creating a truly efficient B2B business platform. We look forward to collaborating with all partners to provide practical industry solutions for participants and build a collaborative and win - win business ecosystem."
ITB International Travel Trade Fair
This year's ITB China will witness a grand gathering of more than 700 exhibitors from over 85 countries around the world. The exhibition regions are more diverse, with a wider coverage of countries, and the participation of emerging markets has significantly increased. In terms of regional performance, the European delegation remains the main force. The exhibition area has expanded by 35% year - on - year, maintaining its position as the largest exhibition area. Exhibitors from the Middle East and North Africa continue to make efforts, and the exhibition scale has increased by 23% year - on - year. Among them, EgyptAir has become the official airline partner of this exhibition, demonstrating its emphasis on the Chinese tourist source market. The South American delegation has shown particularly remarkable performance, with the exhibition scale soaring by 99%. Colombia and Mexico City will participate in the exhibition for the first time, and Peru, Brazil, Buenos Aires, and The Bahamas continue to be active, fully demonstrating the unique potential of the Latin American tourism market.
The Asian region has seen an overall increase of 47%. Malaysia, as the official destination partner of this exhibition, will make a grand appearance with a strong exhibition lineup, fully showcasing the unique charm of its diverse cultures. In addition, the Central Asia and South Caucasus region has witnessed a surge of 212%. Countries making their debut include Azerbaijan, Kyrgyzstan, and Tajikistan. The National Pavilion of Kazakhstan has achieved the largest exhibition scale in the country's international tourism exhibitions, for the first time bringing together six major regions within the country to participate jointly.
The China Inbound Tourism Exhibition Area has also shown strong performance, with the exhibition scale expanding strongly with a growth rate of 63%. Key inbound tourism cities such as Beijing, Hubei, Lhasa, Guangxi, Hangzhou, and Shanghai will jointly showcase the latest achievements of China in tourism infrastructure construction and cultural experience integration to international invited buyers.
Other international tourism destinations participating in the exhibition for the first time include Algeria, Brunei, Cyprus, Diriyah, Hong Kong (China), Hokkaido, Oman, Sarajevo, and South Africa, injecting more fresh blood into the international exhibitor lineup of ITB China.
During the exhibition, leading enterprises in the global tourism industry chain will showcase their latest brand strategies and service innovations. This exhibition has attracted many well - known hotel groups to actively participate. For example, Marriott International, Jinjiang International, East Lake Group, Meliá Hotels International, Pan Pacific Hotels Group, and Wyndham Hotels & Resorts will grandly launch their new brand portfolios to meet the diverse accommodation needs of tourists. Airlines such as EgyptAir, Ethiopian Airlines, Juneyao Airlines, and Malaysia Airlines will display their increasingly improved international route layouts. In addition, the participating tourism service providers cover multiple niche areas, including high - quality ground handling agencies such as G2 Travel Limited, MoKe Travel, and Extraordinary Latin America; well - known cruise brands such as Royal Caribbean, Oceanwide Expeditions, Pan-European Cruises, Hurtigruten Expeditions, Poseidon Expeditions, and Boarding Now; and globally well - known tourist attractions such as Galeries Lafayette Paris, Louvre Abu Dhabi, Disneyland Resort, Universal Studios Hollywood, and Shanghai Tower. This exhibition also features a newly upgraded tourism technology innovation section - Tourism Technology Innovation Gathering, focusing on the intelligent application and sustainable development of technology in the tourism industry. Technology companies such as Ctrip Group, Fliggy, Tongcheng Travel, Meituan, Jinghong Dongneng, Tencent Smart Tourism, Xiwan International, Guangdong Qiyouji, Maizi, CONVERGENT, Expedia Group, and Travco will appear on the same stage, promoting the tourism industry to develop in a more intelligent and efficient direction and vividly interpreting how technology reshapes the tourism experience. Currently, the full list of exhibitors has been launched on the official website. You can search to view more details about the exhibitors.
ITB International Travel Trade Fair
This exhibition will grandly welcome 1,400 core industry buyers carefully selected by the organizer. These decisive purchasing decision - makers cover all 31 provincial - level administrative regions in China, as well as Hong Kong and Taiwan regions, and extend to the global Chinese business procurement market. Buyers in the fields of customized tours, theme tours, and high - end tourism account for 30%, and another 30% of the buyers focus on the MICE and business travel markets, highlighting the strong growth trend of mid - to high - end tourism procurement demand. In addition, overseas buyers from 19 countries, including long - haul source countries such as Germany, Italy, France, the UK, and the US and Asian countries such as Japan, South Korea, and Southeast Asian countries, will also participate in the exhibition. South Korea and Russia are participating in the procurement for the first time, providing more possibilities for Chinese inbound destinations to expand overseas markets.
As an important part of the exhibition, the three - day ITB China Forum will be held at the same time and place as the exhibition, focusing on core industry issues and future trends. The forum will bring together nearly 120 senior representatives, corporate procurement managers, and industry experts from tourism boards, airlines, hotel groups, well - known tourism enterprises, and travel agencies around the world. They will conduct in - depth discussions in more than 60 multi - dimensional sessions around six major thematic sections: "China Outbound Tourism", "China Inbound Tourism", "Tourism Technology and Innovation", "Hotel Accommodation", "Business Meetings, Incentives, Conferences, and Exhibitions (MICE)", and "Customized Theme Tours", comprehensively presenting the cutting - edge insights and development opportunities in the tourism industry.
The ITB China Forum will also cooperate deeply with international organizations and authoritative institutions such as the United Nations World Tourism Organization (UNWTO), the World Travel & Tourism Council (WTTC), the Society of Incentive Travel Excellence China (SITE China), Tourism Economics, and the Adventure Travel Trade Association (ATTA), jointly presenting rich content such as keynote speeches, round - table discussions, data releases, and case studies, enhancing the forward - looking, authority, and practical value of the forum and providing an efficient platform for Chinese and foreign participants to communicate and cooperate.
ITB International Travel Trade Fair
About ITB China
The 2025 ITB Shanghai International Travel Trade Fair will be held at the Shanghai World Expo Exhibition & Convention Center from May 27th to 29th. It is a professional B2B trade fair focusing on the Chinese tourism market. The exhibition carefully selects high - quality buyers to gather with industry experts from all over the world. The exhibition provides a variety of social activities and an efficient business matching system to help participants have a high - quality experience and expand business opportunities. ITB China, together with the domestic professional forum organizer TravelDaily, jointly hosts the ITB China Forum to boost the industry's development.
Exhibitor inquiries: exhibitor@itb - china.com
Buyer inquiries: buyer@itb - china.com
Visitor inquiries: visitor@itb - china.com
Media inquiries: press@itb - china.com
ITB International Travel Trade Fair