The B2B travel trade show dedicated to the Chinese travel market held at the Shanghai World Expo Exhibition and Convention Center, recorded a 20 percent year-on-year increase in net exhibition area. The event brought together more than 900 travel organisations and companies from 85 countries and regions, 1,700 hosted buyers, as well as 280 media representatives and key opinion leaders.

Held alongside the exhibition was the ITB China Conference which featured more than 180 global industry speakers for in-depth discussions across over 70 forward-looking topics.

ITB China 2026 also welcomed 1,700 hosted buyers, including Chinese outbound travel buyers from all 31 provincial-level regions across mainland China, as well as Hong Kong, Macao and Taiwan.

Among them, 34 percent focused on customised travel, themed travel and high-end travel, while 25 percent were dedicated to the MICE and business travel market, reflecting the continued growth of mid-to-high-end and specialised purchasing needs.

Overseas buyers came from 27 countries and regions, accounting for 10 percent of the total buyer base. Over the course of the three-day show, buyers and more than 900 exhibitors engaged in high-density business exchanges, generating over 44,000 business meetings.

ITB China 2027 will take place from 25 to 27 May 25 to 27 as the show marks ten years of working alongside global travel partners. Next year’s edition will feature even more on-site highlights, industry exchanges and cooperation opportunities strengthening the two-way connection between China and the global travel market.