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ITB China, the leading B2B travel trade show focused on the Chinese travel market, and Trip.com Group are joining forces to co-create the China Inbound Tourism Session at the ITB China 2026 Conference. This collaboration will focus on key issues shaping China’s inbound tourism market, including market development, destination cultural communication, tourism product and service enhancement, and industry collaboration, contributing to a conference session with stronger global perspectives, industry insight, and practical relevance.
As China’s inbound tourism market continues to gain momentum, the industry is increasingly focused on how to seize new policy opportunities, strengthen communication and service capabilities for international travelers, and build more effective connections between global demand and China’s tourism supply. As a key partner to this year’s Conference, Trip.com Group will bring its platform strengths and industry influence to the co-creation of the China Inbound Tourism Session, further supporting exchange, cooperation, and high-quality development across the sector.
Three Sessions Focus on the Future of China’s Inbound Tourism
Opening Keynotes | Conference Room A will feature Chen Ruiliang, SVP of Trip.com Group and CEO of Vacation Business, delivering a keynote speech titled “2026: A New Era for China’s Inbound Tourism, Policy Tailwinds & AI Empowerment.”
The keynote will examine how supportive policies and emerging technologies such as AI are creating new opportunities for market growth, service enhancement, and stronger industry connectivity.
China Inbound Tourism | Conference Room A will feature Kimi Liu, Vice President of Trip.com Group and CEO of Tripadvisor China, presenting a keynote speech titled “From Travel to Cultural Connection: Telling Immersive Cultural Stories of Destinations.”
The session will focus on how destinations can move beyond traditional sightseeing promotion to create immersive and culturally resonant experiences that better connect with international travelers.
Kimi Liu will also join the panel discussion “What Makes a Country Truly ‘International Traveler–Friendly’?”
The discussion will bring together Michael Zhou, President of Guilin Tang Dynasty Tours Co., Ltd.; Taishan Ye, Executive Vice President of LN International Hospitality Management Co., Ltd.; and Wai Hong Patrick, President of the Malaysian Chinese Tourism Association. Moderated by Lydia Li, Deputy General Manager of Messe Berlin China, the panel will explore evolving expectations among international travelers, how destinations and service providers can improve market readiness, and how different parts of the tourism value chain can collaborate more effectively to support inbound travel growth.
From macro-level market perspectives to destination storytelling, and from cross-border demand to service delivery, Trip.com Group’s three featured sessions will address key questions facing China’s inbound tourism sector today. Together, they will offer insights into emerging market opportunities, the role of culture and technology in shaping visitor experiences, and new pathways for international tourism cooperation.
Co-Creating High-Quality Industry Dialogue to Advance Inbound Tourism Cooperation
Kimi Liu, Vice President of Trip.com Group; CEO of Tripadvisor China said:
“China’s inbound tourism market is entering a new phase of broader opportunity. As the Content Partner of the China Inbound Tourism Session at ITB China 2026 Conference, we look forward to engaging with global travel professionals and sharing practical insights onaligning policy momentum, technological innovation, and destination content development, better understanding international travelers’ needs, and strengthening the global appeal of China’s tourism products and services.
Lydia Li, Deputy General Manager, Messe Berlin China, said:
“Inbound tourism is one of the key content priorities of ITB China 2026. We are delighted to collaborate with Trip.com Group on the China Inbound Tourism session. With its long-standing experience in the travel market and its perspectives across platform development, destination cooperation, and international communication, Trip.com Group’s participation will add further depth to this year’s Conference discussions and help travel professionals from China and abroad better understand the shifts, opportunities, and cooperation pathways emerging in China’s inbound tourism market.”
