Free trade visitor registration closes on 24 May. Register now to secure your place and plan your visit to ITB China 2026 in advance:
Visitor Registration | Trade Buyer Registration | Media Registration
Your Gateway to Global Travel Resources
ITB China 2026 returns on an even larger scale, with net exhibition space up 20% year on year. More than 900 travel organizations and companies from 85 countries and regions will gather on site, representing national tourism and destination management organizations (NTOs/DMOs), hotels and accommodation providers, OTAs, transport service providers, airlines, travel technology companies, themed and customized travel specialists, attractions and activities, DMCs, adventure and cruise operators, insurance providers, and integrated travel service companies. Together, they will showcase a diverse range of global travel resources and partnership opportunities for China’s travel trade.
The international exhibitor line-up at ITB China 2026 will be broader and more diverse than ever, with participation spanning Europe, Asia, the Americas and Caribbean, the Middle East, and Africa. New destinations making their debut include the Philippines, Côte d’Ivoire, Nepal, Mexico, Romania, Fiji, Uzbekistan, Cappadocia and Go Trabzon in Türkiye, Goa and Rajasthan in India, and Jakarta in Indonesia, bringing fresh travel choices and new cooperation opportunities to the Chinese market. China’s inbound travel offerings will also be further enriched, with Zhejiang, Hainan, Tianjin, Leshan in Sichuan, and Yushu in Qinghai making their debut and showcasing distinctive cultural and tourism resources. This diverse exhibitor mix will enable travel agencies, online travel platforms, customized travel specialists, thematic travel buyers, MICE professionals, business travel managers, and corporate clients to connect efficiently with quality suppliers, explore new products, and identify potential partners over the three days of the show.
Exhibitor Directory
Shaping the Future: Trends and Opportunities in Travel
As a key content pillar of ITB China 2026, the ITB China Conference will bring together more than 180 industry experts from tourism boards, airlines, hotel groups, travel companies, agencies, and procurement leaders across 70+ forward-looking topics, organized into eight core tracks: Sino-EU Dialogue, Outbound Travel, Inbound Travel, Luxury Travel, Themed & Customized Travel, Hotels & Accommodation, MICE, and Travel Technology Innovation.
Covering everything from market trends and business practices to destination strategies and channel shifts, the ITB China 2026 Conference will provide participants with timely insights and practical perspectives throughout the three-day event.
Conference Schedule
A Focused B2B Platform Delivering High-Value Business Connections
As a B2B trade show dedicated to the Chinese travel market, ITB China 2026 will continue to combine a high-quality buyer network with its business matching system, enabling exhibitors from China and overseas to connect more effectively with target markets and potential partners. This year’s event is expected to welcome 1,700 hosted buyers from China and abroad and facilitate approximately 46,000 business matching meetings, covering outbound and inbound travel, MICE, customized travel, luxury travel, educational travel, cruises, outdoor and sports tourism, and other specialized segments.
Shining a Spotlight on High-Growth Segments in Travel
Reflecting the ongoing segmentation and upgrading of the travel market, ITB China 2026 will spotlight four key focus segments: Luxury Travel, Cruises, Outdoor & Sports Tourism, and Educational Travel. These segments will showcase high-quality resources and new business opportunities in fast-evolving travel niches, addressing the industry’s growing emphasis on high-value customers, thematic products, immersive experiences, and emerging destinations.
ITB China has also been building momentum around these segments ahead of the show. For example, the ITB China Sports Tourism Conference, held during the 2025 China Sport Show, brought together sports and travel professionals, creating new connections across sporting events, outdoor activities, destination experiences, and travel product design. This exchange laid the foundation for resource development and business conversion within this year’s Outdoor & Sports Tourism segment.
Meanwhile, the Travel Innovation Hub will return in an enhanced format, featuring five core modules: Technology Exhibition, Innovation Conference, Innovation Showcase, Closed-Door Business Matching, and Trend Report. Together, these initiatives will further foster high-quality collaboration and knowledge exchange in travel technology.
Previous Highlights:
China outbound travel buyers will come from all 31 provinces, municipalities, and autonomous regions on the mainland, as well as Hong Kong, Macao, and Taiwan. Of these, 34% focus on customized, themed, and high-end travel, while 25% specialize in MICE and business travel. Overseas buyers will represent 27 countries and regions, accounting for 10% of the total buyer pool.
The current press releases focus on exciting industry updates and new opportunities within Outdoor & Sports Tourism and Educational Travel.
Expand Your Network: Targeted and Informal Networking at ITB China
ITB China 2026 will also feature a series of curated business networking activities, designed to help participants expand their industry connections and explore new opportunities in a relaxed and engaging environment. Alongside the exhibition, business matching, and conference program, these events will enhance the on-site experience.
Whether through targeted exchanges between destinations and buyers, closed-door discussions among senior executives, or informal social interactions, participants will find valuable opportunities to forge relationships beyond formal meetings.
Event Schedule
Meet in Shanghai and Explore the Next Chapter of Travel Cooperation
From global exhibitor resources and high-quality business matching to forward-looking conference topics, specialized segment development, and curated networking activities, ITB China 2026 will highlight the full breadth of opportunities emerging from China’s tourism market and its expanding cooperation with the global travel industry.
Free trade visitor registration closes on 24 May.
From 26 to 28 May, join us at the Shanghai World Expo Exhibition & Convention Center for ITB China 2026 and explore new market opportunities and future partnerships with the global travel community.
