Shanghai International Tourism Trade Fair ITBITB China

The ITB China International Tourism Exchange is a premier B2B tourism trade show in China. Focused on the Chinese market, it provides a platform for global tourism suppliers to connect with China—the world’s largest source market for international visitors.

This international tourism event brings together destinations, hotel groups, airlines and cruise lines, tour operators, destination management companies, and travel technology firms, serving as a key gateway for industry players to strategically position themselves in the Chinese market.

ITB China has attracted over 700 exhibitors from 85 countries and regions, along with more than 1,400 invited buyers. This unprecedented level of international participation underscores the global tourism community’s strong interest in the Chinese market.

This year’s edition of ITB China further highlights the immense potential and opportunities within the Chinese tourism sector. Compared to last year, the exhibition has expanded by 30% in scale. Held annually in Shanghai, ITB China leverages an efficient, streamlined business‑matching system, a diverse array of networking events, and thought‑provoking industry‑leading forums to help exhibitors unlock new commercial prospects.

As a vital platform for integrating and exchanging global tourism resources, ITB China unites exhibitors across the entire value chain, showcasing a comprehensive portfolio of tourism products and services. The diverse participant mix—including inbound tour operators, accommodation providers, national and regional tourism promotion agencies, transportation and cruise operators, travel technology firms, and destination attractions and leisure providers—underscores its pivotal role as a B2B industry hub.