Shanghai International Tourism Trade Fair ITB

ITB China 2025 was successfully held from May 27 to 29 at the Shanghai World Expo Exhibition & Convention Center. Hosted by Messe Berlin, this edition of the show was the largest and most diverse industry event in its history.

Exhibition Space and Exhibitor Numbers Reach All-Time Highs. This year’s exhibition space expanded by 30% compared with the previous edition, bringing together over 700 exhibitors from 85 countries. In terms of international participation, Europe (26%) and Asia (31%) accounted for the largest shares, while the Middle East and North Africa (17%), the Americas (9%), and Africa (4%) also demonstrated strong engagement. Malaysia, as the official destination partner, participated with an unprecedented scale; Kazakhstan’s national pavilion set a new record for the country’s presence at an international tourism fair, uniting six major domestic regions for the first time. New destinations making their debut included Algeria, Brunei, Cyprus, Diriyah, Hong Kong, Hokkaido, Oman, Sarajevo, and South Africa.

High-Quality Buyers and Remarkable Business Matching Results. The event attracted a record-breaking 1,400 invited buyers, resulting in more than 38,800 business meetings between exhibitors and buyers. These buyers spanned all 31 provinces, municipalities, and autonomous regions of China, as well as Hong Kong and Taiwan. Among them, 30% were specialists in customized tours, themed travel, and luxury tourism, while another 30% focused on MICE and corporate travel markets. Malaysia Airlines conducted over 200 business meetings during the fair and hosted more than 30 executive-level discussions. EgyptAir, as the official airline partner, highlighted direct flights between China and Egypt.

Exhibitor Lineup Demonstrates Internationalization and Leadership. On the hotel side, Jinjiang International Group showcased its portfolio—including Jinjiang Hui, Radisson Blu, Jinjiang Hotels (China), and Jinjiang Tourism—while Radisson Blu welcomed more than half of its guests from overseas. Marriott International, Wyndham Hotels & Resorts, Meliá Hotels & Resorts, Donghu Group, Pan Pacific Hotels Group, and others were also present. In the aviation sector, Malaysia Airlines, EgyptAir, Ethiopian Airlines, Juneyao Airlines, and others exhibited. Cruise brands featured Royal Caribbean, Hurtigruten, CroisiEurope, and Poseidon Expeditions. Meanwhile, leading tech companies such as Ctrip Group, Fliggy, Tongcheng Travel, Meituan, and Expedia Group took center stage. The Shanghai Municipal Culture and Tourism Bureau joined forces with Spring Tour, the Shanghai Tower, and ten other enterprises to unveil “Hu Xiaoyou,” an intelligent urban lifestyle platform.

A Rich Array of Concurrent Forums. Over 60 forward-looking forums were held throughout the event, focusing on six key themes: “China’s Outbound Tourism,” “China’s Inbound Tourism,” “Tourism Technology and Innovation,” “Hotel Accommodation,” “Business Meetings and Incentive Travel,” and “Themed Customized Tours.” Nearly 120 senior executives and industry experts from global tourism bureaus, airlines, hotel groups, renowned travel companies, and agencies participated. These forums collaborated closely with international authorities such as the United Nations World Tourism Organization, the World Travel & Tourism Council, and the International Association of Incentive Travel Professionals. For the first time, the fair introduced the “Tourism Tech Innovation Hub,” comprising three pillars—innovation forums, smart roadshows, and an innovation exhibition area—to create a robust platform for connecting the tourism industry with technology firms.

Overseas Buyers Praise China’s Tourism Market. Following the implementation of the visa‑free policy, the number of Malaysian tour groups visiting China has surged by 200%. Spanish buyer Antonia noted that the visa exemption has boosted Spanish visitors to China by 20% to 40%. Peru’s Director of Tourism Promotion announced the launch of an official social media account and plans to intensify outreach through roadshows in mainland Chinese cities. Malaysia Airlines stated that a series of business talks and high‑level exchanges have provided valuable market insights, prompting efforts to optimize its route network and accelerate digital innovation.

Strong Response from Exhibitors and Industry Participants. Li Jia, head of the ITB China project, remarked that this edition achieved a historic breakthrough in scale, sending a powerful signal: China continues to play a pivotal role in shaping the future of global tourism. Exhibiting companies generally reported high-quality professional buyers and impressive business‑matching outcomes. Attendees agreed that ITB China, as the most influential B2B trade show in China’s tourism sector, has become a strategic platform for global tourism enterprises to showcase products, connect with clients, identify emerging trends, and expand into the Chinese market.