Shanghai International Tourism Trade Fair ITB Tickets

The ITB China, the Shanghai International Tourism Trade Fair, is a specialized B2B tourism event focused on the Chinese market, attracting more than 700 exhibitors and over 1,400 invited buyers from 85 countries and regions worldwide. With an exhibition scale that has expanded by 30% compared to last year, it underscores the global tourism industry’s strong interest in the Chinese market. The fair brings together participants across the entire value chain, showcasing a comprehensive array of tou

The Exhibition Value of ITB China

• One of China’s Most Influential B2B Professional Events in the Tourism Industry: Organized by Messe Berlin, ITB China has been successfully held since its inception in 2017 and stands as a key component of the globally renowned ITB exhibition series in Asia. Focusing on the Chinese tourism market, the event serves as a strategic platform for international tourism service providers to connect with China—the world’s largest source market for outbound travelers. In 2025, the exhibition reached an all-time high in scale, with exhibition space expanding by 30% compared to the previous year, earning widespread recognition as a leading indicator of trends in China’s tourism sector.
• A One-Stop Trade Platform Covering the Entire Industry Chain: The show encompasses a full spectrum of tourism products and services, including inbound tour operators, hotel accommodations, national and regional tourism promotion agencies, transportation and cruise lines, travel technology solutions, and destination attractions and entertainment facilities. From traditional travel agencies to digital tourism platforms, from luxury cruises to boutique hotels, exhibitors can engage in comprehensive brand exposure and business matchmaking at this event.
• Precise Connections with Global Key Buyers and Industry Resources: In 2025, the exhibition brought together over 700 exhibitors from 85 countries and attracted a record-breaking 1,400 invited buyers, resulting in more than 38,800 business meetings between exhibitors and buyers. By region, 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 participated actively. Malaysia Airlines conducted over 200 business meetings during the event and hosted more than 30 executive-level discussions, enabling exhibitors to directly engage with decision-makers from China’s most influential tourism enterprises.
• Unique Value for Chinese Enterprises—A Strategic Engine Linking Global Tourism Resources: ITB China serves as a strategic platform for Chinese tourism companies to connect with international destinations and expand their global footprint. At the 2025 edition, Jinjiang International Group showcased its portfolio—including Jinjiang Hui, Radisson Blu Hotels, Jinjiang Hotels (China), and Jinjiang Travel—while Radisson Blu Hotels reported that more than half of its guests were international clients. Renowned hotel groups such as Marriott International and Wyndham Hotels & Resorts, international cruise brands like Royal Caribbean and Hurtigruten, as well as globally recognized attractions such as Disney and Universal Studios Hollywood, all made appearances. Leading Chinese travel technology giants—including Ctrip, Fliggy, Tongcheng, and Meituan—also exhibited, driving the industry’s move toward intelligent innovation.
• A Vanguard for Technological Innovation and Industry Trends: The event highlights cutting-edge topics such as AI-powered travel experiences, VR/AR immersive previews, smart hotel solutions, and sustainable tourism technologies. In 2025, a new “Tourism Tech Innovation Pavilion” was introduced, featuring three core components—tech forums, innovation roadshows, and dedicated innovation zones—to foster deep collaboration between the tourism industry and technology firms. The forum addressed six major themes—“China’s Outbound Tourism,” “China’s Inbound Tourism,” “Tourism Technology and Innovation,” “Hotel Accommodations,” “Business Meetings and Incentive Travel,” and “Themed Customized Tours”—hosting over 60 forward-looking discussions.
• Deep Integration with High-End Forums and Industry Resources: Concurrently, the exhibition 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, jointly presenting keynote speeches, roundtable discussions, and data releases. Exhibiting companies gained timely access to critical insights on tourism policy developments, consumer trends, and technological advancements, enabling them to seamlessly integrate into the global tourism ecosystem.
• Shanghai’s Geographical and Industrial Advantages: Held at the Shanghai World Expo Exhibition Center, the event is strategically located in the heart of the Yangtze River Delta—one of China’s most economically developed regions and a hub for vibrant outbound tourism consumption. Leveraging Shanghai’s status as an international trade center and a global tourism gateway, ITB China provides exhibitors with a strategic platform to connect with both domestic and international markets.