ITB China 2026, the B2B travel trade show focusing on the Chinese travel market, is set to grow by 20% in net exhibition space and is set to bring together more than 900 travel organisations and 1,700 buyers, generating over 46,000 pre-scheduled meetings.
The show will take place 26–28 May 2026 at the Shanghai World Expo Exhibition and Convention Center. Organiser MB Exhibitions (Shanghai) Co., Ltd., a Shanghai-based subsidiary of Messe Berlin, says this year’s edition is fully sold out, underscoring strong global demand and reinforcing China’s role as a key driver of the international travel industry.
In parallel, the ITB China Conference will host 70 sessions across seven tracks, bringing 180 industry experts from around the world. The programme will focus on key developments in China’s travel market and offer case studies and practical perspectives.
Lydia Li, deputy general manager of Messe Berlin (China), said: “As a key platform connecting China with the global travel industry, this year’s show brings together richer international travel resources, a more representative buyer base and insights from global industry experts.”
Georgia joins as the Official Partner Destination this year, following a familiarisation trip with Chinese buyers and media earlier this year, and will present its tourism offerings through live performances, masterclasses, and a cultural programme. A dedicated chef team will deliver authentic culinary experiences at the show.
Zhejiang, the Official Partner Province for China Inbound Travel, will highlight its regional heritage and diverse destinations. And Trip.com Group will support the China Inbound Travel session as the Official Content Co-Creation Partner.
Jin Jiang International joins as the Official Travel and Hospitality Group Partner, while Malaysia Airlines and EGYPTAIR participate as Official Airline Partners.
In terms of exhibitor profile, Asia leads regional exhibitor growth with a 40% increase, driven by strong participation from Malaysia, which is bringing 60 companies. Türkiye will present nearly 40 partners, almost double the 2025 team.
The Americas and Caribbean representation grows by 26%, with destinations including Brazil, Peru, Argentina, Colombia, the Bahamas, Mexico, Cuba, as well as Buenos Aires, California and Los Angeles.
European participation is up 20%, with expanded participation from Italy, Portugal, Spain and Greece.
Africa grows 11%, led by Morocco, Egypt, South Africa, the Côte d’Ivoire National Tourism Boards, and the Ethiopian Airlines Group.
There will be post-show familiarisation trips to Zhejiang, Hainan and Tianjin to highlight destination products.
Debut destinations at ITB China 2026, include the Philippines, Côte d’Ivoire, Nepal, Romania, Hungary and Uzbekistan, as well as Goa and Rajasthan (India) and Jakarta (Indonesia).
The travel tech segment includes Trip.com Group, Expedia Group, Tongcheng, Fliggy, Heytrip, Yuppi, Convergent and Petal Ads. Fintech providers such as Nium, PingPong, PhotonPay, Mize and Airwallex will also participate. New exhibitors, including Newport AI and Rokid, further highlight developments in AI, automation, digital distribution and immersive travel experiences.
ITB China 2026 will also host a series of networking events, including the Georgian Gala Dinner, Malaysian Night, Germany Get Together Luncheon, Zhejiang Night, Hainan Session – Global Travel Operators Lunch Networking, and Petal Ads Lunch Workshop.
The Moroccan National Tourism Office will offer a Sundowner experience, bringing an immersive high-tech activation to the show floor.
Trade visitor and media registration for ITB China 2026 is open. All attendees are required to register online prior to the event.
Source: www.exhibitionworld.co.uk
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