ITB China 2026 expands 20%, fully sold out

Monday, 11 May 2026 00:02 - - {{hitsCtrl.values.hits}}

ITB China 2026 will take place from 26–28 May 2026 at the Shanghai World Expo Exhibition and Convention Centre.

This year’s edition is fully sold out, with exhibition space increasing by 20% compared to 2025. Over 900 travel organisations from 85 countries and regions will participate, alongside 1,700 key buyers, generating over 46,000 pre-scheduled business meetings. The strong growth underscores strong global demand and reinforces China’s role as a key driver of the international travel industry.

In parallel, the ITB China Conference will host more than 70 sessions across seven thematic tracks, bringing together over 180 industry experts from around the world. The programme will focus on key developments in China’s travel market and the global tourism landscape, offering high-level insights, case studies and practical perspectives.

As global tourism continues to evolve, China’s travel industry is entering a new phase of deeper and more extensive international collaboration.

The show will welcome more than 900 exhibiting companies from 85 countries and regions, reflecting broad international participation from both established and emerging destinations and growing geographic diversity.

Asia leads regional growth with a 40% increase, driven by strong participation from Malaysia, including Sarawak and Malaysia Airlines, with more than 60 companies in total. Türkiye records growth of 93%, presenting nearly 40 partners, including key regions such as Cappadocia and Trabzon.

The Americas and Caribbean grow by 26%, with destinations including Brazil, Peru, Argentina, Colombia, the Bahamas, Mexico, Cuba, as well as Buenos Aires, California and Los Angeles. Europe grows steadily by 20%, with expanded participation from Italy, Portugal, Spain and Greece alongside destination offices from multiple countries and strong representation from the European Travel Commission.

Africa grows by 11%, led by Morocco, Egypt, South Africa, the Côte d’Ivoire National Tourism Boards, and the Ethiopian Airlines Group. The Middle East strengthens its presence with high-quality tourism offerings from Abu Dhabi, Qatar and Emirates Airlines.

ITB China 2026 is expected to welcome 1,700 hosted buyers from mainland China, as well as Hong Kong, Macao and Taiwan. Among them, 34% focus on customised and luxury travel, while 25% specialise in MICE and business travel, reflecting strong demand for premium segments. Buyers from 27 countries and regions will account for 10%, reflecting the growing momentum of China’s inbound travel market.