ITB China 2024 Opens in Shanghai, Highlighting Innovation and Growth in the Global Travel Market

Monday, May 27, 2024

Today marks the opening of ITB China 2024 at the Shanghai World Expo Exhibition & Convention Center, a key B2B expo focusing on China’s travel industry. From May 27 to May 29, the event showcases a remarkable assembly of over 600 exhibitors from upwards of 80 countries and regions, attracting more than 1,000 selected buyers and 240 members of the press. This year, the expo has expanded by 60% over the previous year and introduces 13 new destinations along with numerous first-time commercial exhibitors. The Maldives, highlighted as the Partner Destination, notably increases its exhibit, offering a rich array of tourism products and activities. Under the theme “Thrive in Transformation, Reach New Heights. Together,” ITB China 2024 emphasizes the critical themes of adaptability and innovation within the travel sector and the expansive potential within the Chinese market.

Mr. David Axiotis, Vice President China at Messe Berlin GmbH says: “This year’s ITB China will once again be a truly remarkable event. Since 2023, China’s travel market has been on a steady positive trajectory, and with the impact of improved visa policies and increased flight capacity, China’s travel market is showing strong signs of growth at the start of 2024. The buyer market this year is buzzing with even stronger demand and a much larger number of participants compared to last year. ITB China supports our global partners in finding their Chinese counterparts and reaching new heights for their China travel business in the coming years.”

ITB China 2024 has not only returned to its pre-pandemic scope but has significantly enlarged. Newcomers on the expo floor include destinations like Almaty, Bahrain, Buenos Aires, Cuba, East Kazakhstan, Georgia, Hawaii, Korea, Morocco, Peru, Romania, Sarawak, and Uzbekistan. Also making their debut are several commercial entities including Artyzen Hospitality Group, CTG Travel, Egypt Air, Huawei, and Mize.

The event spans across several geographical and industry categories with exhibitors from Asia and Oceania (22%), Europe (28%), China (16%), the Middle East (11%), the Americas (12%), and Africa (9%). These participants cover the entire spectrum of the tourism supply chain, including tour operators, accommodations, tourism promotion organizations, local attractions, transportation, and travel technology.

Continued engagement from major destinations and key industry players such as Beijing, California, Egypt, the European Travel Commission, Greece, Italy, Jordan, the Maldives, Malaysia, Portugal, Qatar, Spain, Saudi Arabia, and Turkey, along with major commercial suppliers like Expedia Group, Heytrip International, Jin Jiang International, Meliá Hotels International, Pan Pacific Hotels Group, Tongcheng Travel, Trip.com Group, Wyndham Hotels & Resorts, and others, underscores their belief in the value of ITB China and the untapped opportunities within the Chinese travel market.

ITB China 2024 Showcases Maldives as Partner Destination

A standout feature of ITB China 2024 is its Partner Destination, the Maldives, which is making a significant impact with a pavilion that is 2.5 times larger than in the previous year. The Maldives takes center stage by co-hosting the official opening dinner, treating 600 esteemed VIP guests to captivating performances and exquisite gourmet experiences. Additionally, the Maldives held a press conference earlier today, focusing on themes of “Sustainability, Innovation, and Diversification.”

Insights from ITB China Conference 2024

The ITB China Conference, a prominent platform in China’s travel landscape co-hosted with TravelDaily, promises to offer invaluable insights into both Chinese and global travel markets. With approximately 100 speakers covering 50 thought-provoking topics, attendees can expect to gain deep insights into industry trends from experts and key opinion leaders. Notable participants include representatives from Partner Destination Maldives, Trip.com Group, CTG Travel, HUAWEI, China Association of Travel Services (CATS), Society for Incentive Travel Excellence (SITE), European Travel Commission, German Travel Association (DRV), Adventure Travel Trade Association (ATTA), and more.

Focus on MICE/Corporate Travel and China Inbound Travel

This year’s event shines a spotlight on MICE (Meetings, Incentives, Conferences, and Exhibitions) and Corporate Travel, with nearly half of the exhibitors showcasing related products. Concurrently, over 800 buyers have expressed interest in offerings within these domains.

To facilitate business connections, a dedicated speed-dating event will be held on May 28, enabling exhibitors to engage face-to-face with approximately 20 high-level corporate buyers responsible for MICE and business travel decisions.

For the first time, ITB China introduces a segment focusing on China Inbound Travel, aiming to explore opportunities for growth in Chinese inbound tourism in alignment with outbound and domestic trends. To complement this focus, the DRV (German Travel Association) & ITB China will sign a Memorandum of Understanding on May 28, reaffirming their commitment to advancing China’s inbound travel market. Noteworthy events include the “Chinese Tourism Destination Overseas Marketing Workshop” on May 28, fostering discussions on leveraging inbound travel through branding campaigns and highlighting modern infrastructure and scenic landscapes. This segment sees participation from exhibitors representing over 10 Chinese destinations, including Beijing, Lhasa, Chengdu, Shanghai, Ningxia, Guangxi, Shaanxi, Fujian, Jiangsu, Guangzhou, and more.

Unlocking Networking Opportunities

Customized business events throughout ITB China provide valuable platforms for networking and exploring business opportunities. In addition to the Opening Dinner on May 27, the ITB China 2024 C-Talks will catalyze discussions on “How win-win collaboration between China and overseas destinations can promote high-quality and sustainable development of Chinese outbound tourism in the current complex international environment.” This exclusive closed-door event brings together C-level executives from China’s leading travel agencies and companies with high-level representatives of international destinations and tourism promotion organizations.

Attendees can also anticipate the 5th edition of Cruise Night with Trip.com Group, Beijing Night with the Beijing Municipal Culture and Tourism Bureau and China Tourism Group, Lunch & Link with PROMPERU, the After-Show Sundowner with TUI BLUE Hotels & Resorts, and the “Meet the Media” networking event.

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