Organisers of the China Outbound & Inbound Travel Market (COITM) have formalised a strategic partnership with the Beijing Chaoyang District Bureau of Culture and Tourism, setting the stage for the 2026 Inbound & Outbound Cultural Tourism Festival. The event will be held at the National Agriculture Exhibition Centre in the Chinese capital from 14 to 17 October 2026.
For the first time, COITM is extending its traditional B2B trade schedule by an additional day. On 17 October, the exhibition will open to the general public, offering global tourism brands—including airlines, hotel groups, cruise lines, and destination marketing organisations—direct access to Chinese consumers. This hybrid format marks a departure from the standard trade-only model, blending professional matchmaking with a city festival atmosphere.
Government Backing and Scale
Guo Xun, general director of the Beijing Chaoyang District Bureau of Culture and Tourism, said: “By linking a professional trade show with a vibrant city festival, we are creating a diverse exchange platform for international destinations, local businesses, and the public.” Guo added that the partnership will inject fresh vitality into the development of culture, commerce, tourism, sports, and exhibitions in the district.
As part of the collaboration, the Chaoyang District Bureau will provide complimentary, large-scale exhibition booths in the outdoor public festival zone exclusively for participating overseas tourism boards and embassies. This initiative is designed to lower the barrier for international destinations—particularly those from emerging markets—to engage directly with Chinese outbound travellers.
The 2026 edition is expected to host 200 premium exhibitors from over 30 popular and emerging destinations, alongside more than 3,000 professional trade buyers and visitors. COITM founder Qing Qinghui commented: “With local government backing, we are able to unlock much greater value for the entire travel supply chain. COITM remains dedicated to building a precise, high-efficiency B2B matchmaking platform that connects niche and high-end global destinations directly with Chinese operators.”
Implications for Travel Professionals
For airline executives, the festival offers a rare opportunity to showcase new routes—such as the recently announced Starlux Airlines Sydney–Taipei–Auckland service—to a consumer audience actively seeking premium travel options. Hoteliers and cruise lines, including those behind the upcoming Explora III LNG ultra-luxury ship, can leverage the public day to build brand awareness among high-spending Chinese travellers.
Tour operators and travel agents will find the B2B component particularly valuable for sourcing new products from both established and emerging destinations. The event’s focus on precision matchmaking aligns with broader industry trends, such as the UnionPay and Singapore Tourism Board partnership aimed at boosting visitor spending through targeted payment solutions.
Travel-tech vendors and GDS systems can use the platform to demonstrate solutions that streamline transactions and enhance the traveller experience, similar to the Dida Holdings and WEX payment partnership.
Registration and Participation
Travel professionals interested in exhibiting at COITM 2026 are encouraged to submit requests via the official COITM inquiry portal. Overseas travel professionals and those seeking China inbound travel and tourism resources to build connections with Chinese suppliers can register to attend through the official registration portal for buyers and visitors.
The partnership between COITM and Beijing Chaoyang District underscores a broader shift in China’s travel trade events toward formats that combine B2B efficiency with consumer engagement. For international stakeholders, this represents a direct channel to one of the world’s most influential outbound travel markets.
