The China Outbound Travel & Tourism Market (COITM) has released the full conference programme for its 2026 edition, scheduled for 14–16 October at the New Hall of the National Agricultural Exhibition Center (NAEC) in Beijing. The three-day event will bring together senior executives, tourism boards, and technology innovators to dissect the structural shifts reshaping China's outbound, inbound, and niche travel sectors.
Day one: rethinking outbound travel
The opening day zeroes in on China's outbound market. Dr Liu Xiangyan, director of the Institute of International Studies at the China Tourism Academy (CTA), will deliver a keynote on the current state and emerging trends of Chinese outbound travel. Following that, Cao Jian, vice-president of Utour Group, will discuss how emotional value and the experience economy are redefining modern itineraries.
A panel moderated by Zhong Hui, chairman of Fashion Travel Group, will examine how digital intelligence is driving structural transformation across outbound agencies. In the afternoon, Zhang Wentao, product lead for Fliggy's AI-powered consumer assistant, will detail how artificial intelligence is reshaping the entire travel journey—from search to itinerary planning.
Destination strategies take centre stage as representatives from Tunisia, Belarus, and Madagascar explore how emerging markets can capture Chinese outbound demand over the next decade. The day closes with a Russia-focused session, including an interactive presentation by Alina Salionova of Russia Today and a panel on unlocking the viral potential of themed, immersive travel in the country.
Day two: inbound recovery and winter sports
Day two shifts to China's inbound recovery and specialised segments. Wang Mengmeng of the Beijing Municipal Bureau of Culture and Tourism will share insights, alongside inbound expert David Dou, who will offer practical guidance on moving itineraries from quick photo-ops to immersive local experiences. Technology providers YCloud and Future Flow will address digital acquisition strategies, including leveraging WhatsApp and AI for direct international client engagement.
Afternoon sessions focus on customised and family travel. Guo Ming, co-founder and chairman of HH Travel and Ctrip TM Travel, will outline five structural shifts expected to redefine high-end travel through 2030. A dedicated panel on winter sports travel will feature experts from Rosa Khutor Mountain Resort, the Eurasian Mountain Resorts Alliance, and BONSKI, evaluating whether the Caucasus and Central Asia are poised to become the next major hotspot for Chinese ski enthusiasts over the coming five years.
Day three: building competitive advantage
The final day addresses global competition and market fragmentation. MJ Wang, co-head and director of corporate service practice at WildChina, will analyse the dual dynamics of foreign destinations competing for Chinese travellers alongside China's broader strategy to attract global visitors. The conference concludes with a high-level panel featuring executives from Tuniu.com, CYTS AOYOU, IVY International, and YuanCheng International Travel Service, moderated by Wang Yufan of China Travel Trade Media. The discussion will explore strategies for outbound operators to build sustainable competitive advantages in an increasingly diversified market.
COITM 2026 promises a comprehensive exploration of the pivotal shifts reshaping China's travel landscape, offering actionable intelligence for airlines, hoteliers, cruise lines, and tour operators looking to tap into the world's largest outbound market. For those unable to attend in person, the organisers plan to release session recordings and key takeaways post-event.
As China's outbound travel continues its recovery, events like COITM provide a critical platform for industry stakeholders to align strategies. For related insights, see how Kuda Villingili Maldives targets Chinese travellers with tailored programmes, or explore Hospitality Japan Conference 2026 for regional market trends. Additionally, Vietjet's parent Sovico signs major deals highlights growing investment in Asian aviation, while Akasa Air's new loyalty programme underscores the competitive dynamics in the region.
