From 14 to 16 October 2026, the China Outbound & Inbound Travel Market (COITM) will make its debut at Hall 11 of the National Agricultural Exhibition Center (NAEC) in Beijing. Co-hosted by the COITM Organiser and TRAVEL INSIGHT, the event targets travel professionals across aviation, hospitality, cruise, and tour operations, offering a dedicated B2B platform for high-value partnerships between global destinations and Chinese travel operators.
COITM founder and project director Qing Qinghui stated: “COITM is positioned as an essential B2B bridge facilitating high-value cooperation between global destinations and Chinese travel operators.” The exhibition will host 200 exhibitors from more than 30 countries, including emerging destinations such as Azerbaijan, Georgia, Kazakhstan, Morocco, Tanzania, the UAE, and Vietnam. Organisers expect 3,000 trade buyers to attend.
Day 1: Outbound Transformation & Digital Intelligence
The conference opens on Wednesday, 14 October, with an address from Qing Qinghui and a welcoming speech from the Beijing Chaoyang District Bureau of Culture & Tourism. The China Tourism Academy will deliver a keynote on outbound travel trends, followed by a session on emotional value and the experience economy led by Cao Jian of Utour Group.
A panel on digital intelligence breakthroughs, moderated by Zhong Hui with panellists Song Bin, Ping Wei, and David Cao, will explore how technology is reshaping outbound travel. Fliggy will present on AI’s impact on outbound travel, while Chen Hansheng of Top Tour discusses Belt & Road travel enterprise practices. The day closes with a panel on the silver economy in travel, featuring representatives from CTG Travel and Swan Hellenic.
Day 2: Inbound Innovation, Customisation & Ski Tourism
Thursday, 15 October, begins with an official address from Wang Mengmeng of the Beijing Municipal Bureau of Culture & Tourism. David Dou, a China inbound tourism expert, will present inbound product methodology, followed by a session on high-end Great Wall inbound landmarks.
He Sicong of YCloud will discuss WhatsApp for inbound agencies, while Guo Ming of HH Travel & Ctrip TM Travel covers outbound customised travel trends for 2026–2030. Jia Jianqiang of 6renyou.com will address upstream marketing and demand creation. The afternoon features a panel on ski tourism in the Caucasus and Central Asia, moderated by Daming and including Vasily Afanasyev, Andrey, Yi Li, Weir Qiu, and Chris Chen.
Day 3: Market Dynamics & Global Competitiveness
The final day, Friday, 16 October, focuses on global inbound dynamics with a presentation from a WILDCHINA representative. A panel on inbound tourist behaviours and source structure will feature industry experts and analysts, examining how China’s inbound market is evolving amid digital and language barriers—a topic recently highlighted in our analysis of China's inbound tourism surge exposing service gaps.
COITM’s debut comes as China’s travel market undergoes significant transformation, with outbound and inbound flows both rebounding. The event’s focus on digital intelligence, silver travel, and emerging destinations aligns with broader industry trends, such as Thailand’s recent pacts with China to elevate visitor experience. For travel professionals, COITM offers a rare opportunity to connect directly with Chinese operators and government officials shaping the next phase of China’s travel economy.
