On the first day of ITB China 2026, Messe Berlin (China) formalized a memorandum of understanding with the provincial government of Hainan, China's only free-trade port. The agreement was signed by David Axiotis, managing director of Messe Berlin (China), and Chen Tiejun, director of the Hainan Provincial Department of Tourism, Culture, Radio, Television and Sports.
Axiotis noted that while cooperation with Hainan has existed for several years, this MoU marks a significant escalation. “We've been working with Hainan Province for several years, but the memorandum of understanding we're about to sign today actually marks a very important new step in the cooperation between Messe Berlin (China) and Hainan Province,” he said during the signing ceremony.
Strategic Partnership for Inbound Growth
Under the terms of the agreement, Hainan will serve as the official partner province for China inbound travel during the tenth edition of ITB China in 2027. This designation is intended to elevate Hainan's profile among international travel professionals and strengthen its position in the global inbound tourism market.
Axiotis emphasized Hainan's unique advantages: “I think Hainan's distinctive position as China's only free trade port and its growing importance in international tourism exchange make it just the right fit for this role. Whoever has been there knows about the strong potential in tourism inbound travel actually, but also specifically in MICE that Hainan has supported by its rich destination resources, policy advantages, and continuously improving international service capabilities.”
The partnership is expected to create new opportunities for global travel partners to engage with Hainan, particularly as China continues to revive its international inbound tourism sector. The province's visa-free policies and expanding air connectivity—including routes served by carriers like Air Astana—are key drivers of this momentum.
MICE and Destination Promotion
Beyond ITB China, the MoU paves the way for broader collaboration between Messe Berlin and Hainan. Joint initiatives will include the promotion of Hainan's inbound tourism resources, destination presentations, networking events, and familiarization trips for ITB China 2027 attendees.
Hainan will also participate as the destination showcase partner for Messe Berlin's inaugural China International MICE Exchange (CIMX), scheduled for November 2026 in Beijing. This role will enhance Hainan's visibility within the regional and global MICE sector, a segment that is increasingly important for the province's tourism strategy.
The move aligns with broader trends in China's business travel market, which is being driven by the 30–39 age cohort, as recent data shows. Hainan's MICE infrastructure and policy advantages position it well to capture this demographic.
As China's inbound tourism surge continues, customized travel and infrastructure gaps remain challenges, but Hainan's partnership with Messe Berlin signals a concerted effort to attract international visitors and business events. The province's free-trade port status offers unique incentives for travel trade partners, including duty-free shopping and streamlined visa processes.
For travel professionals—airline executives, hoteliers, tour operators, and MICE planners—the Hainan-Messe Berlin collaboration represents a concrete opportunity to tap into one of China's most dynamic destinations. With ITB China 2027 as a platform, Hainan aims to convert its policy advantages into tangible growth in international arrivals and business events.
