The 2026 edition of ITB China officially began on 25th May with a gala dinner at W Shanghai – The Bund, drawing over 700 industry leaders, media representatives, and hosted buyers. Co-hosted by Messe Berlin and destination partner Georgia, the event sets the stage for three days of business meetings and networking.
David Ruetz, senior vice-president of Messe Berlin GmbH, welcomed attendees and noted that ITB China will celebrate its tenth anniversary in 2027, with a full year of preparation ahead. He emphasized that the 2026 show remains the essential gathering for travel and tourism professionals across mainland China and the broader Asia region.
Personalized Travel Drives Growth
As ITB China opens its doors on 26th May, the global travel sector is gaining momentum, particularly in China, where demand for quality tourism and personalized experiences is reshaping the market. Travelers today seek distinctive destinations, deeper cultural immersion, and products tailored to individual interests—trends that China is well positioned to meet.
“Travel, in general, is moving forward; and China continues to play a vibrant role in it,” Ruetz said. “Now, despite the uncertainties that we have at this time, and we should acknowledge that we have them, I think China mirrors a strong sense of optimism and opportunity for this industry, reflected in its remarkable growth.”
This shift toward personalization is evident across the industry, from boutique resorts in the Maldives joining global loyalty programs to airlines like Air Astana expanding routes such as Astana–Guangzhou to boost China network connectivity. The trend aligns with broader data showing China’s business travel market driven by the 30–39 age cohort, as reported in recent studies.
Record Scale and International Participation
ITB China 2026 has expanded its total floor area by 20 percent compared to last year, hosting over 900 exhibitors from 85 nations. More than 1,500 hosted buyers from China and around the world are scheduled to attend over 46,000 pre-arranged meetings.
For Ruetz, the turnout reflects the global travel industry’s confidence in the event. “It reflects the trust that the industry gives us, trust in the market, trust in the resilience of our industry in the global, and trust in the value of human connection. You cannot do a handshake over the internet; we cannot, and we will not.”
New delegations this year include the Philippines, Côte d'Ivoire, Nepal, Romania, Fiji, Uzbekistan, and Cappadocia, underscoring the show’s expanding international reach. The growth mirrors trends seen in other major travel events, such as the upcoming SIWW 2026 addressing urban water resilience for global travel hubs.
As China’s aviation sector continues to rise—with Xiamen Airlines set to host the 83rd IATA AGM in 2027—ITB China serves as a critical platform for airlines, hoteliers, cruise lines, and tour operators to forge partnerships and tap into the personalized travel boom. The event’s expansion signals a robust recovery and a future shaped by tailored experiences.
