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ITB China 2024: Leading global tourism event in Shanghai


ITB China 2024, from May 27-29 in Shanghai, is set to be a landmark event for the tourism industry with over 600 exhibitors.

As one of the world’s most important travel markets, China is steadily regaining momentum. The highly anticipated ITB China 2024, taking place from 27 to 29 May at the Shanghai World Expo Exhibition & Convention Center, marks a pivotal moment for the global tourism community. With expected +600 exhibitors, over 1,000 hand-selected buyers, the ITB China Conference running alongside the exhibition, and numerous networking opportunities, ITB China 2024 is set to be another landmark event.

ITB China 2024 has reclaimed the scale of 2019, signifying a robust rebound for the industry. More than 600 travel and tourism organizations and companies from over 80 countries have confirmed their participation, reflecting a remarkable 60% scale increase compared to 2023.

Lydia Li, Deputy General Manager of ITB China, said: “ITB China 2024 is a testament to the resurgence of China’s travel market. Despite ongoing challenges, the overwhelming participation of our exhibitors, buyers, and visitors reflects renewed confidence in the industry. With strong partnerships and an unparalleled number of international exhibitors, including many newcomers, this year’s event marks the return to pre-pandemic levels in China.”


ITB China continues to lead the Chinese tourism industry, showcasing the entire spectrum of the travel trade, encompassing Leisure Travel, MICE, Business Travel, and Travel Technology.

Among the highlights of this year’s exhibition are 11 new destinations on the show floor, including Almaty, Bahrain, Buenos Aires, Georgia, Hawaii, Korea, Morocco, Peru, Romania, Sarawak, and Uzbekistan. Noteworthy new commercial players joining the lineup include Artyzen Hospitality Group, CTG Travel, Egypt Air, Huawei, and Mize.

ITB China 2024 will welcome a diverse line-up of exhibitors, embracing tourism suppliers from around the world and different categories. Companies and organizations from Asia and Oceania (31%), Europe (28%), China (16%), the Middle East (9%), the Americas (9%), and Africa (7%) will be represented. Categories covering the entire tourism industry supply chain include Tour Operators (40%), Accommodation (22%), National & Regional Tourism Promotion Organizations (17%), Travel Tech (6%), Transportation (5%), Attractions (3%), and others (8%).

The continued commitment and participation of destinations such as Beijing, California, Egypt, Europe (the European Travel Commission), Greece, Italy, Jordan, Maldives, Malaysia, Portugal, Qatar, Spain, Saudi Arabia, Turkey, together with key commercial suppliers such as CTG TRAVEL, Expedia Group, Heytrip International, Jin Jiang International, Meliá Hotels International, Pan Pacific Hotels Group, Tongcheng Travel, Group, Wyndham Hotels & Resorts, and many more at ITB China underline their confidence in the event and the potential of the Chinese market.


The Hosted Buyer Program of ITB China facilitates impactful B2B pre-scheduled meetings between exhibitors and high-quality buyers. This year, ITB China welcomes over 1,000 hand-selected buyers, representing a 40% increase compared to 2023. Buyers will cover the entire spectrum of the travel industry supply chain, with 65% focusing on leisure travel and 35% on MICE & corporate travel. Top source cities and provinces of outbound buyers include Shanghai, Beijing, Guangdong, Sichuan, Jiangsu, Shaanxi, Zhejiang, Fujian, Liaoning, Chongqing, Hunan, Shandong, Guizhou, Yunnan, and Tianjin.

Additionally, the inaugural Inbound Buyer Program has been launched in response to strong market demand for Chinese products from overseas. International buyers from leading source markets such as the U.S., UK, Germany, France, Italy, Australia, Japan, Southeast Asia, and Korea will participate, with a keen interest in various product categories.

The top product categories of interest are Tour Operators / Travel Agencies, Accommodation, Business Travel / MICE, Luxury Travel, Travel Technology, and Tourism Organizations / Associations.


ITB China’s travel think tank, ITB China Conference, will offer a rich tapestry of content and insights tailored to address the information needs of exhibitors and buyers, providing an in-depth understanding of the Chinese and global tourism market. With a line-up of around 100 outstanding speakers covering some 50 thought-provoking topics, attendees can expect valuable discussions on industry hotspots and emerging trends, including the impact of recent visa policy changes on recovery of inbound and outbound travel.

Highlights include a prestigious round table conference co-hosted with the Society for Incentive Travel Excellence (SITE), focused on raising professionalism and international influence of China’s MICE industry. The conference will also feature a keynote address by Group, a key partner of the ITB China Travel Trend Report 2024/25, offering unique insights into emerging trends, Chinese traveler behavior, and market opportunities.

For the first time, ITB China will introduce a “China Inbound Tourism” content section, inviting overseas experts and industry leaders to explore opportunities for Chinese inbound growth in alignment with outbound and domestic trends.


As the premier B2B industry exhibition, ITB China serves as a catalyst for industry professionals, fostering meaningful business exchanges and networking opportunities. This year’s event will feature various networking sessions, including the Official Opening Dinner with this year’s Partner Destination Maldives, the popular Cruise Night with, the Beijing Night with Beijing Municipal Culture and Tourism Bureau, and the After-Show Sundowner with TUI Blue.

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Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.