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ITB China Conference 2024 unveils dynamic agenda

ITB China

The ITB China Conference will be held from 27 to 29 May at the Shanghai World Expo Exhibition & Convention Center, alongside ITB China. It will gather industry leaders and innovators, featuring 100 speakers on 50 topics, focusing on China Outbound and Inbound Travel, MICE & Business Travel, and Travel Technology.

The highly anticipated three-day conference will be held from 27 to 29 May at the Shanghai World Expo Exhibition & Convention Center alongside ITB China. China’s travel think tank promises to be an unparalleled gathering of industry leaders, innovators, and stakeholders, including representatives from Partner Destination Maldives,, HUAWEI, CTG Travel, China Association of Travel Services (CATS), Society for Incentive Travel Excellence (SITE), European Travel Commission, German Travel Association (DRV), Adventure Travel Trade Association (ATTA) and many more. With approximately 100 distinguished speakers covering about 50 thought-provoking topics, attendees can expect engaging discussions on industry hotspots and emerging trends, providing a platform to connect with industry key opinion leaders.

It will delve into a wide array of topics to address industry professionals’ evolving needs from supply chain and procurement perspectives, offering profound insights into the Chinese and global tourism market. The conference will feature five main segments focusing on China Outbound Travel, China Inbound Travel, the China-Europe Travel Dialogue, MICE & Business Travel and Travel Technology.

The ITB China Conference will utilize two stages, one in the Conference Room and the other in the Presentation Hub. The detailed agenda for each day of the conference includes various keynote speeches, panel discussions, and dialogues from industry tycoons and thought leaders, highlighting key themes in outbound and inbound travel, sustainability, corporate procurement strategies and more.

Day 1: 27 May 2024 | Conference Room

Starting with the opening session in the morning, top-level representatives of the organizer and host ITB China, Partner Destination Maldives, Group, and China Association Of Travel Services, will deliver welcome greetings to attendees onsite and across the world via live-streaming.

In the afternoon, outbound industry stakeholders convene at ITB China for a series of informative sessions on the key topics shaping the future of global travel. Supply chain leaders and distributors examine collaborative pathways to stimulate the resurgence of China’s outbound tourism sector. Meanwhile overseas destinations are discussing innovative approaches that leverage the dynamic power of new media platforms to resonate with and captivate the younger generation, igniting a passion for international exploration.


10:30-10:50: Welcome speech by Lydia Li, Project Director ITB China

10:50-11:10: Keynote speech by Partner Destination-Maldives, Mr. lbrahim Faisal, Minister at the Ministry of Tourism Maldives

11:10-11:30: Keynote speech by Mr. Xing Xiong, COO of Group on Insights into the 2024 Civil Aviation Market

11:30-11:50: Keynote speech by Ms Baiyu Chen, President of China Association Of Travel Services /Guangzhou Lingnan Group Holdings Co., Ltd, on Prospects for International Tourism Cooperation and Development.

Outound Travel Session

14:00-14:20: Dialogue on Changes in tourism demand and business model innovation of travel agencies led by Charlie Li from TravelDaily and Dongjie Guo from HCG Travel Group.

14:20-14:40: Keynote speech by Maria Ramiro, Director Of Huawei Petal Ads European Business Development of Huawei Software Technologies Co., Ltd.

14:40-15:20: Panel discussion on boosting the recovery for China’s outbound travel, featuring industry experts such as Kuth Huang from GZL INTERNATIONAL TRAVEL SERVICE LTD., Baichuan Hu from Convergent International Travel(CIT)Ivy Li Qi from FliggyLiu Jianbin from Stellar Internation Travel Service Co. and Charlie Li from TravelDaily.

15:20-15:40: Keynote speech by Bryan Xiao, Founder & CEO of JNE Group about the comparison and outlook of consumption data of China’s mainstream outbound tourism before and after the pandemic.

15:40-16:20: Panel discussion on New Media and Travel, leveraging new media to attract young people, with insights from Mr. Amr Elkady, from Egyptian Tourism AuthorityLuis Miguel Cabello from PROMPERU, Influencer & KOL Yina Wei, Xu Jianian from Oceanengine and George Cao from Dragon Trail International.

16:20-17:00: Panel discussion on Adventure Travel, driving sustainability through adventure, featuring David Wu from Visit FinlandGlen Fu from 54traveler Planet David Cheng from Benchmark AdventureJoe Zou from Hurtigruten Group and Miya Liu from Adventure Travel Trade Association (ATTA).

Day 2: 28 May 2024 | Conference Room

In the morning, the inbound travel sessions will gather industry insiders to discuss how inbound tourism can strengthen its product advantages and increase visibility to cope with the ongoing shift in demand, and how to ride the wave of opportunities and dividends from the growing trend of inbound tourism.

In the afternoon, the China–Europe Travel Dialogue will take place just after the MOU signing ceremony between ITB China and DRV, the leading German Travel Association. With insights into China’s outlook for European source markets, industry leaders are primed to capitalize on emerging opportunities and navigate potential challenges. The spotlight also shines on the German outbound market, where discussions center on collaborative strategies and future prospects for mutual growth. Moreover, the recent introduction of China’s visa-free policy presents both opportunities and hurdles for the inbound tourism recovery of European source markets, underscoring the need for agility and innovation in destination management. Similarly, the changes in demand and trends of Chinese tourists returning to European destinations are noteworthy as well.

Inbound Travel Session

10:00-10:25: Keynote speech on Keeping pace with outbound and domestic travel – Opportunities for the Growth of inbound travel to China by Aaron Goldring, Senior Economist from Tourism Economics, An Oxford Economics Company.

10:25-11:05: Panel discussion on responding to changes in demand from inbound customers, featuring insights from industry leaders and experts such as Charlie Li from TravelDailyNan Zhang from China Comfort Tourism GroupAnnie Liew from Jin Jiang Radisson HotelsEdwin Zhang from Mastercard and Hanming Li from TravelDaily.

11:05-11:45: Panel discussion on strengthening China’s inbound tourism marketing, featuring Yiming Hu of GDCTSSteven Ler of NATASOliver Graue of FVW Medien and YU MingYang of Shanghai Jiao Tong University as speakers. The session will be moderated by Lydia Li from ITB China .

11:45-12:15:Dialogue on innovation of inbound tourism products in the new era, led by Charlie Li from TravelDailyRebecca Smith from Wendy Wu Tours UK and Ping Liu from China Star.

China–Europe Travel Dialogue

14:00-14:15: Organizer welcoming session by Dr. Mario TobiasCEO of Messe Berlin

14:15-14:30: Keynote on the German outbound market: Developments, perspectives and potential for future collaboration with Norbert Fiebig, President, German Travel Association (DRV).

14:30–15.20: Panel discussion on China’s visa-free policy and the opening up of opportunities and challenges for the inbound tourism recovery of European source markets. featuring Norbert Fiebig from German Travel Association (DRV), WAN Ting from Network of International Culturalink Entities of Ministry of Culture and Tourism of China, Kexiong Zhang, from CTG Travel/Inbound Tourism Branch of China Association of Travel Services , and Aaron Goldring from Tourism Economics, An Oxford Economics Company. The session will be moderated by Sun WeiJia, former Director General from International Exchange and Cooperation Department of Counsellors’ Office of the State Council.

15:20-15:30: Keynote speech by Petra Hedorfer, CEO, German National Tourist Board.

15:30-1610: Panel discussion on development trends of Chinese tourists returning to European destinations, with insights from industry leaders and representatives from various companies and destinations, led by María Llinares from TOURSPAIN, Bond Cao from UTour Group Co., Ltd., Wen Jiang from and Lydia Li from ITB China.

Day 3: 29 May 2024 | Conference Room

From a procurement perspective, a series of keynote speeches will be delivered by key industry players focusing on corporate/MICE purchasing including travel products, demands, selection preferences, cost control and more.

Corporate/MICE Purchasing Session

10:00-11.35: A series of keynote speeches will be delivered by corporate procurement managers focusing on procurement and supply chain management in the MICE and business travel industry, covering topics such as cost control, digitization, procurement strategy, corporate ESG and MICE procurement. The keynote speakers include speakers such as Jacky from Yiche, Allen from YinlianGordon from Sensetime, Kevin from FanshuJohnny from WaterdropLance Liu from Purchasing and Supply Chain Coalition(CPSC) and Alan Li from Grandall Law Firm (Shanghai).

11:35-12:00: The conference will conclude with a panel discussion on the Keypoints of MICE Procurement with key industry leaders, summarizing the insights gained and outlining future directions for the industry.

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