ITB China 2024 kicks off, heralding new growth for the global tourism industry

ITB China, the premier B2B trade show dedicated to the Chinese travel market, is taking place at the Shanghai World Expo Exhibition & Convention Center. Running from 27 to 29 May, this year’s event boasts an impressive lineup with over 600 exhibitors from more than 80 countries and regions, 1,000 plus hand-selected buyers, and 240 media representatives.

With a 60% increase in scale compared to last year, ITB China welcomes 13 new destinations on the show floor and quite many first-time commercial participants. The Maldives, as the Partner Destination, significantly expands its presence, showcasing diverse products and activities. ITB China 2024 has adopted the inspiring theme “Thrive in Transformation, Reach New Heights. Together”, reflecting the importance of adaptability and innovation in the travel industry, as well as the huge untapped potential of the Chinese travel market.

David Axiotis, Vice President China at Messe Berlin GmbH said, “This year’s ITB China will once again be a truly remarkable event. Since 2023, China’s travel market has been on a steady positive trajectory, and with the impact of improved visa policies and increased flight capacity, China’s travel market is showing strong signs of growth at the start of 2024. The buyer market this year is buzzing with even stronger demand and a much larger number of participants compared to last year. ITB China supports our global partners in finding their Chinese counterparts and reaching new heights for their China travel business in the coming years.”

Notably, ITB China 2024 has expanded by 60% compared to the previous year. Among the highlights are 13 new destinations making their debut with their own stands, including Almaty, Bahrain, Buenos Aires, Cuba, East Kazakhstan, Georgia, Hawaii, Korea, Morocco, Peru, Romania, Sarawak, and Uzbekistan. New commercial players such as Artyzen Hospitality Group, CTG Travel, Egypt Air, Huawei, and Mize are also joining the vibrant ITB China exhibition floor.

The event features a broad range of exhibitors from various regions and categories: Asia and Oceania (22%), Europe (28%), China (16%), the Middle East (11%), the Americas (12%), and Africa (9%). These exhibitors span the entire tourism industry supply chain, encompassing Tour Operators (34%), Accommodation (23%), National & Regional Tourism Promotion Organizations (15%), Local Activities & Attractions (10%), Transportation (7%), and Travel Tech (7%).

ITB China 2024 kicks

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, and Turkey, along with key commercial suppliers such as 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 2024 underline their confidence in the event and the potential of the Chinese market.

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