The fifth edition of ITB China 2024, the leading travel trade show dedicated to China’s travel sector, has concluded with remarkable success, marking a year of resurgence and hope for the industry. With over 15,000 attendees, including 1000 carefully selected buyers and approximately 250 media representatives, the event showcased a soaring demand and heightened enthusiasm for the Chinese travel market. A staggering +27,500 business meetings were facilitated during the three-day event, underscoring the buoyant business atmosphere and the eagerness for in-person engagements. Featuring over 600 exhibitors from 80 countries, the event underscored the robust recovery and promising future prospects of China’s travel industry. Since 2023, China’s travel market has been steadily ascending, buoyed by improved visa regulations and expanded flight capacities. This year’s ITB China not only demonstrated the market’s resurgence but also highlighted the strong demand and growing interest from international partners, signaling a trajectory of sustained growth ahead. David Axiotis, Vice President China at Messe Berlin, reflected on ITB China 2024, stating, “The success of ITB China 2024 underscores the resilience and potential of China’s travel industry. Our show has set a new benchmark for industry events. It is propelling the Chinese travel market to new heights, fostering global partnerships, and driving industry growth. As we look ahead, we remain committed to supporting the travel community and facilitating opportunities for business expansion and innovation”. On May 27th, the notable attendees of ITB China 2024 graced the ribbon-cutting ceremony, comprising: Gathering of Travel Industry Titans The inaugural ITB China 2024 C-Talks emerged as a pivotal forum for elite figures in the travel realm. This exclusive, behind-closed-doors affair united presidents, founders, and C-suite executives from China’s leading travel agencies alongside top-tier destination representatives and international tourism visionaries. Delving into critical themes of both the Chinese and global travel sectors, discussions encompassed topics such as the resurgence of China’s outbound travel, the surge in demand for authentic local experiences, and forthcoming trends shaping the industry’s trajectory. The resounding success of the C-Talks underscores ITB China’s prowess in convening key stakeholders from China’s dynamic market and the global travel sphere. In collaboration with Partner Destination Maldives, the Grand Opening Dinner welcomed 600 esteemed guests and VIPs from across the global and Chinese travel landscape. Dr. Mario Tobias, CEO of Messe Berlin; Zihuny Rasheed, Deputy Managing Director of Maldives Marketing & PR Corporation; and Liu Shijun, Vice Chair and Secretary-General of WTA delivered welcoming remarks, setting the tone for the evening. With over 600 exhibitors and a curated selection of 1000 top-tier buyers, the event facilitated over 27,500 meetings, fostering invaluable partnerships, novel collaborations, and lucrative business ventures. The overwhelmingly positive reception from attendees underscores ITB China’s unrivaled status as China’s premier travel showcase. Zihury Rasheed, Deputy Managing Director of MMPRC, this year’s Partner Destination, noted, “We decided to participate in ITB China on this scale because it is the perfect place for B2B networking and meetings, as well as meeting the right media. As this year’s Partner Destination, we’ve had a very successful show. The quality of the visitors was excellent, we’ve had high-level meetings with serious buyers and very engaged visitors throughout the show”. Mr. Zhang Nan, Managing Director of China Comfort Travel noted: “This year’s show was great, with huge traffic. I saw many global destinations joined by their local travel companies and agencies showcasing their products. Additionally, there was a significant increase in the number of Chinese buyers. I look forward to seeing ITB China continue to improve and foster even more synergistic cooperation between overseas suppliers and their Chinese partners.” Sally Sedky, Head of Tourism Marketing, Bahrain Tourism & Exhibitions Authority: “ITB China is one of the most important platforms, we are very impressed with the quality of the buyers and we can see that there is potential for future partnerships with the travel trade in China. We are just starting out in the Chinese market and being at ITB China is a very important platform to maintain that.” Mr. Yan Zheng, Vice President of Grand China MICE and General Manager of its Shanghai branch: “In the first half of 2024, we observed significant growth in the outbound travel market. Both the number of groups and the scale of business have increased, with demand far exceeding that of last year. I attend ITB China every year, and the resources offered by destinations this year align closely with our needs. Additionally, products from niche destinations have proven very helpful to us”. Focus on Inbound Travel and MICE Sector As recent adjustments in visa policies open up China to inbound travel, ITB China has witnessed a surge in interest from international stakeholders. The commencement of ITB China 2024 was marked by the Beijing Night event, hosted in collaboration with the Beijing Municipal Culture and Tourism Bureau and China Tourism Group on the eve of the exhibition. This culturally immersive networking affair aimed to spotlight and promote inbound tourism, particularly to the Beijing region. On May 28th, the “Chinese Tourism Destination Overseas Marketing Workshop” garnered significant acclaim, facilitating insightful dialogues on maximizing China’s inbound tourism potential through strategic branding campaigns and the showcasing of scenic wonders and modern infrastructure. The workshop attracted a diverse array of participants, including international media, buyers, travel entities, Chinese destination representatives, local accommodations, and travel agencies. Exhibitors from over 10 Chinese destinations, spanning from Beijing to Guangzhou, actively engaged in the workshop, contributing to its success. Zhang KeXiong, Assistant General Manager of CTG Travel, President of Inbound Tourism Branch of China Association of Travel Services: “I was immediately impressed by the significant increase in the variety of exhibitors and the number of participating countries. Additionally, from the perspective of the attendees, the number of visitors has far exceeded that of any other exhibition I’ve attended in China so far. I feel that the spring of travel, especially for inbound tourism, is upon us, and ITB China is an excellent platform for us to conduct business with overseas travel agents and suppliers”. Debut of China Inbound Travel Segment Unveils Opportunities in Chinese Tourism Market The introduction of the China Inbound Travel segment shed light on strategies for accessing the lucrative Chinese tourism market, underscored by a memorandum of understanding (MOU) signing ceremony between the German Travel Association (DRV) and ITB China. The MOU, inked by Norbert Fiebig, President of DRV, and Dr. Mario Tobias, CEO of Messe Berlin GmbH, signifies a significant milestone in fortifying collaboration aimed at enhancing growth in the tourism sectors of both regions. This year’s event also placed a spotlight on MICE (Meetings, Incentives, Conferences, and Exhibitions) and Corporate Travel, capturing the interest of exhibitors and over 800 buyers. A dedicated speed-dating session facilitated face-to-face interactions between 40 high-level corporate buyers and exhibitors. Featuring 100 distinguished speakers covering more than 50 topics, the ITB China Conference emerged as a knowledge nexus, offering attendees valuable market insights and innovative concepts. In collaboration with TravelDaily, the sessions fostered discussions on cutting-edge trends and best practices. Attendees praised the dynamic content and engaging dialogues spanning areas such as China Outbound Travel, MICE, Business Travel, Travel Technology, and the newly introduced China Inbound Travel, solidifying its reputation as China’s foremost industry thought leadership platform. Those unable to attend sessions in person can access content online via the ITB China Platform, soon to be available. Additionally, networking events such as the fifth edition of the ITB China Cruise Night with Trip.com Group, Lunch & Link with PROMPERU, the After-Show Sundowner with TUI BLUE Hotels & Resorts, and the “Meet the Media” gathering offered invaluable opportunities for attendees to forge connections and foster future collaborations.
ITB China 2024: A Thriving Hub for the Resurgent Chinese Travel Market
