ITB China 2024, held at the Shanghai World Expo Exhibition & Convention Center from May 27 to May 29, brought together over 600 exhibitors from 80 countries and regions, marking a 60% expansion from the previous year. The expo showcased a wide range of tourism products and services, including tour operators, accommodations, tourism promotion organizations, local attractions, transportation, and travel technology. Notably, the Maldives, the Partner Destination, had a 2.5 times larger pavilion this year, highlighting its diverse tourism offerings.
The ITB China Conference, co-hosted with TravelDaily, provided a platform for industry experts and key opinion leaders to share insights on both Chinese and global travel markets. Approximately 100 speakers covered 50 thought-provoking topics, discussing trends and opportunities in the rapidly evolving travel landscape.
This year’s event placed a strong emphasis on MICE (Meetings, Incentives, Conferences, and Exhibitions) and Corporate Travel, with nearly half of the exhibitors showcasing related products. A dedicated speed-dating event was held to facilitate business connections between exhibitors and high-level corporate buyers responsible for MICE and business travel decisions.
ITB China also introduced a new segment focusing on China Inbound Travel, aiming to explore growth opportunities in Chinese inbound tourism. The DRV (German Travel Association) & ITB China signed a Memorandum of Understanding to advance China’s inbound travel market. The “Chinese Tourism Destination Overseas Marketing Workshop” fostered discussions on leveraging inbound travel through branding campaigns and highlighting modern infrastructure and scenic landscapes.
Throughout the expo, customized business events provided valuable networking opportunities. The Opening Dinner on May 27 and the ITB China 2024 C-Talks brought together top executives from China’s leading travel agencies and companies with high-level representatives of international destinations and tourism promotion organizations. Other networking events included the 5th edition of Cruise Night with Trip.com Group, Beijing Night with the Beijing Municipal Culture and Tourism Bureau and China Tourism Group, and the “Meet the Media” event.
ITB China 2024 not only returned to its pre-pandemic scale but also significantly expanded its offerings, reflecting the resilience and growth potential of China’s travel industry. By embracing innovation and adaptability, the expo continues to serve as a vital platform for businesses to connect, share knowledge, and explore new opportunities in China’s dynamic travel market.
