ITB China 2024, a major business-to-business travel trade show dedicated to the Chinese tourism market, opened on Monday in Shanghai. The event, which runs from May 27 to 29 and features over 600 exhibitors from more than 80 countries and regions, is themed “Thrive in Transformation, Reach New Heights Together.” This reflects the importance of adaptability and innovation in the travel industry, as well as the huge, untapped potential of the Chinese travel market. ITB China has expanded by 60% from last year and is hosting a variety of keynote speeches, panel discussions and dialogues to foster collaboration and mutual support.