ITB China 2026, one of the leading B2B travel trade exhibitions focused on the Chinese travel market, is set to return bigger than ever with a 20% expansion in net exhibition space, reflecting surging global demand and China’s growing importance in the international tourism economy. Organised by MB Exhibitions (Shanghai) Co., Ltd., the fully sold-out event will take place from 26-28 May 2026 at the Shanghai World Expo Exhibition and Convention Center.
The exhibition is expected to host more than 900 travel organisations and over 1,700 buyers, facilitating upwards of 46,000 pre-scheduled business meetings. Running alongside the exhibition, the ITB China Conference will feature 70 sessions across seven thematic tracks, bringing together 180 global industry experts to discuss key trends, market developments, and practical case studies shaping China’s travel sector.
Lydia Li stated that ITB China continues to serve as a crucial bridge between China and the global travel industry, delivering richer international travel resources, stronger buyer representation, and valuable expert insights.
This year, Georgia joins as the Official Partner Destination, showcasing its tourism offerings through cultural performances, masterclasses, authentic culinary experiences, and destination promotions. Zhejiang has been named the Official Partner Province for China Inbound Travel, while Trip.com Group supports the China Inbound Travel session as Official Content Co-Creation Partner.
Additional partners include Jin Jiang International as Official Travel and Hospitality Group Partner, alongside Official Airline Partners Malaysia Airlines and EGYPTAIR.
Regional participation has witnessed remarkable growth, with Asia leading exhibitor expansion at 40%, driven by strong participation from Malaysia and Türkiye. Representation from the Americas and Caribbean has grown by 26%, Europe by 20%, and Africa by 11%, highlighting the exhibition’s expanding international reach.
The event will also spotlight emerging travel technology and AI-driven innovation, with participation from companies including Expedia Group, Fliggy, Airwallex, Newport AI, Rokid, and several fintech and automation providers. Networking events such as Georgian Gala Dinner, Malaysian Night, Zhejiang Night, and immersive destination activations by the Moroccan National Tourism Office will further enhance global industry engagement.
