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ITB China 2024 Returns to Full Force

ITB China 2024 Returns to Full Force

BorneoTalk is proud to be a Media Partner at this year’s ITB China 2024!
As one of the world's most important travel markets, China is steadily regaining momentum. The highly anticipated ITB China 2024, which starts today on May 27 and will take place at the Shanghai World Expo Exhibition & Convention Center until May 29, marks a pivotal moment for the global tourism community. 

With +600 exhibitors, over 1,000 hand-selected buyers, the ITB China Conference running alongside the exhibition, and numerous networking opportunities, ITB China 2024 is set to be another landmark event. ITB China 2024 has reclaimed the scale of 2019, signifying a robust rebound for the industry. More than 600 travel and tourism organizations and companies from over 80 countries is part of this year’s ITB China, reflecting a remarkable 60% scale increase compared to 2023. 

Lydia Li, Deputy General Manager of ITB China, said, “ITB China 2024 is a testament to the resurgence of China’s travel market. Despite on-going challenges, the overwhelming participation of our exhibitors, buyers and trade visitors reflects renewed confidence in the industry. With strong partnerships and an unparalleled number of international exhibitors, including many newcomers, this year's event marks the return to pre-pandemic levels in China.”

“China's latest measures to boost tourism consumption and improve the tourism industry, adopted on 27 September, include the resumption of international flights and an increase in their frequency,” says David Axiotis, General Manager of Messe Berlin (Shanghai). “This provides a robust foundation for the continued recovery of China’s international travel business. Set against the backdrop of the flourishing Chinese travel market, ITB China 2024 will offer unparalleled opportunities for growth and collaboration. Suppliers can nurture existing business ties and forge new partnerships with Chinese buyers”, he adds.

ITB China 2024 Returns to Full Force
ITB China 2024 Returns to Full Force


ITB China continues to lead the Chinese tourism industry, showcasing the entire spectrum of the travel trade, encompassing Leisure Travel, MICE, Business Travel, and Travel Technology. Among the highlights of this year's exhibition are 13 new destinations on the show floor, including Almaty, Bahrain, Buenos Aires, Georgia, Hawaii, Korea, Morocco, Peru, Romania, Sarawak, and Uzbekistan. Noteworthy new commercial players joining the lineup include Artyzen Hospitality Group, CTG Travel, Egypt Air, Huawei, and Mize.

ITB China 2024 will welcome a diverse line-up of exhibitors, embracing tourism suppliers from around the world and different categories. Companies and organizations from Asia and Oceania (22%), Europe (28%), China (16%), the Middle East (11%), the Americas (12%), and Africa (9%) will be represented. Categories covering the entire tourism industry supply chain include Tour Operators (22%), Business Travel/MICE (17%), Luxury Travel (17%), Accommodation (16%), National & Regional Tourism Promotion Organizations (9%), Transportation (7%), Local Activities & Attractions (7%) and Travel Tech (5%).

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, Turkey, together 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 underline their confidence in the event and the potential of the Chinese market.


The Hosted Buyer Program of ITB China facilitates impactful B2B prescheduled meetings between exhibitors and high-quality buyers. This year, ITB China welcomes over 1,000 hand-selected buyers, representing a 40% increase compared to 2023. Buyers will cover the entire spectrum of the travel industry supply chain, with 65% focusing on leisure travel and 35% on MICE & corporate travel. Top source cities and provinces of outbound buyers include Shanghai, Beijing, Guangdong, Sichuan, Jiangsu, Shaanxi, Zhejiang, Fujian, Liaoning, Chongqing, Hunan, Shandong, Guizhou, Yunnan, and Tianjin.

Additionally, the inaugural Inbound Buyer Program has been launched in response to strong market demand for Chinese products from overseas. International buyers from leading source markets such as the U.S., UK, Germany, France, Italy, Australia, Japan, Southeast Asia, and Korea are also participating, with a keen interest in various Chinese product categories.


ITB China’s travel think tank, ITB China Conference, will offer a rich tapestry of content and insights tailored to address the information needs of exhibitors and visitors, providing an in-depth understanding of the Chinese and global tourism market. With a line-up of around 100 outstanding speakers covering some 50 thought-provoking topics, attendees can expect valuable discussions on industry hotspots and emerging trends and foster meaningful connections with industry key opinion leaders.

Under the new theme "Thrive in Transformation, Reach New Heights. Together" and in partnership with TravelDaily, the ITB China Conference cultivates collaboration and innovation, facilitating an open exchange and alignment with the latest trends in the travel and tourism industry. Happening alongside ITB China, China’s travel think tank promises to be an unparalleled gathering of industry leaders, innovators, and stakeholders, including representatives from Partner Destination Maldives, Group, HUAWEI, CTG Travel, China Association of Travel Services (CATS), Society for Incentive Travel Excellence (SITE), European Travel Commission, German Travel Association (DRV), Adventure Travel Trade Association (ATTA) and many more.

Highlights include a prestigious round table conference co-hosted with the SITE, focused on raising professionalism and international influence of China's MICE industry. The conference will also feature a keynote address by Group, the Travel Service Partner as well as the key content partner of the ITB China Travel Trend Report 2024/25, offering unique insights into emerging trends, Chinese traveller behaviour, and market opportunities.

For the first time, ITB China will introduce a “China Inbound Tourism” content section, inviting overseas experts and industry leaders to explore opportunities for Chinese inbound growth in alignment with outbound and domestic trends. 


As the premier B2B industry exhibition, ITB China serves as a catalyst for industry professionals, fostering meaningful business exchanges and networking opportunities. This year’s event will feature various networking sessions, including the Official Opening Dinner with this year’s Partner Destination Maldives, the popular Cruise Night with, the Beijing Night with Beijing Municipal Culture and Tourism Bureau, the Buyer Networking Lunch with PROMPERU and the After-Show Sundowner with TUI Blue.

ITB China 2024 Returns to Full Force
ITB China 2024 Returns to Full Force
ITB China 2024 Returns to Full Force


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