ITB China 2026 expands 20% and is fully sold out

Bigger and better – The 2026 ITB China will be taking place from May 26 – 28, 2026 at the Shanghai World Expo Exhibition & Convention Centre. (Photo: ITB China)

SHANGHAI, 8 May 2026: ITB China 2026, happening this May 26 to 28, 2026 at the Shanghai World Expo Exhibition & Convention Centre, is set to bring together more than 900 travel organisations and 1,700 key buyers, with a fully sold-out edition despite the 20% increase in exhibition space compared to 2025.

As one of the flagship events in China’s travel industry, ITB China 2026 will be generating over 46,000 pre-scheduled business meetings thanks to the strong growth – underscoring strong global demand and reinforcing China’s role as a key driver of the international travel industry. From the 1,700 hosted buyers, mostly from mainland China, Hong Kong, Macao and Taiwan, 34% focus on customised and luxury travel, while 25% specialise in MICE and business travel. Buyers from 27 countries and regions will also account for 10%, reflecting the growing momentum of China’s inbound travel market. 

The show will welcome over 900 exhibiting companies from 85 countries and regions. Asia will be leading regional growth with a 40% increase, driven by strong participation from Malaysia, including Sarawak and Malaysia Airlines, with more than 60 companies in total. Türkiye records growth of 93%, presenting nearly 40 partners, including key regions such as Cappadocia and Trabzon. The Americas and Caribbean grow by 26%, with destinations including Brazil, Peru, Argentina, Colombia, the Bahamas, Mexico, Cuba as well as Buenos Aires, California and Los Angeles.

Strong participation from Malaysia is expected at this year’s event, including Malaysia Airlines and Sarawak. (Photo: ITB China)

Europe grows steadily by 20%, with expanded participation from Italy, Portugal, Spain and Greece alongside destination offices from multiple countries and strong presentation from the European Travel Commission. Africa grows by 11% led by Morocco, Egypt, South Africa, the Côte d’Ivoire National Tourism Boards and the Ethiopian Airlines Group. The Middle East strengthens its presence with high-quality tourism offerings from Abu Dhani, Qatar and Emirates Airlines. China’s inbound segment also expands, with destinations including Zhejiang, Beijing, Hainan, Chengdu, Leshan, Tianjin and Yushu presenting China’s tourism offerings to international buyers. Post-show Familiarisation trips to Zhejiang, Hainan and Tianjin will further highlight destination products. 

Several destinations will also be making their debut at ITB China 2026, including the Philippines, Côte d’Ivoire, Nepal, Romania, Hungary and Uzbekistan, as well as Goa and Rajasthan (India) and Jakarta (Indonesia).  

In addition to the exhibition and business meetings, ITB China 2026 will host a series of networking events, including the Georgian Gala Dinner, Malaysian Night, Germany Get Together Luncheon, Zhejiang Night, Hainan Session – Global Travel Operators Lunch Networking, Petal Ads Lunch Workshop and the Sundowner experience by the Moroccan National Tourism Office. 

The ITB China Conference will be running alongside the exhibition, with over 70 sessions across 7 thematic tracks - China Outbound Travel, China Inbound Travel, Luxury Travel, Themed & Customised Travel, Hotel Accommodation, MICE Travel and Travel Innovation. It will bring together over 180 senior industry experts from tourism boards, airlines, hotel groups, travel companies, agencies, procurement leaders from around the world and focus on key developments in China’s travel market and the global tourism landscape, offering high-level insights, case studies and practical perspectives.

For more information and trade visitor registrations, check out https://www.itb-china.com/.