ITB China kicks off on Monday, May 27, at the Shanghai World Expo Exhibition & Convention Center. [Photo provided to chinadaily.com.cn]

The ITB China, the leading business-to-business trade show for the Chinese travel market, kicked off on May 27 at the Shanghai World Expo Exhibition & Convention Center. Running until May 29, this year's event has seen remarkable growth, expanding in the number of exhibitors by an impressive 60 percent compared to the previous year.

Featuring over 600 exhibitors from more than 80 countries and regions, alongside a gathering of over 1,000 selected buyers and over 230 media representatives, this annual event promises to be a melting pot of innovation and collaboration within the travel industry.

David Axiotis, vice president of the China market at Messe Berlin GmbH, expressed his optimism for this year's edition, highlighting the consistent growth witnessed in China's travel market since 2023.

"This year's ITB China is set to be extraordinary," said Axiotis. "Since 2023, China's travel market has shown steady growth. Improved visa policies and increased flight capacity have led to strong growth in early 2024, with the buyer market reflecting heightened demand and participation."

The Republic of the Maldives, the official partner destination of ITB China, has significantly elevated its presence with a pavilion that is 2.5 times larger than that of the previous year. Co-hosting the official opening dinner, the island country entertained 600 high-level VIP guests with captivating performances and gourmet offerings that showcased its unique island charm.

Representatives from diverse regions and categories have converged at the event, with Asia and Oceania, Europe, China, the Middle East, the Americas, and Africa all well-represented. Participants also encompass various segments of the tourism industry supply chain, ranging from tour operators and accommodation providers to national and regional tourism promotion organizations. Other attendees were representatives of local attractions, transportation service groups, and travel tech companies.

A standout feature of ITB China 2024 is the debut and promotion of 13 "new" destinations, consisting of Almaty, Bahrain, Buenos Aires, Cuba, East Kazakhstan, Georgia, Hawaii, South Korea, Morocco, Peru, Romania, Sarawak, and Uzbekistan. The event has also welcomed new commercial participants such as Artyzen Hospitality Group, CTG Travel, EgyptAir, Huawei, and Mize, further enriching the diverse offerings available.

The ITB China Conference, held in collaboration with TravelDaily, offers invaluable insights into both the Chinese and global travel markets. With approximately 100 speakers covering 50 topics, attendees have the opportunity to gain a comprehensive understanding of industry trends from experts and key opinion leaders, including representatives from the Maldives, Trip.com, CTG Travel, Huawei, and the European Travel Commission.

Source: ITB China