ITB China will address rising demand for MICE, business travel
ITB China, a B2B-exclusive trade show focused on the Chinese travel market, returns from May 27 to 29, 2025, at the Shanghai World Expo Exhibition and Convention Center.
The event will showcase the full spectrum of the travel industry, with MICE and business travel being one of the key highlights. A recent survey of ITB China buyers revealed that up to 70% have a demand for sourcing MICE and business travel products.
This year, ITB China offers travel professionals unmatched opportunities to connect with China's rapidly expanding MICE industry, featuring nearly 400 exhibitors showcasing MICE-related products and services.
Notable participants include the Hong Kong Tourism Board, Korea Tourism Organisation, Malaysia Convention and Exhibition Bureau, Abu Dhabi Convention and Exhibition Bureau, Business Events Sarawak, and top-tier suppliers from the transportation and hospitality sectors.
Mubarak Al Shamisi，Director Abu Dhabi Convention & Exhibition Bureau, Department of Culture & Tourism Abu Dhabi, said: "China is a key market for Abu Dhabi's business events strategy, and we are returning to ITB China in 2025 to showcase the emirate's ever-evolving MICE offerings. With our world-class infrastructure, seamless connectivity, and a dynamic calendar of international events, Abu Dhabi is increasingly the destination of choice for planners seeking cultural depth, innovation, and hospitality excellence. ITB China is a vital platform for us, to connect with industry stakeholders, strengthen partnerships and highlight to event organisers and delegates on how Abu Dhabi continues to elevate business events experiences."
The ITB China Conference will present a curated program of expert-led discussions and tailored forum sessions, offering insights into the trends shaping the future of MICE and business travel.
Key partnerships with leading organisations and media such as the Society for Incentive Travel Excellence (SITE China), HuiZhanBEN, the China Business Event Industry Committee (CBEIC), and the Digital Procurement Professional Committee under CECC (DPPC) will be presented.
Key highlights of ITB China 2025 include the Corporate Buyers Tour, an exclusive opportunity for Chinese corporations to explore top MICE destinations, infrastructure, and offerings firsthand.
The ITB China MICE Afterparty will provide a relaxed setting for industry professionals to build connections and engage in constructive exchange.
In collaboration with SITE China, ITB China, the MICE & TMC Branch of the Shanghai Tourism Industry Association, and the Exhibition Education & Training Committee of CCEES, the 1st SITE China Young Talent Challenge will spotlight the next generation of aspiring MICE leaders.
The overall winner will be announced on site at ITB China 2025 after the final competition for the grand prize.
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