ITB China gears up for dynamic edition
ITB China, the leading B2B-exclusive travel trade show focused on the Chinese travel market, returns to the Shanghai World Expo Exhibition & Convention Center on Tuesday (May 27).
This year's edition will feature three action-packed days of exhibitions, high-level forums, and networking opportunities, reinforcing ITB China's position as the key bridge between China and the global travel industry.
With strong support from sponsors and partners of ITB China Official Events, the 2025 edition presents the most comprehensive event lineup to date - an unparalleled platform for forging strategic alliances, discovering new travel opportunities, and advancing international cooperation across the tourism sector.
The official opening of ITB China 2025 will begin on the evening prior to the show on Monday (May 26), with the prestigious Opening Dinner, welcoming 700 top-level industry professionals from China and across the globe. Sponsored by Tourism Malaysia as the Official Partner Destination, the evening will spotlight Malaysia's diverse tourism portfolio through captivating cultural showcases and presentations designed to strengthen ties with China's travel industry. The event marks the start of three days of valuable connections and cultural exchange.
C-TALKS and Networking
ITB China 2025 will officially commence with a grand Opening Ceremony, highlighted by the presence of the Minister of Tourism, Arts and Culture Malaysia. Alongside the minister, high-ranking industry representatives will take part in the traditional ribbon-cutting ceremony – a symbolic act celebrating the convergence of traditional Chinese cultural heritage and international hospitality. This momentous occasion will mark the beginning of three days of meaningful exchange, collaboration, and innovation in the global travel industry.
The Hubei Networking Lunch, themed 'Meet Soulmates in Hubei, Embrace the Magnificent Yangtze', co-hosted by the Department of Culture and Tourism of Hubei Province, will highlight the region's rich natural and cultural heritage. The event will showcase UNESCO World Heritage Sites such as the Yangtze River's Three Gorges and Shennongjia, along with millennia-old cultural treasures including Wudang Mountain and the Yellow Crane Tower. Guests will enjoy an immersive experience featuring traditional Hubei cuisine, tea tastings, and live performances, all designed to foster relaxed and meaningful conversations.
One of the key highlights on the opening day, May 27, will be the C-TALKS, an exclusive, closed-door gathering of over 30 senior C-level executives from China's leading outbound travel companies and high-ranking officials from national tourism boards and ministries worldwide. The roundtable will focus on how China – one of the world's most important source markets – can collaborate more effectively with international destinations to foster resilient and sustainable growth amid today's complex global landscape.
As a perennial highlight of ITB China, the Aftershow Sundowner takes place in the Outdoor Coffee Area, providing a relaxed setting for casual networking and meaningful connections.
The first day of the trade show will conclude with Beijing Night, co-hosted by the Beijing Municipal Bureau of Culture and Tourism, bringing the capital's rich heritage to Shanghai through a Peking Opera performance and a menu inspired by traditional Beijing flavors, blending cultural heritage with warm hospitality. It will also highlight Beijing as a key inbound tourism destination and foster new opportunities for collaboration.
ITB China Cruise Night
The Aftershow Sundowner will continue on May 28 from 16:00 to 17:00 at the Outdoor Coffee Area, offering a relaxed setting for informal networking.
Guangxi Night, co-hosted by ITB China and the Department of Culture and Tourism of Guangxi Zhuang Autonomous Region, offers an immersive and exclusive networking experience that seamlessly blends Guangxi's rich cultural heritage with the cosmopolitan allure of Shanghai. Set against the backdrop of the city's stunning skyline, international buyers and media guests will enjoy gourmet cuisine and premium drinks in an elegant atmosphere. The evening serves as a unique platform for cultural exchange and business engagement, highlighting Guangxi as a key inbound tourism destination and fostering new opportunities for collaboration.
The ITB China & Trip.com Group Cruise Night, one of the show's signature highlights, will bring the second day of the show to a memorable close. This exclusive evening invites travel professionals to network aboard a luxury cruise along Shanghai's iconic Bund. Trip.com Group plays a key role in supporting ITB China as the official Travel Service Partner, Lanyard & Badge Sponsor and Cruise Night Sponsor, ensuring seamless service and on-site convenience throughout all three show days.
Dedicated Industry Events
The Travel Innovators' Gathering, sponsored by Tencent Smart Tourism, is held on May 27 in Conference Room B after the forum finishes. This exclusive evening will bring together all forum speakers, pitch participants, investors, jury members, and professionals from across the travel and tech industries for informal exchanges and collaboration-building in a more personal setting.
Rural tourism plays an increasingly vital role in driving sustainable economic growth and strengthening local communities. ITB China, in close collaboration with UN Tourism and Alibaba Philanthropy, as well as the dedicated sponsor Fliggy, will host a forum titled 'China Travel: Discovering Rural Beauty' at the Conference Room A on May 28. The forum will offer high-level insights into the development of rural tourism in China and provide a unique platform for global travel leaders to exchange ideas and build meaningful partnerships.
On May 28, the ITB China MICE Afterparty at the Conference Room B will bring together industry professionals to explore new partnerships in the expanding MICE segment.
On May 29, the Meet the Media networking event connects exhibitors with key international and domestic media – including travel journalists, KOLs, and influencers – offering a unique opportunity for brand exposure and strategic media partnerships.
The support of other key partners also plays a vital role in enhancing the overall event experience. EGYPTAIR, the Official Partner Airline, will highlight Egypt's rich cultural heritage and tourism potential while promoting direct air connectivity with China. JD Alianze, a leading insurance provider, joins the event as the Water Sponsor, underscoring a shared commitment to participant comfort and well-being.
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