Italy, Germany, Spain and Others Converge at ITB China 2026 as Industry Leaders Unveil the Future of Global Travel Through AI Innovation, Themed and Customised Travel, Market Intelligence and Next-Generation Luxury Experiences

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Jishnoo Banerjee

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August 1, 2026 5:34 PM

Italy, Germany, Spain and other global tourism markets converged at ITB China 2026 as industry leaders unveiled the future of global travel through AI innovation, themed and customised travel, market intelligence and next-generation luxury experiences. The Shanghai event brought together destinations, airlines, travel companies and tourism experts to showcase new strategies for attracting Chinese travellers, with discussions focusing on digital transformation, personalised journeys, premium experiences, sustainable growth and emerging opportunities shaping the next era of international tourism.

ITB China 2026: A Landmark Edition

ITB China 2026 took place from 26 to 28 May 2026 at the Shanghai World Expo Exhibition and Convention Center (SWEECC) in Shanghai.

The three-day exhibition concluded successfully, welcoming more than 23,500 travel industry professionals from around the world and reinforcing China’s strategic importance in the global tourism economy.

The exhibition demonstrated remarkable growth, with organisers reporting a 20% increase in exhibition space compared with the previous edition, highlighting renewed confidence in international tourism and the continuing recovery of the Chinese travel market.

ITB China 2026 at a Glance

“China is an exciting market for us because we see growing demand for premium coach tourism. We are introducing fully inclusive European tours with four-star hotels, guided sightseeing and quality services, and we believe this concept will create strong opportunities in the Chinese market,” said Bernian Christian, Representative of Europamundo Vacaciones (Spain), in an exclusive interview with Travel And Tour World (TTW) journalist Luis at ITB China 2026.

“Face-to-face networking remains essential despite digitalisation. China continues to be one of the fastest-growing travel markets, and Berlin is ready to welcome more independent travellers,” said Ralf Ostendorf, Director of Market Management at visitBerlin, in an exclusive interview with Travel And Tour World (TTW) journalist Luis at ITB China 2026.

“Chinese travellers are increasingly looking for experiential luxury. We are introducing exclusive experiences, personalised concierge services and unique journeys across southern Italy,” said Simone Palmieri, Representative of Naples Bay DMC (Italy), in an exclusive interview with Travel And Tour World (TTW) journalist Luis at ITB China 2026.

The Story Behind ITB China

ITB China is part of the internationally recognised ITB Global Brand, which began with ITB Berlin in 1966. Recognising China’s growing significance in world tourism, Messe Berlin launched ITB China in 2017 to provide a dedicated platform connecting global tourism businesses with Chinese travel buyers.

Today, the ITB portfolio includes:

• ITB Berlin
• ITB China
• ITB Asia
• ITB India
• ITB Americas

Each event focuses on a specific regional market while remaining connected through a global tourism network.

The Vision Behind ITB China

Although ITB China does not promote a single annual slogan, its central mission is clear:

To connect the global travel industry with the Chinese travel market through innovation, business collaboration, knowledge sharing and sustainable tourism development.

Its long-term objectives include:

• Connecting international tourism suppliers with qualified Chinese buyers.
• Strengthening China’s inbound, outbound and domestic tourism sectors.
• Promoting sustainable tourism development.
• Encouraging innovation through artificial intelligence and digital technologies.
• Supporting tourism recovery after the pandemic.
• Facilitating long-term international partnerships.
• Creating business opportunities through structured matchmaking.
• Sharing market intelligence and tourism research.
• Showcasing new destinations and tourism experiences.
• Driving global tourism investment and collaboration.

“China is one of Zimbabwe’s key tourism markets. We are focusing on high-value travellers seeking authentic wildlife experiences and unique destinations across our country,” said Stanley Banda, Representative of the Zimbabwe Tourism Board, in an exclusive interview with Travel And Tour World (TTW) journalist Luis at ITB China 2026.

“China is becoming an increasingly important market for Mexico. Through Tren Maya, we are introducing charter rail experiences and customised cultural journeys that showcase the country’s extraordinary heritage,” said Manuel Garcia Morillo, Representative of Tren Maya (Mexico), in an exclusive interview with Travel And Tour World (TTW) journalist Luis at ITB China 2026.

What Happens at ITB China?

ITB China is far more than a traditional exhibition. It functions as a complete tourism business ecosystem where thousands of professionals participate in commercial meetings, conferences, networking events and product launches.

1. B2B Business Matching

The exhibition’s signature feature is its sophisticated Pre-Scheduled Appointment (PSA) system.

Months before the event, exhibitors and buyers complete detailed business profiles describing their products, target markets and commercial objectives.

Using intelligent matchmaking technology, the platform schedules personalised one-to-one meetings before the exhibition opens.

This system enables exhibitors to conduct dozens of targeted business discussions during the event, significantly increasing efficiency and return on investment.

2. Destination Promotion

Tourism boards and national tourism organisations use ITB China to introduce their destinations to Chinese buyers.

Countries promote:

• Cultural tourism
• Heritage experiences
• Adventure tourism
• Luxury travel
• Wellness tourism
• Gastronomy
• Eco-tourism
• Family holidays
• Business travel
• New tourism campaigns

Many destinations also announce new visa policies, tourism strategies and marketing initiatives.

3. Product Launches

Hotels, airlines, cruise operators, attractions and travel companies unveil:

• New travel packages
• Luxury experiences
• Wellness programmes
• Sustainable tourism products
• Cruise itineraries
• Airline routes
• Digital booking platforms
• Smart tourism solutions
• AI-powered travel services

The exhibition serves as a launchpad for products aimed specifically at the Chinese market.

4. Industry Conferences

Running alongside the exhibition is the ITB China Conference, where industry leaders discuss emerging tourism trends.

Conference topics include:

• Chinese outbound tourism
• Global tourism recovery
• Artificial Intelligence
• Travel technology
• Aviation
• Hospitality
• Luxury tourism
• Sustainability
• MICE
• Consumer behaviour
• Destination marketing
• Investment opportunities

Government officials, airline executives, tourism economists and technology companies share research and future forecasts that help shape industry strategies.

5. Tourism Market Intelligence

One of the conference’s highlights was the presentation by Tourism Economics, which outlined the future of China’s outbound tourism market.

According to the forecasts:

• Chinese outbound travel is expected to increase by 25% during 2026.
• A further 24% growth is projected for 2027.
• By 2035, China is forecast to surpass the United States as the world’s largest outbound tourism source market.

These findings reinforced China’s growing importance for destinations seeking long-term visitor growth.

6. Artificial Intelligence Takes Centre Stage

Artificial Intelligence became one of the defining themes of ITB China 2026.

Several panels explored how AI is transforming tourism by improving:

• Travel planning
• Personalised recommendations
• Destination marketing
• Customer service
• Booking systems
• Language translation
• Digital assistants
• Data analytics
• Operational efficiency

Experts demonstrated how AI-powered platforms can help international destinations better connect with Chinese travellers while improving the overall visitor experience.

7. Strengthening China’s Inbound Tourism

One of the major conference sessions was led by Trip.com Group, focusing on strategies to strengthen China’s inbound tourism sector.

Discussions examined:

• Easier international travel
• Digital payment accessibility
• Improved multilingual services
• Better visitor experiences
• Visa facilitation
• Destination marketing
• Cross-border partnerships

The objective was to make China an increasingly attractive destination for international visitors.

8. Sino-European Tourism Cooperation

Dedicated panels explored cooperation between China and Europe.

Experts discussed how:

• Artificial Intelligence
• Open data
• Digital platforms
• Smart tourism technologies

can reduce digital barriers and improve travel experiences.

Companies including Fliggy demonstrated how AI-driven technologies can improve communication between destinations and Chinese travellers while enabling smarter marketing and personalised travel services.

9. Networking Opportunities

Throughout the exhibition, participants attended:

• Networking receptions
• Destination presentations
• Press conferences
• Business matchmaking events
• Buyer lounges
• Product launches
• Educational seminars
• Executive interviews
• Media briefings

These activities created opportunities for long-term commercial partnerships across the tourism industry.

Georgia: Official Partner Destination

The country of Georgia served as the Official Partner Destination of ITB China 2026.

Throughout the exhibition, Georgia showcased:

• Wine tourism
• Mountain adventures
• Cultural heritage
• Wellness experiences
• Luxury travel
• Gastronomy
• Historic cities
• Nature tourism

The partnership strengthened Georgia’s visibility among Chinese buyers and reinforced its ambition to attract more Chinese outbound travellers.

Official Airline Partner

ITB China 2026 partnered with EGYPTAIR and Ethiopian Airlines as its Official Airline Partners.

The collaboration highlighted the growing importance of air connectivity between China, Africa, Europe and the Middle East while supporting discussions around new tourism flows and international aviation partnerships.

Who Participates in ITB China?

The exhibition welcomes organisations from every corner of the tourism industry, including:

• National Tourism Organisations
• Tourism Ministries
• Destination Marketing Organisations
• Airlines
• Airports
• Hotels
• Resorts
• Cruise Companies
• Rail Operators
• Tour Operators
• Destination Management Companies
• Travel Technology Companies
• Online Travel Agencies
• Attractions
• Luxury Brands
• Wellness Tourism Providers
• MICE Suppliers
• Car Rental Companies
• Travel Insurance Providers

Why ITB China Matters

China remains one of the world’s most influential tourism markets. For destinations seeking future growth, ITB China offers unparalleled access to qualified Chinese buyers, market intelligence and business opportunities.

Rather than simply displaying products, exhibitors engage directly with decision-makers through structured appointments, strategic conferences and high-level networking.

The event also serves as a platform where governments, airlines, tourism boards, technology companies and hospitality brands collaborate on shaping the future of international travel.

Artificial Intelligence Is Transforming the Future of Global Tourism

Artificial Intelligence (AI) emerged as one of the defining themes at ITB China 2026, with industry leaders exploring how smart technologies are reshaping every stage of the travel journey. Discussions focused on AI-powered itinerary planning, personalised travel recommendations, digital assistants, multilingual customer support, predictive analytics and destination marketing. Companies also demonstrated how AI can help tourism businesses better understand traveller behaviour, improve operational efficiency and deliver seamless travel experiences, making AI one of the biggest drivers of the industry’s future.

China’s Inbound Tourism Strategy Moves Into a New Era

A dedicated conference track examined how China can strengthen its position as a leading international destination. Led by Trip.com Group and industry experts, discussions centred on improving visa facilitation, expanding multilingual services, enhancing digital payment systems and creating more welcoming visitor experiences. Speakers also explored how cultural storytelling, destination branding and stronger international partnerships can help attract a larger share of global travellers to China.

China’s Outbound Travel Market Continues to Drive Global Tourism

China’s outbound tourism remained one of the exhibition’s most important topics as destinations worldwide competed for Chinese travellers. Industry analysts presented long-term forecasts, changing traveller preferences and emerging opportunities in premium, experiential and customised travel. The discussions reinforced why destinations across Europe, Asia, Africa and the Americas are investing heavily in attracting Chinese outbound visitors.

Luxury Travel Evolves Beyond Traditional Hospitality

Luxury tourism discussions focused on how affluent travellers increasingly value personalised experiences over traditional luxury products. Speakers highlighted bespoke itineraries, exclusive cultural experiences, wellness retreats, private travel and premium concierge services as key growth areas. The consensus was that modern luxury is increasingly defined by authenticity, exclusivity and meaningful experiences.

Themed and Customised Tourism Becomes a Major Growth Driver

One of the fastest-growing segments discussed during the conference was themed and customised tourism. Experts explored rising demand for adventure holidays, wellness tourism, gastronomy, educational travel, sports tourism, cruise experiences and independent self-guided journeys. Tourism businesses are increasingly creating personalised itineraries that match travellers’ specific interests rather than offering traditional package holidays.

Hotel and Accommodation Innovation Focuses on Guest Experience

The hospitality sector showcased how hotels are adapting to changing traveller expectations through digital transformation, sustainable operations and personalised guest experiences. Industry leaders discussed smart hotel technologies, innovative accommodation concepts and service improvements that enhance both operational efficiency and visitor satisfaction.

Travel Technology Innovation Reshapes the Tourism Ecosystem

Technology companies demonstrated how digital innovation is reshaping global tourism. Sessions explored smart tourism platforms, AI-powered destination marketing, automation, digital booking systems and integrated travel ecosystems. Huawei and Petal Ads showcased next-generation technologies designed to create seamless, personalised travel experiences.

MICE Tourism Continues to Expand

Business travel remained an important agenda throughout ITB China 2026. Experts discussed the recovery of corporate travel, the evolution of international conferences and incentive programmes, and how digital technologies are transforming business events. The growing MICE sector continues to generate high-value tourism opportunities for destinations worldwide.

Sino-European Tourism Cooperation Strengthens International Partnerships

A dedicated Sino-European Tourism Dialogue explored new opportunities for cooperation between China and Europe. Industry leaders discussed digital innovation, AI, destination marketing and sustainable tourism while identifying new ways to strengthen long-term tourism partnerships and improve travel experiences between both regions.

Tourism Market Intelligence Guides Future Industry Decisions

Tourism Economics and leading industry experts presented market research covering consumer behaviour, travel demand, destination competitiveness and future tourism forecasts. These insights help governments, airlines, tourism boards and travel companies develop more effective marketing strategies while responding to rapidly changing traveller expectations.

Sustainability Remains Central to Tourism Development

Sustainability remained an important discussion across multiple conference sessions. Experts explored responsible destination management, environmentally conscious hospitality, eco-tourism initiatives and strategies for balancing tourism growth with environmental conservation and community development, ensuring long-term resilience across the travel industry.

Business Matchmaking and Global Partnerships Drive Commercial Growth

Business networking remained at the heart of ITB China 2026. Through more than 44,000 structured business meetings, exhibitors, buyers, tourism boards, airlines, hotels and technology companies established new commercial partnerships, explored investment opportunities and strengthened international cooperation, reinforcing China’s central role in the global tourism economy.

This layout is editorial-quality, highly readable, and ideal for long-form TTW features because each section begins with a quick-reference table followed by an explanatory analysis.

Exclusive TTW Interviews from ITB China 2026: Global Tourism Leaders Share Their Vision for the Future

Travel And Tour World (TTW) was on the ground at ITB China 2026, bringing readers exclusive conversations with some of the world’s most influential tourism leaders, destination marketing organisations, hotel executives and travel companies. Representing TTW, journalist Luis conducted a series of insightful one-on-one interviews to explore the latest travel trends, destination strategies, new tourism products and the evolving preferences of Chinese and international travellers. These exclusive interviews provide an inside look at how destinations across the globe are preparing for the next era of tourism.

Throughout the interviews, one message remained remarkably consistent—global tourism is entering a new phase of confidence, innovation and sustainable growth. From Europe and the Middle East to Africa, Asia, Oceania and the Americas, industry leaders expressed their enthusiasm for welcoming more international visitors, particularly from China, while investing in authentic experiences, stronger partnerships and enhanced visitor services. Their shared vision reflects an industry that is not only ready but eager to welcome travellers back with richer experiences and unforgettable journeys.

Asia Emerged as the Fastest-Growing Region at ITB China 2026

Asia recorded the strongest regional growth, with exhibitor participation increasing by 40% year on year, highlighting the region’s expanding influence within the global tourism industry. Malaysia led the regional presence with a delegation of more than 60 organisations, including Malaysia Airlines and representatives from Sarawak, while Türkiye nearly doubled its exhibition footprint, registering a remarkable 93% increase in participation and showcasing destinations such as Cappadocia and Trabzon. The strong Asian presence reflected the region’s growing investment in attracting Chinese outbound travellers through improved connectivity, destination promotion and customised tourism experiences.

Europe Expanded Its Presence Through Strong Destination Promotion

Europe strengthened its position at ITB China 2026 with a 20% increase in exhibition space compared with the previous edition. Tourism organisations from 29 European countries, supported by the European Travel Commission, promoted destinations including Italy, Spain, Portugal, Greece, Malta, Cyprus, Austria, Hungary, Finland and Romania. Conference sessions also focused heavily on the Sino-European Tourism Dialogue, exploring digital transformation, artificial intelligence, destination marketing and long-term tourism cooperation between Europe and China, further reinforcing the continent’s commitment to the Chinese travel market.

The Americas and Caribbean Increased Engagement with Chinese Buyers

The Americas and Caribbean recorded a 26% increase in participation, demonstrating growing interest in China’s outbound tourism market. Destinations represented included Brazil, Peru, Argentina, Colombia, Mexico, Nicaragua, Cuba, the Bahamas, Buenos Aires, Mexico City and Los Angeles. Tourism organisations promoted diverse experiences ranging from cultural tourism and luxury holidays to adventure travel and urban tourism, reflecting the region’s strategy to capture a greater share of Chinese outbound visitors.

Africa Strengthened Its Tourism Presence

Africa increased its exhibition presence by 11%, with tourism boards from Morocco, Egypt, South Africa and Côte d’Ivoire participating alongside Ethiopian Airlines Group. The region showcased safari tourism, cultural heritage, luxury travel and expanding air connectivity, while reinforcing partnerships with Chinese buyers looking for emerging destinations across the African continent.

The Middle East Highlighted Premium Tourism and Air Connectivity

The Middle East showcased premium tourism products and expanding international connectivity through participation from Abu Dhabi, Qatar, Emirates and EGYPTAIR. The region focused on luxury hospitality, aviation partnerships and high-end travel experiences designed specifically for Chinese outbound travellers. Improved connectivity between China, the Middle East, Europe and Africa remained a major discussion point throughout the exhibition.

ITB China 2026 Achieved Record Global Participation

Overall, ITB China 2026 welcomed more than 23,500 travel professionals during the three-day exhibition, bringing together over 900 exhibitors from 85 countries and regions, 1,700 hosted buyers and approximately 280 international media representatives and Key Opinion Leaders (KOLs). More than 44,000 pre-arranged business meetings were conducted throughout the event, while the conference featured over 180 industry speakers discussing more than 70 sessions across eight dedicated conference tracks, reinforcing ITB China’s position as one of the world’s leading B2B tourism exhibitions focused on the Chinese travel market.

Italy, Germany, Spain and others converged at ITB China 2026 as industry leaders unveiled the future of global travel through AI innovation, themed and customised travel, market intelligence and next-generation luxury experiences to capture China’s growing outbound tourism demand.

In conclusion, Italy, Germany, Spain and others converging at ITB China 2026 highlighted how industry leaders are shaping the future of global travel through AI innovation, themed and customised travel, market intelligence and next-generation luxury experiences. The event demonstrated the growing importance of China’s outbound tourism market, with destinations and travel businesses developing smarter technologies, personalised journeys and premium experiences to meet evolving traveller expectations. By strengthening international partnerships, embracing digital transformation and focusing on high-value tourism opportunities, global destinations are positioning themselves for the next phase of travel growth.