China gears to boost global travel market with ITB China 2024

Monday, January 8, 2024

China’s outbound tourism market has shown consistent growth since the start of 2023. During the Chinese National Day holiday in October, Alipay and UnionPay data revealed that the average spending of Chinese outbound travelers surpassed 2019 levels. This signals a promising revival of China’s outbound tourism, contributing significantly to global tourism and offline consumption.

David Axiotis, General Manager of Messe Berlin (Shanghai), highlights the positive impact of China’s recent measures to boost tourism consumption, including the resumption and increased frequency of international flights. These measures provide a robust foundation for the continued recovery of China’s international travel business. Against the backdrop of a flourishing Chinese travel market, ITB China 2024 offers unparalleled growth and collaboration opportunities, allowing suppliers to nurture existing ties and establish new partnerships with Chinese buyers.

As the premier platform for the Chinese travel market, ITB China 2024 will encompass the entire travel trade spectrum, including Leisure Travel, MICE, Business Travel, and Travel Technology. The event’s exclusive buyer program brings together a carefully selected group from various companies and travel agencies, covering OTAs, package tour operators, themed & customized travel planners, corporate buyers, MICE buyers, luxury travel buyers, travel management companies, and travel tech buyers.

MICE (Meetings, Incentives, Conferences, and Exhibitions) will gain prominence in 2024, with increased focus through in-depth presentations and discussions on stage. The China Inbound Tourism segment will be relaunched, reflecting the surging popularity of custom-themed travel in the Chinese market. Travel Technology’s impact and insights from seasoned travel professionals and forward-thinking influencers will be showcased through content sessions, activities, and awards.

The new visual campaign for ITB China emphasizes the theme of ‘togetherness,’ reflecting the essence of the World’s Leading Travel Trade Show. The symbolic “dragon” and signature red represent the unique character of ITB China tailored to the Chinese travel market.

Exhibitor registration for ITB China 2024 is now open, offering early-bird exhibitors a 5% discount on stand orders until November 30th. This presents an opportunity for exhibitors to be part of a dynamic event in the Chinese travel industry.

ITB China, taking place from May 27 to 29 in Shanghai, focuses on the Chinese travel market, bringing together top-tier buyers with industry professionals worldwide. The event includes networking events, a state-of-the-art matchmaking system, and the co-organized ITB China Conference by TravelDaily.

In summary, ITB China 2024 serves as a key platform for the global travel industry to connect with Chinese buyers, highlighting new opportunities in a transformed and high-demand market. The event’s comprehensive program, buyer initiatives, and industry segments underscore its significance in shaping the future of travel and tourism in China.

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