COITM 2026: Beijing to Host China Outbound & Inbound Travel Market as Global Industry Leaders Convene to Revitalise Trade Infrastructure

Written By: Paramita Sarkar

Paramita Sarkar

Story-telling has been one of my favourite passtimes and when it is about travel, every other activity seems to fall short. I started my journey as a freelancer close to two decades ago having worked with various online portals inclduding Sambhar Stories, Thirllophilia and so on. Down the years, life has rewarded me with experiences, only adding to my writing practice. Even though teaching has been my primary profession and passion, choosing the job of a travel journalist was not quite dilemmatic when selected by the esteemed editorial team of Travel And Tour World. Knowing and letting readers know about the quaint yet intriguing desintions across the globe through writing is something I always cherish and put in my best endeavour to.

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July 26, 2026 1:03 AM

State authorities, international tourism boards, and technology pioneers will assemble at the National Agricultural Exhibition Center to reshape cross-border tourism strategy

Beijing is preparing to host the 2026 China Outbound & Inbound Travel Market (COITM), an annual business-to-business (B2B) trade platform designed to reconnect international destinations with Chinese travel enterprises and reinvigorate global travel networks.

Taking place from 14th to 16th October 2026 at the New Hall (Hall 11) of the National Agricultural Exhibition Center (NAEC) in Beijing, the exhibition and accompanying conference will gather more than 200 high-quality exhibitors alongside 3,000 trade visitors and commercial buyers from across the globe.

Organised as a premier trade bridge, the event brings together state cultural authorities, overseas embassies, destination management companies (DMCs), airlines, hotel chains, and travel technology providers spanning more than 30 countries and regions.

Against a backdrop of evolving consumer behaviour and rapid technological adoption, the gathering aims to establish concrete commercial linkages covering the complete global tourism value chain.

Primary Analysis: Strategic Alignment and Market Participation

The 2026 China Outbound & Inbound Travel Market (COITM) arrives at a critical juncture for cross-border mobility. Operating under the dual banner of “Reinvigorating China Outbound – Revitalising China Inbound”, the fair serves as an operational conduit for foreign resource suppliers seeking access to Chinese outbound buyers, while simultaneously providing Chinese enterprises a platform to market inbound products to international tour operators.

Official participation reflects broad geographical engagement across Europe, Asia, Africa, and Latin America. Confirmed destination representatives and resource suppliers include sovereign tourism boards and commercial delegations from Azerbaijan, Belarus, Belgrade, Bulgaria, Georgia, the Ionian Islands (Greece), Kazakhstan, Kyrgyzstan, Madagascar, Morocco, Russia, South Africa, Sri Lanka, Tajikistan, Tanzania, Tunisia, Turkmenistan, Uganda, the United Arab Emirates, Uzbekistan, Vietnam, Zambia, and China.

COITM 2026: EVENT STRUCTURE & CORE METRICS
├── Venue: New Hall (Hall 11), NAEC, Beijing
├── Exhibitors: 200+ (Overseas boards, embassies, airlines, hotels, travel tech)
├── Trade Buyers & Visitors: 3,000 global delegates
├── Participating Markets: 30+ countries/regions across Europe, Asia, & Africa
└── Knowledge Partner: TRAVEL INSIGHT (Co-host of COITM Conference)

High-Level Policy and Executive Engagement

Running alongside the main exhibition, the COITM Conference—co-hosted by the COITM Organiser and industry publication TRAVEL INSIGHT—will deliver three days of analytical keynotes, executive presentations, and strategic panel debates. The conference programme features senior representation from key regulatory and municipal bodies, including the China Tourism Academy, the Beijing Municipal Bureau of Culture and Tourism, and the Bureau of Culture and Tourism of Chaoyang District.

The official proceedings commence on Wednesday, 14th October, with opening remarks by Qing Qinghui, Founder of COITM, followed by a welcoming address from the Beijing Chaoyang District Bureau of Culture and Tourism. The China Tourism Academy will subsequently deliver an authoritative keynote analysis detailing the current operational status and emerging macro trends defining China’s outbound travel recovery.

Key Themes Driving the 2026 Conference Agenda

1. Digital Intelligence and AI Transformation

A central focus of the 2026 China Outbound & Inbound Travel Market (COITM) is the structural impact of artificial intelligence and digital platforms on travel distribution. Tech giant Fliggy will demonstrate how AI models are restructuring consumer decision-making from initial search to itinerary planning, while digital service providers like YCloud will address operational bottlenecks by showing Chinese inbound agencies how to leverage platforms such as WhatsApp for overseas social marketing. Furthermore, panel discussions led by Fashion Travel Group, Shenzhen Overseas Travel Group, Flying Holiday, and Leader International Tourism Group will examine how digital intelligence is accelerating B2B service transformations.

2. Evolving Consumer Demographics: The Silver Economy & Customised Travel

The conference agenda places strong emphasis on shifting demographic demands. Industry leaders including Cao Jian (Vice President of Utour Group) will present on the “Experience Economy” and emotional value in travel, while dedicated panels moderated by TRAVEL INSIGHT featuring CTG Travel and Swan Hellenic will analyse tailormade services for senior travellers within the expanding “Silver Economy”. Customised travel executives, such as Guo Ming (Co-founder of HH Travel) and Jia Jianqiang (CEO of 6renyou.com), will outline structural shifts reshaping customised outbound travel through 2030, moving marketing strategies upstream to drive consumer demand.

3. Emerging Destinations & Eurasian Ski Opportunities

As Chinese travellers seek novel geographical experiences, COITM will dedicate focused sessions to emerging corridors. Chen Hansheng, CEO of Top Tour, will showcase practical enterprise initiatives under the Belt and Road Initiative. In a specialized session moderated by Xuezu Culture & Sports Development Group, executives from Rosa Khutor Mountain Resort, the Eurasian Ski Resorts Alliance, BONSKI Holdings, Beijing Nature Power Technology, and U-Ski will evaluate whether the Caucasus and Central Asia represent the next major growth market for Chinese ski enthusiasts over the next five years.

Inbound Tourism Strategy and Cultural Heritage

In addition to outbound channels, the 2026 China Outbound & Inbound Travel Market (COITM) focuses directly on enhancing China’s inbound competitiveness. Presentations from Wang Mengmeng of the Beijing Municipal Bureau of Culture and Tourism, along with inbound experts such as David Dou and WILDCHINA, will address product methodology required to transition foreign tourists from traditional sightseeing to immersive local living.

Key strategic discussions will evaluate major infrastructural landmarks—such as the Great Wall Cultural Tourism Complex—as high-end holiday landmarks, alongside detailed demographic assessments of inbound source markets and overseas spending behaviour.

Strategic Significance for Global Tourism Networks

The gathering of dozens of high-profile speakers—ranging from international tourism boards like the Tunisia Tourism Board to commercial leaders like New Oriental Walked International Education—underlines the importance of Beijing as a central clearinghouse for global travel contracts. By facilitating direct B2B dialogue between resource suppliers and qualified buyers, COITM serves as an essential mechanism for rebuilding international seat capacity, streamlining distribution channels, and establishing long-term commercial ties.

Conclusion

The 2026 China Outbound & Inbound Travel Market (COITM) offers a comprehensive blueprint for the next decade of cross-border travel. As global destinations, state authorities, and technology innovators gather at Beijing’s National Agricultural Exhibition Center this October, the event establishes a pivotal framework for sustainable growth across both inbound and outbound travel sectors.

Image Courtesy: 2026 China Outbound & Inbound Travel Market (COITM)