The much-anticipated ITB China 2024 is officially underway, bringing a surge of excitement to Shanghai’s World Expo Exhibition & Convention Center. Running from May 27 to 29, this year’s event marks a significant milestone, with over 600 exhibitors from 80+ countries and regions, more than 1,000 handpicked buyers, and 240 media representatives. Boasting a 60% increase in scale from last year, ITB China is the must-attend event for anyone in the travel industry, with an impressive array of new participants, fresh destinations, and groundbreaking trends shaping the future of global tourism.
A Bigger and Bolder Event in 2024
The growth of ITB China is undeniable. This year’s show floor welcomes 13 new destinations, including Almaty, Bahrain, Buenos Aires, Cuba, East Kazakhstan, and many more, making their debut in front of a global audience. The Maldives, this year’s Partner Destination, is making a spectacular splash with a pavilion 2.5 times larger than in 2023, showcasing the nation’s commitment to sustainability and innovation in the tourism industry.
For the first time, the event is also introducing a China Inbound Travel segment, designed to explore and unlock the potential of inbound travel to China. A unique new feature, this segment will bring together industry leaders and international associations to discuss trends, branding strategies, and opportunities for growth.
A Focus on MICE and Corporate Travel
One of the standout features of ITB China 2024 is its emphasis on the MICE (Meetings, Incentives, Conferences, and Exhibitions) and corporate travel sectors. Nearly half of this year’s exhibitors will be showcasing their products and services in these areas, catering to the rising demand from over 800 buyers focused on business travel. The event even includes a speed-dating session on May 28, offering exhibitors the chance to connect face-to-face with high-level corporate buyers in this lucrative space.
Insights and Inspiration at ITB China’s Conference
The ITB China Conference is set to be a highlight, featuring around 100 expert speakers discussing the latest trends in both the Chinese and global travel markets. With 50 thought-provoking topics, including contributions from Partner Destination Maldives, Trip.com Group, Huawei, and the European Travel Commission, attendees will gain unparalleled insights into the dynamic world of travel. From corporate travel to travel tech, the conference will explore the industry’s most pressing issues, including sustainability and innovation.
Unlocking Business and Networking Opportunities
ITB China isn’t just about exhibitions and conference sessions—it’s a place to forge connections, explore partnerships, and discover new business opportunities. With a series of exclusive networking events like the Opening Dinner on May 27, Cruise Night with Trip.com, Beijing Night with the Beijing Municipal Culture and Tourism Bureau, and the After-Show Sundowner with TUI BLUE Hotels & Resorts, there’s no shortage of opportunities to meet industry leaders, influencers, and potential business partners.
Special events like the C-Talks will discuss how collaboration between China and international destinations can enhance Chinese outbound tourism, providing a platform for high-level executives to share insights and strategies.
An Unmatched Experience
With its unmatched scale, incredible diversity of exhibitors, and a spotlight on emerging destinations, ITB China 2024 is not just a trade show—it’s a window into the future of global tourism. Whether you’re a seasoned travel professional or a newcomer looking to break into the market, this event is the place to be for building valuable connections and staying ahead of the curve in a rapidly transforming industry. From the Maldives’ grand entrance to the dynamic conversations at the ITB China Conference, it’s clear that this year’s event will be a defining moment for the future of tourism.
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