Thursday, May 30, 2024 The fifth edition of ITB China 2024, the premier travel trade show dedicated to China’s travel sector, has drawn to a close, marking a remarkable year of resurgence and hope for the Chinese travel industry. With over 15,000 attendees, including more than 1000 carefully selected buyers and approximately 250 media representatives, the event showcased a soaring demand and heightened enthusiasm for the Chinese travel market. A staggering +27,500 business meetings were facilitated during the three-day event, underscoring the buoyant business atmosphere and the eagerness for in-person engagements.

Featuring over 600 exhibitors from 80 countries, the event underscored the robust recovery and promising future prospects of China’s travel industry. Since 2023, China’s travel market has been steadily ascending, buoyed by improved visa regulations and expanded flight capacities. This year’s ITB China not only demonstrated the market’s resurgence but also highlighted the strong demand and growing interest from international partners, signaling a trajectory of sustained growth ahead.

David Axiotis, Vice President China at Messe Berlin , reflected on ITB China 2024, stating, “The success of ITB China 2024 underscores the resilience and potential of China’s travel industry. Our show has set a new benchmark for industry events. It is propelling the Chinese travel market to new heights, fostering global partnerships, and driving industry growth.

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