Monday, May 27, 2024 Today marks the opening of ITB China 2024 at the Shanghai World Expo Exhibition & Convention Center, a key B2B expo focusing on China’s travel industry. From May 27 to May 29, the event showcases a remarkable assembly of over 600 exhibitors from upwards of 80 countries and regions, attracting more than 1,000 selected buyers and 240 members of the press. This year, the expo has expanded by 60% over the previous year and introduces 13 new destinations along with numerous first-time commercial exhibitors.
The Maldives, highlighted as the Partner Destination, notably increases its exhibit, offering a rich array of tourism products and activities. Under the theme “Thrive in Transformation, Reach New Heights. Together,” ITB China 2024 emphasizes the critical themes of adaptability and innovation within the travel sector and the expansive potential within the Chinese market.
Mr. David Axiotis, Vice President China at Messe Berlin GmbH says: “This year’s ITB China will once again be a truly remarkable event. Since 2023, China’s travel market has been on a steady positive trajectory, and with the impact of improved visa policies and increased flight capacity, China’s travel market is showing strong signs of growth at the start of 2024.
The buyer market this year is buzzing with even stronger demand and a much larger number of participants compared to last year. ITB China supports our global partners in finding their Chinese counterparts and reaching .