China travel industry regains momentum

Exhibitor numbers for ITB China 2024 show rebound from 2019 as 11 new destinations sign up for Shanghai show. Maldives announced as event’s Destination Partner

ACTIVITY in China’s meetings and travel sectors has regained momentum to pre-2019 levels, according to the organisers of ITB China.

Messe Berlin executives say figures for the 2024 event at Shanghai World Expo Exhibition and Convention Centre, May 27-29, signal a “robust rebound” for the industry with ITB China having “reclaimed the scale of 2019”.

More than 600 travel and tourism organisations, and companies from over 80 countries, have confirmed they will be attending. Organisers say this represents a 60 per cent increase in show size compared to 2023.

Lydia Li, deputy general manager of ITB China, says the 2024 event will be a “testament to the resurgence of China’s travel market”.

“Despite ongoing challenges, the overwhelming participation of our exhibitors, buyers, and visitors reflects renewed confidence in the industry,” Li said.

Destinations, Buyers
“With strong partnerships and an unparalleled number of international exhibitors, including many newcomers, this year’s event marks the return to pre-pandemic levels in China.”

Eleven new destinations on the show floor are expected this year, including Almaty, Bahrain, Buenos Aires, Georgia, Hawaii, Korea, Morocco, Peru, Romania, Sarawak, and Uzbekistan. Commercial operators joining the line-up for the first time include Artyzen Hospitality Group, CTG Travel, Egypt Air, along with telecom giant Huawei, and data specialists Mize.

ITB China’s hosted-buyer program has lined up a thousand purchasers – a 40 per cent increase from 2023 – with 65 per cent focusing on leisure travel and 35 per cent MICE and corporate travel. Top source cities and provinces of outbound buyers include Shanghai, Beijing, Guangdong, Sichuan, Jiangsu, Shaanxi, Zhejiang, Fujian, Liaoning, Chongqing, Hunan, Shandong, Guizhou, Yunnan, and Tianjin.

Conference & Networking
The ITB China Conference has arranged about a hundred speakers covering 50 topics ranging from industry hotspots and emerging trends, including the impact of recent visa policy changes on recovery of inbound and outbound travel.

Highlights include a round table conference co-hosted with the Society for Incentive Travel Excellence (SITE) on raising the professionalism and international influence of China’s MICE industry. The conference will also feature a keynote address by Group, a key partner of the ITB China Travel Trend Report 2024/25 offering insights into emerging trends, Chinese travellers and market opportunities.

More… ITB China dances back!

For the first time, ITB China will introduce a “China Inbound Tourism” content section, inviting overseas experts and industry leaders to explore opportunities for Chinese inbound growth in alignment with outbound and domestic trends.

The destination partner for the Official Opening Dinner will be Destination Maldives. More networking opportunities come with Cruise Night with, the Beijing Night with Beijing Municipal Culture and Tourism Bureau, and the After-Show Sundowner with TUI Blue.

Trade Visitor and Media Registration for ITB China 2024 are now open.

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