GEORGIA will headline ITB China 2026 as its Official Partner Destination, with Zhejiang confirmed as the official China inbound partner province, giving the Shanghai show a dual focus on outbound inspiration and inbound recovery.
The three-day event, taking place at Shanghai World Expo Exhibition and Convention Centre, May 26-28, is sold out and has expanded its exhibition space by 20 per cent. More than 900 travel organisations and 1,700 buyers are expected, with over 46,000 pre-scheduled meetings planned.
Georgia’s role as Official Partner Destination follows a familiarisation visit for Chinese buyers and media earlier this year. At ITB China, the destination will programme a mix of cultural performances, culinary showcases and masterclasses aimed at demonstrating its appeal to the China market.
For incentive planners, the pitch centres on immersive experiences – from food-led itineraries to cultural programming that can be adapted for corporate groups. The presence of a dedicated chef team at the show signals a focus on gastronomy as a draw for Chinese outbound travellers, a segment that has become increasingly relevant for incentive design.
Georgia’s positioning at the front of ITB China also reflects broader efforts among emerging European and Eurasian destinations to secure visibility with Chinese buyers returning to long-haul travel.
Zhejiang
Alongside the international partner, Zhejiang steps in as the Official Partner Province for China Inbound Travel. The province will present its mix of heritage cities and leisure destinations, supported by post-show familiarisation trips designed to convert buyer interest into programmes.
For conference and incentive organisers, Zhejiang’s role reinforces the focus on rebuilding inbound itineraries, particularly for regional meetings or pre- and post-event extensions in eastern China.
Trip.com Group will be supporting the China Inbound Travel sessions as content co-creation partner, underlining the role of distribution platforms in reconnecting China with international demand.
New participants
Beyond the headline partnerships, ITB China continues to expand its global mix of suppliers. More than 900 exhibitors from 85 countries and regions are expected, with new participants including the Philippines, Côte d’Ivoire, Nepal, Romania, Hungary and Uzbekistan, alongside regional entries from India and Indonesia.
On the aviation and hospitality side, partners such as Jin Jiang International, Malaysia Airlines and EGYPTAIR underline a focus on connectivity and integrated travel solutions across Asia, the Middle East, Africa and Europe.
Asia remains the largest contributor, with participation rising sharply, while destinations such as Türkiye and several African countries are also increasing their footprint.
Running alongside the exhibition, the ITB China Conference will feature more than 70 sessions, including a dedicated track on MICE travel alongside outbound, inbound and luxury segments.
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“ITB China 2026 reinforces the continued strength of the Chinese travel market through further growth in participation, buyer engagement and conference content,” said Lydia Li, Deputy General Manager, Messe Berlin (China).
“As a key platform connecting China with the global travel industry, this year’s show brings together richer international travel resources, a more representative buyer base and insights from global industry experts, creating a highly efficient, business-focused B2B platform. We look forward to working with our partners to drive new connections and growth opportunities,” Li said.
