Shanghai sets the stage for the largest and most dynamic edition of China’s premier travel trade event, drawing elite leaders from across the global tourism sector.
The world’s attention turned to the Shanghai World Expo Exhibition & Convention Center this week as ITB China 2025 officially opened its doors, unveiling the most expansive and internationally diverse edition in its history. A sold-out event with more than 700 exhibitors representing 85 countries, over 1,400 hosted buyers, and 280 media delegates, this year’s gathering confirms China’s renewed centrality in the global travel ecosystem.
Now in its strongest form yet, the B2B-exclusive trade show has grown more than 30% year-over-year, becoming a key barometer for the post-pandemic travel resurgence and a premier platform for high-level deal-making, strategic partnerships, and trend forecasting.
“A Catalyst for the Future of Travel”
“The record-breaking scale of this year’s event sends a clear message,” said Lydia Li, Director of ITB China. “China remains at the heart of global tourism innovation, with a market that is not only resilient but forward-thinking. As outbound travel continues to accelerate, ITB China’s role in driving meaningful global connections is more crucial than ever.”
A Global Stage in the Heart of Asia
Europe and Asia dominate the exhibition floor, accounting for 57% of international representation, followed by the Middle East and North Africa (17%), the Americas (9%), and Africa (4%). Major destination pavilions feature Malaysia, Morocco, Abu Dhabi, Qatar, Italy, Portugal, Peru, Spain, Turkiye, Saudi Arabia, Brazil, and Kazakhstan, the latter making its debut appearance.
Exhibitors span the full tourism value chain, including tour operators (37%), accommodations (20%), national tourism boards (17%), transport and cruise lines (6%), travel tech firms (6%), and local attractions (4%). First-time participants range from Azerbaijan to Brunei, Kyrgyzstan to Mexico City, reflecting a rapidly broadening global interest in the Chinese travel market.
Top-tier brands showcasing their offerings include Marriott International, Wyndham Hotels & Resorts, Royal Caribbean, Universal Destinations & Experiences, and Disneyland Resort, reaffirming confidence in China as a vital growth market.
Malaysia: The 2025 Partner Destination
As this year’s Official Partner Destination, Malaysia brought cultural richness and hospitality to the fore, from a vibrant pavilion experience to hosting an exclusive Opening Dinner for more than 700 senior delegates. Interactive showcases of traditional arts, cuisine, and performances highlighted Malaysia’s multifaceted appeal, aligning with its strategic efforts to elevate its brand presence in China.
Executive Insights: Where Visionaries Lead the Conversation
Running in parallel with the exhibition is the ITB China Conference 2025, produced in partnership with TravelDaily, and headlined by more than 150 speakers across 60 sessions. With topics ranging from China’s outbound tourism surge to cutting-edge travel tech, the program brings together influential voices from UN Tourism, WTTC, World Tourism Alliance, and Adventure Travel Trade Association, offering a roadmap for the future of global travel.
Curated Networking with Business at the Core
Beyond the exhibition floor, ITB China 2025 delivers a rich calendar of elite networking events. From the C-level C-Talks roundtable to exclusive evening galas such as Guangxi Night and the Cruise Night with Trip.com, the show fosters an environment where senior decision-makers can forge strategic alliances and explore investment opportunities in one of the world’s most dynamic travel markets.
Special interest gatherings include the Travel Innovators’ Gathering, sponsored by Tencent Smart Tourism, and Meet the Media, connecting brands with top-tier international journalists and influencers.
As ITB China 2025 continues over its three-day span, one message resounds clearly: China is back at the center of global tourism—more interconnected, innovative, and influential than ever before.
