As the global travel industry continues its dynamic rebound, ITB China 2025 opens its doors with its most ambitious edition to date. Returning to the Shanghai World Expo Exhibition & Convention Center from May 27 to 29, the premier B2B travel trade event reinforces its position as a strategic nexus for connecting China’s outbound travel powerhouses with international tourism leaders, policymakers, and innovators.
With over 700 senior industry delegates, dozens of official cultural showcases, and cutting-edge forums on travel tech, rural tourism, and sustainability, ITB China 2025 marks a critical moment of renewal and reconnection for a sector redefining its global agenda.
Diplomatic Opening: Malaysia Takes Center Stage
Setting the tone for three days of cultural diplomacy and commercial opportunity, the prestigious Opening Dinner was held on the evening of May 26. Tourism Malaysia, this year’s Official Partner Destination, hosted the event, bringing the essence of Malaysian hospitality to Shanghai through a series of immersive cultural presentations. Traditional performances and destination showcases offered a window into Malaysia’s diverse tourism offerings, while reaffirming its strategic commitment to deepening ties with the Chinese travel market.
High-Level Engagement: From C-Suite to Cultural Exchange
Day one of ITB China 2025 opened with a formal ribbon-cutting ceremony, led by Malaysia’s Minister of Tourism, Arts and Culture, and key Chinese dignitaries. Symbolically blending traditional Chinese culture with global hospitality, the ceremony marked a new chapter of cross-border collaboration at a time when both governments and the private sector are recalibrating their tourism strategies.
Among the key highlights of the day:
- The C-TALKS roundtable brought together 30+ top C-level executives from China’s leading outbound travel firms and global tourism boards for a closed-door dialogue on fostering sustainable, inclusive, and resilient international tourism partnerships.
- The Hubei Networking Lunch, themed “Meet Soulmates in Hubei, Embrace the Magnificent Yangtze,” served as a cultural immersion into central China’s UNESCO sites and culinary heritage. Organized by the Hubei Department of Culture and Tourism, the event highlighted regional travel potential through storytelling, traditional performances, and regional cuisine.
- Beijing Night brought the capital’s iconic culture to life through Peking Opera performances and a gourmet tasting experience, positioning Beijing as a key destination for inbound travel and heritage tourism.
Cruising Through Connections: Day Two Elevates Industry Networking
On May 28, the spotlight shifted to high-impact networking and themed destination showcases:
- Guangxi Night, co-hosted by ITB China and the Department of Culture and Tourism of Guangxi Zhuang Autonomous Region, fused southern China’s ethnic charm with Shanghai’s urban sophistication, offering buyers and media a curated evening of gastronomy, culture, and conversation.
- ITB China & Trip.com Cruise Night, one of the exhibition’s signature experiences, offered a luxury evening cruise along the Bund, Shanghai’s iconic waterfront. Sponsored by Trip.com Group, the event brought together global executives in an elegant, relaxed setting, underscoring the importance of relationship-driven commerce in today’s travel ecosystem.
Future-Focused Forums: Innovation, Rural Development, and MICE
Beyond networking, ITB China 2025 delivers on thought leadership with a series of targeted forums:
- The Travel Innovators’ Gathering, powered by Tencent Smart Tourism, convened tech founders, investors, and digital leaders for off-stage conversations about AI, personalization, and platform innovation.
- A major sustainability focus emerged at the “China Travel: Discovering Rural Beauty” forum on May 28, co-hosted by UN Tourism, Alibaba Philanthropy, and Fliggy. As rural tourism becomes central to China’s domestic development strategy, the forum explored its global relevance through shared case studies and policy dialogue.
- The MICE Afterparty, held later that evening, addressed the resurgent Meetings, Incentives, Conferences, and Exhibitions sector—offering a casual space to forge new partnerships in a segment ripe for transformation.
Final Day: Media Exposure and Strategic Storytelling
On May 29, ITB China will host “Meet the Media”, a targeted matchmaking session connecting domestic and international media with travel brands, tourism boards, and innovators. In an age of digital influence and content-driven engagement, the event offers a unique channel for destinations to amplify their narrative and connect with high-impact storytellers.
Strategic Partnerships: Enabling Seamless Experiences
This year’s event is made possible through robust institutional and private-sector support:
- EGYPTAIR, the Official Partner Airline, is spotlighting Egypt’s cultural legacy while promoting enhanced air connectivity with China.
- JD Alianze, joining as the Official Water Sponsor, emphasizes participant well-being—highlighting the growing role of lifestyle and health-conscious services within the travel event ecosystem.
Conclusion: A Recalibrated Future for Global Travel
As China’s outbound tourism revives and global destinations reposition for recovery, ITB China 2025 serves as a powerful catalyst for future-facing strategies. By combining policy, commerce, culture, and technology under one roof, the event not only strengthens China’s role in global tourism but also reaffirms that meaningful travel—powered by collaboration and innovation—remains a universal force for connection and growth.
