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2026 D3 MORNING BRIEFING

China within the global travel industry

May 27, 2026 Read: 2 min.
By Lydia Li, Deputy General Manager of Messe Berlin China柏林展览（中国）副总经理，李佳女士 Good morning and welcome to Day 3 of ITB China 2026. As we enter this final stretch, we can already look back on two days of discussions, meetings and industry exchange across the exhibition and conference programme. With a sold-out show, strong international participation and…
2026 D3 NEWS

ITB China 2026: Strengthening ties across the industry

May 27, 2026 Read: 2 min.
This year's show has a 20% year on year increase in net exhibition space, fully booked show floors, more than 900 travel organisations and companies from 85 countries and regions, alongside 1,700 hosted buyers and 280 media representatives. These figures demonstrate the global travel industry’s strong belief in the long-term value of China’s travel market.…
2026 D3 NEWS

A new wave of cruise travel on display at ITB China 2026

May 27, 2026 Read: < 1 min.
The cruise segment of the travel industry is increasingly being designed as a complete holiday experience, with culture, entertainment, dining, shore excursions and onboard memories all playing a role. Deeper itineraries are replacing checklist-style sightseeing as cruise travellers want to spend more time understanding a place rather than quickly stopping by. According to Mr Chen…
2026 D3 NEWS

Sports & events: From match days to memories

May 27, 2026 Read: < 1 min.
Sports and events tourism is moving beyond general event attendance into highly specialised communities. For example, ZX-Tour focuses exclusively on running travel, while Shenzhen Tiegan Sports concentrates on overseas football match-viewing. Just as we are seeing across the tourism industry as whole, experience is also becoming increasingly important. Travellers are not only buying access to…
2026 D3 EXCLUSIVE INTERVIEW

“ITB China brings together key stakeholders from the global travel industry”

May 27, 2026 Read: 3 min.
EgyptAir is back at ITB China as an Official Partner Airline for the second year in a row. ITB China News sat down with Captain Mohamed Elyan, Chairman & CEO of EgyptAir Airlines, to discuss the partnership and China’s strategic role in the carrier’s growth agenda. He highlights EgyptAir’s expanding connectivity and outlines how the…
2026 D2

Meaningful encounters ahead

May 25, 2026 Read: 2 min.
By Lydia Li, Deputy General Manager of Messe Berlin China柏林展览（中国）副总经理，李佳女士 Good morning and welcome to Day 2 of ITB China 2026. We had a strong first day yesterday, with the show floor full of energy, conversations and new business opportunities. The opening ceremony brought together distinguished guests, partners and industry leaders, setting the tone for…
2026 D2 NEWS

A premium hotel portfolio with global scale: Pax2night

May 25, 2026 Read: < 1 min.
Global scale. Local ease. That's the message Pax2night has brought to ITB China 2026, where the fast-growing B2B hotel booking platform, powered by Yuppi Travel, is showcasing its distribution muscle and building its presence on the Asian market.ITB China is a natural fit, opening doors across APAC and tapping into the booming Chinese outbound travel…
2026 D2 NEWS

Oman seeks deeper engagement with the market at ITB China 2026

May 25, 2026 Read: < 1 min.
Committed to preserving and promoting the country’s rich cultural heritage while driving the development of the tourism sector, the Ministry of Heritage and Tourism of Oman is at ITB China 2026 inviting Chinese tourism partners and professional buyers to visit and discuss new opportunities for cooperation. Oman is home to unique geological landscapes with wonders…
2026 D2 NEWS

Luxury travel: AI behind the scenes, human expertise in the spotlight

May 25, 2026 Read: < 1 min.
ITB China Conference has introduced a new Luxury Travel Track this year, and the sector as a whole is evolving. High-end travellers are no longer looking so much for a specific hotel, destination or standard package. Instead, they want a journey that feels personal, smooth and memorable. Sunny Tan, Founder of Luxury Travel International, describes…
2026 D2 NEWS

Study tourism: Experts and measurable outcomes

May 25, 2026 Read: < 1 min.
Study tourism is an important segment represented at ITB China this year. The focus is shifting in recent years towards structured learning, cognitive development and measurable educational outcomes. Parents want visible and measurable growth, and there is an increased demand for proof of learning. According to Mr. Kenny Xu, EVP YingFu Kids and Teens "From…
2026 D2 EXCLUSIVE INTERVIEW

“China sits at the centre of our long-term growth strategy”

May 25, 2026 Read: 4 min.
Dersenish Aresandiran was appointed the Chief Commercial Officer of Airlines Business for Malaysia Aviation Group (MAG) in July 2023. He previously served as the Global Head of Revenue Management & Commercial Planning of Malaysia Airlines from March 2018 to July 2021, where the airline achieved record-breaking results for the 2019 commercial year. Mr Dersenish is a…
2026 D1

ITB China 2026: New connections in Shanghai

May 21, 2026 Read: < 1 min.
By Lydia Li, Deputy General Manager of Messe Berlin China柏林展览（中国）副总经理，李佳女士 Good morning, and welcome to the first day of ITB China 2026. There is always a special energy on opening morning. The stands are ready, the meeting schedules are full, and the conversations that will shape the next few days are just beginning. This year,…
2026 D1 NEWS

ITB China Conference: Insights for a changing market

May 21, 2026 Read: < 1 min.
Running alongside the exhibition from 26 to 28 May, the ITB China Conference 2026 offers a focused platform for understanding the key shifts shaping China’s travel market and the global tourism industry. This year’s programme features over 70 sessions across seven dedicated tracks: Outbound Travel, Inbound Travel, newly introduced Luxury Travel, Themed & Customized Travel,…
2026 D1 EXCLUSIVE INTERVIEW

Georgia sets the scene

May 21, 2026 Read: 6 min.
As this year’s Official Partner Destination for ITB China, Georgia is stepping up its global visibility. In this interview, Maia Omiadze, Head of the Georgian National Tourism Administration, explains how the country is showcasing its diverse tourism offer and strengthening its position in a key growth market. As the Official Partner Destination for ITB China,…
2026 CITY BREAKS D1 SPECIAL FEATURE

Sarajevo bridges past and present, East and West

May 21, 2026 Read: < 1 min.
Sarajevo, the capital of Bosnia and Herzegovina, is steadily emerging as a destination that blends cultural depth with a lively, modern atmosphere. Often described as the meeting point of East and West, Sarajevo blends centuries of influences that can be seen and experienced through its architecture, cuisine, and daily life. In the historic old town…

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