New Demand,
New Directions

The industry's response to shifting
traveller priorities

ITB China 2025: A milestone moment for the travel industry

May 21, 2025 Read: < 1 min.
By Lydia Li, Director of ITB ChinaITB China 项目负责人李佳女士 Good morning and welcome to ITB China 2025! We are thrilled to open the doors to the biggest edition of ITB China yet. The show is sold out this year, with 30% more exhibition space and a record 1,400 buyers, making it a milestone moment for…

Royal Brunei Airlines relaunches Beijing route and marks 50 years of award-winning service

May 21, 2025 Read: < 1 min.
Celebrating 50 years of achievements, Royal Brunei Airlines is returning to ITB China after recently reinstating its Beijing route, further strengthening its regional network, which already includes Hangzhou, Nanning, Hong Kong, and Taipei. In late April of this year, just in time for ITB China 2025, Royal Brunei Airlines (RB) relaunched its Beijing - Brunei…

Kyrgyz Republic: Nomadic heritage and natural wonders at the heart of the silk road

May 21, 2025 Read: < 1 min.
The Kyrgyz Republic is making a strong impression at ITB China 2025, presenting its breathtaking natural beauty and rich cultural heritage to the Chinese travel trade. Nestled in Central Asia, this land of pristine landscapes and warm hospitality offers a compelling mix of outdoor adventure and nomadic traditions. With over 90% of the country covered…

Restructuring, innovation and opportunities in the business travel market

May 21, 2025 Read: 3 min.
The global business travel market is experiencing a new round of innovations Following COVID 19, signals of industry transformation are increasingly prominent. From the recovery of international airline routes to the surge in demand of Chinese companies expanding globally through to low-carbon travel and the rise of the bleisure (business + leisure) model, the market…

Malaysia’s invitation to authentic experiences

May 21, 2025 Read: 3 min.
At ITB China 2025, Malaysia unveils a bold vision to inspire and welcome Chinese tourists As Malaysia kicks off its role as the Official Partner Destination, ITB China News spoke with Mr Datuk Manoharan Periasamy, Director General of Tourism Malaysia, about its strategy to win over Chinese tourists and elevate their travel experience. As the…

Malaysia Airlines: A bridge to Asia and beyond — now closer to China

May 21, 2025 Read: < 1 min.
Malaysia Airlines, the national carrier of Malaysia, is expanding its appeal to Chinese travellers with greater convenience, seamless connectivity and a strong focus on the passenger experience. Serving six major gateways across Greater China — Beijing, Shanghai, Guangzhou, Xiamen, Hong Kong, and Taipei — Malaysia Airlines offers direct access to Kuala Lumpur, where it connects…

Sarawak: A living connection on display at ITB China 2025

May 21, 2025 Read: < 1 min.
Malaysia’s largest state and gateway to Borneo blends ancient rainforests, rich cultural heritage, and modern connectivity, positioning itself at ITB China 2025 as a rising star in Southeast Asia’s sustainable travel landscape. With over 2.12 million hectares of protected rainforest and two UNESCO World Heritage Sites—Gunung Mulu and Niah National Parks—Sarawak is often referred to…

BESarawak: Redefining MICE tourism through legacy impact

May 21, 2025 Read: < 1 min.
Sarawak, located on the Malaysian side of Borneo, is gaining recognition as a key MICE destination on the global stage. Visitors to ITB China 2025 can discover its unique blend of rich cultural heritage and natural landscapes which are contributing to its attractiveness as a destination for business events. Sarawak is one of the first…

Serbia courts Chinese travellers at ITB China 2025

May 21, 2025 Read: < 1 min.
ITB China News caught up with Marija Labović, Acting Director National Tourism Organisation of Serbia, to discuss how Serbia is adapting is tourism offer to the Chinese market. In your experience, what are the priorities of Chinese travellers today? How is Serbia adapting its offer accordingly?Chinese travellers prioritise immersive cultural experiences, high-quality service, safety, and…

Hokkaido shines the spotlight on adventure travel

May 21, 2025 Read: < 1 min.
Hokkaido, Japan’s northernmost island, is showcasing its growing appeal as an adventure travel destination at ITB China 2025. Roughly the size of Austria, the island features seven national parks, including the newly designated Hidakasanmyaku-Erimo-Tokachi National Park (June 2024). Iconic sites such as the Daisetsuzan Mountain Range, Lake Toya, and UNESCO-listed Shiretoko Peninsula underline Hokkaido’s potential…

Sabah: Wild landscapes and living heritage at ITB China 2025

May 21, 2025 Read: < 1 min.
As Malaysia takes centre stage as the Official Partner Destination of ITB China 2025, the state of Sabah stands out as one of the country’s most captivating and diverse regions. Located on the northern tip of Borneo, Sabah is home to some of Malaysia’s most iconic natural and cultural treasures. Towering above it all is…

VEGA Hotel & Convention Center: A landmark of Moscow hospitality at ITB China 2025

May 21, 2025 Read: 2 min.
As VEGA Hotel & Convention Center prepares to celebrate its 45th anniversary in June 2025, it proudly continues its legacy as one of Moscow’s largest and most established 4-star hotels. Nestled in a scenic green area located just 20 minutes by direct metro line to Red Square and the Kremlin, the hotel offers guests the…

DoubleTree by Hilton Istanbul Moda: Unforgettable views and a 5-star experience

May 21, 2025 Read: < 1 min.
Exhibiting at ITB China this year, DoubleTree by Hilton Istanbul Moda is located in the vibrant district of Kadıköy, providing a gateway to an unforgettable stay in Istanbul. With stunning views of the Historical Peninsula, Hagia Sophia and the Marmara Sea, the hotel is in a prime location close to shops, restaurants and cultural landmarks,…