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, that momentum feels especially strong, with exhibitors, buyers and partners from across the world gathering once again in Shanghai.
For this first day, I would encourage you all to take a moment to experience Georgia, our Official Partner Destination. With its rich culture, landscapes, gastronomy and warm hospitality, Georgia is at ITB China with a clear ambition to build stronger connections with the Chinese travel market. Its onsite programme will offer a vivid introduction to a destination that is gaining real attention among Chinese travellers. For more information, read the exclusive interview with Maia Omiadze, Head of the Georgian National Tourism Administration, on page 6.
The ITB China Conference programme will also begin today, bringing together voices from China and the international travel industry. From the evolution of outbound travel to inbound opportunities, luxury, hospitality, MICE and travel technology, the sessions will give useful perspectives on where demand is moving and how the industry can respond.
But ITB China is not only about planned meetings and formal sessions. Some of the most valuable moments happen while walking the aisles, stopping at a stand, or starting a conversation over coffee.
Wishing everyone a productive first day, full of ideas, encounters and new opportunities.
2026 ITB China：全球旅游业再聚上海
欢迎大家来到2026 ITB China展会首日。
每年展会开幕的早晨，现场总会涌动着一种热烈的行业氛围。展台准备就绪，商务洽谈日程紧密展开，而未来几天的重要交流也正由此开启。今年，这样的行业热度尤为明显，来自全球各地的展商、买家与合作伙伴再次齐聚上海。
在展会首日，欢迎大家关注本届官方合作伙伴目的地——格鲁吉亚。凭借丰富的文化遗产、多样化的自然景观、美食美酒传统以及热情友好的待客文化，格鲁吉亚正持续加强与中国旅游市场的交流与合作。展会期间，格鲁吉亚将通过文化演出、美食品鉴、大师课及互动体验等多元形式，让与会者更直观地感受这一近年来备受中国游客关注的目的地。更多内容，欢迎阅读第6页对格鲁吉亚国家旅游局局长 Maia Omiadze 的独家专访。
ITB China论坛也将于今日正式开启，汇聚来自中国及全球旅游业界的声音。从中国出境游发展趋势，到入境游机遇、奢华旅游、主题定制游、酒店住宿、会奖旅游及旅游科技等多个板块，论坛将围绕市场需求变化与行业发展方向展开讨论，为与会者带来更具现实意义的市场洞察与行业启发。
但ITB China的意义，并不仅限于预先安排的商务会议与正式论坛。许多有价值的交流，往往发生在展馆通道之间、一次展台停留时，或是一杯咖啡间展开的对话之中。
期待大家在展会首日收获灵感、建立新的连接，并开启更多合作机遇。
