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, Hospitality, MICE & Incentive Travel, and Travel Tech & Innovation. Over 180 senior industry experts will take the stage including representatives from tourism boards, airlines, hotel groups, travel companies, agencies and procurement leaders.
Across keynotes, panel discussions and case studies, the conference will explore the topics currently driving product development, destination strategy and business transformation. Key themes include luxury travel, cruises, educational travel and sports tourism, with discussions also feeding into the 2026/2027 ITB China Travel Trends Report in partnership with Tourism Economics, Fliggy & Ant International.
The programme is particularly relevant for destinations, tour operators, DMCs, hotels, travel tech companies, MICE professionals, corporate travel buyers and anyone looking to better understand the evolving needs of Chinese travellers. From AI-enabled innovation and personalised travel design to lifestyle-driven luxury, sustainable cruise development, educational experiences and sports tourism, the sessions will provide practical insights for the year ahead.
Click here to explore the full conference schedule
ITB China论坛：洞察变化中的旅游市场
5月26日至28日，与展会同期举办的 ITB China论坛，将围绕中国旅游市场及全球旅游业正在发生的重要变化，打造聚焦行业趋势与市场洞察的交流平台。
本届论坛将围绕中国出境游、中国入境游、奢华旅游、主题定制、酒店住宿、会奖旅游及旅游科技创新七大板块举办70余场论坛，汇聚180余位来自全球旅游局、航空公司、酒店集团、旅游企业、旅行社及企业采购领域的高层代表与行业专家。
通过主题演讲、圆桌讨论及案例分享等形式，论坛将聚焦当前推动旅游产品开发、目的地战略升级与行业转型的重要议题。奢华旅游、邮轮、研学旅游及体育旅游等重点主题，也将为《2026/2027 ITB China旅游趋势报告》的研究与行业洞察积累更多案例与市场视角。
本届论坛尤其适合目的地推广机构、旅行社、地接社（DMC）、酒店集团、旅游科技企业、会奖旅游从业者及企业差旅采购负责人等专业人士参与，也为希望深入理解中国游客需求变化的业界人士提供重要参考。从AI驱动的旅游创新、个性化产品设计，到生活方式导向的奢华旅游、可持续邮轮发展、研学体验及体育旅游等方向，论坛内容将围绕未来市场趋势与行业实践，为与会者提供更具前瞻性与实用价值的行业洞察。
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