ITB China 2025 ready to welcome back the world
From 27 to 29 May 2025, ITB China will be back with a sold-out show this year, including 30% more exhibition space and a record attendance of 1,400 buyers at the Shanghai World Expo Exhibition & Convention Center. As the country’s leading B2B travel trade show, ITB China 2025 is set to highlight the themes, technologies and trends shaping the future of the industry.
This year’s Partner Destination, Malaysia, will lead a strong delegation, highlighting its cultural diversity, ecotourism offerings and investment in sustainable, rural and community-based tourism. Malaysia aims to drive Chinese outbound tourism to its many regions, foster deeper cultural connections and showcase its rich and diverse travel experiences to Chinese travel professionals and industry stakeholders. Networking sessions with Tourism Malaysia and local partners will provide Chinese industry professionals with opportunities for new business collaborations.
The ITB China Conference will feature over 150 speakers this year, covering 60 topics and focusing heavily on travel tech, AI and digital transformation. The show is unveiling the Travel Innovation Hub this year, a unique new platform showcasing the intelligent and sustainable integration of technology into the travel industry. With its three pillars – the Travel Innovation Showcase, the Travel Tech Forum, and the Travel Innovators Pitch – the Travel Innovation Hub is set to become a catalyst for industry change. Click here for the full conference programme.
MICE and business travel are once again one of the key highlights at ITB China 2025, offering curated matchmaking between corporate travel buyers and global MICE suppliers, alongside expert-led discussions on smart venue solutions, tech-driven event management, and emerging incentive travel trends.
ITB China 2025 is partnering with UN Tourism and Alibaba’s Fliggy to promote rural tourism development, highlighting China’s countryside as a driver of sustainable growth. The show will feature the UN’s “Best Tourism Villages” initiative, global forums on rural revitalisation and networking opportunities, and focus on connecting international buyers with China’s emerging destinations.
With strong international exhibitor participation, a comprehensive Hosted Buyer Program and growing interest in sustainable and tech-enabled travel, ITB China 2025 is shaping up to be a dynamic platform for reconnecting, learning, and sourcing in one of the world’s most fast-evolving travel markets.
2025 ITB China盛大回归，全球旅业再聚申城
2025年5月27日至29日，ITB China将再度登陆上海世博展览馆，展会规模较上届增长30%，汇聚创纪录的1,400位核心买家。作为中国专业B2B旅游展会，2025年ITB China将聚焦“行业新趋势、前沿新科技、未来新图景”，为与会者带来一场高质量的行业盛会。
马来西亚作为今年ITB China的官方目的地合作伙伴，将携重量级展团重磅亮相，全面展现其多元文化魅力、生态旅游资源以及在可持续、乡村与社区旅游领域的新成果。此次参展不仅意在吸引更多中国出境游客走进马来西亚各地，推动双边文化交流，更希望向中国旅游从业者与关键决策者传递其深度多样的旅行魅力。展会期间，马来西亚旅游局还将携手本地合作方举办系列商务对接活动，促进中马旅游业界高效合作，共创商机。
ITB China论坛将邀请逾150位行业演讲嘉宾，围绕60多个热点议题展开高质量探讨，重点聚焦旅游科技、人工智能和数字化转型等前沿领域。本届展会重磅推出全新升级的“旅游科创荟”板块，汇聚多家行业知名科技企业，聚焦科技在旅游产业中的智慧应用与可持续发展。“旅游科创荟”由三大核心模块构成——“创新展区”“科创论坛”与“智荟路演”，构建旅游行业与科技企业之间的协同创新桥梁，共同探讨行业变革与未来发展路径。点击下载完整版论坛日程表。
会奖及商务旅游将再度成为2025 ITB China的重磅看点。展会将精准对接企业买家与全球MICE供应商，推动高效的商务匹配，并设置多场由业界专家领衔的深度讨论，聚焦智慧场馆解决方案、科技驱动的会展管理模式及奖励旅游新趋势，为行业人士带来前沿洞察。
ITB China通过与联合国旅游组织、阿里巴巴公益和飞猪达成深度合作，重点关注“以旅游促进乡村振兴”的多项举措。展会期间将重点举办“入境游一寻美乡村公益论坛”，推出聚焦乡村振兴的全球主题论坛与国际交流平台，积极促成海外买家与中国新兴目的地的高效对接，助力乡村文旅产品走向国际。
强劲的国际展商阵容、完善的“特邀买家计划”，以及可持续与科技赋能趋势的多重助力下，2025 ITB China将以全新姿态呈现，打造“高效连接、深度学习、精准采洽”的一站式B2B旅游展会，成为全球旅业重塑合作格局的重要风向标。
