“The 2026 edition presents the most comprehensive event lineup to date”
Lydia Li, Deputy General Manager of Messe Berlin China, looks ahead to this year’s sold-out edition of ITB China. She discusses the evolving habits of Chinese travellers, from more personalised outbound trips to growing interest in China as an inbound destination, while highlighting conference themes, Georgia’s role as Official Partner Destination and the show’s expanding networking opportunities.
How are Chinese travellers’ habits changing?
According to National Bureau of Statistics (NBS), Mainland residents made 167.92 million outbound trips in 2025, and Chinese outbound travel has shifted from mass sightseeing and luxury shopping to experience-driven, value-conscious, personalised trips.
These shifts in preferences among customers are being matched on the supply side, with businesses eager to meet demand for diversified experiences. This response is essential as a greater number and variety of businesses are needed as travellers rely less on large-scale group tours and more on segmented options. 82% of respondents to the ITB China buyer survey reported offering customised tours as part of their overseas Destination Management Company (DMC) business.
Chinese outbound travel has shifted from mass sightseeing and luxury shopping to experience-driven, value-conscious, personalised trips.
What are some of the current travel trends that will be reflected at ITB China 2026? What are some of the highlights of the ITB China Conference this year?
As I mentioned, Chinese travellers are showing a clear rise in demand for more diverse, theme‑based travel experiences. So this year, both the exhibition and conference will place a strong emphasis on luxury travel, cruises, event tourism, and study tours. In these areas, we will not only have more partners bringing unique products, but also a wide range of relevant topics discussed on our conference stages.
Another major highlight is travel technology. The advancement of technology and the adoption of new products represent a clear opportunity for businesses. This year, we are launching the upgraded 2.0 version of our Travel Innovation Hub. Beyond the showcases, forums, and travel innovator pitch sessions, we have also tailored dedicated business matchmaking activities for the travel tech sector. This allows participating tech companies to engage more directly with tech buyers on‑site, significantly enhancing the quality of meetings.
Thanks to continued policy support for China’s inbound tourism, the market has been growing quickly. This year, we will welcome even more inbound destinations and exhibitors, and we have a planned forum dedicated to the inbound tourism theme. The forum will analyse China’s new position in the global tourism landscape, explore the emerging appeal of “local life experiences,” and examine the multidimensional differences among global source markets, as well as the diverse cultural backgrounds that shape traveller preferences and expectations for “China Travel.”
Of course, all of these trends and highlights will be further analysed in the ITB China Travel Trends Report, in partnership with Tourism Economics, Fliggy, and Ant International, which will be released in the second half of this year.
Georgia is ITB China’s Official Partner Destination this year. Can you tell us about this partnership and what visitors can expect from Georgia’s presence at the show?
As ITB China’s Partner Destination for 2026, Georgia will participate with a national pavilion at the show, presenting its tourism resources and destination appeal in a more comprehensive and immersive format. A Georgia-themed opening dinner, on-site tastings of local cuisine and wines, cultural performances, and conference sessions sharing destination insights and case studies will be integrated with an upgraded Georgia exhibition zone supported by Georgian hotel groups, DMCs, and tourism service providers.
Beyond the exhibition, ITB China and the Georgian National Tourism Administration (GNTA) organised destination familiarisation programmes for Chinese travel professionals and media after ITB Berlin 2026, offering first-hand insight into Georgia’s tourism sector.
How is ITB China enhancing networking opportunities?
With strong support from sponsors and partners of ITB China Official Events, the 2026 edition presents the most comprehensive event lineup to date: an unparalleled platform for forging strategic alliances, discovering new travel opportunities, and advancing global cooperation across the tourism sector. Events includes a Georgia-themed opening dinner, Malaysia’s Night, Zhejiang Night, Germany Networking Luncheon，Global Travel Operators Luncheon Networking · Hainan Session，Petal Ads Lunch Networking- Al Reshapes Travel Decisions · Seamless Journeys from Dream to Experience，Aftershow Sundowner， C-talks，Meet the media etc.
Any news you’d like to share with the industry?
We are excited to announce a brand-new initiative tailored specifically for the Global and China’s MICE industry: the China International MICE Exchange (CIMX). CIMX is a premier platform dedicated to the events, meetings, and incentive travel sector. It brings together international MICE suppliers with top-tier buyers from China and around the world, combining professional education, curated business matchmaking, innovation, and diverse networking opportunities. In short, CIMX creates a single gateway for MICE professionals to learn, connect, and do business both within China and across borders. The inaugural edition will take place in Beijing from November 3 to 5, 2026.
“2026 ITB China将呈现历届最丰富的活动阵容”
在 2026 ITB China 即将开幕之际，柏林展览（中国）副总经理李佳女士分享了她对本届展会的前瞻观察。她围绕中国出境游游客消费习惯变化、中国作为入境游目的地吸引力不断提升，以及本届论坛重点议题、格鲁吉亚官方目的地合作伙伴项目与展会商务社交场景拓展等话题展开分享。
问：中国游客的出行习惯正在发生哪些变化？
答：根据国家统计局的数据，2025年中国大陆居民出境游总人次达到1.6792亿。与此同时，中国游客的出境游消费方式也正在发生明显变化，逐渐从传统观光与奢侈品购物，转向更加注重体验感与个性化的旅行方式。
随着游客需求不断变化，旅游供给端也在加速转型。越来越多旅游企业开始围绕多元体验与细分需求丰富产品供给，以更好匹配当前市场趋势。伴随游客对传统大团游的依赖度逐渐下降，市场对定制化、主题化等细分旅游产品的需求持续提升，这也意味着行业需要更多类型、更具专业化能力的旅游企业参与其中。根据 ITB China买家调研显示，82%的受访者表示在其海外纯目的地业务中开始提供定制服务，以应对市场需求的增长。
中国出境游正逐渐从传统观光与购物，转向更加注重体验感与个性化的旅行方式。
问：当前有哪些旅游趋势将在2026 ITB China中得到体现？本届论坛有哪些亮点？
答：正如我刚才提到的，中国游客对多元化、主题化旅游体验的需求正在不断增长。因此，今年展会与论坛都将进一步聚焦奢华旅游、邮轮、研学及体育旅游等重点领域。在这些板块中，我们不仅将迎来更多具备特色资源与差异化产品的合作伙伴，也将在论坛现场围绕相关议题展开更深入的行业交流与趋势探讨。
旅游科技同样是本届展会的重要亮点之一。随着新技术发展与创新产品应用不断加速，旅游科技正在为行业带来更多新的增长机会。今年，我们将正式推出升级版旅游科创荟2.0。除展区展示、论坛分享与创新项目路演外，还将围绕旅游科技领域设置更精准的商务配对活动，帮助参展科技企业与科技采购方进行更高效的商务对接，进一步提升商务洽谈质量。
在中国入境游政策持续利好的背景下，入境游市场也正在快速升温。本届展会将迎来更多中国入境游目的地与相关展商参与，同时还将举办聚焦入境游主题的专题论坛。论坛将重点关注中国在全球旅游格局中的新定位，探讨“在地生活体验”对国际游客不断增强的吸引力，并进一步分析全球不同客源市场之间的多维差异，以及多元文化背景如何影响游客对“中国旅行”的期待与偏好。
当然，以上趋势与行业变化，也将在今年下半年发布的《2026/2027 ITB China旅游趋势报告》中得到更深入的分析与呈现。
问：格鲁吉亚是今年 ITB China 官方目的地合作伙伴。您能介绍一下此次合作及现场亮点吗？
答：作为2026 ITB China官方目的地合作伙伴，格鲁吉亚将以国家展团形式亮相展会，通过更具沉浸感与互动性的方式，全面展示当地旅游资源与目的地魅力。展会期间，格鲁吉亚将带来主题开幕晚宴、当地美食与葡萄酒品鉴、文化演出以及目的地洞察分享等多元活动内容。与此同时，升级后的格鲁吉亚展区也将汇聚当地酒店集团、DMC及旅游服务机构，共同深化与中国旅游业界的交流与合作。
除展会现场活动外，ITB China与格鲁吉亚国家旅游局（GNTA）还在2026 ITB Berlin结束后，共同组织了面向中国旅游从业者与媒体的目的地考察项目，帮助中国旅游业界更深入地了解格鲁吉亚旅游业的发展现状与目的地资源。
问：ITB China 正在如何进一步强化商务社交与行业交流机会？
答：在官方合作伙伴与赞助商的大力支持下，2026 ITB China将带来历届最丰富的官方活动与商务社交阵容，为全球旅游业者创造更多交流合作与资源对接机会。展会期间，一系列活动将贯穿展前与展期，包括格鲁吉亚主题开幕晚宴、马来西亚之夜、浙江之夜、德国旅游业内交流午宴、全球旅行商文旅午间交流活动-海南专场，以及“AI 重构旅行决策-便捷畅行全旅程”鲸鸿动能主题午餐会等。与此同时，落日派对、CEO私董会、媒体交流会等活动也将陆续举行，通过高层交流、主题社交与面对面沟通，进一步促进全球旅游业界人士之间的连接与合作。
问：还有哪些新消息希望与行业分享？
答：我们非常高兴宣布一个全新的面向全球及中国的商务会奖市场的项目—国际商务会奖旅游博览会（CIMX）。CIMX是一个专为促进创新、搭建合作桥梁、开拓商业机遇而全新打造的专业展会平台，致力于推动中国商务会奖旅游市场的繁荣发展。通过汇聚全球会奖及商旅供应商与中国乃至世界各地的高质量买家，不断推动商务会奖旅游市场的深度合作和共同成长。 致力于通过量身定制、高效的会前配对机制，促成高质量的现场洽谈，并通过一系列交流活动，促进有价值的商业连接。 CIMX 2026 将于 2026 年 11 月 3 日至 5 日在北京举办，并同期举行 CIMX 论坛。
