China within the global travel industry
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 Day 3 of ITB China 2026.
As we enter this final stretch, we can already look back on two days of discussions, meetings and industry exchange across the exhibition and conference programme. With a sold-out show, strong international participation and a busy hosted buyer programme, this year’s edition reflects the importance of China within the global travel industry.
As part of the ITB China Conference, yesterday’s China Inbound Tourism sessions also underlined one of the key opportunities shaping the market. In partnership with Trip.com Group, the programme explored how China can strengthen its appeal to international travellers through policy momentum, AI-enabled services, cultural storytelling and closer cooperation across the tourism value chain. The discussions offered timely perspectives on how destinations and service providers can better connect global demand with China’s tourism supply.
There is still a full day ahead and the conference will continue today along the themes of luxury travel, themed & customised travel and travel education. Now is the time to soak up as much knowledge as you can, while following up on promising conversations and reaching out to those you haven’t yet had a chance to.
ITB China is part of a wider global journey within the ITB family. ITB accompanies the travel and tourism sector throughout the year all around the world, with ITB India in Mumbai from 1 to 3 September 2026, ITB Asia in Singapore from 21 to 23 October 2026, and ITB Americas in Guadalajara from 10 to 12 November 2026. The industry will then of course return to Berlin for our flagship event from 16 to 18 March next year.
Thank you for being part of this year’s exceptional edition. Let’s make the most of all this final day has to offer.
全球旅游业中的中国市场
早上好，欢迎来到2026 ITB China第三天的展会现场。
随着展会进入最后一天，我们也已经共同经历了两天丰富而密集的交流。无论是展馆内的商务洽谈，还是论坛期间的行业讨论，各类交流都在持续进行。展位全部售罄、国际参与度提升，以及活跃的特邀买家项目，也再次说明中国市场在全球旅游业中的重要性。
作为ITB China论坛的重要组成部分，昨天举行的中国入境游论坛，进一步反映出当前市场的新机会。在携程集团（官方内容共创合作伙伴）的支持下，论坛围绕政策机遇、AI赋能、目的地文化叙事与国际协同发展等议题展开讨论，探讨中国如何提升面向国际游客的吸引力。论坛也为目的地与旅游服务商如何加强全球需求与中国供给之间的有效连接，带来了许多贴近市场实际的观察与思考。
今天，ITB China论坛还将继续围绕奢华旅游、主题定制游以及研学旅游等主题展开。现在，也是继续了解市场变化、跟进交流，并与更多业界伙伴建立联系的时候。
ITB China是ITB全球展会体系的重要组成部分。2026年，ITB India将于9月1日至3日在孟买举行，ITB Asia将于10月21日至23日在新加坡举行，ITB Americas将于11月10日至12日在瓜达拉哈拉举行。随后，全球旅游业也将于明年3月16日至18日再次齐聚柏林，迎来ITB Berlin这一旗舰展会。
感谢大家共同参与本届ITB China。也期待大家充分利用最后一天面对面交流的机会。
