From 26 to 28 May 2026, ITB China is returning to the Shanghai World Expo Exhibition and Convention Center with a fully sold-out edition, reflecting strong confidence in China’s travel market and its growing role in global tourism. This year’s show will expand by 20% in net exhibition space compared to 2025, bringing together more than 900 travel organisations from 85 countries and regions, alongside 1,700 key buyers and over 46,000 pre-scheduled business meetings.
Georgia will take centre stage as Official Partner Destination of ITB China 2026, marking a new phase in tourism cooperation with the Chinese market. Following the introduction of mutual visa-free travel between the two countries, Georgia’s visitor numbers from China have grown significantly, reaching 127,895 arrivals in 2025. Georgia will highlight its cultural heritage, landscapes and culinary identity through live performances, masterclasses and onsite experiences designed to strengthen engagement with Chinese travel professionals.
The ITB China Conference will once again serve as a major platform for industry insight, featuring more than 70 sessions and over 180 global speakers. This year’s programme will cover seven key tracks, including Outbound Travel, Inbound Travel, the newly introduced Luxury Travel track, Hospitality, MICE & Incentive Travel, Themed & Customized Travel, and Travel Tech & Innovation. Key topics will include AI in travel, changing Chinese demand, lifestyle-driven luxury, authentic local experiences and the digital transformation of the travel value chain.
ITB China 2026 will also welcome major partners including Jin Jiang International as Official Travel and Hospitality Group Partner, Malaysia Airlines and EgyptAir as Official Airline Partners, Zhejiang as Official Partner Province for China Inbound Travel, and Zurich Insurance as Official Insurance Partner.
With expanded exhibition space, a strong hosted buyer programme and a broad international partner line-up, ITB China 2026 is set to provide a dynamic platform for sourcing, networking and industry dialogue in one of the world’s most influential travel markets.
2026 ITB China ：展位全面售罄，中国旅游市场持续释放国际吸引力
作为中国旅游业界备受关注的年度B2B盛会，2026 ITB China将于5月26日至28日在上海世博展览馆举行，目前展位已全部售罄，进一步体现出全球旅游业对中国市场的持续信心，以及中国在全球旅游业版图中的关键地位。与2025年相比，本届展会展览净面积增长20%，预计将汇聚来自85个国家和地区的900余家旅游机构与企业参展亮相。同时，展会将特邀1700名行业核心买家到场，预计促成商贸配对会议总场次突破46000场。
作为2026 ITB China官方目的地合作伙伴，格鲁吉亚将在本届展会期间集中亮相，进一步深化其与中国旅游市场的交流合作。自中格互免签证政策实施以来，中国赴格鲁吉亚游客数量持续增长，2025年已达到127,895人次，展现出良好的市场发展势头。展会现场，格鲁吉亚将通过文化演出、葡萄酒与美食品鉴、大师课及沉浸式互动体验等多元形式，全面展示其文化遗产、自然风光与美食文化，进一步提升与中国旅游业界的互动与交流。
作为展会的重要组成部分，ITB China论坛也将同期举行。来自全球旅游业的180余位行业专家将围绕70余场论坛展开分享，聚焦中国市场变化与国际旅游业的发展趋势，为与会者带来更具现实意义的行业洞察、案例分享与合作启发。本届论坛将围绕中国出境游、中国入境游、奢华旅游、酒店住宿、会奖旅游、主题定制旅游及旅游科技创新七大板块展开，并重点关注AI在旅游行业中的应用、中国游客消费趋势变化、生活方式导向的高端旅游需求、深度在地体验以及旅游产业价值链数字化转型等热点议题。
与此同时，2026 ITB China还将迎来强大的官方合作伙伴阵容。锦江国际将担任官方酒旅集团合作伙伴；马来西亚航空与埃及航空将作为官方航司合作伙伴亮相；浙江将作为官方入境游主宾省参与展会；苏黎世保险则将担任官方保险合作伙伴，共同丰富本届展会的国际合作阵容。
随着展会规模进一步扩大、特邀买家项目持续升级，以及国际合作阵容不断扩容，2026 ITB China将继续打造高效务实的商贸交流平台，为全球旅游业界创造更多合作机会与增长空间，并进一步推动中国旅游市场与全球行业资源的深度连接。
