ITB China: A bridge between China’s tourism sector and the world
In an exclusive interview, Lydia Li, Deputy General Manager of Messe Berlin China, outlined the crucial role of ITB China in connecting China with global destinations
The show’s priorities for the 2025 edition include expanding international participation and further activating the MICE segment.
What role does ITB China play within the global ITB network? Can you tell us about the importance of the ITB brand in China?
ITB China serves as a specialised global-local bridge within the global ITB network, tailored to address the unique dynamics of China’s rapidly growing tourism market. ITB China shares the latest changes in the Chinese market with the world, and brings global tourism resources to China, leveraging ITB’s global expertise to foster cross-border partnerships. We can then connect more global destinations with China.
Brand wise, the ITB brand brings a lot of credibility to the show. The ITB brand is highly regarded in China, known for its long-standing reputation and international reach within the tourism industry.
What are your priorities for ITB China 2025?
If you ask anyone in the Chinese travel market about ITB China, they all know the show. That is a big change from when we started less than ten years ago. With the development of the show, we have more and more destinations, exhibitors, and suppliers and more international participation. As the show develops, our priorities evolve and we have several this year. Firstly, we want to expand international participation with more global destinations and niche tourism providers to meet China’s evolving traveller demands.
Secondly, our priority is increasing the diversity of buyers, whether that be in terms of scale, business types, or representing the diversified needs of domestic consumers, especially in emerging sectors like themed and customised travel.
Our third priority is to further develop the MICE and corporate travel sector, which is a highlight of the show and due to the growing trend of Chinese companies going abroad, there is a huge potential market in China.
Lastly, we are focusing on tech-driven engagement and our new Travel Innovation Hub project will be launched. The Travel Innovation Hub aims to foster collaboration between the tourism and technology sectors and will feature a Travel Tech Forum, Innovators Pitch, and an Innovation Showcase.
How does ITB China create opportunities for local businesses and buyers to connect with international markets?
An important feature we have is targeted matchmaking. This envolves pre-scheduled one-on-one meetings that ensure meaningful connections between buyers and suppliers during the three days of ITB China. We also offer market intelligence including workshops and panel discussions that provide insights into international trends. Networking events are also a key aspect of the event. ITB China offers a variety of networking events especially designed for conducting business.
What are your long-term goals for ITB China, and how do you envision its impact evolving in the coming years?
To expand ITB China’s brand presence across every region and market within China, support global suppliers and buyers across different segments like MICE, and boost year-round activities that maintain a close connection between the market and partners.
ITB China 2025’s conference programme: An industry think tank
The ITB China conference programme will bring together global and local travel leaders on three dynamic stages to provide attendees with actionable insights across themes such as outbound and inbound travel, hotels and hospitality, and MICE and business travel. “The conferences offer a think tank of China’s tourism market. The 2025 edition will again spotlight key trends and innovations in the Chinese travel industry,” says Ms Li. This year’s line-up of partners and speakers includes Trip.com, Tourism Economics, Fliggy, Huawei, Pico, Site China, CBEIC, AWE Asia.
