Business
across borders

Building global industry
connections in Shanghai
2026 D3 MORNING BRIEFING

China within the global travel industry

May 27, 2026 Read: 2 min.
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…
2026 D3 NEWS

ITB China 2026: Strengthening ties across the industry

May 27, 2026 Read: 2 min.
This year's show has a 20% year on year increase in net exhibition space, fully booked show floors, more than 900 travel organisations and companies from 85 countries and regions, alongside 1,700 hosted buyers and 280 media representatives. These figures demonstrate the global travel industry’s strong belief in the long-term value of China’s travel market.…
2026 D3 NEWS

A new wave of cruise travel on display at ITB China 2026

May 27, 2026 Read: < 1 min.
The cruise segment of the travel industry is increasingly being designed as a complete holiday experience, with culture, entertainment, dining, shore excursions and onboard memories all playing a role. Deeper itineraries are replacing checklist-style sightseeing as cruise travellers want to spend more time understanding a place rather than quickly stopping by. According to Mr Chen…
2026 D3 NEWS

Sports & events: From match days to memories

May 27, 2026 Read: < 1 min.
Sports and events tourism is moving beyond general event attendance into highly specialised communities. For example, ZX-Tour focuses exclusively on running travel, while Shenzhen Tiegan Sports concentrates on overseas football match-viewing. Just as we are seeing across the tourism industry as whole, experience is also becoming increasingly important. Travellers are not only buying access to…
2026 D3 EXCLUSIVE INTERVIEW

“ITB China brings together key stakeholders from the global travel industry”

May 27, 2026 Read: 3 min.
EgyptAir is back at ITB China as an Official Partner Airline for the second year in a row. ITB China News sat down with Captain Mohamed Elyan, Chairman & CEO of EgyptAir Airlines, to discuss the partnership and China’s strategic role in the carrier’s growth agenda. He highlights EgyptAir’s expanding connectivity and outlines how the…
2026 D2

Meaningful encounters ahead

May 25, 2026 Read: 2 min.
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 2 of ITB China 2026. We had a strong first day yesterday, with the show floor full of energy, conversations and new business opportunities. The opening ceremony brought together distinguished guests, partners and industry leaders, setting the tone for…
2026 D2 NEWS

A premium hotel portfolio with global scale: Pax2night

May 25, 2026 Read: < 1 min.
Global scale. Local ease. That's the message Pax2night has brought to ITB China 2026, where the fast-growing B2B hotel booking platform, powered by Yuppi Travel, is showcasing its distribution muscle and building its presence on the Asian market.ITB China is a natural fit, opening doors across APAC and tapping into the booming Chinese outbound travel…
2026 D2 NEWS

Oman seeks deeper engagement with the market at ITB China 2026

May 25, 2026 Read: < 1 min.
Committed to preserving and promoting the country’s rich cultural heritage while driving the development of the tourism sector, the Ministry of Heritage and Tourism of Oman is at ITB China 2026 inviting Chinese tourism partners and professional buyers to visit and discuss new opportunities for cooperation. Oman is home to unique geological landscapes with wonders…
2026 D2 NEWS

Luxury travel: AI behind the scenes, human expertise in the spotlight

May 25, 2026 Read: < 1 min.
ITB China Conference has introduced a new Luxury Travel Track this year, and the sector as a whole is evolving. High-end travellers are no longer looking so much for a specific hotel, destination or standard package. Instead, they want a journey that feels personal, smooth and memorable. Sunny Tan, Founder of Luxury Travel International, describes…
2026 D2 NEWS

Study tourism: Experts and measurable outcomes

May 25, 2026 Read: < 1 min.
Study tourism is an important segment represented at ITB China this year. The focus is shifting in recent years towards structured learning, cognitive development and measurable educational outcomes. Parents want visible and measurable growth, and there is an increased demand for proof of learning. According to Mr. Kenny Xu, EVP YingFu Kids and Teens "From…
2026 D2 EXCLUSIVE INTERVIEW

“China sits at the centre of our long-term growth strategy”

May 25, 2026 Read: 4 min.
Dersenish Aresandiran was appointed the Chief Commercial Officer of Airlines Business for Malaysia Aviation Group (MAG) in July 2023. He previously served as the Global Head of Revenue Management & Commercial Planning of Malaysia Airlines from March 2018 to July 2021, where the airline achieved record-breaking results for the 2019 commercial year. Mr Dersenish is a…
2026 D1

ITB China 2026: New connections in Shanghai

May 21, 2026 Read: < 1 min.
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 the first day of ITB China 2026. There is always a special energy on opening morning. The stands are ready, the meeting schedules are full, and the conversations that will shape the next few days are just beginning. This year,…
2026 D1 NEWS

ITB China Conference: Insights for a changing market

May 21, 2026 Read: < 1 min.
Running alongside the exhibition from 26 to 28 May, the ITB China Conference 2026 offers a focused platform for understanding the key shifts shaping China’s travel market and the global tourism industry. This year’s programme features over 70 sessions across seven dedicated tracks: Outbound Travel, Inbound Travel, newly introduced Luxury Travel, Themed & Customized Travel,…
2026 D1 EXCLUSIVE INTERVIEW

Georgia sets the scene

May 21, 2026 Read: 6 min.
As this year’s Official Partner Destination for ITB China, Georgia is stepping up its global visibility. In this interview, Maia Omiadze, Head of the Georgian National Tourism Administration, explains how the country is showcasing its diverse tourism offer and strengthening its position in a key growth market. As the Official Partner Destination for ITB China,…
2026 CITY BREAKS D1 SPECIAL FEATURE

Sarajevo bridges past and present, East and West

May 21, 2026 Read: < 1 min.
Sarajevo, the capital of Bosnia and Herzegovina, is steadily emerging as a destination that blends cultural depth with a lively, modern atmosphere. Often described as the meeting point of East and West, Sarajevo blends centuries of influences that can be seen and experienced through its architecture, cuisine, and daily life. In the historic old town…
2026 D1 NEWS

Serbia beckons Chinese travellers ahead of Belgrade EXPO 2027

May 21, 2026 Read: < 1 min.
With Belgrade gearing up to host EXPO 2027, Serbia is fast becoming one of Europe's most enticing destinations for Chinese travellers, according to Marija Labović, Director of the National Tourism Organisation of Serbia. She points to Serbia's distinction as the first European country to abolish visas for Chinese citizens, a move that has notably lifted…
2026 D1 NEWS

Sarawak offers a living portfolio for experience-led travel

May 21, 2026 Read: 2 min.
At ITB China, Sarawak positions itself as a destination where culture and nature converge, offering experience-driven travel rooted in authenticity. Few destinations bring diversity together the way Sarawak does. As the gateway to Malaysian Borneo, it is a place where nature, culture and food come together as interconnected layers of experience. For travel professionals, this…
2026 PREVIEW SNEAK PEEK

Malta: Exploring the charms of Europe

May 18, 2026 Read: < 1 min.
In 2025, Malta saw a 12.9% increase in visitor arrivals compared to the previous year, with overnight stays rising up to 11%. This archipelago, steeped in sunshine and history, is emerging as a new destination for an increasing number of Chinese tourists seeking to explore the charms of Europe. Valletta is one of Europe’s smallest…
2026 NEWS PREVIEW

ITB China 2026: Sold-out edition with strong global momentum

May 18, 2026 Read: 2 min.
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…
2026 EXCLUSIVE INTERVIEW PREVIEW

“The 2026 edition presents the most comprehensive event lineup to date”

May 18, 2026 Read: 3 min.
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…
2026 PREVIEW SNEAK PEEK

Cyprus offers a festival of landscapes

May 18, 2026 Read: < 1 min.
Cyprus weaves culture, nature, and celebration into one unforgettable island escape, where every region tells its own story. In the Pafos region, family-run wineries craft rich reds and crisp whites, while winding roads lead through charming villages to Polis Chrysochous, home to citrus harvest fairs and folk music gatherings near the lush Chrysochous Valley. Further…
2026 PREVIEW SNEAK PEEK

Marseille: Where Provence meets the sea

May 18, 2026 Read: < 1 min.
Founded around 600 BC by Greek settlers from Phocaea, Marseille, the sun-drenched capital of Provence, is France's oldest and second-largest city, where 2,600 years of history meet a restless creative spirit. Shaped by the sea ever since, it boasts 57 kilometres of coastline and basks in roughly 300 days of sunshine, making it a city…
2025 D3 NEWS

ITB China 2025: Unique opportunities for meetings and networking

May 28, 2025 Read: 2 min.
Good morning and welcome to the last day of ITB China 2025! What a ride it's been! For the largest edition to date, the last two days have been full of energy and momentum, from insightful conference sessions to business matchmaking and a full show floor. The future of travel is being built right here…
2025 D3 EXCLUSIVE INTERVIEW

EgyptAir’s next chapter: A focus on China

May 28, 2025 Read: 3 min.
EgyptAir, the Official Partner Airline of ITB China 2025, is expanding its network to meet the rising demand for travel between Egypt and China In this exclusive interview, ITB China News spoke with Mr Khaled Fouad, EgyptAir General Manager China, about the airline's participation at the show this year and its overall strategy for China…
2025 D3 EUROPE REGIONAL SPOTLIGHT

Spain at ITB China 2025: Slow tourism and hidden gems

May 28, 2025 Read: < 1 min.
ITB China News sat down with María Llinares, Tourism Counsellor at the Spanish Embassy in Beijing, to discuss Spain’s vibrant showcase at ITB China 2025 and its renewed focus on sustainable, authentic experiences for Chinese travellers. What are the highlights of Spain’s showcase at ITB China this year?We’re excited to welcome 18 Spanish exhibitors, including…

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