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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…