As China’s travel industry revives, attention turns to ITB China 2025, set to convene at the Shanghai World Expo Exhibition & Convention Center from 27 to 29 May. This event serves as a vital platform for global industry leaders to forge new partnerships, explore innovation, and grasp the evolving Chinese travel landscape.
ITB China, an offshoot of the esteemed ITB Berlin, was introduced in 2017 by Messe Berlin (Shanghai) Co., Ltd. The primary aim was to enhance ties between China and the international travel community, offering a specialized marketplace to access insights and opportunities in one of the world’s most dynamic tourism markets.
David Axiotis, General Manager of Messe Berlin (Shanghai), emphasizes the rapid changes in China’s tourism, stating that ITB China 2025 will not only reflect these shifts but actively steer discussions on innovation, recovery, and sustainable travel.
Building on the success of ITB Berlin, ITB China 2025 is poised to mirror this achievement within the unique context of the Chinese market. The event kicks off with a dinner sponsored by Tourism Malaysia and features high-level officials delivering keynote addresses, setting the stage for a diverse program.
The event’s agenda includes exclusive sessions like C-TALKS gathering top executives, along with cultural showcases such as Guangxi Night and the Hubei Networking Lunch. ITB China 2025 will also spotlight the cruise sector through the co-hosted Cruise Night with Trip.com Group, offering insights into Chinese travel trends.
An exciting addition this year is the Travel Innovation Hub, focusing on travel-tech intersections. With sessions tailored to Millennials and Gen Z, the event will explore digital integration, flexibility, and personalization, key factors in shaping travel preferences for these demographics.
Notably, ITB China 2025 coincides with the 50th anniversary of EU-China diplomatic relations, underscoring the enduring partnership between the two entities. China’s expanded visa-free policy for 38 countries is expected to enhance participation from European stakeholders, fostering increased collaboration and exchange.
With the global travel industry eyeing China’s resurgence, ITB China 2025 emerges as a pivotal juncture for industry players worldwide to engage with the evolving Chinese market, driving innovation, collaboration, and sustainable practices in the post-pandemic era.
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