ITB China 2026 Opens May 26: 700+ Executives, Georgia as Opening Dinner Host
ITB China 2026, the leading B2B travel trade exhibition for the Chinese outbound market, runs May 26–28, 2026 at the Shanghai World Expo Exhibition & Convention Centre. Georgia will co-host the Opening Dinner at W Shanghai Bund on May 25, welcoming approximately 700 senior tourism executives. Participating destinations include Georgia, Germany, Malaysia, Morocco, and China’s Zhejiang and Hainan provinces .
Why it matters for B2B
China remains one of the world’s largest outbound travel economies. This event is the primary platform for international DMCs, hotel groups, and tourism boards to secure Chinese outbound partnerships. The emphasis on culinary tourism and experiential destination storytelling signals where marketing dollars should flow.
“China remains one of the world’s largest outbound travel economies, with international tourism spending projected to continue rising steadily.”
— World Travel & Tourism Council, as cited by ITB China coverage
If you sell to Chinese travelers or work with Chinese OTAs, presence at ITB China (or monitoring outcomes) is essential. Culinary and experiential positioning is winning.
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