ITB China Opens in Shanghai: The Great Unlocking

The industry’s spotlight is firmly on Shanghai today as ITB China 2026 kicks off at the SWEECC. Organizers report a 20% increase in net floor space compared to 2025, with over 900 exhibitors from 85 countries.

The detail

The Chinese government’s expansion of unilateral visa waivers and the stabilization of international flight capacity have turned speculative interest into hard bookings. For DMCs and hoteliers, the volume of pre-scheduled B2B meetings has hit 46,000, signaling that Chinese OTAs and corporate buyers are actively restocking their international inventories.