ITB China 2025 Officially Opens with Sold Out, Most Diverse Edition to Date

ITB China 2025 has officially opened its doors at the Shanghai World Expo Exhibition & Convention Center, marking its largest and most diverse edition yet. With a record of more than 700 exhibitors from 85 countries, 1,400 hosted buyers, and 280 media representatives, the B2B-exclusive trade show grew more than 30% in scale year-on-year, underscoring the global industry’s strong commitment to the Chinese market.

Marking its largest edition to date, China’s premier B2B trade show dedicated to the Chinese travel market is once again set to be an exceptional gathering for global industry leaders, top travel destinations, and industry expertise. Over the three exhibition days, professionals are exploring emerging travel trends, foster strategic partnerships, and strengthen international collaboration in the tourism sector on this outstanding platform.

Ms. Lydia Li, Director of ITB China, says: "The record-breaking scale of this year’s ITB China sends a strong signal: China continues to play a pivotal role in shaping the future of global travel, with a resilient market that adapts swiftly to changing global dynamics. As Chinese cross-border travel maintains its momentum, our role as a catalyst for meaningful connections and forward-thinking insights is more vital than ever. This year’s show is an invaluable platform for forging new collaborations and giving attendees a firsthand look at what the future of travel holds."

Sold-Out ITB China 2025 Reflects Industry Momentum

With over 30% increase in exhibition space compared to last year, ITB China 2025 is set to be the biggest edition yet. This marks the second consecutive year of significant growth and a milestone for the travel industry in China and beyond.

The event is seeing a strong international participation from around the globe with Europe (26%) and Asia (31%), being the largest regions represented on the show floor, followed by MENA – Middle East & North Africa (17%), Americas (9%), and Africa (4%).

The largest individual destination pavilions this year come from Malaysia, Morocco, Abu Dhabi, Qatar, the European Travel Commission (ETC), Peru, Italy, Portugal, Georgia, Spain, Saudi Arabia, Turkiye, Egypt, Brazil, and Newcomer Kazakhstan.

Exhibitors at ITB China 2025 span the entire tourism industry supply chain, including Tour Operators (37%), Accommodation (20%), National and Regional Tourism Promotion Organizations (17%), Transportation/Cruises (6%), Travel Tech (6%), and Local Activities/ Attractions (4%).

Newcomer destinations such as Algeria, Azerbaijan, Brunei, Cyprus, Diriyah, Guangxi, Hangzhou, Hokkaido, Hong Kong, Hubei, Kyrgyzstan, Mexico City, Oman, Sarajevo, Shanghai, and South Africa debut at this year’s event.

Key brands including hotels such as Marriott International, Jin Jiang International, Wyndham Hotels & Resorts, Meliá Hotels International, Donghu Group, and Pan Pacific Hotels Group; tour operators/DMC such as Nexus DMC, GOEUGO International Limited, G2 Travel Limited, and Lamei Tour; major airlines such as Malaysia Airlines, EGYPTAIR, Ethiopian Airline, and JUNEYAO AIR; cruise operators such as Royal Caribbean, Hurtigruten, CroisiEurope, Poseidon Expeditions, Oceanwide Expeditions, and shangchuanba.com; as wells as attractions like Disneyland Resort, Galeries Lafayette Haussmann, Universal Destinations & Experiences, and the Shanghai Tower, participate with individual booths, demonstrating their confidence in the event and the potential of the Chinese market.