ITB China Officially Opens

The sixth ITB China officially opened today, 27th May, at the Shanghai World Expo Exhibition and Convention Centre in Shanghai, China.

Centred on New Demand, New Directions, this year’s conference focuses on how tourism professionals are adapting to the evolving preferences of today’s travelers amidst shifting economic trends and technological advancements.

The event commenced with a traditional Chinese dragon dance for good fortune, followed by a ribbon cutting ceremony led by Messe Berlin’s senior vice-president David Ruetz and Malaysia’s Minister of Tourism, Arts, and Culture, Tiong King Sing. They were joined by officials from ITB China and Tourism Malaysia.

Image of ITB China Ribbon Cutting

A Window to the World

As noted in earlier features about the welcome ceremony for ITB China 2025, the event showcased over 700 global exhibitors and welcomed more than 1,400 travel buyers from 85 countries. In addition to exhibitor booths featuring the best of global tourism, key discussions addressed hot topics such as cultural tourism, inclusivity, sustainability, and technology in a rapidly changing industry.

This year also emphasizes MICE (Meetings, Incentives, Conferences, and Exhibitions) travel, reflecting the renewed importance of business travel in today’s context.

According to ITB China director Lydia Li, “Dedicated conference sessions will delve into the future of incentive travel, smart venue technologies, and how digital tools are transforming the meetings and events landscape.”

Li expressed that engaging in ITB is one of the most effective ways for any travel or tourism professional to deepen their understanding of the industry in the 21st century.