Reflecting on ITB China 2025: Key Insights and Takeaways

ITB China, a prominent event in the travel industry, concluded its sixth edition on May 29, celebrating the significant participation of many industry players. Here’s a closer look at the event and what was learned throughout its three days.

ITB China 2025

A Grand Opening in Shanghai

The event kicked off on May 26 with a gala evening that honored Malaysia as this year’s partner destination. It aimed to delve into the tourism sector alongside key industries like aviation and finance.

Observations from the Conference Floor

1. Focus on Local Destinations: The conference highlighted local travel agencies while promoting regions such as Hubei Province, which presented its attractions to both local and international audiences.

2. Language Barriers: A notable language barrier emerged, as most discussions were conducted in Mandarin, hindering international participation.

3. Cultural Exhibitions: Tourism boards attracted attendees through cultural demonstrations, including food sampling and traditional performances from various countries.

Exhibitor Insights

Interestingly, Middle Eastern and African destinations were well represented, whereas Southeast Asian countries were notably absent.

Traditional Agencies Retain Their Appeal

Despite the rise of online platforms, traditional travel agencies maintained a strong presence, with many buyers still valuing face-to-face interactions and human expertise in travel planning.

For more insights from ITB China 2025, visit the official recap.