ITB China 2026 Unveils Standout Event Lineup to Foster Global Travel Industry Exchange and Collaboration

ITB China 2026, the B2B-exclusive travel trade show focused on the Chinese travel market, will take place from 26 to 28 May 2026 at the Shanghai World Expo Exhibition & Convention Center. Over three days, the event will feature exhibitions, high-level industry exchange, business matchmaking, networking formats, and conference content, connecting China with the global travel industry and supporting new business opportunities.

Supported by its partners and sponsors, ITB China 2026 will present a broad range of official and themed networking events. Highlights include the Opening Ceremony and Opening Dinner, hosted with Official Partner Destination Georgia. Additional formats include lunch sessions, cocktail and cultural evenings, closed-door discussions, the Aftershow Sundowner, and other industry gatherings, designed to foster efficient and meaningful networking among global travel industry stakeholders. The full ITB China 2026 event agenda is now available.

Monday, 25 May: Opening Dinner — Celebrating Georgian Hospitality to Launch ITB China 2026 (Invitation Only)

Co-hosted by ITB China and Georgia as the Official Partner Destination, the dinner will take place on 25 May at W Shanghai – The Bund, welcoming 700 senior travel industry representatives from China and around the world. The evening will showcase Georgia’s authentic cuisine, selected wines, and cultural performances, alongside traditional toast ceremonies inspired by the Georgian supra feast

Tuesday, 26 May: Opening Ceremony, Hainan Session, Germany Networking Luncheon, CIMX Midday Mixer, C-Talks, Aftershow Sundowner and Malaysia Night

Opening Ceremony (09:30–10:00, Open to All Attendees)

Shortly before the exhibition officially opens on 26 May, ITB China 2026 will host the Opening Ceremony and Ribbon Cutting event in the lobby of the Shanghai World Expo Exhibition & Convention Center. The ceremony will welcome travel industry representatives from around the world to Shanghai and mark the official start of the show.

Global Travel Operators Luncheon Networking · Hainan Session (Invitation Only)

Co-hosted by ITB China and the Department of Tourism, Culture, Radio, Television and Sports of Hainan Province, the session will bring together international travel operators, media, and key guests to showcase Hainan’s tourism resources and cooperation opportunities. A key highlight will be the signing of the MOU designating the ITB China 2027 Partner Province.

German Networking Luncheon (Invitation Only)

Co-hosted by the German National Tourist Office (GNTO), the event will provide a dedicated networking platform for German tourism stakeholders and Chinese industry partners, effectively promoting Germany as a destination and offering buyers a first-hand experience. It will feature authentic German cuisine and will be attended by high-level representatives from the GNTO and the German Travel Association.
CIMX Midday Mixer (Invitation Only)

The China International MICE Exchange (CIMX) will invite selected ITB China attendees to connect with the CIMX team and industry peers during the informal CIMX Midday Mixer, a relaxed noon-break gathering featuring music, drinks, and light refreshments. The networking event will be followed by a CIMX-led conference discussion exploring current trends, buyer expectations, and future opportunities in China’s outbound MICE market.

C-Talks – The Leadership Summit (Closed-Door Session)

One of the key high-level highlights of ITB China 2026, C-Talks is a closed-door leadership summit bringing together senior executives from the Chinese and international travel industry, destination organizations, and key decision-makers to discuss cooperation, cross-border tourism development, and long-term growth opportunities.

Aftershow Sundowner (16:00–17:30, Open to All Attendees)

The Aftershow Sundowner, ITB China’s signature networking event jointly presented with the Moroccan National Tourist Office (MNTO), will take place in the outdoor coffee area from 16:00 to 17:30 on 26 and 27 May, featuring light refreshments and snacks.

During the show, MNTO will also present an immersive Morocco experience space in the outdoor resting and sundowner area. Open to all attendees throughout the three-day event, the installation will use light, sound, and visual storytelling to showcase Morocco’s diverse destination appeal.

Malaysia Night (Invitation Only)

ITB China partners with Tourism Malaysia to host Malaysia Night, welcoming outbound buyers, media representatives, and industry guests to experience Malaysia’s rich culture and diverse destination appeal. The event will also feature authentic Malaysian cuisine, served in a five-star hotel setting, offering guests an immersive culinary and cultural experience.

Wednesday, 27 May: Travel Innovation Business Matching, Petal Ads Lunch Networking, Zhejiang Night, and Aftershow Sundowner

Petal Ads Lunch Networking (Invitation Only)

Supported by Petal Ads, Huawei’s smart marketing platform within the HarmonyOS ecosystem, the Lunch Networking will bring together overseas tourism boards and industry guests to explore innovation in digital tourism marketing. The session will present an integrated approach covering the full travel journey, from inspiration and traffic generation to in-trip services and post-trip sharing, highlighting scalable, experience-driven growth in tourism marketing.

Travel Innovation Business Matching (Closed-Door, Invitation-Only Session)

The Travel Innovation Business Matching is a small-scale, invitation-only closed-door session connecting travel technology innovators with key industry stakeholders, including tourism authorities, destinations, hotel groups, and investors. The format is designed to move beyond public pitching and enable focused, targeted business discussions directly on the show floor, supporting more efficient partnerships and commercialization opportunities.

Zhejiang Night （Invitation Only）

ITB China and the Department of Culture, Radio, Television and Tourism of Zhejiang Province will jointly host Zhejiang Night, welcoming overseas buyers and media guests. As the Official Partner Province of ITB China 2026 for China Inbound Travel, Zhejiang will showcase its rich cultural heritage, inbound tourism resources, and international cooperation potential through destination presentations, cultural performances, and high-level networking.

From the Opening Dinner and lunch networking sessions to the Aftershow Sundowner, themed evening events, C-Talks, and Travel Innovation Business Matching, ITB China 2026 will connect exhibitors, buyers, destinations, media, and industry partners through a diverse range of formats, creating high-quality opportunities for global travel industry exchange.

The full ITB China 2026 event agenda is now available. Click here to explore more.

Trade visitor and media registration for ITB China 2026 is now open. All attendees are required to register online prior to the event.

About ITB China

ITB China 2026 will take place from 26 to 28 May in the Shanghai World Expo Exhibition & Convention Center. ITB China is the B2B-exclusive travel trade show focusing on the Chinese travel market, bringing together hand-selected top buyers with industry professionals from around the world. The show provides various networking events and a unique state-of-the-art matchmaking system to maximize business opportunities. The ITB China Conference takes place in parallel with the show.

About ITB Global Brand Family

For more than 50 years the name ITB has stood worldwide for the travel industry knowledge 365 days a year, networking and trendsetting events – in a virtual, in-person, or hybrid format alike. ITB China, the premier marketplace for China’s travel industry, is scheduled for 26 to 28 May 2026, in Shanghai. ITB India will take place in Mumbai from September 2 to 4, 2026. ITB Asia will be held in Singapore from 21 to 23 October 2026, covering the APAC market. The inaugural ITB Americas will be held in Guadalajara, Mexico, from 10 to 12 November 2026, covering the American market. ITB Berlin, the world’s leading B2B trade show for the travel industry, will take place in Berlin from March 16 to 18, 2027.