As China’s travel sector continues to rebound, industry leaders from across the globe are setting their sights on ITB China 2025, scheduled to take place from 27 to 29 May at the Shanghai World Expo Exhibition & Convention Center. The event is expected to serve as a crucial platform for fostering new partnerships, exploring innovation, and understanding the rapidly evolving Chinese travel market.
A global legacy with a Chinese focus
Launched in 2017, ITB China was conceived as an offshoot of the internationally renowned ITB Berlin. Organised by Messe Berlin (Shanghai) Co., Ltd., the event aims to strengthen connections between China and the wider global travel community. The idea was straightforward but strategic: provide a dedicated marketplace focused on the Chinese travel industry, enabling international stakeholders to access insights and opportunities in what remains one of the world’s most dynamic tourism markets.
Earlier this year, ITB Berlin reaffirmed its position as the world’s leading travel trade show with Albania taking the lead. Now, ITB China prepares to mirror that success in an environment tailored to the nuances of the Chinese market.
“China’s outbound and domestic tourism landscapes are shifting rapidly,” said David Axiotis, General Manager of Messe Berlin (Shanghai). “ITB China 2025 will not only reflect these changes but actively shape discussions around innovation, recovery, and sustainable travel.”
What to expect in 2025
This year’s edition will open with a high-profile dinner on 26 May, sponsored by Tourism Malaysia and attended by around 700 industry professionals. The official opening ceremony on 27 May will feature keynote addresses from top-level officials, including Malaysia’s Minister of Tourism.
The programme is rich and multifaceted. From the closed-door C-TALKS session bringing together over 30 senior executives from outbound travel giants, to cultural showcases such as Guangxi Night and the Hubei Networking Lunch, the event is designed to blend business with cultural exchange. Casual networking opportunities, such as the Aftershow Sundowners on 27 and 28 May, offer a more relaxed environment to connect.
ITB China 2025 will also shine a spotlight on the cruise sector through its co-hosted Cruise Night with Trip.com Group. Additionally, regional showcases and destination presentations will provide European stakeholders with deeper insights into diverse Chinese travel trends.
Travel innovation takes centre stage
A major highlight this year is the new Travel Innovation Hub, an initiative that focuses on the intersection of travel and technology. Comprising three core elements – the Travel Innovation Showcase, the Travel Tech Forum, and the Travel Innovators Pitch – the hub is poised to be a magnet for forward-looking companies.
Eight selected tech startups will present their solutions to a jury of investors and industry experts, with the series culminating in a networking event sponsored by Tencent Smart Tourism.
With Millennials and Gen Z driving much of China’s outbound tourism recovery, ITB China 2025 will pay close attention to their travel preferences. Expect sessions exploring digital integration, flexibility, and personalisation, all increasingly crucial to this demographic.
Celebrating 50 years of EU-China relations
This year’s ITB China coincides with the 50th anniversary of diplomatic relations between the European Union and China. The milestone is expected to be acknowledged through various events and discussions, highlighting the enduring partnership and shared commitment to fostering mutual understanding and cooperation in the tourism sector.
Eased visa policies encourage travel
In a move to boost tourism and international business ties, China has expanded its visa-free policy to include 38 countries, the vast majority of which are EU member states. Citizens from these nations can now enter China without a visa for up to 30 days, with the policy remaining in effect until 31 December 2025 .
This policy change is anticipated to facilitate greater participation from European stakeholders in ITB China 2025, fostering increased collaboration and exchange between China and the global travel community.
