Italy, Germany, Spain and other major tourism markets converged in Shanghai for ITB China 2026, presenting artificial intelligence, customised journeys, premium experiences and market intelligence as central drivers of future global travel growth.
Held from May 26 to 28 at the Shanghai World Expo Exhibition and Convention Center, the business-to-business travel exhibition welcomed more than 23,500 industry professionals.
More than 900 exhibitors from 85 countries and regions participated, alongside approximately 1,700 hosted buyers and 280 international media representatives and tourism content specialists.
Organisers also reported more than 44,000 structured business meetings during the three-day event. Exhibition space increased 20% compared with the previous edition, reflecting stronger confidence in China’s tourism market.
The gathering connected tourism boards, airlines, hotels, technology companies, destination management organisations and tour operators seeking stronger access to Chinese travellers.
European destinations expand their presence
European tourism organisations increased their visibility as destinations competed for renewed Chinese outbound demand.
Representatives from 29 European countries promoted cultural journeys, urban tourism, gastronomy, wellness, rail travel, luxury holidays and independent itineraries.
Italy presented premium experiences linked to heritage, regional cuisine and southern Mediterranean destinations. Spain promoted escorted travel, cultural touring and high-quality European itineraries aimed at travellers seeking convenient, fully organised holidays.
German destinations focused on city breaks, cultural attractions, independent travel and improved connections with Chinese tourism partners.
Europe’s exhibition presence expanded by approximately 20%, while conference discussions examined stronger cooperation between China and European destinations.
Digital platforms, artificial intelligence, open data and destination marketing formed important parts of the Sino-European Tourism Dialogue.
Artificial intelligence dominates tourism discussions
Artificial intelligence became one of the defining themes of ITB China 2026.
Conference sessions examined how AI can support itinerary planning, multilingual communication, personalised recommendations, customer service, predictive analytics and destination promotion.
Tourism companies demonstrated how data-driven systems can identify traveller preferences and deliver more relevant journeys.
These tools are particularly valuable for international destinations seeking to understand Chinese consumer behaviour across different regions, age groups and travel segments.
AI can also help tourism businesses respond more quickly to demand changes, automate routine booking processes and improve communication before and during a journey.
However, industry discussions continued to emphasise the importance of human expertise, cultural understanding and reliable service alongside automated technology.
Customised travel becomes a major growth segment
Themed and customised travel emerged as another important opportunity.
Chinese travellers are increasingly exploring journeys designed around individual interests rather than traditional standardised packages.
Tourism businesses presented products linked to adventure, wellness, gastronomy, education, sport, cruising, heritage and independent travel.
This shift is encouraging destinations to create flexible itineraries that combine major attractions with local experiences.
For tourism boards, customised travel can help distribute visitors beyond established gateways and support regional hotels, restaurants, guides and attractions.
It can also increase visitor spending by connecting travellers with specialised experiences that match their interests.
Luxury tourism moves toward meaningful experiences
Luxury travel discussions highlighted a growing preference for authenticity, privacy and personalisation.
Premium travellers are increasingly seeking private cultural access, concierge support, wellness programmes, exclusive transportation and carefully designed itineraries.
This evolution creates opportunities for destinations across Europe, Asia, Africa, the Middle East and the Americas.
Luxury tourism is no longer defined only by expensive accommodation. It increasingly combines comfort with local culture, meaningful experiences and personalised service.
Hotels and destination management companies are responding with smaller group sizes, private guides, tailored dining and unique regional experiences.
China strengthens inbound and outbound tourism strategies
China’s role as both a major source market and international destination remained central throughout the event.
Tourism specialists discussed visa facilitation, digital payments, multilingual services, destination branding and improved visitor support as essential elements of inbound growth.
China’s outbound market also attracted strong attention from global destinations.
Industry forecasts presented during the conference indicated significant outbound travel growth in 2026 and 2027, strengthening long-term confidence among international suppliers.
This expected expansion is encouraging destinations to improve Mandarin-language services, adapt digital payment systems and create travel products suited to evolving Chinese preferences.
Global participation reflects stronger tourism confidence
Asia recorded the strongest regional exhibitor growth, increasing approximately 40% year-on-year.
Malaysia brought more than 60 participating organisations, while Türkiye significantly expanded its presence with destinations including Cappadocia and Trabzon.
The Americas and Caribbean increased participation by 26%, with tourism organisations promoting destinations across Brazil, Peru, Argentina, Colombia, Mexico, Cuba and the Bahamas.
Africa expanded its exhibition presence by 11%, highlighting wildlife tourism, heritage, luxury experiences and improving aviation links.
Middle Eastern participants focused on premium hospitality, international air connectivity and high-value tourism markets.
Georgia served as the Official Partner Destination, showcasing wine tourism, mountain adventures, culture, gastronomy and wellness.
EGYPTAIR and Ethiopian Airlines participated as official airline partners, reinforcing the importance of connectivity between China, Africa, Europe and the Middle East.
Business partnerships drive tourism growth
ITB China 2026 demonstrated that face-to-face business engagement remains vital despite rapid digital transformation.
Structured appointments enabled buyers and suppliers to discuss products, negotiate partnerships and develop tourism campaigns for the Chinese market.
More than 180 speakers participated in over 70 sessions across eight conference tracks, covering aviation, hospitality, MICE, technology, sustainability and market intelligence.
The event showed that future tourism growth will depend on a combination of digital innovation, personalised travel, stronger connectivity and international cooperation.
As global destinations compete for Chinese visitors, those offering seamless technology, distinctive experiences and culturally relevant services will be best positioned to capture the next phase of demand.
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