ITB China 2026 will take place from 26–28 May 2026 at the Shanghai World Expo Exhibition and Convention Center.
The show will welcome more than 900 exhibiting companies from 85 countries and regions, reflecting broad international participation from both established and emerging destinations and growing geographic diversity.
Asia leads regional growth with a 40% increase, driven by strong participation from Malaysia, including Sarawak and Malaysia Airlines, with more than 60 companies in total. Türkiye records growth of 93%, presenting nearly 40 partners, including key regions such as Cappadocia and Trabzon.
The Americas and Caribbean grow by 26%, with destinations including Brazil, Peru, Argentina, Colombia, the Bahamas, Mexico, Cuba, as well as Buenos Aires, California and Los Angeles.
Europe grows steadily by 20%, with expanded participation from Italy, Portugal, Spain and Greece alongside destination offices from multiple countries and strong representation from the European Travel Commission.
Africa grows by 11%, led by Morocco, Egypt, South Africa, the Côte d’Ivoire National Tourism Boards, and the Ethiopian Airlines Group. The Middle East strengthens its presence with high-quality tourism offerings from Abu Dhabi, Qatar and Emirates Airlines.
China’s inbound segment also expands, with destinations including Zhejiang, Beijing, Hainan, Chengdu, Leshan, Tianjin and Yushu presenting China’s tourism offerings to international buyers. Post-show Familiarisation trips to Zhejiang, Hainan and Tianjin will further highlight destination products.
