ITB China 2026: Key travel industry players showcase products and services
ITB China 2026 will take place from 26–28 May 2026 at the Shanghai World Expo Exhibition and Convention Center.
Leading companies across the global travel value chain will present their latest brand strategies and innovations at ITB China 2026. The commercial segment brings together a strong lineup of hospitality and cruise brands. Key participants include Jinjiang International, Donghu Group, The Ascott Group, Club Med and ONYX Hospitality Group, showcasing a diverse range of accommodation and travel experiences.
The cruise and expedition sector features strong participation from Royal Caribbean, Century Cruises, Star River Cruise, HX Expeditions, Oceanwide Expeditions and Polar Latitudes, highlighting both mainstream cruising and fast-growing expedition travel segments.
At the DMC level, companies such as Goeugo, Kaytrip, Gray Line Worldwide, Primavera, Europa Viaje, Star Shine, Dufan and G2 will be present, reflecting a well-established global network.
The travel tech segment includes Trip.com Group, Expedia Group, Tongcheng, Fliggy, Heytrip, Yuppi, Convergent and Petal Ads. Fintech providers such as Nium, PingPong, PhotonPay, Mize and Airwallex will also participate. New exhibitors, including Newport AI and Rokid, further highlight developments in AI, automation, digital distribution and immersive travel experiences.
ITB China 2026 is expected to welcome 1,700 hosted buyers from mainland China, as well as Hong Kong, Macao and Taiwan. Among them, 34% focus on customised and luxury travel, while 25% specialise in MICE and business travel, reflecting strong demand for premium segments. Buyers from from 27 countries and regions will account for 10%, reflecting the growing momentum of China’s inbound travel market.
In addition to the exhibition and business meetings, ITB China 2026 will host a series of networking events, including the Georgian Gala Dinner, Malaysian Night, Germany Get Together Luncheon, Zhejiang Night, Hainan Session – Global Travel Operators Lunch Networking, and Petal Ads Lunch Workshop, creating more opportunities for face-to-face exchange and cultural experiences.
The Moroccan National Tourism Office will offer a Sundowner experience, bringing an immersive high-tech activation to the show floor.
The ITB China Conference will run alongside the exhibition, featuring more than 70 sessions across seven tracks, including China Outbound Travel, China Inbound Travel, Luxury Travel, Themed & Customized Travel, Hotel Accommodation, MICE Travel and Travel Innovation.
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.
© ITB China
