ITB China 2026: Russian hosted buyers and journalists explore Zhejiang and Hainan post-tours

The B2B travel trade fair ITB China 2026 successfully took place from 26–28 May in Shanghai, China. The event was hosted at the Shanghai World Expo Exhibition and Convention Center in the Pudong district, bringing together the global travel industry under one roof.  This year's show was the largest to date, growing by 20% and featuring over 900 exhibiting companies from 85 countries and regions. More than 280 international hosted buyers and media representatives attended the event, highlighting global interest in the Chinese market. 

To foster deeper connections, organisers arranged exclusive post-show familiarization trips (FAM trips) for the attending international journalists and buyers. Participants were invited to explore two of China's most dynamic provinces — Zhejiang and Hainan.  The excursions allowed guests to experience China's rich cultural heritage, coastal landscapes, and world-class tourism infrastructure firsthand. The trip to Zhejiang highlighted the province’s mix of ancient heritage cities and modern leisure destinations, while the Hainan route emphasized the island’s tropical beaches and duty-free shopping.

Given the rapidly increasing travel flow from Russia to China, the participation of Russian hosted buyers and journalists was an undeniable and natural outcome of these positive market trends. 

«During ITB China 2026, we conducted approximately 40 meetings with representatives of hotels, DMCs, technology partners, and regional tourism boards. We are currently discussing potential cooperation formats and assessing opportunities to expand our China product portfolio, with a particular focus on Zhejiang Province, which impressed us with its wide range of travel experiences.  The Hainan Haikou Workshop was especially valuable, allowing us to meet in person with partners we are already working with, as well as discover new hotels and tourism products that can further enhance our Hainan offerings.  We would also like to highlight the excellent work of the ITB China Buyer Team, whose professionalism, responsiveness, and support ensured a smooth and well-organized experience throughout the event.  Russian Express will continue to actively develop its China portfolio and strengthen cooperation with key partners across the Chinese tourism industry», said the representative of tour operator Russian Express Natalia Khokhlova.