ITB China conference 2026 to spotlight AI, luxury travel shifts and China’s changing travel demand

Taking place from 26–28 May 2026 in Shanghai, the ITB China Conference will feature 70+ topics and 180+ global speakers, offering a premier platform for dialogue between China and the international travel industry.

At the heart of ITB China, the ITB China Conference will convene global and Chinese travel leaders to discuss the most pressing trends shaping the industry, including the rise of AI in travel, a new focus on the evolution of luxury toward lifestyle-driven experiences, and the transformation of China’s outbound and inbound tourism markets. The program features seven key tracks - Outbound Travel, Inbound Travel, Luxury Travel, Themed & Customized Travel, Hospitality, MICE & Incentive Travel, and Travel Tech & Innovation.

As the leading content platform, the ITB China Conference provides a global outlook alongside in-depth analysis of China’s dynamic travel market. Its agenda is continuously refined to reflect emerging global trends and technological innovation, ensuring relevance in an industry undergoing constant transformation.

In 2026, China’s industry think tank will further strengthen this positioning by expanding the diversity of its topics and speakers, bringing together perspectives from diverse markets across the entire travel value chain, and reinforcing its role as a two-way exchange platform between China and the global travel industry.

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.

Photo by ITB China