ITB China, the B2B-only travel trade show that focuses on the Chinese travel market, has announced its return as a live event. Between September 12 and 14, 2023, the event will once again bring together top-level buyers from China, the world’s largest source market for international travel, with global travel suppliers at its traditional venue, the Shanghai World Expo Exhibition & Convention Center.

“The immense Chinese travel market has significant pent-up demand that finally has a chance to meet supply. 2023 will see the emergence of new leaders, new collaborations, and new alliances,” said  David Axiotis, general manager of Messe Berlin (Shanghai), the organiser of ITB China“I’m happy that we will be integral part of this process, creating networking opportunities and facilitating face-to-face exchange with key players of the industry at this year’s physical event,” he added.

The year 2023 will be crucial for the restoration of China’s outbound travel sector, as the quarantine requirements for international passengers were relaxed on January 8. The consumers responded to the news with a surge in web searches and reservations for international travel, flights, and visa application appointments.

Shortly after the revelation of the news, Group’s leading Chinese language website Ctrip reported a tenfold year-on-year rise in the search volume of popular international destinations, with searches for outgoing flight tickets reaching a three-year high.

Over the past three years, the Group has adhered to its ‘local focus, global vision’ approach and increased its globalisation efforts. The CEO of Group, Jane Sun, is looking forward to the return of ITB China and hopes to meet with global partners in Shanghai in September to summarise the Chinese consumer’s experience and explore opportunities for greater cooperation.

Positive signals have spurred Chinese travel companies and agencies to swiftly revamp their outbound travel divisions in expectation of a rapid increase in business. The ITB China Travel Trends Report 2022/2023, which was published in December 2022, identified industry optimism as one of the important trends and the industry’s potential to quickly rebound if borders are reopened.

On January 8 alone, Chinese tourists booked foreign flights to more than 100 cities in 53 international locations, according to travel statistics from Tongcheng Travel. As the competition for market share has begun on both sides, key participants in the Chinese tourism industry appreciate the impact of the networking and collaboration opportunities ITB China provides.

Zhang Lei, senior vice president of Utour Group Co.,Ltd., remarked, “The new measures accelerated the recovery of the travel market in China, there is no doubt that travel demand will rebound. We need to plan ahead, update the contacts and rebuild the partnerships with global travel suppliers quickly. We are looking forward to establishing more overseas cooperation and explore more diversified, new, and unique travel products at this year’s ITB China.”  

ITB China delivers a highly effective and fruitful platform for industry experts, with tailored matchmaking, abundant networking possibilities, and first-hand information from leading market participants on the most recent industry trends. Exhibitors who reserve their stands before March 15 will receive a 10% discount on their orders.


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