With over 10,000 participants, along with more than 700 buyers and 360 exhibitors from 60 countries, the fourth edition of ITB China, has concluded in China.

According to a press statement by the organisers, ITB China 2023 marked its grand live- return, with impressive achievements in business meetings and Chinese and international dialogues.

The statement adds that the event led to fostering a dynamic exchange of expertise and cultivating invaluable connectionsd and its reinforces China’s resurgence in outbound travel and solidifies ITB China’s position as the premier B2B travel trade show in China.

The next ITB China 2024 is scheduled for 27 – 29 May in the Shanghai World Expo Exhibition & Convention Centre.

According to insights from this year’s ITB China, the increasing eagerness for outbound travel indicates a positive trend and both a promising return and outlook for the industry in the upcoming year.

David Axiotis

“After three years, the world comes together again at ITB China, and the timing for the event in September couldn’t be more opportune as the Chinese travel industry stands at the brink of a positive future. This year’s event buzzed with excitement over the return of in-person meetings. Engaging in numerous conversations and business meetings to re-establish connections, everyone could feel the optimism about the months ahead,” says David Axiotis, General Manager of Messe Berlin (Shanghai), which organises the event.

The statement adds that the official kick-off, marked by the Grand Opening Dinner and the CEO Seminar, set the tone for this year’s high-profile event. The CEO Seminar, one of many highlights of ITB China this year, saw nearly 20 senior executives from China’s leading outbound and inbound travel companies delve into a thought-provoking discussion on “The Impact of Global Relations and the Economic Situation on China’s Inbound and Outbound Tourism Market”.

The organisers say that this robust dialogue provided strategic insights crucial to shaping the future of travel. “Meeting with numerous top executives from the industry after three years brings me immense joy and holds great significance. We engaged in a fruitful exchange of ideas on the opportunities and challenges in the recovery process of China’s outbound and inbound tourism market. Platforms like ITB China play a pivotal role in swiftly connecting domestic tourism companies with international partners, broadening their business horizons,” says He Yong, President of HCG International Travel Group.

The Grand Opening Dinner, attended by 450 distinguished guests, set the mood for the notable event profile on the eve of the trade show. It featured leading speakers like David Ruetz, Senior Vice President at Messe Berlin, ShiJun Liu, Secretary General of World Tourism Alliance (WTA) and Alhasan Aldabbagh, President, APAC Markets, Saudi Tourism Authority.

Tyrone Tang

The organisers say that a total of 17,358 meetings took place during ITB China 2023. “I am quite impressed. As you know, for the tourism industry, the most important thing is we need to meet each other, because it is about hospitality. This is a good beginning for the buyer and our seller to come together and create new business opportunities,” says Tyrone Tang, CEO of Jin Jiang International Hotel Management.

“The enthusiasm from both visitors and exhibitors has been incredibly high this year, and we had the opportunity to meet many new and old friends. The ITB China matchmaking system was particularly effective in connecting us with targeted buyers, making the show an excellent platform,” he adds.