About this expo
ITB China is an annual three-day B2B travel trade fair held in Shanghai, China, from May 25 to May 27, 2027. It serves as a dedicated platform for international travel suppliers to engage with the vast Chinese travel market, which represents the largest source market for global tourism. The event is designed to foster business growth through pre-scheduled appointments, various networking events, and a comprehensive conference program.
Exhibitors at ITB China showcase a wide array of tourism products and services, encompassing the entire travel value chain. This includes National and Regional Tourism Organizations, Destination Management Companies, hotels, airlines, and providers of luxury, sports, educational, and cruise travel. Additionally, sectors like MICE, business travel, local experiences, travel technology, and media are represented, offering a holistic view of the industry.
The event attracts a highly targeted audience of professional Chinese travel buyers, including travel agencies, online platforms, and specialists in customized and thematic travel. MICE professionals, business travel managers, and corporate clients from Greater China also attend. ITB China's advanced matchmaking system and Prescheduled Appointment System (PSA) are key features, ensuring exhibitors connect with relevant buyers to maximize business opportunities and build strong industry relationships.
Highlights
5 items- Held at Shanghai World Expo Exhibition & Convention Center (SWEECC).
- AUMA listed.
- Over 900 exhibitors from 85 countries and regions (2026).
- More than 20,500 attendees (2025).
- Features concurrent events including the ITB China Conference.
FAQ
5 questionsWhen and where will ITB China 2027 be held?+
ITB China 2027 will take place from May 25 to May 27, 2027, at the Shanghai World Expo Exhibition & Convention Center (SWEECC) in Shanghai, China.
Who organizes ITB China?+
ITB China is organized by MB Exhibitions (Shanghai) Co., Ltd. and Messe Berlin (China) Co., Ltd.
What industries and products are covered at ITB China?+
The event covers the entire range of touristic products and services, including NTOs / RTOs, Inbound Destinations, Destination Management Companies / Tour Operators, Hotels / Accommodation, Transportation / Airlines, Luxury Travel Providers, Sports Event Travel Providers, Educational Travel Providers, Cruise Product Suppliers, Other Themed & Custom Travel Providers, MICE & Business Travel, Local Experiences, Dining & Shopping, Travel Technology / Software, Investment / Consulting, and Media / Publishers.
How can I participate in ITB China?+
Professionals can participate as exhibitors or visitors. Exhibitor information for 2027 is available, and trade visitors working in the travel industry can apply for free admission for 2026 upon approval.
What are the practical details for participation?+
For exhibitors in 2027, an Exhibitor Badge costs $100, Company Listing is $115, and double-story structures incur an additional charge of $115 per sqm. For visitors in 2026, trade visitors can apply for free admission by May 24, 2026. Non-travel industry visitors pay USD 50 for a three-day pass if registered before May 24, 2026. Onsite registration for 2026 is USD 30 for a 1-Day Pass and USD 50 for a 3-Day Pass.