ITB China 2025 develops a dynamic edition with strategic alliances and exclusive events
The leading B2B trade fair dedicated exclusively to the Chinese outbound market will be held until May 29 at the Shanghai World Expo Exhibition & Convention Center
This edition features three days packed with exhibitions, high-level forums, and networking opportunities, consolidating its role as a key bridge between China and the global tourism industry. With strong support from sponsors and strategic partners, ITB China 2025 presents its most comprehensive program to date, becoming an unparalleled platform for establishing alliances, discovering new opportunities, and fostering international cooperation in the tourism sector.
Monday, May 26: Grand opening with an evening of culture and connection
The official opening of the event took place the night before the fair began, with a gala dinner that brought together 700 tourism industry leaders from China and around the world. Malaysia, as the Official Destination Partner, hosted the evening with a cultural showcase that highlighted its tourism diversity and strengthened its ties with the Chinese market.
Tuesday, May 27: Opening Ceremony, C-Talks, and Key Meetings
The opening day began with the opening ceremony, attended by Malaysia's Minister of Tourism, Arts and Culture and senior representatives from the international industry. The event symbolized the convergence of Chinese cultural heritage and global hospitality.
At noon, the networking luncheon organized by Hubei Province under the theme “Meet kindred spirits in Hubei, embrace the majestic Yangtze” offered an immersive experience with traditional cuisine, tea tastings, and live performances, highlighting World Heritage sites such as the Three Gorges of the Yangtze and Shennongjia.
Another highlight of the day was the C-TALKS forum, a closed-door meeting with more than 30 senior executives from leading Chinese outbound tourism companies and representatives of international tourism organizations. The discussion focused on how China can effectively collaborate with international destinations for resilient and sustainable growth.
At the end of the day, the Sundowner Aftershow provided a relaxed space for informal networking, followed by the highly anticipated Beijing Night, organized by the Beijing Municipal Bureau of Culture and Tourism. The evening offered a cultural experience with Peking opera and a dinner inspired by traditional flavors of the Chinese capital, reinforcing its position as a popular inbound tourism destination.
Wednesday, May 28: Networking, Cruise Night, and Guangxi Celebration
The second day continued with the Sundowner Aftershow and two key events: ITB China Cruise Night and Guangxi Night. The latter, organized in conjunction with the Guangxi Department of Culture and Tourism, offered an elegant evening featuring regional cuisine and an atmosphere of cultural exchange in the heart of Shanghai.
Meanwhile, the cruise night, held in collaboration with Trip.com Group, allowed industry professionals to network aboard a luxury cruise along the Shanghai Bund. Trip.com, as the official travel services partner, was instrumental in ensuring a seamless experience for all attendees.
Thematic events: innovation, rural tourism, MICE and media meetings
The event also featured themed activities. On May 27, the Travel Innovators' Gathering, sponsored by Tencent Smart Tourism, was held, where technology and tourism leaders shared ideas in a more intimate setting.
On May 28, the “China Travel: Discovering Rural Beauty” forum, organized jointly with UN Tourism, Alibaba Philanthropy, and Fliggy, focused on the development of rural tourism as a driver of sustainable growth and community empowerment.
That same evening, the ITB China MICE Afterparty brought together MICE professionals seeking new collaborations.
Finally, on May 29, Meet the Media will take place, a space where exhibitors connect with international and local media, journalists, KOLs, and influencers, opening up opportunities for strategic communication alliances.
Among this year's featured partners are Egyptair, the event's Official Airline, which promotes air connectivity with China and highlights Egypt's cultural richness, and JD Alliance, the official water sponsor, reaffirming its commitment to the comfort and well-being of participants.
Source: ITB China.