Under the theme "Driving the Future of Travel Together," the event emphasizes a collaborative narrative. Emerging trends will not only be discussed but brought to life through interactive zones, tech showcases, and real-world case studies. ITB China 2025 will go beyond a traditional trade fair—it will be a dynamic environment where the tourism of tomorrow is envisioned and co-created.
A key highlight of the upcoming edition will be its strong focus on technological innovation. The rapid development of AI, blockchain, big data, and automation is redefining how people plan, book, and experience travel. Chinese tourism companies are embracing these tools to enhance personalization, optimize operations, and deliver more sustainable experiences. This drive to lead tourism’s digital transformation will be at the heart of the conference program and expert panels.
China’s outbound tourism market—once the largest in the world pre-pandemic—will also take center stage. As international travel gradually rebounds, notable shifts are being observed in Chinese traveler behavior: growing interest in lesser-known destinations, a rise in cultural and nature-based tourism, and a strong preference for authentic, personalized experiences. These evolving expectations will be analyzed in a series of sessions led by industry leaders and experts, offering valuable insights for adapting services and product offerings.
ITB China 2025 will also enhance its networking opportunities, providing advanced tools for scheduling meetings, dedicated B2B spaces, and platforms for public-private sector dialogue. The goal is to facilitate strategic partnerships, business deals, and new market opportunities—particularly at a time when recovery depends on tighter coordination between destinations, tech providers, airlines, tour operators, and governments.
International collaboration will be another key pillar of the event. Countries from around the globe will showcase their tourism offerings to a reawakening Chinese market, while Chinese companies will seek out new destinations, business partners, and investment opportunities. The objective is clear: to rebuild the tourism bridges weakened by the pandemic and construct new ones grounded in sustainability, innovation, and global cooperation.
In addition to the exhibition floor and conference forum, ITB China 2025 will feature a series of parallel activities including training sessions, product launches, immersive demonstrations, and cultural showcases. Together, these elements will position Shanghai as the global tourism hub during three pivotal days for the industry.
At a time when the travel sector is undergoing global reinvention, ITB China 2025 stands as a must-attend event for anyone seeking to understand the direction of Chinese tourism and how the country will continue to shape the global tourism landscape. More than a trade fair, it will serve as a mirror to the new paradigm emerging at the intersection of technology, sustainability, and international collaboration.
