Travel Daily Media is currently in Shanghai, China covering the sixth run of ITB China.
We run down five notable trends from the conference that stand to make a difference in the tourism and travel sectors in the near future.
These are as follows:
The silvering of travellers
While the Asia Pacific sees a surge in travellers under the age of 35, western nations, particularly in the Americas, noted that the average age of travellers in their areas is over 50.
This is a matter previously discussed at our own TDM C-suite Travel Trade Global Summit in Bangkok where experts pointed out how entering the midlife years is being seen as an impetus to see the world.
Also, let's not forget that individuals within this age range have more disposable income that can be used to fund trips from transportation to accommodations.
The rise of the travelling class
Travel Economics Michael Shoory pointed out that, as national economies recover from the brunt of the pandemic's impact, the improving fortunes of a growing middle class will lead to more trips both domestically and internationally.
According to Shoory, both families and individuals will not hesitate to use available funds to explore and experience the world beyond the home.
Some will start small with trips to domestic destinations, working their way up to trips overseas.
Tech is king...in so many ways
A significant number of presentations and pitches at this year's ITB China revolved around the use of virtual and augmented reality.
Both VR and AR have long made their way into training modules for those in the aviation sector, but we saw here as well as at MITE 2025 in Macau that these technologies may be used as platforms for a more sustainable way of exploring fragile environments, as well as creating immersive experiences to help travellers gain a better understanding of a destination.
Fintech in the context of digital global payments will also come into play, and we counted at least four fintech firms offering their products at ITB China.
Robotics is another trend to keep an eye on, especially in the context of accessibility in travel.
Into North Africa and the Middle East
Destinations like Egypt, Morocco, and Tunisia all brought their A-game to ITB China, with stupendous looking booths to catch the public's eye.
But beyond aesthetics, it is important to note that China outbound travel to the Middle East and North Africa surged significantly over the past year.
With Morocco gearing up to host the FIFA World Cup in 2030 and the impending implementation of the Gulf Cooperation Council's Grand Tour unified visa, the numbers are bound to soar before the end of the decade.
We are in our experiential tourism era
The recent Singapore concerts of top recording icons Lady Gaga and Taylor Swift are proof that performances and other experiential events still serve as a powerful draw for travellers.
Consider how airline ticket sales and hotel bookings surged for both concert tours, and look to the numbers for similar events to see just how big this trend is.
The same applies to big-name sporting events such as the F1 races, NBA off-season demo games, and the Australian Open; where there are fans, there will be travellers.
