The 2026 run of ITB China kicked off last night, 25th May, at a gala dinner held at W Shanghai - The Bund in the historic district of the city.

The event was attended by over 700 dignitaries, members of the media, and hosted buyers and co-hosted by Messe Berlin with this year’s destination partner Georgia.

In his welcome address, Messe Berlin GmBH senior vice-president David Ruetz advised the audience that ITB China would be celebrating its tenth anniversary next year and there will be a full year of preparation for it.

But Ruetz added that 2026’s show is the place for anybody who is somebody in travel tourism in Mainland China, as well as the greater part of Asia and expressed hope that it would be a fruitful experience for all attendees.

Great momentum

As ITB China prepares to open its doors later today, 26th May, the global travel and tourism sector is gaining significant momentum at this point of the year.

China, in particular, is surging forward thanks to the increased demand for quality tourism and personalised experiences which have opened a world of possibilities in the global travel market.

Indeed, today’s travellers are seeking more distinctive destinations, deeper cultural experiences, and products that respond to their individual interests; and China is in a position to deliver on all fronts.

According to Ruetz: “Travel, in general, is moving forward; and China continues to play a vibrant role in it. Now, despite the uncertainties that we have at this time, and we should acknowledge that we have them, I think China mirrors a strong sense of optimism and opportunity for this industry, reflected in its remarkable growth.”

ITB China in the numbers

Per organisers, ITB China’s total floor area for 2026 is now 20 percent larger than it was last year.

This massive space will welcome over 900 exhibitors from 85 nations, as well as 1,500 hosted buyers from China and the rest of the world who are slated to attend more than 46,000 pre-scheduled meetings.

For Ruetz, this turnout is a powerful sign of the global travel industry’s trust in the event.

He said: “It reflects the trust that the industry gives us, trust in the market, trust in the resilience of our industry in the global, and trust in the value of human connection. You cannot do a handshake over the internet; we cannot, and we will not.”

This year’s run of ITB China also welcomes delegations from the Philippines, Cote d'Ivoire, Nepal, Romania, Fiji, Uzbekistan, and Cappadocia.

Ruetz also announced that the first-time participation of Mexico at ITB China 2026 is a precursor to a much larger event that’s coming soon: the debut of ITB Americas in Guadalajara, Mexico in November of this year