The China Outbound Travel & Tourism Market (COITM) conference is slated for 14th to 16th October at the New Hall of the National Agricultural Exhibition Center (NAEC) in Beijing.
This year’s programme promises a comprehensive exploration of the pivotal shifts reshaping China’s outbound, inbound, and niche travel sectors.
Opening with remarks from COITM founder Qing Qinghui and representatives from the Beijing Chaoyang District Bureau of Culture and Tourism, the three-day event will bring together senior executives, tourism boards, and technology innovators to address the industry's most pressing opportunities and challenges.
Rethinking outbound travel
The opening day focuses squarely on China’s outbound travel sector as Dr Liu Xiangyan, director of the Institute of International Studies at the China Tourism Academy (CTA), will deliver a keynote speech outlining the current status and emerging trends defining Chinese outbound travel.
Key presentations throughout the morning will examine the shift towards experience-driven travel: Cao Jian, vice-president of Utour Group, will present on the emotional value and experience economy in modern itineraries.
Likewise, a panel led by Fashion Travel Group Chairman Zhong Hui will debate how digital intelligence is driving structural transformation across outbound agencies.
In the afternoon, the focus shifts to technology and destination strategies as Fliggy’s Product Lead for AI-Powered Consumer Assistant, Zhang Wentao, will detail how artificial intelligence is reshaping the entire travel journey from search to itinerary planning.
Meanwhile, industry experts representing Tunisia, Belarus, and Madagascar will explore how emerging markets can capture Chinese outbound demand over the next decade.
The day concludes with a focus on Russia, featuring a interactive session hosted by Russia Today’s Alina Salionova and a panel discussion on unlocking the viral potential of themed, immersive travel in the country.
Inbound tourism and the rise of winter sporting destinations
Day two shifts attention to China’s inbound recovery and specialized travel segments, with morning sessions featuring insights from Wang Mengmeng of the Beijing Municipal Bureau of Culture and Tourism, alongside practical guidance from inbound expert David Dou on shifting itineraries from quick photo-ops to immersive local experiences.
Technology provider YCloud and Future Flow will also address digital acquisition strategies, including leveraging WhatsApp and AI for direct international client engagement.
In the afternoon, travel leaders will unpack the future of customised and family travel: Guo Ming, co-founder and chairman of HH Travel and Ctrip TM Travel, will outline five structural shifts expected to redefine high-end travel through 2030.
A key highlight of the afternoon will be a dedicated panel on winter sports travel where industry experts from Rosa Khutor Mountain Resort, the Eurasian Mountain Resorts Alliance, and BONSKI will convene to evaluate whether the Caucasus and Central Asia are positioned to become the next major hotspot for Chinese ski enthusiasts over the coming five years.
Building competitive advantage in a fragmented market
The final day addresses global competition and market fragmentation with WildChina's co-head and director of corporate service practice MJ Wang's analysis of the dual dynamics of foreign destinations competing for Chinese travelers alongside China’s broader strategy to attract global visitors.
The conference will conclude with a high-level panel featuring executives from Tuniu.com, CYTS AOYOU, IVY International, and YuanCheng International Travel Service.
Moderated by Wang Yufan of China Travel Trade Media, the panel will explore strategies for outbound operators to build sustainable competitive advantages in an increasingly diversified market.
Travel Daily Media is an official media partner for trade events across Asia-Pacific. Full coverage and key takeaways from COITM 2026 will be published following the event.
