2026 CHINA OUTBOUND & INBOUND TRAVEL MARKET
14-16 October 2026
New Hall (Hall 11), National Agricultural Exhibition Center, Beijing
According to the Annual Reports on the Development of Outbound and Inbound Tourism in China 2024 released by the China Tourism Academy at the end of March 2025, the number of outbound trips taken by Chinese citizens reached 146 million in 2024, approaching the level of 2019. In 2024, visa consumption and payment system facilitation drove above-expectation growth in the inbound tourism market. China received 131.9 million inbound tourists, marking a 60.8% increase and recovering to over 90% of the 2019 level, significantly higher than the recovery rate seen in 2023.
The statistics released by China's National Immigration Administration (NIA) in mid-July 2025 shows that in the first half of 2025, the number of entry and exit trips made by residents from China's mainland stood at 159 million. Residents from China's Hong Kong, Macao and Taiwan regions reached 136 million, and those by foreigners hit 38.05 million; with year-on-year growth rates of 15.9%, 12.2% and 30.2% respectively.
China inbound and outbound travel and tourism is evolving from a steady development towards a flourishing trend. Its "dual circulation" is reshaping a new market pattern, presenting the industry with fresh development opportunities.
To meet the new demands of China's tourism industry development, the team has served China outbound travel and tourism industry for 20 years and has launched a new brand - China Outbound and Inbound Travel Market (COITM). COITM will continue to serve the travel industry, dedicated to building a high-quality B2B platform connecting global tourism boards/ministries, tourism promotion agencies, resource suppliers, travel service and technology providers with Chinese outbound tour operators. It will also provide a platform for Chinese domestic travel resource suppliers to promote inbound tourism and establish B2B partnerships with overseas travel buyers.
The first edition of China Outbound and Inbound Travel Market (COITM) will be held at the New Hall of the National Agricultural Exhibition Center in Beijing from 14th to 16th October 2026. Building on the team's two decades of accumulated resources and expertise in the outbound travel industry, the new exhibition will expand into the inbound tourism market, adapting to the new trend of dual-directional development in the industry. It is expected that the first edition will have 300 exhibitors from over 50 countries and regions around the world, including overseas tourism boards, embassies and destination resource suppliers and attract 4,000 trade visitors/buyers. In addition, the show will welcome domestic travel resource providers and inbound tourism operators in China.
WHY COITM
FOR OVERSEAS TOURISM BOARDS/SUPPLIERS WHY EXHIBIT AT COITM
- The China outbound travel and tourism market is rapidly expanding, recovering to pre-pandemic levels, and contributing 30% of the global growth in tourist source markets. Over the next five years, the industry is projected to grow at an average annual rate of 10%. By 2030, outbound travellers and tourists are expected to exceed 390 million, with the market value reaching 4 trillion-yuan, accounting for 25% of the global cross-border tourism market share.
- Significant shifts are occurring in the regional destinations favoured by Chinese outbound tourists, with distinctly stratified consumer demands. The application of technologies like AI is accelerating its impact on the outbound travel and tourism industry, leading to further integration and restructuring of the industrial chain.
- The China Outbound and Inbound Travel Market (COITM) will gather resources from national tourism boards/ministries, embassies and consulates, travel agencies, airlines, hotels, travel technology companies, and digital marketing platforms around the world. It will serve as a platform to connect these entities with Chinese outbound tour operators who are committed to developing higher-quality travel products and services, creating precise collaborative value.
- The "COITM Conference" will be held paralleled with the exhibition, bringing together authorisative representatives from the China Tourism Academy, China outbound top tour operators, digital marketing experts, and social media platforms to conduct in-depth analysis and systematic discussions on the trends of the China outbound travel industry, helping global tourism destinations accurately grasp the core demands and behavioural patterns of Chinese consumers.
- As the capital, Beijing holds a dual-hub status in China inbound and outbound tourism. It is the headquarters base for national tourism groups, the concentration point for China’s top outbound tour operators, and a hub for tourism talent, possessing strong capabilities in product development and channel control. The venue of COITM, the New Hall of the National Agricultural Exhibition Center, is located at the junction of Beijing's central business district and embassy area.
- The team launching COITMhas20 years of industry experience and resources. It has received strong support from the China Tourism Academy, dozens of China top tour operators, overseas national tourism boards/ministries, embassies and consulates, and media partners.
HOW TO VISIT
1. Trade Visitor
Target: Industry professionals interested in China's inbound and outbound travel products and services, tourism industry development trends, and overseas tourism investment and development.
Registration: Please click the "Trade Visitor Registration" to register.
2. Chinese VIP Buyer
Criteria:
1) Decision-makers or key influencers in product design/purchasing for outbound travel;
2) Professionals from high-end/luxury/MICE/customised travel enterprises;
3) Representatives from top-tier outbound travel brands in China.
Application: Please click the "VIP Buyer Application" to register.
3. Overseas Visitor
Target: Overseas travel operators.
Registration: Please click the "Overseas Visitor Registration" to register.
4. Overseas Buyer
Criteria: Industry professionals from overseas interested in purchasing China's inbound travel products and willing to make appointments for B2B meetings with Chinese tourism resource suppliers.
Application: Please click the "Overseas Buyer Application" to register.
5. Media
Target: Journalists and media professionals from domestic/international outlets.
Registration: Please click the "Media Registration" to register.
