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Retrospective: ITB China 2025
ITB China, one of the largest travel trade conferences in the Asia Pacific, formally closed the doors on its sixth edition yesterday, 29th May. We at Travel Daily Media were honoured to be among the media partners for this milestone event which brought in several thousand participants to Shanghai to take part in detailed discussions regarding the tourism sector and the attendant industries of aviation, travel, hospitality, technological development, and finance. In this feature, we list a number of observations we had from the floor throughout our coverage of the event which technically began the evening of Monday, 26th May, with a welcome gala honouring Malaysia which was this year's partner destination. China first and foremost While it's one of the biggest in the region and features a significant number of global tourism boards, airlines, and hotel management companies, ITB China really plays to local travel agencies and hospitality providers. One good thing about this is that it enables domestic destinations such as this year's location-in-focus Hubei Province to shine before both local and foreign participants. Indeed, this China-first approach enabled Hubei, Guangxi, Beijing, Shanghai, Sichuan, and Hong Kong to bring their best and brightest offerings to interested tourism and travel professionals through exhibitions, some modicum of retail, cultural performances, and key events such as signings with upcoming trade and development partners. However, this also meant that there was a definite language barrier when it came to symposia and panel discussions, as up to 90 percent were Mandarin only. Unfortunately, AI, simultaneous, and delayed translation methods used during these gatherings literally lost a good deal of the context that would have been important to foreign experts and buyers. Cultural promotion and using culture for promotion While facts and figures are interesting enough to professionals, nothing beats immersive experiences to draw crowds to a booth, and several tourism boards delivered this in spades. Many national displays attracted participants with specialities from their home countries: spiced coffee and dates from Saudi Arabia, for example, as well as the aromatic brews of Brazil, tea and traditional sweets from several Chinese provinces, mint tea from the Moroccans, and both coffee and traditional bread from the Ethiopians. There were also displays of traditional craftwork as seen above in the Arabic script calligraphy attraction of the Morocco booth, as well as the vibrant woolwork presented by the Peruvians. Traditional songs and dances also brought crowds to different parts of the hall, from the ululating chants of Arabic nations and the graceful dances of China, to Malaysian ballads sung live at the Tourism Malaysia booth and people joining dance sessions at the booths of several African nations. Who was at ITB China 2025? Middle Eastern and African destinations made up the majority of exhibitors, though European nations remained well-represented with Greece, Georgia, Italy, Spain, and Portugal taking up nearly a third of the exhibition hall. Interestingly, with the exception of Malaysia which is the partner destination for this year, there was a notable absence of Southeast Asian participants. This was particularly intriguing, given how ASEAN countries like the Philippines and Indonesia were there in full force at the Macao International Travel Expo back in April of this year, and also given how places like Thailand, Vietnam, and Laos are among the countries projected to receive a sizeable number of Chinese travellers by the end of this year. As mentioned, Brazil and Peru brought some significant South American flavour to ITB China 2025, and their national displays brought in a good number of potential buyers who wished to offer their clients a taste of the far side of the world. But given this development, North American destinations were also sorely underrepresented, with only the Los Angeles Tourism Board exhibiting and their space was small compared to others. Traditional travel agencies still did a roaring trade Considering the bright, bold, even flashy displays of dominant online travel platforms such as this year's primary sponsor Trip.com, we noticed that collective booths shared by traditional travel agencies were doing very well for themselves throughout the three days of the event. While most did not offer souvenirs or brilliant gimmicks, travel buyers were actively moving from their spaces to those of the hotel industry and aviation sector, making contacts and cutting deals whenever possible. This calls to mind one of our previous features which cited the enduring relevance of physical travel agencies that offer trips planned through human interaction despite the convenience offered by OTAs.
Five notable trends from ITB China 2025
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.
ITB China formally welcomes delegates with partner destination Malaysia
ITB China formally kicked off on Monday evening, 26th May, with a welcome dinner for delegates that highlighted this year's partner destination Malaysia. This welcome dinner was held at the main ballroom of the Shangri-la Shanghai Qiantan. The event which officially begins today in Shanghai will be welcoming over 700 exhibitors as well as 1,500 tourism buyers from 85 nations, showing a growth of 30 percent from 2024. The sixth run of the global travel conference will also feature insights from more than 150 speakers on 60 diverse topics. Beyond tourism promotion In his opening remarks, Messe Berlin senior vice-president David Ruetz cited how tourism cooperation has gone beyond simply drawing more travellers into nations. Instead, Ruetz pointed out how contemporary tourism involves offering more inclusive options for travellers that would mutually benefits both destinations and their visitors. Cultural and sustainable tourism, in which case, would appeal more strongly to today's travellers. Ruetz also called delegates' attention to the travel innovation hub set up for ITB China 2025. He said: "The Travel Innovation Hub will be a preview of the future of tourism." Indeed, the hub will feature a travel technology forum, a pitching site for innovative solutions, as well as a showcase of game-changing developments. Ruetz also invited participants to upcoming events, including MICE China in September of this year. A warm response For his part, Malaysian minister of tourism, arts, and culture Tiong King Sing expressed his warm appreciation to ITB China's organisers for giving his country's tourism sector the opportunity to present itself to the world. Tiong said: "We are honoured to showcase Malaysia's diverse cultural heritage, natural landscapes, and world-renowned hospitality at this prestigious event. We look forward to strengthening partnerships and fostering new collaborations, and sharing the unforgettable experiences that await travellers in Malaysia." Tiong likewise extended an invitation to the world for Visit Malaysia 2026, citing further the richness of his country's diverse attractions. The minister's remarks were followed by a Malaysian cultural showcase that concluded with a ramp show featuring the traditionally inspired style of Malaysian fashion designer Karl Ho.
ITB China officially opens
The sixth ITB China officially opened today, 27th May, at the Shanghai World Expo Exhibition and Convention Centre in Shanghai, China. Centred on New Demand, New Directions, this year's conference looks into how tourism professionals are responding to the changing priorities of contemporary travellers, especially in light of shifting economic trends and technological advancements. The event kicked off with a traditional Chinese dragon dance for an auspicious beginning, followed by a ribbon cutting ceremony presided over by Messe Berlin senior vice-president David Ruetz and Malaysian minister of tourism, arts, and culture Tiong King Sing, together with officials from ITB China and Tourism Malaysia. Window to the world As stated in our previous feature regarding the welcome ceremony for ITB China 2025, the event welcomed 700 global exhibitors and opened its doors to more than 1,400 travel buyers from 85 countries. Along with exhibitor booths showcasing the best in global tourism, the event also features key discussions on relevant topics such Al cultural tourism, inclusivity, sustainability, and the role of technology in a constantly evolving industry. MICE is also one of the foci for this year, especially in the revitalised context of travelling for business. According to ITB China director Lydia Li: "Dedicated conference sessions will explore the future of incentive travel, smart venue technologies,and how digital tools are reshaping the meetings and events industry." Li went on to say that participating in ITB is one of the best ways by which any travel or tourism professional could gain greater understanding of the sector in the 21st century.
Reece Whitby and Anneke Brown to headline Maximum Occupancy West Coast
The Maximum Occupancy West Coast conference announced that tourism minister Reece Whitby and Tourism Western Australia’s Anneke Brown will lead its illustrious line-up of speakers. The event is slated for 12th June at the Pan Pacific Perth and will bring together key figures from the accommodation, hotel and hospitality industries across Western Australia and the broader Asia-Pacific region. Following a highly successful inaugural event in 2024, this year's conference will be even bigger, with an exciting lineup of keynote speakers and panelists. Whitby will deliver the opening keynote, highlighting the WA Government's renewed commitment to driving growth and innovation in WA's tourism and accommodation sectors. Brown, on the other hand, will share insights on tourism investment attraction initiatives into the WA accommodation sector, how Tourism WA's events strategy is driving accommodation bookings, and how WA's top visitor markets stay and play in the state. Aside from Whitby and Browne, the conference will feature over 20 expert speakers from across Western Australia and the Asia-Pacific region, representing the full spectrum of the accommodation industry from hoteliers, technology innovators, AI experts to social media giants such as TikTok What’s on the agenda for this year? State of the Nation and WA Economic Outlooks AI, Automation, and how to best use it Driving Direct Bookings Events and How they Drive Bookings Sustainability and ESG: A New Era of Traveller Expectations The Rise of Alternative Accommodations and Hybrid Stays With such a slate, Maximum Occupancy West Coast provides a unique platform for accommodation and hospitality professionals across the sector to connect, share knowledge, and explore the future of accommodation and hospitality tourism in the region.
Philippines generates over US$10 million in sales leads at ITB Berlin
The Philippine Tourism Promotions Board (TPB) announced that its participation at the Internationale Tourismus-Börse (ITB) Berlin 2025 in Berlin, Germany yielded over US$10 million in sales leads. In a statement released on Monday, 17th March, the TPB declared that leads generated at ITB 2025 were 30.31 percent higher than in 2024. TPB chief operating officer Maria Margarita Nograles said: “The enthusiasm for our renowned and emerging destinations affirms the transformative experiences that await visitors to our shores. I am immensely proud of the unwavering commitment of our Philippine sellers, whose hard work translated into strong partnerships with the global tourism industry.” This is the 40th time that the Philippines has participated at ITB Berlin, having originally joined in 1985. Best foot forward on the world stage The Philippines showcased world-class artistry and creativity at this year’s ITB Berlin, with 29 private sector exhibitors from the travel and tour agencies, destination management companies, and the accommodation sector making up its delegation As part of the booth activations for the three-day fair, guests witnessed a live demonstration of handmade Sagada stoneware pottery and had the opportunity to make their own pottery. Likewise, exhibitors presented the country’s foremost destinations, namely Siargao, Boracay, Palawan, Cebu, Iloilo, Ilocos Sur, and Negros Occidental, to potential foreign buyers and travellers. According to Nograles: “Along with our country's breathtaking destinations comes a diversity of immersive experiences visitors can enjoy. We are optimistic that the partnerships we have forged and the interest we have generated will lead to greater global awareness of the Philippines and, ultimately, increased visitor arrivals, strengthening our tourism industry in the years ahead.”
Centara has a successful run at ITB Berlin 2025
Thai hospitality company Centara Hotels & Resorts reports that it had a successful week at the recently concluded ITB Berlin 2025. Centara executives adopted a refreshing new approach to B2B relations that saw the company’s traditional exhibition booth replaced with key executive meetings and vibrant events. This year, the company decided to do things a little differently even as its CEO Thirayuth Chirathivat and chief operating officer Michael Henssler presented the group's latest strategic updates to their travel industry colleagues and media partners. Going on Centara Journeys in Berlin In addition to highly productive days at Berlin ExpoCenter City, Centara’s team invited its esteemed travel trade and business partners, local dignitaries, former ambassadors and media friends to a series of impressive events, running under the theme Centara Journeys and highlighting the brand’s world-renowned style of warm, heartfelt and Thai-inspired hospitality. The KaDeWe evening On 4th March, a spectacular brand showcase was staged at Kaufhaus des Westens (KaDeWe), the luxury department store. Eighty distinguished guests were treated to a glamorous evening of contemporary cuisine, creative cocktails, fine wine and live jazz music that is sure to live long in the memory. KaDeWe is part of a global network of luxury department stores owned by Central Group, Centara’s parent company, which includes other prestigious locations such as Selfridges in London, La Rinascente in Milan, Globus in locations across Switzerland, and Central Embassy in Bangkok. The Dae Mon dinner The following day, 5th March, Centara hosted an exclusive evening at Dae Mon, the acclaimed Asian restaurant. Amid an inspiring ambience with creative cuisine and dazzling décor, Chirathivat and Centara senior executive vice-president for corporate affairs and social responsibility Supatra Chirathivat personally thanked a select group of 20 media representatives for their positive coverage and cooperation. ITB Berlin was the perfect platform for Centara to provide updates on its latest developments, including the recent launch of The Atollia by Centara Hotels & Resorts, the twin-resort destination which combines two properties: the new underwater world-themed Centara Mirage Lagoon Maldives and the soon-to-open Centara Grand Lagoon Maldives. This will give Centara four distinct resort experiences in the Maldives to intuitively cater for a wide range of guests, from families to couples.
Indonesia ramps up tourism promotion at ITB Berlin 2025
Indonesian tourism minister Widiyanti Putri Wardhana ramped up tourism promotion for her nation at the recently concluded ITB Berlin. From 4th to 6th March, Wardhana and her team explored opportunities for cooperation through bilateral meetings with counterpart agencies from across the globe. Among these were UN Tourism secretary general Zurab Pololikashvili and Gloria Guevara, currently a candidate to become the next secretary-general of UN Tourism; as well as Dieter Janecek and Dr Marion Weber from the German Federal Ministry for Economic Affairs and Climate Action. The tourism minister presented five flagship programmes during her meetings, which include Indonesia’s Clean Tourism Movement; Tourism 5.0 via artificial intelligence (AI) and digitalisation; Upgrading Tourism through gastronomy, marine, and wellness tourism; Event planning and organisation utilising original Indonesian intellectual property (IP); and Tourism Villages. In a statement released to the media on Sunday, 9th March, Wardhana said: "I am optimistic this collaboration can encourage tourism's contribution to Indonesia's economic growth.”
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