ITB China 2026 continues to drive business exchange in Shanghai, with inbound tourism, luxury travel, technology and international partnerships shaping discussions across the exhibition and conference programme.
REPORT SHANGHAI – ITB China 2026 entered its final day in Shanghai with business meetings, networking activities, and conference sessions continuing across the exhibition floor. The event has brought together travel industry stakeholders from around the world to discuss key trends shaping tourism, including inbound travel, technology, luxury tourism and international cooperation.
As the show concludes at the Shanghai World Expo Exhibition & Convention Center, organisers reported sustained engagement across both the exhibition and conference programme, with participants exploring new partnerships and business opportunities.
Zhejiang highlights inbound tourism potential
A major highlight of the second day was Zhejiang Night, co-hosted by ITB China and the Department of Culture, Radio, Television and Tourism of Zhejiang Province. As the Official Partner Province for China Inbound Travel, Zhejiang showcased its tourism assets, cultural heritage and growing international tourism ambitions.
The event brought together hosted buyers, exhibitors and international media representatives for networking and cultural exchange. Zhejiang used the platform to promote destinations across the province, including Hangzhou and West Lake, while highlighting opportunities within China’s expanding inbound tourism market.
Inbound tourism discussions take centre stage
China’s inbound tourism sector featured prominently during the ITB China Conference. Sessions led by executives from Trip.com Groupfocused on market developments, policy support, artificial intelligence and destination competitiveness.
Chen Ruiliang, Senior Vice President of Trip.com Group and CEO of Vacation Business, and Kimi Liu, Vice President of Trip.com Group and CEO of Tripadvisor China, joined industry discussions examining how destinations can better serve international visitors and support future growth.
The sessions highlighted increasing collaboration between tourism stakeholders as China seeks to strengthen its position in the global inbound travel market.
Chen Ruiliang, Senior Vice President of Trip.com Group and CEO of Vacation Business, and Kimi Liu, Vice President of Trip.com Group and CEO of Tripadvisor China, joined industry discussions examining how destinations can better serve international visitors and support future growth.
The sessions highlighted increasing collaboration between tourism stakeholders as China seeks to strengthen its position in the global inbound travel market.
Luxury travel takes the spotlight
Luxury tourism is a central theme on the final day of ITB China 2026. Conference sessions are examining the evolution of premium travel demand, changing consumer expectations and China’s growing influence on the global luxury travel sector.
Industry experts are discussing trends among high-net-worth and ultra-high-net-worth travellers, including demand for personalised experiences, exclusive services and destination differentiation. The programme also explores the future of China’s luxury outbound travel market and how destinations can adapt to evolving traveller preferences.
Tunisian craftsmanship showcased on the exhibition floor
Beyond business meetings and conference discussions, cultural presentations continue to be featured throughout the exhibition. At the Tunisian National Tourist Office stand, artisan Farida Liemech from Tozeur is demonstrating traditional Tunisian craftsmanship.
Using natural materials and traditional techniques, her work highlights Tunisia’s cultural heritage while promoting sustainability, environmental awareness and women’s empowerment through artisan-led tourism experiences.
As ITB China 2026 concludes, the event continues to serve as a platform for industry dialogue, business development and international tourism cooperation, reinforcing China’s role in the global travel marketplace.