Tuesday, May 27, 2025
Industry experts observed that the expansion of ITB China 2025, with a 30 percent increase in exhibitors and tourism buyers compared to the previous year, signals robust growth in global travel demand, especially from the Asian market. The inclusion of over 700 exhibitors and 1,500 tourism buyers from 85 nations reflects the diversity and increasing interconnectedness of international tourism.
Travelers worldwide could anticipate access to a broader range of travel products, destinations, and innovative services as a result of the conference’s expanded offerings. The event’s focus on sustainability and cultural tourism also aligns with evolving traveler preferences towards responsible and immersive travel experiences, which are gaining traction across global markets.
The platform’s role in fostering partnerships and business collaborations among diverse industry players promises to accelerate the development of new tourism products and experiences, ultimately benefiting travelers by providing richer and more varied travel options.
ITB China 2025 Event Scale and Scope
ITB China formally commenced on the evening of May 26, 2025, with a welcome dinner highlighting Malaysia as the partner destination. The event took place at the Shangri-La Shanghai Qiantan, underscoring the prestigious setting befitting the conference’s scale and importance.
Scheduled to run through the week in Shanghai, the event attracted an expanded gathering of over 700 exhibitors and 1,500 tourism buyers, representing an impressive 30 percent growth compared to 2024. This surge underscored the increasing demand for travel products and the expanding footprint of the Chinese travel market on the global stage.
The conference’s agenda included more than 150 speakers discussing 60 diverse topics, reflecting the multifaceted nature of contemporary travel and tourism. The broad range of discussions underscored the industry’s dynamic evolution and the growing emphasis on innovation, sustainability, and cultural exchange.
Beyond Traditional Tourism Promotion
In his opening remarks, David Ruetz, senior vice-president of Messe Berlin, emphasized that modern tourism extends beyond simply attracting visitors to countries. He highlighted how the industry now focuses on offering inclusive options that benefit both destinations and travelers, with a particular emphasis on cultural and sustainable tourism.
Ruetz introduced the Travel Innovation Hub at ITB China 2025 as a key highlight, describing it as a preview of tourism’s future. The hub showcased technological advancements and innovative solutions aimed at transforming the travel experience. It included a travel technology forum and a pitching site for startups presenting game-changing developments.
He also encouraged attendees to participate in upcoming events like MICE China in September, promoting continued engagement within the region’s travel and tourism sectors.
Malaysia as Partner Destination: Cultural and Tourism Showcase
The Malaysian Minister of Tourism, Arts, and Culture, Tiong King Sing, expressed his gratitude to ITB China’s organizers for spotlighting Malaysia’s tourism sector on a global platform. He emphasized Malaysia’s rich cultural heritage, natural beauty, and renowned hospitality, positioning the country as an attractive destination for international travelers.
Tiong highlighted the opportunity to strengthen partnerships and foster new collaborations through ITB China, reinforcing Malaysia’s commitment to global tourism development. He also extended a warm invitation to “Visit Malaysia 2026,” inviting travelers worldwide to explore the country’s diverse attractions.
The minister’s speech was followed by a vibrant cultural showcase featuring traditional Malaysian performances and a fashion ramp show presenting designs by renowned Malaysian designer Karl Ho. This celebration of Malaysian culture not only entertained but also served to deepen global awareness and interest in the destination.
Industry Collaboration and Innovation Driving Travel Growth
Observers noted that ITB China 2025 represents a critical nexus for travel industry collaboration, innovation, and business development. By convening a diverse range of stakeholders—including airlines, hoteliers, tour operators, technology innovators, and government agencies—the event fosters the creation of new travel opportunities and services.
The emphasis on sustainability and cultural tourism at the event mirrors a global shift towards responsible travel, with travelers increasingly seeking experiences that are authentic, environmentally conscious, and socially inclusive. The innovations unveiled at the Travel Innovation Hub are expected to play a pivotal role in enhancing traveler engagement, convenience, and personalization.
As a leading global travel trade show, ITB China continues to influence travel trends, marketing strategies, and industry priorities, ultimately shaping how destinations and service providers connect with the evolving needs of travelers worldwide.
Summary Bullet Points
- ITB China 2025 expanded by 30 percent over 2024, attracting over 700 exhibitors and 1,500 tourism buyers from 85 countries.
- Malaysia featured as partner destination, showcasing its rich culture and promoting Visit Malaysia 2026.
Tags: Asia, BusinessEvents, CulturalTourism, GlobalTravel, hospitality, innovation, ITBChina, malaysia, Shanghai, sustainability, Tourism, Travel
