Messe Berlin to launch ITB China next year in Shanghai

ITB China

As world-recognised trade shows, ITB Berlin and ITB Asia have been a success stories since day one, and now, Messe Berlin is boosting its event portfolio with ITB China, to kick off in May 2017.

The event is to take place annually on the grounds of the Shanghai World Expo Exhibition and Conference Center in partnership with TravelDaily China.

ITB Asia, the model for ITB China, has successfully been taking place over the last eight years, every October in Singapore. As the second show in Asia, ITB China will exclusively focus on the Chinese travel market.


For its premiere, ITB China has already counted the stakeholders of China’s travel industry on its partner list. Ctrip, China’s leading online travel agency, has already committed to send its buyers to ITB China to make large purchases of new products. Meanwhile, Alitrip, the travel brand of the Chinese internet giant Alibaba, has also announced that it will be sending buyers from affiliated travel agencies to ITB China.

Utour and Caissa, China’s leading offline tour operator, as well as Tuniu, China’s leading online leisure travel platform, have additionally partnered with ITB China and announced their participation through a strong presence of their buyers on the show floor.

ITB China in Shanghai will be exclusively for trade visitors, and it will serve as an ideal platform for buyers and trade visitors from China to meet international exhibitors and business partners.

Visitors to ITB China will also be able to attend the ITB China Convention, which runs parallel.

CEO, Messe Berlin, Dr. Christian Göke enthused on the news: “Our involvement in China opens another chapter in the 50-year history of ITB Berlin. With ITB Asia we have already provided impressive proof that a new travel industry event for trade visitors can establish itself outside Europe. In Shanghai we will be using all the experience of the last eight years from Singapore to establish ITB in China as a model of the global marketplace for the travel industry. In the long term our involvement in China will benefit ITB Asia in Singapore, and ultimately ITB Berlin.”

Meanwhile, division head, Messe Berlin, Dr. Martin Buck added: “We will be able to guarantee our international exhibitors around 500 buyers from leading companies representing the Chinese travel industry at the three-day show, which will debut from 10 to 12 May 2017.”