China to bring M!CE into prominence

The mission is to serve as a platform for linking the global travel industry with China. Suppliers from the Middle Eastern destinations will put up country pavilions at prime locations, says Lydia Li, Deputy General Manager, ITB China. TRAVTALK is media partner of the event.

Dr. Shehara Rizly

What is the theme and focus of ITB China this year?

ITB China is set to play a crucial role in reconnecting global travel suppliers with the resurgent Chinese market, forging a collective path forward for the industry at the ATM.
ITB China will once again reflect the entire travel trade spectrum, with suppliers from around the world covering Leisure Travel, M!CE, Business Travel, and Travel Technology. In view of the rising demand from buyers, M!CE will gain importance as a key topic, and more in-depth presentations and discussions will take place on stage of the ITB China Conference 2024. The China Inbound Tourism segment will be relaunched this year. The increasing popularity of Custom-themed Travel in the Chinese market and the profound
impact of Travel Technology guarantee a variety of content sessions, activities, and awards, complemented by insights from experienced travel professionals and forward-thinking opinion leaders.

How will the Middle East section be allocated this time?

Suppliers from Middle Eastern destinations make up a considerable part of our exhibiton this year, with
country pavilions of Qatar, Jordan and Kingdom of Saudi Arabia and Kingdom of Bahrain, at prime positions in the very centre of the ITB China conference.

Will you share the number of exhibitors this year?

Around 650 tourism firms from 80 countries are likely to showcase their products and services and meet with over 1,000 pre-selected top Chinese buyers attending the event.

Who are the new exhibitors this year?

Apart from welcoming back many of our previous exhibitors, we are delighted to welcome so many new countries and companies to our show. Among the most notable new destinations on the show floor this year are Kingdom of Bahrain, Georgia, Morocco, Peru, Romania, Uzbekistan, Almaty, Buenos Aires, Hawaii, and Sarawak. Participation from new players includes Artyzen Hospitality Group, CTG Travel, Egypt Air, Mize and Huawei.

Share how this year will be different from last year?

ITB China’s mission is to serve as a platform for linking the global travel industry with the Chinese market. We aim to facilitate interactions, partnerships, and knowledge exchange between industry professionals, exhibitors, and visitors, and driving growth and innovation in the Chinese travel market. The resurgence of ITB China to pre-pandemic levels this year serves as an indicator of the wider recovery underway in the Chinese
travel market.

The participation of destinations such as the European Travel Commission, Egypt, Greece,
Italy, Jordan, Maldives, Malaysia, Portugal, Qatar, Spain, Kingdom of Saudi Arabia, Turkiye, Beijing, and California, together with key commercial suppliers such as Expedia Group, Heytrip International, Jin Jiang International, Meliá Hotels International, Pan Pacific Hotels Group, Tongcheng Travel, Trip.com Group, Wyndham Hotels & Resorts in ITB China underline their confidence in the Chinese market’s potential.

ITB China 2024 offers opportunities for growth and collaboration. Suppliers can also benefit by nurturing existing business relationships and cultivating new partnerships with the Chinese buyers, leveraging the momentum of the recovery of the market.

How many visitors do you expect this year?

We are confident that we will achieve a similar, if not higher, level of attendance than in 2019 due to the interest and demand from both the Chinese trade visitors and the travel trade community, which is reflected in the high level of interest for the show this year. As the ITB China plays a significant role in reconnecting international travel suppliers with the resurgent Chinese market.

What will be the main stage of sessions one should attend?

With insights from industry leaders and partnerships with SITE and CBEIC, attendees can are likle to discuss on industry hotspots and emerging trends at ITB China Conference, including the impact of recent visa policy changes on inbound travel recovery. A topic to resonate most with attendees is ‘Travel Technology’.