Tuesday, October 31, 2023
China’s outbound tourism market has shown consistent growth since the start of 2023.
Data from Alipay and UnionPay reveals that the average spending of Chinese outbound travelers during the Chinese National Day holiday in October exceeded 2019 levels.
This signals a promising revival of China’s outbound tourism, underscoring its importance in boosting global tourism and offline consumption.
David Axiotis, General Manager of Messe Berlin (Shanghai) expressed that China’s recent initiatives to enhance tourism consumption and support the tourism industry involve the resumption of international flights and an augmentation in their frequency. He adds, “Set against the backdrop of the flourishing Chinese travel market, ITB China 2024 will offer unparalleled opportunities for growth and collaboration. Suppliers can nurture existing business ties and forge new partnerships with Chinese buyers.”
ITB China 2024, the premier platform for the Chinese travel market, will showcase global suppliers in Leisure Travel, MICE, Business Travel, and Travel Technology. The event hosts elite buyers from diverse sectors, including OTAs, tour operators, travel planners, corporate buyers, luxury travel experts, and tech buyers. With a regional focus (East China 30%, North China 30%, South China 25%, West China 10%), and international buyers for China Inbound, the event attracts high-ranking attendees, emphasizing quality buyer participation.
In 2024, MICE will be a focal point due to increased buyer demand, featuring in-depth talks and presentations. The next year will see the relaunch of China Inbound Tourism. Custom-themed travel is popular, and travel technology’s influence will be evident in content sessions, activities, awards, and insights from travel experts and influencers.
New Brand Identity ITB China has unveiled a new visual campaign. The design incorporates vibrant color combinations and diverse motifs, emphasizing the theme of ‘togetherness’, which embodies the core principle of the World’s Leading Travel Trade Show—bringing people together. The campaign features a symbolic “dragon” and the signature red color, showcasing the unique identity of ITB China tailored specifically for the Chinese travel market.