What ITB China does

ITB China is an annual B2B travel trade fair organized by MB Exhibitions (Shanghai) Co., Ltd., a privately held subsidiary of German exhibition operator Messe Berlin GmbH. Founded in May 2017 and held each year at the Shanghai World Expo Exhibition & Convention Center, the 3-day event connects global travel suppliers — national tourism boards, hotels, airlines, OTAs, and destination management companies from 84+ countries — with Chinese outbound travel buyers through pre-scheduled appointments, networking sessions, and the co-organized ITB China Conference. The platform is operated with TravelDaily (环球旅讯), China's leading travel trade media, which co-produces conference content and buyer curation.

The core commercial product is booth space sold to exhibitors in 9 sqm units (raw space at USD 4,350–6,350 per 9 sqm or RMB 30,700–45,000, complete-stand tiers at USD 4,575–5,000 per 9 sqm), with each 9 sqm carrying 21 pre-scheduled buyer appointments. Revenue is supplemented by tiered sponsorship (Partner Destination, Partner Airline, Partner Hotel; signage at USD 2,700–23,000+), onsite and catalogue advertising, the ITB China News daily trade publication (4,000 print copies plus digital), and the annual ITB China Travel Trends Report co-produced with Tourism Economics, Fliggy, and Ant International. The underlying technology stack is a web-based business-matching and registration platform (reg.itb-china.com) plus a content/media layer rather than a software product.

Customer satisfaction metrics are reported at 95% of exhibitors achieving business goals, 98% willingness to recommend, and 93% positive visitor evaluation; the 2026 edition drew 23,500+ attendees representing 20% year-on-year growth. The exhibitor/buyer mix is broadly diversified but anchored by repeat flagship partnerships with national tourism boards (Georgia, Germany, Morocco, Malaysia, Saudi Arabia, Hainan, Zhejiang) and airlines (EgyptAir, Emirates), making the show one of the leading B2B travel trade events serving the China outbound and inbound market within Messe Berlin's global ITB portfolio.

Name

ITB China

Legal name

MB Exhibitions (Shanghai) Co., Ltd.

Website

https://itb-china.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

ITB China is an annual 3-day B2B travel trade fair held in Shanghai, connecting global tourism suppliers from 84+ countries with Chinese outbound travel buyers through pre-scheduled appointments, conferences, and networking, organized by Messe Berlin subsidiary MB Exhibitions with TravelDaily as co-organizer.

Ownership category

akta.pro rank

Product category

Travel Trade Shows and B2B Exhibitions

NAICS

Travel Arrangement and Reservation Services (5615)

akta.pro primary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

Keywords

• B2B travel trade fair
• Travel trade exhibitions
• Business matchmaking platform
• Travel industry conferences
• Exhibition booth services

Headquarters

HQ city

Guangzhou

HQ country

China

HQ region

Asia

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Technology or R&D, Others

Revenue model

1. Exhibitor Booth Fees: Revenue generated from exhibitors renting booth space at the trade show. Options include raw space (18 sqm minimum) and complete stand packages (9 sqm minimum), with pricing varying by booth type (row, corner, peninsula, island) and location.
2. Sponsorship Packages: Premium branding and sponsorship opportunities including Partner Destination, Partner Airline/Airport, Partner Hotel, Official Partners, Conference Sponsoring, Media Sponsoring, Event Sponsoring, and onsite branding options.
3. Advertising: Onsite banner ads, catalogue advertisements, delegate bag inserts, and digital advertising placements during the event.
4. ITB China News Publication: Official daily trade show magazine with print run of 4,000 copies plus digital platform reaching all trade visitors. Offers exhibitors visibility within the ITB China community.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

ITB China is an annual 3-day B2B travel trade fair held at the Shanghai World Expo Exhibition & Convention Center, connecting global travel suppliers (national tourism boards, hotels, airlines, OTAs, cruise lines, travel tech firms) with Chinese outbound travel buyers through pre-scheduled appointments, networking sessions, a conference program, hosted buyer program, and sponsorship/advertising opportunities. The platform is co-organized with TravelDaily (环球旅讯) and operates under the global ITB brand owned by Messe Berlin GmbH.

Product overview

ITB China is a B2B travel trade fair platform organized by MB Exhibitions (Shanghai) Co., Ltd. (a subsidiary of Messe Berlin) in partnership with TravelDaily (环球旅讯). The core offering is the annual 3-day exhibition at Shanghai World Expo Exhibition & Convention Center, which connects global travel suppliers with Chinese outbound travel buyers. The platform operates through several integrated modules: the main exhibition platform provides booth space and business matching services; the ITB China Conference delivers industry content and thought leadership; the Hosted Buyer Program and ITB China Buyers Circle facilitate buyer engagement; ITB China News provides media coverage; and Sponsorship Packages offer branding opportunities. Additional services include booth packages (raw space and complete stand options), onsite advertising, and the annual ITB China Travel Trends Report. The platform is not a software-as-a-service product but rather a physical trade show with associated digital services for registration and matchmaking.

Differentiator

Problem solved

Functional benefit

Brands

• ITB China News: The official, daily trade show magazine of ITB China, available in print (4,000 copies) and online editions, delivering real-time news, conference insights, exclusive interviews, and market trend analyses for trade visitors and international press.

Products and services

• ITB China Exhibition Platform Annual 3-day B2B travel trade fair held at Shanghai World Expo Exhibition & Convention Center connecting global travel suppliers (national tourism boards, hotels, airlines, OTAs, cruise lines, travel tech firms, themed travel operators) with Chinese outbound travel buyers through booth exhibitions, pre-scheduled appointments, networking sessions, and a co-located conference program.
• ITB China Conference

Quantifiable outcome

• 23,500+ attendees in 2026
• +4 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

17 partnerships are on record, tiered core, flagship and minor.

• Hainan Province Department of Tourism, Culture, Radio, Television and Sports (海南省文旅厅)coreGTM or Marketing Partner · 26 May 2026Official Partner Province for China Inbound Travel at ITB China 2026. Hosting dedicated session for global travel operators focusing on Hainan's international tourism resources.
• Georgia National Tourism Administration (格鲁吉亚国家旅游局)flagshipGTM or Marketing Partner · 25 May 2026Official Partner Destination for ITB China 2026. Co-presenting the Opening Dinner at W Shanghai - The Bund, hosting approximately 700 travel industry executives.
• Trip.com GroupcoreStrategic or Co-development Partner · 22 May 2026Trip.com Group partnered with ITB China 2026 to Shape China Inbound Tourism Session, focusing on promoting inbound travel to China.
• EgyptAircoreGTM or Marketing Partner · 18 May 2026EgyptAir Returns as Official Airline Partner of ITB China 2026, strengthening Egypt-China tourism and air connectivity.
• Tourism EconomicscoreStrategic or Co-development Partner · 15 May 2026Tourism Economics partnered with ITB China on the ITB China Travel Trends Report, providing industry analysis and market insights.
• Fliggy (Alibaba)coreStrategic or Co-development Partner · 15 May 2026Fliggy partnered with ITB China on the ITB China Travel Trends Report, contributing to travel industry market analysis.
• Ant InternationalcoreStrategic or Co-development Partner · 15 May 2026Ant International partnered with ITB China on the ITB China Travel Trends Report, providing financial technology insights for travel industry.
• TravelDaily (环球旅讯)coreStrategic or Co-development PartnerCo-organizer of ITB China and co-host of ITB China Conference. TravelDaily is China's leading travel industry media providing conference content, industry insights, and buyer connections.
• Messe Berlin GmbHflagshipStrategic or Co-development PartnerParent company and brand owner of ITB brand. Messe Berlin organizes ITB Berlin, the world's largest travel trade show, and its regional editions including ITB China.
• MB Exhibitions (Shanghai) Co., Ltd. (穆博展览)flagshipOthersOperating company for ITB China, a subsidiary handling the local organization and management of the show in China.
• German National Tourist Board (德国旅游局)coreGTM or Marketing PartnerHosting Germany Networking Luncheon at ITB China 2026, building efficient communication between German tourism resources and Chinese/international travel partners.
• Morocco National Tourism Board (摩洛哥国家旅游局)coreGTM or Marketing PartnerCo-presenting the ITB China Sundowner event and creating approximately 72 sqm Morocco Immersive Experience Space at the outdoor lounge area.
• Malaysia Tourism Board (马来西亚国家旅游局)coreGTM or Marketing PartnerHosting Malaysia Night at ITB China 2026, showcasing Malaysia's diverse culture and destination appeal to Chinese and international travel industry.
• Zhejiang Provincial Department of Culture, Broadcasting and Tourism (浙江文旅局)coreGTM or Marketing PartnerAs the Official Guest Province for Inbound Travel at ITB China 2026, co-hosting Zhejiang Night and unveiling the HiTour 2.0 platform.
• Emirates (阿联酋航空)coreGTM or Marketing PartnerHosting cocktail party at ITB China 2026, promoting air connectivity and travel to destinations served by Emirates.
• Huawei Petal Ads (鲸鸿动能)minorGTM or Marketing PartnerSupporting themed lunch networking event focusing on AI reshaping travel decision-making and convenient travel experiences across the entire journey.
• CIMX (International Business MICE Expo)coreStrategic or Co-development PartnerCIMX (International Business MICE Expo) co-located event at ITB China, hosting Midday Mixer for MICE industry professionals.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• COTTM (China Outbound Travel & Tourism Mart): COTTM is a Beijing-based B2B travel trade fair specifically focused on the Chinese outbound tourism market, organized by Tarsus Group. It directly competes with ITB China for the same exhibitor (international tourism boards, hotels, OTAs) and Chinese buyer audiences.
• CITM (China International Travel Mart): CITM is a major government-backed B2B travel trade fair held annually in China (Kunming/Shanghai), organized by the China National Tourism Administration. It competes with ITB China for exhibitor and buyer mindshare in the Chinese travel market.
• World Travel Market (WTM) London: WTM London is one of the world's leading B2B travel trade events, organized by RX (Reed Exhibitions). It runs the same exhibitor-buyer matchmaking model, hosting national tourism boards, OTAs, hotels, and airlines for pre-scheduled appointments.
• Arabian Travel Market (ATM): ATM is a leading B2B travel trade show in the Middle East organized by RX. It follows the same trade fair format with hosted buyer programs, conference content, and sponsorship tiers targeting inbound and outbound travel buyers in the MENA region.
• BITE (Beijing International Tourism Expo): BITE is a Beijing-based annual travel trade fair organized by the Beijing Tourism Association. It targets the Chinese travel market with a similar B2B format and competes directly with ITB China for exhibitor and buyer participation in northern China.
• ITB Berlin: ITB Berlin is the flagship travel trade show and ITB China's parent brand event, operated by the same parent company (Messe Berlin). It is the world's largest travel trade show and the most direct comparable in terms of business model, exhibitor base, and buyer matchmaking format.
• ITB Asia: ITB Asia is the Singapore-based sister event under the same ITB Global brand and parent (Messe Berlin). It follows the same B2B travel trade fair model with pre-scheduled matchmaking, serving the broader Asia-Pacific travel market as a direct regional counterpart.
• ITB India: ITB India is the India-based sister event under Messe Berlin's ITB Global portfolio. It uses the same B2B travel trade fair format with matchmaking, hosted buyers, and conference programming, serving as another regional ITB edition.

Emerging players

• TravelDaily (环球旅讯): TravelDaily is China's leading travel industry media platform and ITB China's co-organizer for the conference program. It complements ITB China with year-round digital industry news, events, and the China Hospitality Conference, making it a strategic partner and partial competitor in industry content and networking.
• IBTM World: IBTM World is a leading B2B events industry trade show for the MICE (meetings, incentives, conferences, exhibitions) sector, organized by RX. It overlaps with ITB China's MICE programming and shared exhibitor base of corporate travel and event suppliers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ITB_China
• Facebookfacebook.com/ITB-China-755957357838233
• LinkedInlinkedin.com/groups/8496082

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ITB China