The 2026 edition of ITB China took place in Shanghai and brought together 23,500 participants representing 85 regions. As a prominent platform for the global travel industry, the event highlighted expanding international involvement across the travel sector.
Among the key highlights was notable growth in the luxury and adventure tourism segments, a trend linked to the easing of visa requirements that facilitated increased foreign arrivals. These visa-free policies have played an important role in encouraging travelers seeking upscale and adventurous experiences to visit China.
