ITB China 2026 drew a notable attendance of 23,500 participants representing 85 different regions, reflecting a broad international presence at the event. This participation highlights the scope of engagement in China’s travel market during the conference.
Visa-free travel policies have played a role in facilitating a record number of foreign arrivals, which connected closely to observed expansion within the luxury and adventure tourism sectors showcased at the event. These segments have shown marked growth, indicating evolving preferences in the Chinese tourism landscape.
