ITB China in Shanghai is back in 2023

Date: 19 Jan 2023

by Juergen T Steinmetz

ITB China has hoped to come back for in 2022 and 2021. It is now official. 2023 is a relaunch in Shanghai the world has been waiting for.

More than 60,000 people are reported dead due to a new COVID scare in China, but ITB Shanghai is optimistic and announced the German managed travel trade show in Shanghai is coming back as a live event. 

ITB hopes to bring together top-level buyers from China – the world’s biggest source market for international travel, together with global travel suppliers at its traditional location, the Shanghai World Expo Exhibition & Convention Center, between 12 and 14 September 2023.

ITB issued a press release and stated:

“The immense Chinese travel market has significant pent-up demand that finally has a chance to meet supply.

2023 will see the emergence of new leaders, new collaborations, and new alliances. I’m happy that we will be an integral part of this process, creating networking opportunities and facilitating face-to-face exchange with key players of the industry at this year’s physical event,” said David Axiotis, General Manager of Messe Berlin (Shanghai), the organizer of ITB China.

Return of China Outbound Travel

2023 is bound to be a crucial year for the return of China’s outbound travel market, as the government lifted the quarantine regulations for international travelers on January 8. Consumers responded to the news with skyrocketing web searches and bookings for international destinations, flights, and visa application appointments.

Trip.com Group’s leading Chinese language platform Ctrip, reported a tenfold year-on-year increase in the search volume of popular overseas destinations shortly after the news was released, with searches for outbound flight tickets reaching a three-year high. 

“Over the last three years, Trip.com Group has adhered to our ‘local focus, global vision’ strategy, and expanded our globalization efforts. We are looking forward to the return of ITB China, and hope to meet with our global partners this September in Shanghai to summarise the experience of the Chinese consumer and explore broader cooperation,” says Jane Sun, CEO of Trip.com Group.

The positive signals have prompted Chinese travel companies and agencies to immediately revitalize their outbound travel departments in anticipation of booming business in the very near future.

The ITB China Travel Trends Report 2022/2023 released in December 2022 indicated strong optimism within the industry as one of the key trends and the ability to swiftly recover once borders open up again.

Travel data from Tongcheng Travel seems to support this optimistic outlook, as Chinese travelers booked international flights to more than 100 cities in 53 overseas destinations on January 8 alone.

As the race for market shares has commenced on both sides of the aisle, key players in the Chinese travel industry recognize the importance of networking and collaboration opportunities provided by ITB China.

“The new measures accelerated the recovery of the travel market in China, there is no doubt that travel demand will rebound. We need to plan ahead, update the contacts and rebuild the partnerships with global travel suppliers quickly. We are looking forward to establishing more overseas cooperation and exploring more diversified, new, and unique travel products at this year’s ITB China.” says Zhang Lei, Senior Vice President of Utour Group Co., Ltd

ITB China provides a highly efficient and productive platform for industry professionals, with personalized matchmaking, ample networking opportunities, and first-hand information from major market players about the latest industry trends. 

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