The ITB China Conference 2026 will take place from 26-28 May 2026 in Shanghai, bringing together travel industry professionals from China and international markets. The conference will feature more than 70 discussion topics and over 180 speakers, providing a platform for dialogue on current developments shaping the sector.

Held alongside ITB China, the conference focuses on connecting global perspectives with insights into China's travel market, reflecting ongoing shifts in demand, technology adoption and traveller behaviour.

Focus Areas: AI, Luxury Travel and Market Shifts

The 2026 programme will explore the growing role of artificial intelligence in travel, including its impact on distribution, customer experience and operational processes. Discussions will also examine changes in high-end travel, with a shift towards lifestyle-focused experiences that integrate culture, wellness and personalisation.

Another key theme will be the transformation of China's outbound and inbound travel markets, as demand patterns evolve and international travel continues to develop.

Seven Tracks Covering the Travel Ecosystem

The conference agenda is structured across seven tracks, each addressing a specific area of the travel industry:

• Outbound Travel: Examining changing traveller profiles, consumer behaviour and global expansion strategies of Chinese travel companies.
• Inbound Travel: Analysing China's position in global tourism, including demand for local and culturally focused experiences.
• Luxury Travel: Exploring how travel offerings are adapting to include lifestyle, culture and community-driven elements.
• Themed and Customised Travel: Focusing on interest-based travel, including education, sports, events, cruises and wellness.
• Hospitality: Reviewing trends in accommodation, including boutique hotels, alternative stays and sustainability practices.
• MICE and Incentive Travel: Addressing developments in business travel, corporate events and incentive programmes.
• Travel Tech and Innovation: Highlighting the practical use of technology in improving operations and supporting sustainable growth.

Platform for Industry Exchange

The ITB China Conference continues to position itself as a platform for knowledge exchange between China and global markets. The 2026 edition aims to broaden participation across the travel value chain, incorporating perspectives from destinations, travel companies, hospitality providers and technology firms.

Organisers have also opened a global call for speakers, inviting professionals with industry experience to contribute to discussions and share insights on emerging trends.

Supporting Industry Dialogue

As the travel sector continues to evolve, the conference provides an opportunity for stakeholders to discuss challenges and opportunities across markets. By combining international viewpoints with a focus on ITB China, the event aims to support informed decision-making and collaboration within the industry.