The highly-anticipated Internationale Tourismus Borse (ITB) China 2024 opened at the Shanghai World Expo Exhibition and Convention Center on Monday, gathering hundreds of global attendees from the travel, tourism, and hospitality industry.
The three-day trade fair offers a platform for exchanges among industry professionals and is accompanied by a strong conference program and a variety of networking events.
This year's ITB China has returned to the pre-pandemic level heights of 2019, with a huge increase in overall participation over last year.
Over 600 tourism organizations are taking part alongside company representatives from over 80 countries and regions, while over 1,000 selected buyers and more than 100 keynote speakers are also set to share their insights into the latest trends.
Among the highlights of this year's exhibition are 13 new destinations on the show floor, including Georgia, Peru, Romania and Uzbekistan.
The event serves as a regional edition on the China market for the long-running ITB Berlin trade show, one of the world's largest tourism trade fairs, which first started in 1966 and has developed into a major platform for global tourism communication.
Tourism trade fair ITB China opens in Shanghai
