China's dynamic tourism market dominated ITB Berlin 2026, the world's leading travel trade show, which concluded its three-day run on Thursday as visa-free policies boosted German confidence.
Marking its 60th anniversary, the milestone edition highlighted ITB Berlin's global stature, drawing thousands of exhibitors and visitors from around the world.
The event brought together about 5,800 exhibitors from more than 160 countries and regions, staging over 450 industry events across three days and drawing nearly 100,000 trade visitors and attendees.
This year's exhibition featured a Chinese delegation of more than 100 participants. The "Nihao! China" pavilion drew steady crowds and strong interest, serving as a focal point for destination showcases, tourism product negotiations, and cultural exchanges.
German tourism officials voiced optimism about travel to China, pointing to the extension of visa-free measures as a key driver of demand.
Beyond their traditional interest in cultural landmarks, more German travelers are now turning their attention to China's fast-developing modern metropolises.
"The extension of the visa-free policy has significantly boosted Germans' interest in traveling to China. We expect the number of German travelers to China this year to significantly exceed last year's figures. We are very optimistic about this. German travelers have always had a strong interest in China's culture and history, and I am confident this will continue," said Volker Adams, head of Political Affairs and Tourism at the German Travel Association (DRV).
"Many people are also very interested in the modern side of China. I believe it is precisely this combination of millennia-old cultural history and a brand-new, modern China, particularly its forward-looking approach in technological fields like electric vehicles and communication technologies, that makes China so attractive. I think many people enjoy exploring these two very different facets," said Nikolaos Swoch, Director of International Business Development at ITB China.
Visa-free policy fuels German optimism as China takes center stage at ITB Berlin 2026
