By Lydia Li, Director of ITB China
ITB China 项目负责人李佳女士
Good morning and welcome to ITB China 2025!
We are thrilled to open the doors to the biggest edition of ITB China yet. The show is sold out this year, with 30% more exhibition space and a record 1,400 buyers, making it a milestone moment for the travel industry in China and beyond.
I suggest you start your day by visiting the stand of this year’s Official Partner Destination, Malaysia, whose delegation is here to showcase the country’s rich cultural heritage, investment in sustainable tourism and growing appeal for Chinese outbound travellers. Expect a full programme of activities, insights and networking opportunities throughout the day.
The ITB China Conference also kicks off today, with more than 150 speakers addressing topics across the tourism spectrum—from the rise of AI and automation to the transformation of the China inbound market and the future of digital customer engagement. If you’re passionate about innovation, don’t miss the Travel Innovation Hub, where forward-thinking companies offer real-world solutions for tomorrow’s travellers.
Today’s key focus is on MICE travel. Dedicated conference sessions will explore the future of incentive travel, smart venue technologies, and how digital tools are reshaping the meetings and events industry. It’s a must for anyone looking to understand the evolving demands of business travel.
Take some time in between meetings and conference sessions to stroll the show floor. With strong international participation from around the globe, ITB China is bringing the world together in one place. Be open to surprises! Who knows what opportunity to elevate your business might be just around the corner.
Wishing you all a productive first day!
2025 ITB China：全球旅游业的里程碑时刻
ITB China 项目负责人李佳女士
各位来宾，早上好！欢迎莅临2025 ITB 上海国际旅游交易博览会（简称：ITB China）。
今天，我们隆重揭幕规模再创新高的ITB China——本届展位全数售罄，展览面积较去年增长30%，吸引来自逾85个国家的700多家参展商齐聚申城。同时，特邀1400位行业核心买家，预计将在三天内达成超过38,500场高质量商贸配对，充分印证中国作为全球旅游生态系统中充满活力且不可或缺的重要地位。
建议大家从官方目的地合作伙伴——马来西亚展台开启探索之旅。马来西亚代表团将以多元文化、可持续发展与出境游新趋势为主题，一系列沉浸式体验与交流活动贯穿全天，充分展示其对中国出境游客日益增长的独特魅力。
今日，ITB China论坛同步启幕。来自全球的150余位演讲嘉宾将围绕“中国出境游”、“中国入境游”、“旅游科技与创新”、“酒店住宿”、“商务会奖”及“主题定制游”六大主题板块展开60余场高质量对话，聚焦AI、中国入境游市场、新媒体渠道的营销方式等前瞻性议题。若您关注旅游科技与未来趋势，切勿错过“旅游科创荟”。这里集结了知名科技企业的解决方案，共绘旅游科技新蓝图。
MICE会奖板块也是今日焦点之一，系列专题论坛将深入探讨激励旅游的未来趋势、智能场馆的发展方向和会奖整合营销，全面解读商旅市场的新趋势和新机遇。对于关注商旅变革趋势的从业者而言，这是一场不容错过的重要议程。
在洽谈与会议之余，欢迎各位饱览展馆现场。无论是首次参展的新兴目的地，还是多年深耕的老朋友，ITB China以强大的多样性与国际化资源，构建起一个真正“连接世界”的高效B2B商贸平台。也许，改变未来的合作契机，就在下一个转角。
今天是旅程的新起点，衷心祝愿各位在2025 ITB China收获满满，启航全新篇章！
