ITB China News 2019 – Day 1 Edition


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Staying on the ball in a fast-evolving market

With China increasingly becoming the driving force for the growth of the global travel industry, ITB China has today established itself as the mustattend event for anyone looking to build a strong presence in China. The show covers the entire bandwidth of the Chinese travel industry, notably leisure, corporate, MICE and Travel Technology on a national level.

At ITB China in Shanghai, the organisers, Messe Berlin Shanghai, have brought together more than 850 top and hand selected buyers from Greater China with industry professional from all over the world. Running parallel, the ITB China Conference enables unprecedented knowledge transfer throughout the show. Numerous networking events are provided, as well as a unique state of the art matchmaking system in order to enhance networking and to maximise business opportunities at the show. As such, ITB China is and remains a truly matchless event in China.

As outlined recently by ITB China’s general manager, David Axiotis (see also his interview in the following pages), in addition to the overall market perspective, it is important to consider the behavioural developments of the different types of Chinese travellers today. Whereas first-time travellers from rising source-regions will tend to follow the pattern of guided group travels and thus enjoy an organised framework that they can hold on to while being inexperienced, things are changing fast when it comes to repeat travellers. For them, it is more about diving deeper into regions, cultures or specific topics and experiencing more of the local lifestyle or focus on themes such as adventure and culture when traveling abroad. There is a much stronger focus on the quest for unique and personal experiences. That is a fact, explains Axiotis, to which the industry players, both Chinese and international, will have to adapt their marketing approaches, supply-chains and generally offerings. Assisting them with these exchanges is also the main reason ITB China is introducing customised and themed travel as their overarching trend topic for the show this year.

Welcome to day one of ITB China… THE show that will put you in touch with the most important market trends.

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Richard Barnes
Chief analyst