Underpinned by a renewed partnership with European Travel Commission, Europe is the largest exhibitor at ITB China this year. The rising demand for exhibition space by European destinations reflects the trend of Europe remaining the number one long-haul destination for Chinese tourists. Being the largest regional pavilion exhibitor, the European Travel Commission (ETC) has a stronger exhibition presence at the show.
The ETC is presenting transnational cultural and natural experiences in the European pavilion along with other European countries having additional individual presences on the show floor such as Finland, Germany and Portugal. The growth potential of countries and regions from Southern and Eastern Europe is also well reflected, with among many others, the Catalan Tourist Board, Malta Tourism Authority, Hungarian Tourism Agency Ltd and Tourism Association of Canton Sarajevo presenting their services.