Space taken by US exhibitors has grown by around 70% compared to the previous event, cementing ITB China as the must-attend event for US suppliers reaching out to the Chinese traveller.
Brand USA, the destination marketing organisation of the United States, has established, for the first time, a “Brand USA Pavilion” at the show. Las Vegas, the Great Lakes, Visit California, Visit Seattle or New York City are among this year’s exhibitors.
The United States has experienced 13 consecutive years of growth in arrivals from China, becoming one of the top three international destinations for Chinese millennials as well as accounting for the fourth largest market spend and thus China is an extremely important source market for the United States.
The Chinese market is developing consistently with the overall Chinese desire for overseas travel showing no signs of declining. According to the National Travel and Tourism Office (NTTO) at the US Department of Commerce, Chinese travellers made 131 million overseas trips in 2017 which was an increase of 7% from 2016, with spending reaching US$258 bn.
STANDS C028 / C032 / C065