ITB China News 2019 – Review Edition


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What’s in a name?

People often ask, “What’s in a name?”, and in the case of ITB China, the answer is, “Quite a lot”.

In its third year of operation, ITB China has again been a resounding success, with growing numbers of trade visitors, and an increase in exhibition space. The quality of the stands has also noticeably improved, in particular with the strong participation from Europe – thanks to the initiative of the European Travel Commission, and the partnership with ENIT – Italy’s destination marketing organisation, bringing a number of that nation’s key touristic regions to China for the first time at a show such as this.

Thus, the vital importance of the name when it comes to “ITB”. First launched 53 years ago, ITB Berlin is today recognised as the most successful trade show for the global travel industry. Some 10,000 exhibitors from more than 180 countries regularly attend this event. Every year in October for the last eleven years Messe Berlin has successfully organised ITB Asia in Singapore, now established as Asia’s Leading Travel Trade Show. Messe Berlin will also be organising the inaugural ITB India in 2020, at the Bombay Exhibition Centre in Mumbai, India, from 15 to 17 April 2020.

It was thus that when, only two years ago, the first ITB China was launched at the Shanghai World Expo Exhibition and Convention Centre as a three-day business to business travel trade fair focusing exclusively on the Chinese travel industry, everyone already had a good idea that it would work. And work it has, which is why, two years later, in its third edition, it has already become an “unavoidable” event in the region and the top show of its kind in China, for which its organisers can be proud. We look forward to an even more fruitful 2020 edition!

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Richard Barnes
Chief analyst