The 2024 ITB China show – a leading B2B-exclusive trade expo focused on the Chinese travel market – opened on May 27 at the Shanghai World Expo Exhibition & Convention Center in East China's Shanghai, attracting over 600 tourism organizations and companies from 80 countries and regions.

This year's ongoing trade show has seen a 60 percent increase in selected buyers compared with the previous year, reflecting the growing potential of Chinese tourism.

Debuting at the 3-day trade show were 13 new overseas destinations –  Buenos Aires, Hawaii and Morocco – aiming to attract Chinese tourists with their latest offerings.

In addition, ITB China has introduced its inbound tourism to China initiative for the first time, inviting international buyers to connect with Chinese tourism resources. The event also featured seminars that highlight modern infrastructure and attractions in China.

What's more, with outbound travel remaining very popular, concerns about safety have driven brisk sales of travel insurance. Zhou Liancheng, from AXA Tianping Property & Casualty Insurance Company Ltd, noted the increasing awareness among Chinese travelers regarding insurance.

Overall, ITB China is widely said to serve as a platform for global tourism insights and discussions, with about 100 speakers addressing industry trends over 50 topics.