ITB China

Official partner of the EU-China Tourism Year 2018

ITB China has been appointed the official partner of EU-China Tourism Year (ECTY). Europe is the largest exhibitor at the coming ITB China in Shanghai underlying the rising importance of the newly established travel event.

An agreement about cooperation between ITB China and the European Travel Commission was signed in February 2018 by Eduardo Santander, Executive Director of the European Travel Commission and David Axiotis, General Manager of ITB China to promote the recently launched EU China Travel Year 2018 (ECTY). The event is designed to help EU and Chinese tourism businesses, authorities and all other stakeholders participating in successful commercial and cultural exchanges between the European Union and China.

“To enhance the visibility of the European countries as appealing travel destinations in Greater China and promote mutual exchanges between Europe and China, I see the EU-China Tourism Year as the best initiative one can think of and ITB China as the best marketplace to be that connecting bridge between the prospering Chinese travel market, the world and specifically Europe”, stressed Axiotis, following the signature ceremony.

While estimates of numbers of Chinese travellers in Europe diverge, recent analysis points to a total of six million Chinese holidaymakers coming to Europe in 2017.

By teaming up, ITB China and the ECTY set the scene to further strengthen and expand Europe’s relationship with China. A dedicated Europe Pavilion will be showcasing a multitude of European tourism products and destinations.

ITB China’s second edition is due to attract 15,000 attendees. From that number, 58% are buyers, 23% delegates and 17% sellers representing some 850 exhibitors – companies or destinations. ITB China invites as well some 850 top hand-selected buyers from Greater China (China PRC, Hong Kong, Macau and Taiwan).

The first ITB China marked its successful premiere in 2017 and proved its importance as China’s new marketplace for the travel industry. “ITB China is turning into the top event for the tourism and travel trade looking at working with China’s travel companies”, explained Dr. Christian Göke, CEO of Messe Berlin during the ITB Berlin Opening Press Conference.