Spotlight on the rise of Chinese adventure travellers

Compared with the already developed industry for adventure for Western countries, China is still in urgent need of advanced and experienced adventure operators to bring the new products and help also to train the first generation of adventure tour leaders. This creates huge opportunities as well as challenges for adventure tourism. A presentation at ITB Berlin will reveal findings of market development from the Adventure Travel Chapter of ITB China Travel Trends Report, including general market introduction, market insights from Chinese leading travel agencies and market research through hundreds of Chinese outbound travel agencies.


David Cheng, Chief Executive Officer, Benchmark Adventure; China
Lydia Li, Senior Project Manager, ITB China; China

Date: March 7, 2019
Time: 3:30 – 4:15
Location: Hall 4.1 B / Adventure Stage