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ITB China

The Marketplace for China's Travel Industry

ETC is proud to annually manage a dedicated EUROPE Pavilion at the trade show which, over the past three years, has featured more than 120 co-exhibitors from a multitude of destinations paired with strong individual national presentations of other major European destinations.

ITB China is the largest B2B-exclusive trade show focused on the Chinese Travel Market bringing together more than 1000 top buyers and industry professionals from all over the world. ETC ‘s cooperation with ITB China has been ongoing since 2017, when Europe was announced as the first ever destination partner.  On this occasion the European presence was flanked by the World Bridge Tourism project (WBT), jointly organized by ETC and the European Tour Operators Association (ETOA) matching 150 European tourism suppliers with Chinese travel product buyers. Co-funded by the European Union, this initiative served as a preparatory action towards the 2018 EU-China Tourism Year.

This cooperation continued into 2018, with the EU-China Tourism Year (ECTY), an initiative co-funded by the EU, designated as an official event partner. In this regard, ETC hosted a dedicated ECTY Pavilion and a panel discussion took place at the ITB China Conference to further address the challenges and opportunities of the ECTY and beyond.

In 2019 ETC’s presence at ITB China coincided with CEM: China European Marketplace, a B2B workshop organised by ETOA and dedicated to Chinese tour operators and travel buyers looking to contract European tourism service providers.