From 27 to 29 May 2025, ETC led the Europe Pavilion at ITB China in Shanghai, a three-day trade exhibition dedicated to the fast-evolving Chinese travel market. As one of the leading platforms for global travel suppliers, ITB China offered unmatched access to the world’s largest outbound tourism market.
A total of 26 destinations and tourism businesses co-exhibited under the Europe Pavilion, presenting a united front to promote Europe as a top travel destination. This collaborative presence enabled participants to engage directly with key buyers from China’s tour operators and travel agencies.
Throughout the event, the Europe Pavilion hosted over 600 meetings, generating strong opportunities for co-exhibitors to build and deepen commercial partnerships in the Chinese market.
ETC extends its sincere thanks to all participating organisations for making the Europe Pavilion a vibrant hub of activity, cooperation, and business success.
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