ITB China is the premier B2B trade show for the Chinese travel market. By joining the Europe Pavilion, destinations (DMOs) and tourism businesses (SMEs) can showcase their offerings directly to high-value Chinese buyers, build strong partnerships, and increase their visibility in one of the world’s most dynamic travel markets.
Why Participate?
The Europe Pavilion provides an efficient platform to grow your business in China. As a co-exhibitor, you will benefit from:
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Direct access to top Chinese travel buyers across leisure, MICE, and corporate segments through ITB China’s targeted matchmaking and pre-scheduled appointments.
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Enhanced visibility under a unified European brand, helping you stand out on the show floor and attract more qualified leads.
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Valuable networking and market insights, with opportunities to connect with key industry players, attend expert-led conference sessions, and stay ahead of emerging trends in the Chinese travel market.
Co-Exhibitor Participation Packages
NTO Package
Make a strong impression with a branded counter in a prime, high-visibility location within the Europe Pavilion. Includes:
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One set of pre-scheduled buyer appointments
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One exhibitor listing
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Two exhibitor badges
€5,480 standard rate | €4,980 ETC member rate
SME Package
Showcase your business with a dedicated meeting table in the shared Europe Pavilion space. Includes:
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One set of pre-scheduled buyer appointments
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One exhibitor listing
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One exhibitor badge
€3,900 standard rate | €3,550 ETC member rate
Registration
Register now using the link here.
Please note that participation in the Europe Pavilion is subject to availability and confirmation by ETC.
Practical information
Dates: 26–28 May 2026
Venue: Shanghai World Expo Exhibition & Convention Centre, Shanghai
Co-funded by the European Union
