ITB China 2026 focuses on booming sports tourism

Global Growth of Sports Tourism

ITB China reflects the growing worldwide demand for experience-driven travel shaped by outdoor activities and major sporting events.

“Insights from the ITB China 2025 Adventure Tourism sessions and the ITB Sports Tourism Forum at China Sports Show already showed a clear shift in the sector,” said Lydia Li, Director of ITB China. “Adventure travel is moving beyond extreme experiences toward more culture-, emotion-, and knowledge-driven journeys. Sports tourism is expanding from standalone events into more immersive, participatory travel formats. At the same time, outdoor tourism products are shifting from focusing on ‘what to do’ to ‘how nature is experienced.’ ”

Key Focus Areas at ITB China 2026

Sports experiences and events are increasingly influencing travel decisions and how destinations position themselves in the market. At ITB China 2026, the Outdoor & Sports Tourism segment will focus on two major developments.

First, outdoor and adventure travel is moving further into the mainstream across hiking, skiing, diving, cycling, and similar activities. The emphasis is shifting toward more integrated products that combine natural attractions, cultural storytelling, and community engagement.

Second, sports tourism is evolving from event-based travel into longer stays with higher visitor spending and stronger destination impact. Sustainability, capacity management, and local economic benefits are also becoming increasingly important.

The Outdoor & Sports Tourism segment at ITB China 2026 will feature a broad range of leading industry players and specialists. Destination organizations include Austria Tourism, Bintan Resorts, Catalan Tourist Board, Jakarta, Tourism Development Center Astana Tourism, and Visit Almaty.

Tour operators and DMCs participating include Amen Bhutan Tours, Benchmark Adventure, Borneo Adventure, Europa Viaje International Travel Service, New Tour, S-Cape Partners Europe, Sun Gate Tours, The Trek Nepal, and Trekking in China.

The segment will also include experience providers and activity specialists such as Austrian Leading Sights, covering hiking, skiing, cycling, water sports, diving, golf, trekking, soft adventure, camp education, and themed travel.