ITB China conference 2026 to spotlight AI, luxury travel shifts and China’s changing travel demand

Friday, 17 Apr, 2026 0

Taking place May 26–28, 2026, in Shanghai, the ITB China Conference will showcase more than 70 topics and 180 global speakers, positioning itself as a leading platform for dialogue between China and the international travel industry.

China Focus, Global Perspective

At the core of ITB China, the conference will bring together travel leaders from China and around the world to examine the most pressing industry trends. Key discussions will include the growing role of artificial intelligence in travel, the shift in luxury toward lifestyle-driven experiences, and the ongoing transformation of both China’s outbound and inbound tourism markets.

The program is structured around seven key tracks: Outbound Travel, Inbound Travel, Luxury Travel, Themed & Customized Travel, Hospitality, MICE & Incentive Travel, and Travel Tech & Innovation.

As a premier content platform, the ITB China Conference combines a global outlook with deep insights into China’s fast-evolving travel market. Its agenda is continuously updated to reflect emerging trends and technological advancements, ensuring relevance in a rapidly changing industry.

In 2026, the conference will further strengthen its position by expanding the diversity of topics and speakers. It aims to bring together voices from across the entire travel value chain, reinforcing its role as a two-way exchange platform between China and the global tourism industry.

Seven Key Tracks Covering the Travel Ecosystem

Outbound Travel

As China’s outbound market moves from recovery to structural transformation, this track will explore shifting traveler profiles, evolving consumer behavior, and new travel patterns. It will also address the impact of AI across the travel value chain and the global expansion strategies of Chinese travel companies.

Inbound Travel

With China continuing to reopen, inbound tourism is entering a new growth phase. This track will offer global perspectives on China’s evolving role in international tourism, highlighting trends such as demand for authentic local experiences and the diversification of source markets.

Luxury Travel (New Track)

This new track reflects the rapid evolution of high-end travel. It will examine how luxury is moving beyond premium services toward lifestyle-driven experiences, including integration with art, culture, fashion, and wellness, as well as the rising demand for immersive and meaningful journeys.

Themed & Customized Travel

As travel becomes increasingly experience-driven, this track will focus on the shift from standardized products to interest-based offerings. Topics include education travel, sports tourism, festivals and events, cruises, adventure travel, wellness, and tailor-made itineraries.

Hospitality

This track explores how hospitality brands are building deeper connections with travelers through content and cross-industry partnerships. It will also highlight the growth of alternative accommodations, such as boutique hotels and glamping resorts, along with the impact of sustainability and ESG practices on business performance and asset value.

MICE & Incentive Travel

Positioned at the intersection of business and experience, this track will examine how MICE and incentive travel are becoming more content-driven. Discussions will include evolving corporate needs, the integration of travel with learning experiences, and innovative approaches to destination selection and event design.

Travel Tech & Innovation

As part of the Travel Innovation Hub, this track will focus on the practical application of travel technology for destinations and hotels. With an emphasis on sustainability, it will explore how technology can drive commercial impact while accelerating digital, intelligent, and green transformation across the industry.