🍜 July 17, 2026 · By Sam

ITB China 2026 Opens in Shanghai With Record 900+ Exhibitors

The 2026 edition of ITB China — one of Asia's premier B2B travel trade shows — opens its doors on May 26 at the Shanghai World Expo Exhibition Center, running through May 28. With exhibition space expanded 20% year-on-year and over 900 exhibitors from 85 countries and regions confirmed, the event marks a new high-water mark for China's inbound tourism sector and its growing appeal to global travel professionals.

Scale and Scope: A New Record

This year's ITB China has sold out all booth space, with net exhibition area growing 20% compared to 2025. The 900+ participating organizations span the full spectrum of the travel industry:

Notably, several European destinations are making their ITB China debut or expanding their presence. Italy's Friuli Venezia Giulia region is using the platform to position itself as an emerging European deep-travel destination for Chinese tourists, while Austria's national tourism board and Austrian Airlines are jointly presenting Alpine heritage and cultural experiences.

Why ITB China Matters for Inbound Tourism

ITB China is not just a trade show — it is a barometer of confidence in China's tourism market. The 20% expansion signals that global travel businesses see real, sustained growth in Chinese inbound and outbound travel. For inbound operators, the event provides direct access to:

• International buyers seeking Chinese destination products and services
• Global media covering China's tourism recovery story
• Industry intelligence on visa policies, travel trends, and consumer preferences
• Partnership opportunities with Chinese travel agencies, hotels, and transport providers

The timing is significant. China's inbound tourism has been on a strong upward trajectory since 2024, when foreign entries surpassed 26 million — nearly double the previous year. The first half of 2026 has already seen continued momentum, bolstered by visa-free expansions, 144-hour transit visa access at 37 ports, and government initiatives like the "Inbound-Friendly 5·19" campaign during China Tourism Day.

Key Themes to Watch

With China now offering unilateral visa-free entry to 40+ countries and 144-hour transit exemptions at 37 ports, expect discussions on how these policies are converting into actual bookings and longer stays.

China's payment ecosystem — Alipay, WeChat Pay, and UnionPay — continues to evolve for international users. ITB China attendees will be looking at how seamless the experience has become for foreign visitors.

The shift from "checklist tourism" to immersive, experience-driven travel is accelerating. European DMOs at ITB China are emphasizing cultural depth, local encounters, and off-the-beaten-path itineraries — a trend that works in both directions for inbound and outbound travel.

Post-pandemic travelers increasingly prioritize wellness, nature, and sustainability. China's vast interior — from Yunnan's tea trails to Guizhou's ethnic villages — is well positioned to capture this demand.

Shanghai as the Gateway

Shanghai's role as the host city is no accident. The city has emerged as China's top entry point for international visitors, driven by Pudong International Airport's extensive global connections, a world-class metro system, and a growing reputation as a cosmopolitan destination that blends colonial-era architecture with cutting-edge skyscrapers.

For ITB China attendees, Shanghai itself is a case study in successful inbound tourism: multilingual signage, expanding international dining options, and a hotel sector that has adapted rapidly to serve global guests. The city reported significant growth in foreign arrivals in 2025-2026, with Russian entries alone surging 67.8% year-on-year through Shanghai ports.

Practical Information for Attendees

• Dates: May 26-28, 2026
• Venue: Shanghai World Expo Exhibition Center, 1099 Guozhan Road, Pudong
• Format: B2B trade show (pre-registered buyers and exhibitors)
• Keynote sessions: Industry leaders discussing AI in travel, sustainable tourism, and China market recovery
• Networking events: Evening receptions and targeted matchmaking sessions
• Transportation: Metro Line 13 (Shibo Dadao Station) provides direct access

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🍜 July 17, 2026 · By Sam

"Xiaohongshu Report: Foreign Travel Notes in China Surge 5x, Intangible Cultural Heritage Becomes Top Trend"

On April 28, 2026, Xiaohongshu (Little Red Book) released its 2026 Foreigners Travel China Trend Report, revealing a stunning shift in how international visitors experience China. Over the past year, travel-related notes published by foreign users on the platform surged 5 times year-on-year. Foreign visitors have now left footprints in nearly 500 Chinese cities, and the defining trend is no longer sightseeing — it is immersive intangible cultural heritage (ICH) experiences.

By the Numbers: A Market Transformed

The data tells a clear story: the inbound traveler is no longer content with checking landmarks off a list. They are staying longer, going deeper, and seeking experiences that cannot be captured in a photograph.

Intangible Cultural Heritage: The New Magnet

ICH experiences have emerged as the single most powerful driver of inbound tourism satisfaction and repeat visits. The report and supporting field reporting highlight several standout cases:

Weifang Kites, Shandong: Thai tourist Voracha came specifically to the "Kite Capital of the World" to experience traditional kite-making. Under the guidance of a master craftsman, he completed the entire process — bamboo framing, paper stretching, and painting — and watched his own kite take flight. "At this moment, I truly feel I have arrived in the hometown of kites," he said.

Hongcun Village, Anhui: Norwegian tourist Parker joined the village's flower-lantern night parade, holding a handmade fish lantern and walking the cobblestone alleys. The immersive atmosphere, he said, was "a world apart" from watching videos online. During the Spring Festival period, Hongcun saw French, Canadian, and Singaporean visitors increase by 300%, 233%, and 400% respectively.

Chaozhou, Guangdong: Spanish visitor Juli dressed in traditional Yingge dance costume, painted her own face mask, and learned the dance's signature moves from a local master. The city's inbound visitor arrivals surged 500% year-on-year as of mid-April 2026, driven by its dense cluster of ICH assets: Yingge dance, Chaozhou embroidery, Chaoju opera, and wood carving.

Wangxian Valley, Jiangxi: American visitor Marcus joined a Nuo dance immersive experience, wearing a traditional Nuo mask and learning classic dance steps around a bonfire. Inbound visitor numbers at Wangxian Valley increased by 273% compared to 2023.

The Four Macro Trends

Xiaohongshu's report identifies four structural shifts in how foreign travelers engage with China:

1. Destination Diversification — From the traditional "one gateway city + one scenic spot" model to journeys spanning nearly 500 cities, including county-level destinations. Top-5 rising-star cities: Zhengzhou, Taiyuan, Guiyang, Fuzhou, and Yiwu.

1. Information Transparency — Foreign travelers now research China extensively on Chinese social platforms before departure. Xiaohongshu has effectively become the "first stop" for trip planning. English-language travel guide notes increased nearly 7x year-on-year.

1. Experiential Lifestyle Integration — Travelers are no longer satisfied with being spectators. They join local morning exercises, shop at wet markets, take pottery classes, and learn to make dumplings. The boundary between "traveler" and "temporary local" is dissolving.

1. Scenic Mosaic — Instead of one iconic landscape, travelers are curating multi-destination itineraries that layer natural beauty, cultural depth, and hands-on experiences.

Government-Backed "Hello! China" Initiative Gains Steam

The private-platform trend is reinforced by a government-led push. In late 2024, UnionPay International signed a cooperation intent letter with the China Foreign Exchange Center (under the Ministry of Culture and Tourism) to build the "Hello! China" inbound tourism partner program, focusing on payment facilitation for foreign visitors — a historically cited pain point.

During the 2026 May Day holiday, foreign visitor payment transaction volume and value increased by 45.15% and 36.96% respectively compared to the same period in 2025, indicating that payment barriers are rapidly being dismantled.

Why This Matters for the Industry

For hotels, tour operators, and destination managers, the ICH trend represents a fundamental shift in product design priorities. The most successful inbound products in 2026 are not those that include the most landmarks, but those that include the most participatory cultural moments.

Ctrip data shows that 70% of the top 10 inbound scenic spots in China now feature ICH elements. Products that combine accommodation with ICH workshops — such as Tujia tie-dye in Guizhou, Nuo dance in Jiangxi, or kite-making in Shandong — are achieving significantly higher repeat-intent scores and organic social media mentions.

What Travelers Should Know

For foreign visitors planning a China trip in 2026-2027, the key takeaway is that booking ahead for ICH experiences is essential. Many workshops have limited daily capacity and are increasingly discovery through Xiaohongshu and Ctrip by international visitors.

Popular ICH experiences that require advance booking include:

• Weifang kite-making workshops (Shandong)
• Huizhou ink and brush carving (Anhui)
• Chaozhou Yingge dance workshops (Guangdong)
• Guizhou Tujia tie-dye workshops (Guizhou)
• Xinjiang traditional wooden ski-making (Altay)

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https://www.chinatravelplus.com

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