ITB China Launches the Travel Innovation Hub

With the world’s rapid digital transformation, technology is reshaping the tourism industry with new concepts, models, and innovations. Emerging technologies like big data, AI, and cloud computing are driving advancements such as virtual tourism, LBVR immersive experiences, contactless services, AI travel assistants, and smart hotel management. These innovations enhance services, boost efficiency, and create seamless experiences for travelers and professionals along the travel and tourism value chain.

Travel Innovation Without Borders

As technology and tourism merge, the industry is unlocking limitless opportunities. At ITB China 2025, we are excited to launch the TRAVEL INNOVATION HUB – a dedicated technology section focused on smart applications and sustainable development in tourism. Through three core modules – Travel Tech Forum, Travel Innovators Pitch, and Travel Innovation Showcase, we aim to bridge the gap between tourism and pioneering tech-enterprises, promote collaboration, and shape the future of the industry together.

Leveraging its influence in international tourism, the European Tourism Commission will join this initiative by bringing together representatives from its Member States' tourism departments, leading travel tech companies, industry experts, and innovators at ITB China 2025, to strengthen collaboration and exchange in tourism technology between China and Europe.

Travel Tech Forum: Smart Solutions for a Sustainable Future

The Travel Tech Forum will gather industry leaders and experts in a roundtable discussion, exploring the intersection of tourism and technology and how innovation is driving the industry's future. Pico VIDEO, a leading location-based entertainment (LBE) operation solution provider, Petal Ads, an all-scenario marketing platform powered by Huawei’s cutting-edge technologies and global ecosystem, and AWE Asia, the Asian branch of AWE, a spatial computing technology community and premier XR industry event, have confirmed their participation.

The forum will center around three key themes for cross-industry dialogue:

Section 1: Destination Tech

Enhancing travelers’ experiences through a fully immersive destination framework, integrating AR/VR, smart tourism platforms, multi-sensory experiences, AI-driven guidance and navigation systems, and cutting-edge technologies for the sustainable management and conservation of natural sites.

Section 2: Hotel Tech

Utilizing smart hotel solutions, service robots, immersive hotel environments, whole-house intelligence, and advanced operational technologies to equip hotels with smart management systems and deliver a seamless, intelligent, and comfortable guest experience.

Section 3: ESG Tech

Promoting sustainable and innovative growth in the tourism industry through AI-driven digital restoration of cultural heritage, virtual interactions via digital media, and AI-powered digital humans enhancing cultural and tourism IP.

Travel Innovators Pitch: Apply To Unlock Exclusive Opportunities

Selected high-quality, innovative startups will have the chance to showcase their ideas on the Travel Innovators Pitch stage. Whether you're working in AI, AR/VR/XR, 5G, robotics, the metaverse, or any other cutting-edge field, we warmly invite you to showcase your creative products and skills on our stage, highlighting their applications in the tourism industry. During the 8-minute pitch, the innovators will present their latest technologies and products to tourism industry experts, corporate decision-makers, and investors.

Based on a comprehensive evaluation of technological innovation, market value, and on-site presentation, these startups will receive the following exclusive benefits:

● Professional Feedback & Interaction:

Receive valuable insights and feedback from investment firms and industry leaders.

● Networking Opportunities:

Access the exclusive post-event Tech Innovators' Gathering, to build meaningful connections and explore potential collaborations within the tourism industry.

● Exclusive Promotion:

Enjoy exclusive interview opportunities with the organizer, boosting the company’s visibility in the global tourism market.

● Media Exposure:

Benefit from promotion through ITB China's marketing channels, reaching over 80 countries and more than 1,100 professional media outlets.