ITB China 2026 Spotlights Outdoor & Sports Tourism Growth
Travel is increasingly defined by themes and experiences. From hiking, skiing, diving and cycling to global events such as marathons, Formula 1 and Grand Slam tournaments, outdoor and sports tourism is reshaping how and why people travel. ITB China highlights this fast-growing segment, where destinations and suppliers meet in Shanghai to explore new products, partnerships and market opportunities.
According to the World Economic Forum, the global sports tourism market has already surpassed USD 609 billion, accounting for 10% of global travel spending in 2025. At the same time, the Adventure Travel Trade Association continues to highlight sustained demand for hiking, cycling, wildlife and cultural experiences, underlining a broader shift towards more localised, distinctive and responsibly designed travel products.
Global growth of sports tourism
ITB China reflects the growing global demand for experience-driven travel shaped by outdoor activities and major sports 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. 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”, said Lydia Li, Director, ITB China.
Key focus areas at ITB China 2026
Sports experiences and events are increasingly influencing travel motivation and how destinations position themselves in the market. At ITB China 2026, the Outdoor & Sports Tourism segment continues to build on this momentum with two key developments.
First, outdoor and adventure travel is moving further into the mainstream across hiking, skiing, diving, cycling and related activities. The focus is shifting toward more integrated products that combine natural assets, cultural storytelling and community engagement.
Second, sports tourism is evolving from event-centric travel into longer stays with higher spending and stronger destination impact. At the same time, sustainability, capacity management and local value creation are becoming increasingly important.
Exhibitors in Outdoor & Sports Tourism
The Outdoor & Sports Tourism segment at ITB China 2026 will feature a wide range of leading industry players and specialists, including destination organisations such as Austria Tourism, BINTAN RESORTS, Catalan Tourist Board, Jakarta, Outdoor Expeditions Pvt. Ltd., Tourism Development Center Astana Tourism, Visit Almaty, alongside tour operators and DMCs such as Amen Bhutan Tours, Benchmark Adventure, Borneo Adventure Sdn. Bhd, Europa Viaje International Travel Service, New Tour, S-Cape Partners Europe - Outdoors and Soft Adventure Travel, Sun Gate Tours, The Trek Nepal and Trekking in China. The segment will also bring together experience providers and activity specialists including Austrian Leading Sights, covering key fields such as hiking, skiing, cycling, water sports, diving, golf, trekking, soft adventure, camp education and themed travel.
Knowledge exchange at the ITB China Conference
In parallel, the ITB China 2026 conference programme will further examine sports tourism as a key growth driver for destinations and suppliers, focusing on product innovation, market development strategies and sustainable destination management in a rapidly evolving global travel landscape.
Shaping the next phase of travel
As travel decisions are increasingly shaped by a race, a route or an active way of engaging with sport and nature, the ability to design integrated, experience-rich and sustainable products becomes essential. ITB China 2026 Outdoor & Sports Tourism provides the platform where destinations, products and partnerships come together to define the next phase of growth in this dynamic segment.
Join ITB China 2026
Click to register as an exhibitor, hosted buyer, media, or visitor for ITB China 2026.
Another publications
Etihad Airways and Southwest Airlines announce loyalty partnership
Etihad Guest, the award-winning loyalty programme of the UAE’s national airline, Etihad Airways, and Rapid Rewards, the loyalty programme of Southwest Airlines, the leading carrier for nonstop domestic travel in the US, have announced a loyalty partnership allowing members to earn and redeem across both airlines’ networks.
Tianjin Joins CIMX 2026 as Official Destination Showcase Partner, Taking its Business Tourism and Events Offering to the Global MICE Stage
Tianjin is the latest destination to join CIMX 2026’s growing network of Official Destination Showcase Partners, bringing its business tourism and events offering to the global MICE stage.
ITB China 2027 Buyer Meetup Series Kicks Off in Wuhan – Registration Now Open!
The ITB China 2027 Buyer Meetup Series is officially launching, bringing together travel agencies, tour operators and industry professionals across key regional markets for industry insights, face-to-face networking and new business opportunities.
Malaysia Convention & Exhibition Bureau Brings the Second Segment of Its 2026 China Roadshow to Chengdu and Chongqing
CHENGDU / CHONGQING, 23 September 2026 – The Malaysia Convention & Exhibition Bureau (MyCEB) successfully concluded the second segment of its China Roadshow 2026 in Chengdu and Chongqing, further strengthening Malaysia’s engagement with China’s Business Events and incentive travel market.
Previous publications
Luxury Travel at ITB China 2026: A Market in Evolution
At ITB China (26 - 28 May) in Shanghai, luxury travel moves into focus as China’s premium consumers shift toward experiences, wellness, and personalisation. A new dedicated segment explores how culture, technology, and lifestyle are reshaping premium travel demand.
Professor Drahoš Receives Award for Long-Term Contribution to Meetings Industry
Prague Convention Bureau, organization which acts as an umbrella entity for Prague's meetings industry, together with representatives of the City of Prague and the Ministry of Regional Development, in line with established tradition awarded leading Czech scientists, professors, doctors and other leading experts for their merits in bringing major international events to the Czech metropolis.
ITB China 2026 Cruise Focus: From Growth to Experience-Driven Travel
Cruising is shifting toward curated, experience-driven travel, with luxury, expedition, personalization, and sustainability leading the way. At ITB China 2026 (26 - 28 May, Shanghai), this transformation will be reflected both on the exhibition floor and as a key theme throughout the parallel conference programme, featuring standout exhibitors such as leading global cruise brands, expedition operators, and river cruise specialists.
City Destinations Alliance elects new board members during international conference in Helsinki
On April 22, 2026, during the City Destinations Alliance International Conference & General Assembly in Helsinki – gathering an international audience of destination leaders and tourism professionals from across Europe – the association’s members elected new Board representatives and Vice-President.