ITB China Conference 2026 to Spotlight AI, Luxury Travel Shifts and China’s Changing Travel Demand

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Taking place from 26–28 May 2026 in Shanghai, the ITB China Conference will feature 70+ topics and 180+ global speakers, offering a premier platform for dialogue between China and the international travel industry.

China Focus, Global Perspective

At the heart of ITB China, the ITB China Conference will convene global and Chinese travel leaders to discuss the most pressing trends shaping the industry, including the rise of AI in travel, a new focus on the evolution of luxury toward lifestyle-driven experiences, and the transformation of China’s outbound and inbound tourism markets. The program features seven key tracks - Outbound Travel, Inbound Travel, Luxury Travel, Themed & Customized Travel, Hospitality, MICE & Incentive Travel, and Travel Tech & Innovation.

As the leading content platform, the ITB China Conference provides a global outlook alongside in-depth analysis of China’s dynamic travel market. Its agenda is continuously refined to reflect emerging global trends and technological innovation, ensuring relevance in an industry undergoing constant transformation.

In 2026, China’s industry think tank will further strengthen this positioning by expanding the diversity of its topics and speakers, bringing together perspectives from diverse markets across the entire travel value chain, and reinforcing its role as a two-way exchange platform between China and the global travel industry.

Seven Key Tracks Covering the Full Travel Ecosystem

Outbound Travel

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

Inbound Travel

As China continues to open up, inbound tourism is entering a new growth phase. This track will provide global insights into the country’s evolving role in the international tourism landscape, highlighting emerging trends such as “authentic local experiences” and exploring the diversity of source markets worldwide.

Luxury Travel (New Track)

Reflecting the rapid evolution of high-end travel, this newly introduced track will examine how luxury is moving beyond premium services toward a lifestyle-driven experience. It highlights cross-industry integration with art, culture, fashion, and wellness, alongside the rising demand for meaningful, immersive, and community-focused experiences.

Themed & Customized Travel

As travel motivations become increasingly experience-driven, this track will explore how the industry is moving beyond standardized products toward interest-based and scenario-driven offerings. Key segments include education travel, sports tourism, festivals and events, cruises, adventure, wellness, and tailor-made experiences.

Hospitality

This track will explore how hospitality brands are building meaningful connections with travelers through content and cross-industry collaborations. Participants will gain insights into the growth of alternative accommodations, from boutique hotels to glamping resorts, alongside the impact of sustainability and ESG practices on business and asset value.

MICE & Incentive Travel

As a key bridge between business and experiences, MICE and incentive travel is shifting toward a content-driven approach. This track will focus on changing corporate incentive and event needs, explore the integration of reward travel with education and learning experiences, and highlight innovative approaches to destination selection and experience design in a global context.

Travel Tech & Innovation

As a key part of the Travel Innovation Hub, this track focuses on destinations and hotels to explore the practical application and implementation of travel technology. Emphasizing sustainable development, it will highlight how technology can move from scenario adaptation to commercial impact, accelerating the industry’s digital, intelligent, and green transformation.

Join the ITB China 2026 Speaker Lineup

The ITB China Conference 2026 has officially launched its first global Call for Speakers campaign, inviting travel industry professionals from around the world to contribute to the program. By opening submissions for topics and speaker participation, the conference aims to bring together diverse perspectives and practical insights from across markets. Industry professionals with deep expertise and hands-on experience are encouraged to apply and help shape the conference agenda, contributing to discussions that drive the future of travel.Join ITB China 2026

Click to register as an exhibitor, hosted buyer, media, or visitor for ITB China 2026