Zurich Insurance Becomes the Official Insurance Partner of ITB China 2026

The partnership brings travel protection expertise and a professional risk-management perspective to ITB China 2026, while supporting closer exchange between the travel and insurance sectors.

ITB China has named Zurich China as the Official Insurance Partner for ITB China 2026, taking place from 26–28 May 2026 in Shanghai. The partnership highlights the growing importance of travel insurance services within the tourism value chain and introduces a comprehensive and professional risk-management perspective to on-site industry exchange, business networking, and partnership development.

Zurich Insurance Group (Zurich) is a leading global multi-line insurer founded more than 150 years ago, which has grown into a business, serving more than 82 million customers in over 200 countries and territories. In December 2024, Zurich fully acquired AIG's global personal travel insurance and assistance business including Travel Guard, further strengthening its position in the travel insurance sector. By integrating the Zurich and Cover-More Group and global assistance network, this acquisition further enhances Zurich’s existing capabilities.

In China, Zurich operates its travel insurance business through Zurich China. With a strong focus on travel insurance and professional assistance services at its core, Zurich China provides comprehensive solutions including insurance coverage, claims handling, and emergency assistance for airlines, online travel agencies (OTAs), travel agencies, and travel management companies (TMCs), helping to build reliable and seamless protection for travelers.

Strengthening Cooperation in Travel Protection and Tourism Services

As the Official Insurance Partner of ITB China 2026, the company will leverage ITB China’s influence and industry reach across China and the global travel sector to further strengthen its visibility and professional profile within the travel industry. It will also engage with destination organizations, travel companies, platforms, and key decision-makers from China and around the world to explore further cooperation opportunities.

For ITB China, the partnership adds a new layer of professional services to the show’s tourism value chain. Its international insurance and travel protection expertise will bring a more professional and globally oriented financial services perspective to ITB China and further enrich the show’s industry ecosystem.

Charlie Chai, General Manager of Zurich China, said:

“We are very honored to participate in ITB China 2026 on behalf of Zurich China and to explore new industry opportunities together with peers from across China’s travel sector. Following Zurich Insurance Group’s successful acquisition of AIG’s global personal travel insurance business, our participation in this year’s show marks an important milestone in deepening our strategic presence in the China market. Through this key platform, we aim to communicate Zurich China’s firm commitment as a professional travel insurance service provider to both the industry and the wider public. Zurich is not only an insurance group with a heritage of more than a century, but also a trusted protection expert with many years of experience in the travel ecosystem, widely recognized for its service excellence and highly tailored capabilities.”

Lydia Li, Deputy General Manager of Messe Berlin (China), the organizer of ITB China, said:

“We are delighted to welcome Zurich China to ITB China 2026 as the Official Insurance Partner. The development of the travel industry depends on professional and comprehensive protection systems. Its expertise in travel insurance and global assistance services will bring a valuable new perspective to the ITB China ecosystem and create more opportunities for cooperation among travel companies in service enhancement and risk protection.”

Expanding Travel Insurance Services Through Strategic Investment in China

Looking ahead, Zurich China will leverage its cooperation with ITB China as a springboard to further expand its investment in China’s travel insurance market. It will integrate newly acquired products and services, enhance travel protection solutions for destinations worldwide, and optimize core services such as emergency assistance and cross-border claims handling.

At the same time, it will deepen collaboration with tourism platforms, travel agencies, airlines, and corporate travel companies, delivering tailored protection solutions that strengthen service resilience across the travel industry.

In the long term, it aims to capitalize on the growth potential of China’s outbound travel market while leveraging Zurich’s global network and extensive risk management expertise. By doing so, it will provide professional, seamless, and customer-focused travel insurance services—positioning itself as a reliable protection partner for Chinese travelers going abroad and a trusted partner for the travel industry.

Zurich China Brings Global Travel Protection Expertise to ITB China 2026

Zurich China will highlight its travel insurance expertise and global service network, including the integrated service matrix of Travel Guard and Zurich Cover-More, offering services such as emergency medical transportation and itinerary coordination across major travel destinations worldwide. The company will also present highly adaptable and reliable travel insurance solutions for industry partners, helping to strengthen service resilience across the sector.

During the show, Zurich China will engage with industry partners through themed presentations and one-to-one business meetings, communicating the Group’s brand promise of “Creating a Brighter Future Together”. The company will promote deeper integration between travel insurance services and tourism scenarios, enabling more travelers and partners to better understand its expertise and service capabilities.

As China’s travel market continues to grow, with rising demand for both inbound and outbound travel, capabilities in travel protection, emergency assistance, cross-border claims handling, and tailored solutions are increasingly critical in helping travel companies enhance service resilience and improve the traveler experience. This partnership will foster further discussion and practical exploration of how travel protection can support the upgrading of tourism services, while creating a valuable platform for cross-sector exchange and business collaboration between the travel and insurance industries.

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