2025 ITB China News - DAY 1 Edition

DAY
1
TUESDAY
27 MAY
2025
ITB CHINA 2025
NEW DEMAND,
NEW DIRECTIONS
THE INDUSTRY'S RESPONSE TO SHIFTING
TRAVELLER PRIORITIES
新 需 求 , 新 方 向
多 元 偏 好 崛 起 , 行 业 拥 抱 变 化
REGION: MALAYSIA
SARAWAK:
A LIVING CONNECTION
ON DISPLAY AT ITB CHINA
2025
EXCLUSIVE INTERVIEW
#08
Malaysia’s invitation to
authentic experiences
马 来 西 亚 盛 情 邀 约 : 邂 逅 亚 洲 魅
力 所 在
Mr Datuk
Manoharan
Periasamy
Director General of
Tourism Malaysia
NEWS
#11
NOMADIC HERITAGE
AND NATURAL
WONDERS AT THE
HEART OF THE SILK
ROAD
#05

I NEWS I
with
SHOW MAP
Morning
Briefing
By Lydia Li, Director of ITB China
ITB China 项 目 负 责 人 李 佳 女 士
2,500 trees planted
2,500kg of plastic
waste collected
ITB China 2025: A milestone moment
for the travel industry
Good morning and
welcome to ITB China
2025!
We are thrilled to open the doors
to the biggest edition of ITB China
yet. The show is sold out this year,
with 30% more exhibition space
and a record 1,400 buyers, making
it a milestone moment for the travel
industry in China and beyond.
I suggest you start your day by
visiting the stand of this year’s Official
Partner Destination, Malaysia, whose
delegation is here to showcase the
country’s rich cultural heritage,
investment in sustainable tourism
and growing appeal for Chinese
outbound travellers. Expect a full
programme of activities, insights and
networking opportunities throughout
the day.
2025 ITB China: 全 球 旅
游 业 的 里 程 碑 时 刻
The ITB China Conference also
kicks off today, with more than 150
speakers addressing topics across
the tourism spectrum—from the
rise of AI and automation to the
transformation of the China inbound
market and the future of digital
customer engagement. If you're
passionate about innovation, don’t
miss the Travel Innovation Hub, where
forward-thinking companies offer
real-world solutions for tomorrow’s
travellers.
Today's key focus is on MICE travel.
Dedicated conference sessions
will explore the future of incentive
travel, smart venue technologies,
and how digital tools are reshaping
the meetings and events industry.
It's a must for anyone looking to
understand the evolving demands of
business travel.
Take some time in between meetings
and conference sessions to stroll the
show floor. With strong international
participation from around the globe,
ITB China is bringing the world
together in one place. Be open
to surprises! Who knows what
opportunity to elevate your business
might be just around the corner.
Wishing you all a productive first day!
各 位 来 宾 , 早 上 好 ! 欢 迎 莅 临
2025 ITB 上 海 国 际 旅 游 交 易 博 览
会 ( 简 称 :ITB China)。
今 天 , 我 们 隆 重 揭 幕 规 模 再 创 新
高 的 ITB China—— 本 届 展 位 全 数
售 罄 , 展 览 面 积 较 去 年 增 长 30%,
吸 引 来 自 逾 85 个 国 家 的 700 多 家 参
展 商 齐 聚 申 城 。 同 时 , 特 邀 1400
位 行 业 核 心 买 家 , 预 计 将 在 三 天
内 达 成 超 过 38,500 场 高 质 量 商 贸
配 对 , 充 分 印 证 中 国 作 为 全 球 旅
游 生 态 系 统 中 充 满 活 力 且 不 可 或
缺 的 重 要 地 位 。
建 议 大 家 从 官 方 目 的 地 合 作 伙
伴 —— 马 来 西 亚 展 台 开 启 探 索 之
旅 。 马 来 西 亚 代 表 团 将 以 多 元 文
化 、 可 持 续 发 展 与 出 境 游 新 趋 势
为 主 题 , 一 系 列 沉 浸 式 体 验 与 交
流 活 动 贯 穿 全 天 , 充 分 展 示 其 对
中 国 出 境 游 客 日 益 增 长 的 独 特 魅
力 。
今 日 ,ITB China 论 坛 同 步 启 幕 。
来 自 全 球 的 150 余 位 演 讲 嘉 宾 将
围 绕 “ 中 国 出 境 游 ”、“ 中 国 入 境
游 ”、“ 旅 游 科 技 与 创 新 ”、“ 酒 店
住 宿 ”、“ 商 务 会 奖 ” 及 “ 主 题 定 制
游 ” 六 大 主 题 板 块 展 开 60 余 场 高 质
量 对 话 , 聚 焦 AI、 中 国 入 境 游 市
场 、 新 媒 体 渠 道 的 营 销 方 式 等 前
瞻 性 议 题 。 若 您 关 注 旅 游 科 技 与
未 来 趋 势 , 切 勿 错 过 “ 旅 游 科 创
荟 ”。 这 里 集 结 了 知 名 科 技 企 业
的 解 决 方 案 , 共 绘 旅 游 科 技 新 蓝
图 。
MICE 会 奖 板 块 也 是 今 日 焦 点 之
一 , 系 列 专 题 论 坛 将 深 入 探 讨
激 励 旅 游 的 未 来 趋 势 、 智 能 场 馆
的 发 展 方 向 和 会 奖 整 合 营 销 , 全
面 解 读 商 旅 市 场 的 新 趋 势 和 新 机
遇 。 对 于 关 注 商 旅 变 革 趋 势 的 从
业 者 而 言 , 这 是 一 场 不 容 错 过 的
重 要 议 程 。
在 洽 谈 与 会 议 之 余 , 欢 迎 各 位 饱
览 展 馆 现 场 。 无 论 是 首 次 参 展 的
新 兴 目 的 地 , 还 是 多 年 深 耕 的 老
朋 友 ,ITB China 以 强 大 的 多 样 性
与 国 际 化 资 源 , 构 建 起 一 个 真 正 “
连 接 世 界 ” 的 高 效 B2B 商 贸 平 台 。
也 许 , 改 变 未 来 的 合 作 契 机 , 就
在 下 一 个 转 角 。
今 天 是 旅 程 的 新 起 点 , 衷 心 祝 愿
各 位 在 2025 ITB China 收 获 满 满 ,
启 航 全 新 篇 章 !
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STAND A21
STAND P67
STAND G19
ITB CHINA NEWS • TUESDAY 27 TH MAY 2025 3

I NEWS I
I NEWS I
with
BRUNEI
ADVERTORIAL
Royal Brunei Airlines relaunches Beijing route
and marks 50 years of award-winning service
Celebrating 50 years of achievements, Royal Brunei Airlines
is returning to ITB China after recently reinstating its Beijing
route, further strengthening its regional network, which
already includes Hangzhou, Nanning, Hong Kong, and
Taipei.
In late April of this year, just in time
for ITB China 2025, Royal Brunei
Airlines (RB) relaunched its Beijing
- Brunei route, providing twiceweekly
service operating through
Beijing Daxing International Airport.
The route to Beijing will be serviced
by RB’s modern and fuel-efficient
Airbus A320neo fleet, providing
passengers with a more comfortable
and environmentally friendly flying
experience along with the awardwinning
service. This route will
enhance connectivity for corporate
travellers, students, and tourists,
further strengthening economic ties
between both nations and allowing
travellers from Beijing to explore the
beauty of Brunei.
Established in 1974, Royal Brunei
Airlines is the national carrier of
Brunei Darussalam and operates
a fleet of five Boeing 787-8
Dreamliners and seven Airbus
A320NEOs. From 2018 to 2020
TripAdvisor recognised RB in
the Travellers' Choice Regional
Airlines (Asia), and the airline's
accolades don't stop there. In 2019, RB
received a Five-Star rating from APEX,
and won Four Stars at the SKYTRAX
Awards. In 2021, RB won Asia's and
the World's Leading Cabin Crew
titles from the World Travel Awards
(WTA), honours it held through 2022.
In 2024, Crescent Rating named RB
the Muslim-Friendly Airline of the Year
and in 2025, it received the APEX
Best in Cabin Service & Food and
Beverage Award in East Asia and was
The first airline to operate
Boeing 787 Dreamliner in
Southeast Asia
recognised as a 2025 APEX Four-Star
Major Airline.
As it marks half a century of
connecting Brunei to the world, Royal
Brunei Airlines remains committed to
delivering exceptional service, guided
by the values of care, community, and
ikhlas –sincerely from the heart
STAND G19
Boeing 787 Dreamliner Economy
Class Cabin Interior
KYRGYZ REPUBLIC
Nomadic heritage and natural
wonders at the heart of the silk road
The Kyrgyz Republic is making a strong impression
at ITB China 2025, presenting its breathtaking natural
beauty and rich cultural heritage to the Chinese travel
trade. Nestled in Central Asia, this land of pristine
landscapes and warm hospitality offers a compelling
mix of outdoor adventure and nomadic traditions.
With over 90% of the country
covered by mountains, the Kyrgyz
Republic is a paradise for trekking,
hiking, and horseback riding. The
alpine air, crystal-clear glacial lakes,
and unspoiled nature create ideal
conditions for active tourism yearround.
Popular experiences include
multi-day treks, scenic driving
routes, and excursions to majestic
waterfalls and remote valleys.
In addition to its natural wonders, the
Kyrgyz Republic invites travellers to
engage with its nomadic heritage.
Visitors can stay in traditional yurts,
participate in cultural rituals, and
explore communities where ageold
customs are still alive. This
authentic connection to local life
is a growing draw for international
tour operators.
The country also lies along
the legendary Great Silk Road.
Historical routes wind through
dramatic landscapes, linking
ancient cities and going through
sites referenced in centuries-old
chronicles.
From jeep safaris and rafting to
cultural discovery and wellness
escapes, the Kyrgyz Republic offers
a diverse portfolio of products that
appeal to both adventure seekers
and experience-driven travellers.
The destination is rapidly gaining
traction among travellers looking
for something off the beaten path
STAND H01
2,500 trees planted
2,500kg of plastic
waste collected
4 ITB CHINA NEWS • TUESDAY 27 TH MAY 2025 news.itb.com
ITB CHINA NEWS • TUESDAY 27 TH MAY 2025 5

I TRADE TALK I
with
2,500 trees planted
2,500kg of plastic
waste collected
Following COVID 19, signals of industry transformation are
increasingly prominent. From the recovery of international
airline routes to the surge in demand of Chinese companies
expanding globally through to low-carbon travel and the
rise of the bleisure (business + leisure) model, the market is
shifting. Jonathan Kao, Managing Director of North Asia at
BCD Travel, identified the key trends and opportunities in the
business travel management market for the next three years.
STEADY GROWTH ON
THE DOMESTIC MARKET
AND REBOUND ON THE
INTERNATIONAL MARKET
The global business travel market is
expected to maintain strong growth
momentum in 2025. China’s domestic
market is anticipated to grow by 7-8%,
driven by the recovery of the service
industry and the upgrading of the
industrial chain, fueling demand for
high-frequency short trips. On the
other hand, the international market
will benefit from the recovery of
transatlantic airline routes and the
restructuring of the supply chain, with
growth rate potentially exceeding 10%.
Notably, Southeast Asia airline routes
have returned to pre-pandemic levels,
while there remains a 20% growth
potential for long-haul airline routes to
Europe and North America.
"Business travel is essentially a
barometer of economic activity,"
Mr Kao noted, highlighting that
the changing shape of the global
economic landscape is driving
companies to accelerate their
international expansion. Key industries
such as new energy and cross-border
e-commerce are becoming the new
drivers of growth for international
business travel.
THE RISE IN EFFICIENCY,
SUSTAINABILITY AND
COMPLIANCE
Corporate travel demand is shifting
from a singular focus on cost control
WHOEVER CAN
SOLVE THE ISSUES
OF EFFICIENCY,
COMPLIANCE, AND
SUSTAINABILITY WILL
WIN IN THE NEXT
DECADE
Jonathan Kao
Managing Director of North Asia,
BCD Travel
Restructuring, innovation and
opportunities in the business
travel market
The global business travel market is
experiencing a new round of innovations
to multidimensional value integration.
Green compliance is becoming a
priority as European companies are
requiring business travel suppliers to
provide flight and rail carbon emission
data, with the procurement of ecocertified
hotels growing by 35%
annually.
Digital compliance is another
important factor. By 2025, electronic
invoices will fully replace paper-based
itineraries, and 70% of companies will
list "automated reimbursement audits"
as a core evaluation metric for TMCs.
There will also be restructuring of
payment chain. As AirPlus withdrew
from the Chinese market, the use of
UATP cards and third-party crossborder
payment tools has surged by
200% year-on-year.
"Whoever can solve the issues
of efficiency, compliance, and
sustainability will win in the next
decade," affirmed Mr Kao.
THREE GROWTH LOGICS
DRIVEN BY CHINESE
COMPANIES GOING
GLOBAL
The new wave of Chinese companies
expanding globally is reshaping the
business travel service logic and has
generated three new growth logics.
The first is customised solutions.
Adapting to local compliance
requirements such as overseas tax,
visas, and security regulations.
The second is cost optimisation.
Through centralised procurement,
Chinese companies’ overseas
business travel costs can be reduced
by 12-15%.
Lastly, there's management output.
The agile response experience on the
Chinese market (such as the 48-hour
global emergency service network)
has become a powerful tool for
pioneering in emerging markets.
"It’s not about simply copying China’s
domestic model. Rather, it is important to
build cross-cultural travel management
capabilities," Mr Kao underlined.
STRUCTURAL
OPPORTUNITIES: HOW CAN
SMALL AND MEDIUM TMCS
BREAK THE DEADLOCK?
Against the backdrop of
increasing industry
concentration, small and
medium TMCs need
to focus on "vertical
+ technology" to
break the deadlock,
according to Mr
Kao. It is important
to concentrate
on specialised
sectors. Service
gaps exist for
example in
fields such as
healthcare and
research.
Regional penetration is also important. In
China’s second- and third-tier cities, the
digitalisation rate of promising companies’
business travel management is less than
40%.
Technology empowerment is another
factor. Mr Kao outlined that AI-powered
automated quotation systems can reduce
70% of manual operations, significantly
improving ROI. "The future belongs to
the 'hidden champions'—companies that
establish a clear efficiency advantage in
niche markets," he predicted
THE RAPID RISE OF BLEISURE
The boundaries between business travel
and leisure are rapidly blurring. Data shows
that in 2024, 42% of business travellers
actively extended their business travel
time, adding an average of 2.3 days for
leisure activities. Innovative supporting
services, such as flexible extended stay
packages saw a 58% increase, reflecting
the shift in business travel consumption
from being functional to value-driven.
As low-carbon compliance becomes a key
consideration factor, the demand of Chinese
companies going global is reshaping the
service chain, and bleisure is redefining
product logic. The business travel sector
is transitioning from highlighting scale
expansion to focusing on value. For players
in the business travel management market,
the best way to seize opportunities in
structural growth is to leverage technology
to increase productivity and integrate
resources with an ecosystem mindset
商 旅 市 场 的 格 局 重
构 与 创 新 机 遇
全 球 商 旅 市 场 正 步 入 新 一 轮 创 新
周 期
疫 情 之 后 , 从 国 际 航 线 回 暖 到 中 国 企 业 出 海 热
潮 , 从 低 碳 出 行 理 念 的 普 及 到 Bleisure( 商 务 +
休 闲 ) 模 式 的 崛 起 , 商 旅 行 业 的 变 革 信 号 愈 发
清 晰 可 见 。BCD Travel 北 亚 区 董 事 总 经 理 高 思
伟 对 未 来 三 年 的 商 旅 管 理 市 场 趋 势 和 增 长 机 会
进 行 了 前 瞻 洞 察 。
双 轮 驱 动 : 国 内 稳 健 增 长 , 国 际 强 势 回 弹
2025 年 , 全 球 商 旅 市 场 有 望 保 持 强 劲 增 长
势 头 。 中 国 国 内 市 场 预 计 增 长 7%-8%, 服
务 业 复 苏 和 产 业 链 升 级 带 动 了 高 频 次 短 途
出 行 需 求 ; 国 际 市 场 受 跨 大 西 洋 航 线 恢 复
及 供 应 链 重 塑 驱 动 , 增 长 有 望 超 过 10%。 其
中 , 东 南 亚 航 线 已 恢 复 至 疫 情 前 水 平 , 欧
美 长 线 仍 有 20% 的 增 长 空 间 。“ 商 旅 本 质 上
是 经 济 活 动 的 晴 雨 表 ,” 高 思 伟 指 出 , 当 前
全 球 经 济 格 局 的 变 化 正 在 促 使 企 业 加 速 全
球 布 局 , 新 能 源 、 跨 境 电 商 等 行 业 成 为 国
际 商 旅 新 引 擎 。
价 值 跃 迁 : 效 率 、 绿 色 与 合 规 并 举
企 业 差 旅 正 在 从 “ 成 本 优 先 ” 转 向 “ 效 率 、
合 规 与 可 持 续 发 展 ” 协 同 驱 动 。 绿 色 合 规
方 面 , 欧 洲 企 业 要 求 差 旅 供 应 商 提 供 航
班 与 铁 路 碳 排 数 据 , 环 保 认 证 酒 店 的 采
购 量 年 增 长 达 35%。 数 字 合 规 方 面 , 预 计
到 2025 年 , 电 子 发 票 将 全 面 取 代 纸 质 行 程
单 ,70% 企 业 将 “ 自 动 报 销 审 核 ” 列 为 差 旅
管 理 公 司 (TMC) 的 核 心 考 核 指 标 。 支
付 链 也 在 重 构 —— 随 着 AirPlus 退 出 中 国
市 场 ,UATP 卡 及 第 三 方 跨 境 支 付 工 具 的
使 用 量 同 比 暴 增 200%。“ 谁 能 同 时 解 决 效
率 、 合 规 与 可 持 续 问 题 , 谁 就 掌 握 了 下 一
个 十 年 的 入 场 券 。” 高 思 伟 表 示 。
中 企 出 海 重 塑 商 旅 增 长 逻 辑 : 定 制 化 、 成
本 优 、 管 理 输 出
中 国 企 业 的 全 球 化 浪 潮 正 重 构 商 旅 服 务 逻
辑 , 催 生 三 大 增 量 路 径 : 其 一 , 方 案 定 制
化 , 需 契 合 海 外 财 税 、 签 证 与 安 保 等 本
地 合 规 要 求 ; 其 二 , 成 本 最 优 化 , 通 过
集 中 采 购 可 降 低 海 外 差 旅 成 本 12%-15%;
其 三 , 管 理 输 出 , 中 国 企 业 在 本 土 积 累 的
敏 捷 响 应 经 验 ( 如 48 小 时 全 球 应 急 服 务 体
系 ) 成 为 其 拓 展 新 兴 市 场 的 核 心 竞 争 力 。“
关 键 在 于 , 不 是 复 制 国 内 模 式 , 而 是 构 建
跨 文 化 的 商 旅 管 理 能 力 。” 高 思 伟 强 调 。
谁 能 同 时 解 决 效 率 、
合 规 、 可 持 续 发 展 问 题 ,
谁 就 能 拿 到 下 一 个 十 年 的
入 场 券 。
结 构 性 机 遇 下 , 中 小 TMC 的 破 局 之 道
在 行 业 集 中 度 不 断 提 升 的 大 背 景 下 , 中 小
型 差 旅 管 理 公 司 (TMC) 要 打 破 困 局 ,
需 聚 焦 “ 垂 直 + 技 术 ” 两 大 方 向 : 一 是 行 业
深 耕 , 如 医 疗 、 科 研 等 领 域 仍 存 在 显 著
服 务 缺 口 ; 二 是 区 域 渗 透 , 中 国 二 三 线
城 市 中 , 腰 部 企 业 的 差 旅 管 理 数 字 化 率 仍
不 足 40%; 三 是 技 术 赋 能 , 例 如 AI 自 动 报
价 系 统 可 减 少 70% 的 人 工 操 作 , 显 著 提 升
ROI。“ 未 来 属 于 那 些 在 细 分 市 场 构 建 效 率
优 势 的 ‘ 隐 形 冠 军 ’。” 高 思 伟 预 判 。
BLEISURE 兴 起 :
从 功 能 走 向 价 值 的
消 费 迁 移
商 旅 与 休 闲 边 界 加 速 融 合 。 数 据 显
示 ,2024 年 42% 的 商 务 旅 客 主 动 延 长 差 旅
时 间 , 平 均 增 加 2.3 天 用 于 休 闲 活 动 。 支
持 性 服 务 创 新 如 “ 弹 性 延 住 套 餐 ” 使 用 率 提
升 58%, 反 映 了 从 “ 工 具 性 ” 向 “ 价 值 性 ” 消
费 的 转 变 。 当 低 碳 合 规 成 为 门 槛 , 企 业 出
海 重 塑 服 务 链 ,Bleisure 也 正 在 重 构 商 旅
产 品 逻 辑 。 行 业 正 从 规 模 驱 动 步 入 价 值 精
耕 阶 段 。 对 于 TMC 而 言 , 唯 有 以 技 术 突 破
效 率 边 界 、 以 生 态 思 维 整 合 资 源 , 才 能 在
结 构 性 增 长 中 占 据 一 席 之 地 。
6 ITB CHINA NEWS • TUESDAY 27 TH MAY 2025 news.itb.com
ITB CHINA NEWS • TUESDAY 27 TH MAY 2025 7

I EXCLUSIVE INTERVIEW I
I EXCLUSIVE INTERVIEW I
with
As Malaysia kicks off its role as the Official Partner
Destination, ITB China News spoke with Mr Datuk
Manoharan Periasamy, Director General of Tourism
Malaysia, about its strategy to win over Chinese tourists
and elevate their travel experience.
As the Official Partner Destination
of ITB China 2025, what does this
partnership represent for Malaysia’s
tourism ambitions, particularly in
the Chinese market?
Malaysia’s designation as the Official
Partner Destination at ITB China 2025
underscores its strategic focus on
deepening tourism ties with China,
one of the world’s largest outbound
travel markets. This partnership
represents a pivotal opportunity
to amplify Malaysia’s visibility and
appeal to Chinese travellers, aligning
with its ambition to position itself as
a top destination in Asia. It reflects
Malaysia’s commitment to leveraging
China’s growing travel demand,
especially following the mutual visa
exemption policies that have spurred
a tourism boom. The partnership
highlights Malaysia’s cultural richness,
natural beauty, and diverse travel
experiences, aiming to solidify longterm
tourism and economic ties with
China.
What are the key highlights of
Malaysia’s presence at ITB China
this year, and how do they reflect
your broader tourism strategy?
Malaysia’s presence at ITB China 2025
is designed to showcase its diverse
tourism offerings through highimpact
promotional initiatives. These
include destination presentations
highlighting niche attractions such
as eco-tourism, adventure travel and
halal tourism, press and media events
to raise awareness of Malaysia’s travel
Mr Datuk Manoharan
Periasamy
Director General of Tourism Malaysia
Malaysia’s invitation to authentic
experiences
At ITB China 2025, Malaysia unveils a bold vision to inspire
and welcome Chinese tourists
experiences, from cultural festivals to
luxury accommodations, and digital
and content-driven strategies to
engage younger Chinese audiences.
We are also collaborating with airlines
and travel agencies to expand direct
flight routes and offer attractive
travel packages while launching
Mandarin-language campaigns
to promote cultural festivals and
luxury stays. These efforts align
with Malaysia’s broader tourism
strategy of diversifying its offerings,
enhancing accessibility, and catering
to the evolving preferences of Chinese
travellers, particularly within niche and
high-value segments.
How is Malaysia positioning itself to
meet the evolving expectations of
Chinese travellers?
Malaysia Tourism is adapting to
the changing demands of Chinese
travellers by promoting Malaysia’s
multicultural heritage, including
festivals, historic sites, and culinary
diversity to appeal to travellers
MALAYSIA’S
DESIGNATION
AS THE
OFFICIAL
PARTNER
DESTINATION
UNDERSCORES
ITS STRATEGIC
FOCUS ON
DEEPENING
TOURISM TIES
WITH CHINA
seeking authentic experiences. We
are also positioning Malaysia as a
top destination for Chinese Muslim
travellers and those seeking wellness
retreats, with tailored packages for
spa, yoga, and health-focused travel.
In addition, we are enhancing Malaysia’s
position as a shopping hub by focusing
on premier shopping areas in Kuala
Lumpur, Penang, Johor, Melaka, Sabah
and Sarawak. Malaysia also provides an
incentive for tourists with our Duty-Free
Shopping options.
When it comes to sustainability, we
are emphasising eco-tourism and
showcasing Malaysia’s rainforests,
marine parks, and conservation efforts
to attract environmentally conscious
travellers
MALAYSIA
ENHANCES TOURISM
FOR CHINESE
VISITORS
Tourism Malaysia is working to attract
and better serve Chinese tourists
by creating targeted initiatives to
improve the travel experience.
One of these core efforts is the
recently extended mutual visa
exemption, which now allows
Chinese nationals to stay in Malaysia
for up to 90 days without a visa. This
move has already shown strong
results, with nearly 820,000 Chinese
arrivals recorded in early 2025,
following 3.7 million in 2024.
To further boost appeal, Tourism
Malaysia is ramping up its digital
presence on platforms such as
WeChat, Weibo, and Douyin.
By collaborating with Chinese
influencers, the agency is creating
localised and engaging content that
speaks directly to Chinese travellers.
On the ground, Malaysia is enhancing
Mandarin-language support by
deploying Mandarin-speaking staff at
airports and major tourist sites, and
producing marketing materials in
Mandarin to improve communication
and comfort.
Recognising the importance of
convenience, Malaysia is also
integrating familiar digital payment
systems such as Alipay and WeChat
Pay to ease transactions for Chinese
visitors. Additionally, immigration
and customs procedures have been
streamlined to reduce wait times
and provide a smoother arrival
experience.
Together, these efforts reflect
Malaysia’s strong commitment to
providing a welcoming and enjoyable
stay for Chinese tourists, reinforcing
its position as a leading destination in
Southeast Asia
马 来 西 亚 盛 情 邀 约 :
邂 逅 亚 洲 魅 力 所 在
2,500 trees planted
2,500kg of plastic
waste collected
作 为 2025 ITB China 官 方 目 的 地 合 作 伙 伴 , 马 来 西
在 ITB China 展 会 现 场 , 马 来 西
亚 以 官 方 目 的 地 合 作 伙 伴 身 份 正
式 亮 相 。ITB China News 专 访 马
来 西 亚 旅 游 局 局 长 拿 督 马 诺 哈 兰 ·
佩 里 亚 萨 米 (Datuk Manoharan
Periasamy), 深 入 了 解 其 吸 引 中
国 游 客 青 睐 、 提 升 出 行 体 验 的 整 体
战 略 。
作 为 2025 ITB China 的 官 方 目
的 地 合 作 伙 伴 , 这 一 合 作 对 马
来 西 亚 在 中 国 市 场 的 旅 游 发 展
战 略 有 何 意 义 ?
马 来 西 亚 此 次 成 为 2025 ITB
China 官 方 目 的 地 合 作 伙 伴 , 充
分 体 现 其 深 化 与 中 国 —— 这 一
全 球 最 大 出 境 游 市 场 之 一 ——
旅 游 合 作 的 战 略 决 心 。 此 次 合
作 为 马 来 西 亚 提 供 了 一 个 关 键
机 遇 , 进 一 步 提 升 其 在 中 国 游
客 心 中 的 品 牌 认 知 与 吸 引 力 ,
助 力 其 跻 身 亚 洲 首 选 旅 游 目 的
地 行 列 。 这 也 展 现 了 马 来 西 亚
积 极 对 接 中 国 出 境 游 市 场 增 长
动 能 的 坚 定 承 诺 , 特 别 是 在 中
马 互 免 签 证 政 策 实 施 后 , 两 国
旅 游 热 度 持 续 攀 升 。 合 作 将 重
点 展 示 马 来 西 亚 多 元 文 化 、 自
然 美 景 与 多 样 化 旅 行 体 验 , 致
力 于 与 中 国 建 立 更 加 稳 固 的 长
期 旅 游 与 经 贸 联 系 。
亚 以 全 新 愿 景 亮 相 , 盛 情 迎 接 中 国 游 客
马 来 西 亚 今 年 在 ITB China 的 参
展 有 哪 些 亮 点 ? 如 何 体 现 贵 国
的 整 体 旅 游 战 略 布 局 ?
马 来 西 亚 在 2025 ITB China 的
参 展 重 点 , 旨 在 通 过 一 系 列 高
影 响 力 的 宣 传 活 动 , 全 面 展 示
其 多 元 丰 富 的 旅 游 资 源 。 重 点
活 动 涵 盖 生 态 旅 游 、 探 险 旅
游 、 清 真 旅 游 等 细 分 领 域 的
目 的 地 推 介 会 ; 举 办 新 闻 发
马 来 西 亚 此
次 被 指 定 为 官
方 目 的 地 合 作 伙
伴 , 充 分 体 现 了
其 深 化 对 华 旅
游 联 系 的 战 略 重
点 。
布 会 与 媒 体 活 动 , 全 面 推 广
马 来 西 亚 的 文 化 节 庆 与 高 端 度
假 资 源 ; 并 通 过 数 字 化 传 播 与
内 容 营 销 , 精 准 触 达 中 国 年 轻
群 体 。 此 外 , 马 来 西 亚 正 携 手
多 家 航 空 公 司 与 旅 行 社 拓 展 中
马 直 航 航 线 , 推 出 多 样 化 旅 行
套 餐 ; 并 同 步 启 动 中 文 宣 传 计
划 , 重 点 推 广 文 化 节 庆 与 高 端
住 宿 体 验 。 这 些 举 措 与 马 来 西
亚 整 体 旅 游 战 略 高 度 契 合 , 旨
在 拓 展 旅 游 产 品 多 样 性 、 提 升
可 达 性 , 并 精 准 满 足 中 国 游 客
日 益 多 元 化 的 偏 好 , 特 别 是 在
高 端 与 特 色 市 场 领 域 。
面 对 中 国 游 客 不 断 变 化 的 出 行
期 待 , 马 来 西 亚 正 如 何 积 极 应
对 ?
马 来 西 亚 旅 游 局 正 积 极 响 应 中
国 游 客 日 益 多 样 的 旅 行 偏 好 ,
重 点 推 广 国 家 多 元 文 化 遗 产 ,
涵 盖 传 统 节 庆 、 历 史 古 迹 与 丰
富 美 食 , 以 吸 引 追 求 “ 原 生 体
验 ” 的 游 客 群 体 。 与 此 同 时 , 马
来 西 亚 也 在 积 极 打 造 穆 斯 林 友
好 型 目 的 地 , 并 面 向 注 重 健 康
养 生 的 中 国 游 客 , 推 出 涵 盖 水
疗 、 瑜 伽 与 身 心 疗 愈 的 定 制 化
旅 行 产 品 。 此 外 , 马 来 西 亚 正
着 力 打 造 “ 东 南 亚 购 物 胜 地 ” 形
象 , 重 点 推 介 吉 隆 坡 、 槟 城 、
柔 佛 、 马 六 甲 、 沙 巴 与 砂 拉 越
等 地 的 核 心 购 物 区 域 。 同 时 ,
马 来 西 亚 全 境 设 有 多 处 免 税 购
物 区 , 为 游 客 提 供 更 具 吸 引 力
的 购 物 体 验 。
马 来 西 亚 全 面 升 级 中 国 游 客 出 行 体 验
马 来 西 亚 旅 游 局 通 过 多 项 精 准 举 措 , 全 方 位
提 升 中 国 游 客 的 旅 行 满 意 度 与 便 利 性 。
其 中 的 核 心 举 措 之 一 , 是 马 来 西 亚 与 中 国 之
间 延 长 互 免 签 证 期 限 , 中 国 游 客 可 免 签 停 留
最 长 达 90 天 。 此 举 已 见 成 效 , 截 至 2025 年 初
已 有 近 82 万 中 国 游 客 访 马 ,2024 年 全 年 则 突
破 370 万 人 次 。
为 进 一 步 扩 大 影 响 力 , 马 来 西 亚 旅 游 局 正 在
加 大 在 微 信 、 微 博 、 抖 音 等 平 台 的 数 字 化 运
营 投 入 。 并 通 过 与 中 国 KOL 合 作 , 产 出 更 具
共 鸣 力 的 本 地 化 内 容 , 精 准 触 达 目 标 用 户 。
在 线 下 接 待 方 面 , 马 来 西 亚 已 在 机 场 和 主 要
景 点 配 备 中 文 服 务 人 员 , 并 推 出 中 文 宣 传 资
料 , 以 提 升 游 客 沟 通 便 利 性 和 整 体 出 行 舒 适
度 。
为 提 升 游 客 支 付 的 便 利 性 , 马 来 西 亚 全 面 接
入 支 付 宝 与 微 信 支 付 , 打 造 更 顺 畅 的 无 现 金
旅 行 体 验 。 同 时 , 马 来 西 亚 进 一 步 优 化 出 入
境 通 关 流 程 , 显 著 缩 短 等 候 时 间 , 为 中 国 游
客 带 来 更 加 顺 畅 的 抵 达 体 验 。
一 系 列 举 措 充 分 展 现 马 来 西 亚 欢 迎 中 国 游 客
的 真 诚 态 度 与 专 业 能 力 , 进 一 步 巩 固 其 在 东
南 亚 旅 游 市 场 的 重 要 地 位 。
8 ITB CHINA NEWS • TUESDAY 27 TH MAY 2025 news.itb.com
ITB CHINA NEWS • TUESDAY 27 TH MAY 2025 9

I NEWS I
I REGION I MALAYSIA I
I REGION I MALAYSIA I
with
AIRLINES Malaysia Airlines:
A bridge to Asia and beyond — now
closer to China
Malaysia Airlines, the national carrier of Malaysia, is expanding its appeal to
Chinese travellers with greater convenience, seamless connectivity and a
strong focus on the passenger experience.
Serving six major gateways across Greater China —
Beijing, Shanghai, Guangzhou, Xiamen, Hong Kong,
and Taipei — Malaysia Airlines offers direct access to
Kuala Lumpur, where it connects to 69 destinations
across Asia, Australia, the Middle East, and Europe.
As a member of the Oneworld alliance, the
airline has extended its global reach to
over 900 destinations in 170 territories. Its
modern fleet now includes the A330neo,
launched in December 2024, which
offers enhanced cabin features such
as suite-style Business Class seats, 4K
entertainment screens, wireless charging,
and complimentary Wi-Fi across multiple
aircraft types.
Recognised globally for its award-winning
"Malaysian Hospitality", the airline offers signature
inflight dining and premium ground services. Golden
Lounges at KLIA Terminal 1 provide a comfortable
space to relax, while Business Class and Enrich
Platinum passengers enjoy exclusive Mercedes-
Benz transfers within the airport.
To meet the evolving demands of corporate travel,
Malaysia Airlines offers a suite of products through
MHcorporate. These include MHcorporate MARINE,
designed for the maritime and energy industry,
and MHcorporate EVENTS, which supports
meetings, incentives, conferences, and exhibitions.
Additionally, a mini-program on Huawei
devices provides travellers access to realtime
flight updates, mobile check-in, digital
boarding passes, and personalised offers.
Visitors to ITB China 2025 can find out
more on the Malaysia Airlines stand
STAND H13
SUSTAINABLE TRAVEL
ADVERTORIAL
Sarawak: A living connection on
display at ITB China 2025
Malaysia’s largest state and gateway to Borneo blends ancient rainforests, rich
cultural heritage, and modern connectivity, positioning itself at ITB China 2025
as a rising star in Southeast Asia’s sustainable travel landscape.
With over 2.12 million hectares of protected rainforest
and two UNESCO World Heritage Sites—Gunung
Mulu and Niah National Parks—Sarawak is often
referred to as the “Green Lung of Southeast Asia.” It
offers travellers rare access to pristine nature where
they can through lush forests, kayak along quiet
rivers, or explore dramatic cave systems.
The Sarawak experience doesn’t stop at nature.
Through community-based tourism and artisan
initiatives, every visit supports and empowers
local lives. With 34 ethnic communities, the state
is a cultural mosaic where visitors can experience
longhouse stays, try their hand at traditional crafts
and savour local flavours like Sarawak Laksa and
bamboo chicken. Its capital, Kuching is a UNESCO
Creative City of Gastronomy and a World Craft City,
celebrating both tradition and innovation.
For trade partners, Sarawak is also well-connected
and future-ready, offering air links via major hubs like
2,500 trees planted
2,500kg of plastic
waste collected
Kuala Lumpur, Kota Kinabalu, Singapore, and Brunei.
Plans for a new international airport and boutique
airline will further enhance access. To strengthen
its appeal to Asian markets, the state has an active
presence across major Chinese digital platforms
such as Ctrip, WeChat, and Douyin, ensuring strong
engagement with outbound travellers wanting to
discover all that Sarawak has to offer
STAND G07
MICE
BESarawak: Redefining MICE tourism
through legacy impact
Sarawak, located on the Malaysian side of Borneo, is gaining recognition as
a key MICE destination on the global stage. Visitors to ITB China 2025 can
discover its unique blend of rich cultural heritage and natural landscapes which
are contributing to its attractiveness as a destination for business events.
Sarawak is one of the first destinations in Malaysia
and around the world to focus on legacy impact as a
method for measuring the value of business events.
Key cities such as Kuching, Sibu, Bintulu, and Miri
are equipped with modern meeting and convention
facilities and have hosted international events
such as the 13th World Islamic Economic Forum
(2017) and the 10th World Congress of Herpetology
(2024). Major venue developments include the
Borneo Convention Centre Kuching expansion
(adding space for 9,500 delegates by 2028) and the
Kenyalang Convention and Exhibition Centre in Miri.
Kuching,
Capital City of Sarawak
Legacy360, and the Borneo Impacts Legacy Awards
(BILA)—all designed to track and amplify the longterm
value of business events for local communities,
the economy and the environment.
Upcoming events including the Asian Congress
on Occupational Health 2026 and the International
Water Association World Water Congress &
Exhibition 2028 align with Sarawak’s Post COVID-19
Development Strategy (PCDS 2030), reinforcing
its commitment to social inclusivity, economic
prosperity and environmental sustainability.
Borneo Convention
Centre Kuching
In addition to these large facilities, Sarawak features
a wide range of hotels and smaller venues fully
equipped to host corporate meetings, incentive
programmes, conventions and exhibitions.
Driving this growth is Business Events Sarawak
(BESarawak), the region's dedicated convention
bureau, through initiatives such as AI.LEGACY,
Beyond conferences, Sarawak offers a wide range
of incentive travel experiences, ranging from visiting
the Semenggoh Orangutan Sanctuary and Mulu
National Park, to engaging with local cultures
and outdoor adventures such as jungle trekking,
kayaking and caving
STAND G07
10 ITB CHINA NEWS • TUESDAY 27 TH MAY 2025 news.itb.com
ITB CHINA NEWS • TUESDAY 27 TH MAY 2025 11

I REGION I EUROPE I
with
Marija
Labović
Acting Director National
Tourism Organisation
of Serbia
SERBIA
ADVERTORIAL
Serbia courts Chinese travellers
at ITB China 2025
ITB China News caught up with Marija Labović, Acting Director
National Tourism Organisation of Serbia, to discuss how
Serbia is adapting is tourism offer to the Chinese market.
In your experience, what are the
priorities of Chinese travellers
today? How is Serbia adapting
its offer accordingly?
Chinese travellers prioritise
immersive cultural
experiences, high-quality
service, safety, and access to
information in their native language. They
are particularly interested in historical
heritage, natural landscapes, local cuisine,
shopping and leisure. Serbia is adapting
its tourism offerings by developing
Chinese promotional materials, improved
signage in key tourist areas, and better
cooperation with Chinese tour operators.
Serbia is also emphasising its visa-free
policy for Chinese citizens and direct
flights between major Chinese cities and
Belgrade, enhancing convenience for
travellers.
"Play for Humanity" is the central theme
for Belgrade Expo 2027. Could you tell
us more about this theme and the
opportunities this event will create in
Serbia?
The "Play for Humanity" theme harnesses
the power of play—whether through
sports, dance, games, music, or creative
interactions—with the goal of fostering
collaboration and enhancing global
cooperation. Expo 2027 is a tremendous
opportunity for Serbia’s development,
in tourism and other sectors. From May
to August 2027, more than four million
2,500 trees planted
2,500kg of plastic
waste collected
visitors are expected. Expo 2027 will
provide Serbia with a unique platform to
showcase its natural beauty, rich cultural
and historical heritage, exceptional
gastronomy, and renowned hospitality to
the world.
What are your goals at ITB China this
year?
ITB China is a valuable opportunity
to strengthen Serbia's presence, build
partnerships, foster new collaborative
opportunities, and better understand the
evolving preferences of Chinese travellers.
Participating in ITB China allows us
to position Serbia as a year-round
destination that offers safety, hospitality,
and memorable experiences, fully aligned
with the interests of today’s Chinese
travellers
STAND D01
ITB CHINA NEWS • TUESDAY 27 TH MAY 2025 13

I REGION I ASIA I
JAPAN
Hokkaido shines the spotlight
on adventure travel
Hokkaido, Japan’s northernmost island, is
showcasing its growing appeal as an adventure
travel destination at ITB China 2025.
Roughly the size of Austria, the
island features seven national
parks, including the newly
designated Hidakasanmyaku-
Erimo-Tokachi National Park
(June 2024). Iconic sites such as
the Daisetsuzan Mountain Range,
Lake Toya, and UNESCO-listed
Shiretoko Peninsula underline
Hokkaido’s potential for naturebased
travel.
Building on this remarkable
natural environment, Hokkaido
has developed a series of guided
adventure tours launched in
September 2024. Supervised
and accompanied by certified
local guides, the tours include
experiences such as cycling on
Rishiri Island, night tours on
the Shakotan Peninsula,
winter fat biking near
the Taushubetsu
“phantom bridge”,
and Ainu cultural
forest walks in
Biratori.
The Hokkaido
Government has
implemented a
dedicated certification
system to ensure guide quality
MALAYSIA
Sabah: Wild landscapes and living
heritage at ITB China 2025
As Malaysia takes centre stage as the Official Partner
Destination of ITB China 2025, the state of Sabah stands
out as one of the country’s most captivating and diverse
regions.
Located on the northern tip of
Borneo, Sabah is home to some of
Malaysia’s most iconic natural and
cultural treasures. Towering above it
all is Mount Kinabalu, the country’s
highest peak, drawing trekkers from
around the world. At its base, ancient
© Jollence Lee
rainforests full of rich biodiversity,
rare wildlife, and thriving indigenous
communities form the fabric of this
unique region.
Kota Kinabalu, Sabah’s capital,
welcomes visitors with its mix of
coastal charm, bustling local markets,
and premium beachfront resorts like
Shangri-La’s Rasa Ria and Tanjung
Aru.
Sabah has many indigenous
communities and offers experiences
such as the Kaamatan Festival, which
celebrates the rice harvest each May
through music, dance and traditional
rituals. At Mari Mari Cultural Village,
visitors can step into the daily lives
of the Dusun, Bajau, Murut and other
ethnic groups through cooking,
and safety, aligning with
international standards. Tour
operators seeking unique,
immersive programs will find in
Hokkaido a compelling, yearround
offer for today’s experiential
travellers
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blowpipe-making, and cultural
performances.
For adventure seekers, Sabah also
has many options. The Via Ferrata
on Mount Kinabalu offers a climbing
route with breathtaking views, while
river safaris along the Kinabatangan
River provide a chance to spot
proboscis monkeys, pygmy elephants
and colourful hornbills. Nature
enthusiasts can also trek through the
pristine jungles of Danum Valley and
Tabin Wildlife Reserve, or witness
orangutangs up close at the Sepilok
北 海 道 主 打 探 险 旅 行 ,
全 新 体 验 闪 耀 ITB China
探 访 日 本 极 北 之 境 , 北 海 道 以 全 新 探 险 旅 行
形 象 亮 相 2025 ITB China, 尽 现 自 然 魅 力 与
沉 浸 式 体 验 。
面 积 相 当 于 奥 地 利 的 北 海 道 , 坐 拥 7 座 国 家
公 园 , 包 括 2024 年 6 月 新 设 的 “ 日 高 山 脉 襟 裳
十 胜 国 家 公 园 ”。 大 雪 山 、 洞 爷 湖 、
以 及 世 界 自 然 遗 产 —— 知 床 半
岛 等 标 志 性 景 观 , 共 同 勾 勒
出 北 海 道 作 为 自 然 探 险 目
的 地 的 广 阔 版 图 。
借 助 得 天 独 厚 的 自 然
条 件 , 北 海 道 于 2024 年
9 月 推 出 一 系 列 导 游 陪
同 的 深 度 探 险 之 旅 。 在
本 地 认 证 向 导 的 全 程 陪
同 下 , 游 客 可 深 入 体 验 利
尻 岛 骑 行 、 积 丹 半 岛 夜 间 探
索 、 胖 胎 车 雪 地 骑 行 体 验 塔 乌 舒
别 “ 幻 之 桥 ” 冬 季 奇 景 , 以 及 平 取 町 阿 伊 努 文
化 森 林 徒 步 等 沉 浸 式 活 动 。
北 海 道 政 府 建 立 了 专 业 导 游 认 证 体 系 , 全
面 保 障 服 务 品 质 与 安 全 标 准 接 轨 国 际 。 对
于 追 求 差 异 化 与 沉 浸 式 体 验 的 旅 行 社 而
言 , 北 海 道 提 供 了 一 套 全 年 可 运 营 、 极 具
吸 引 力 的 探 险 型 产 品 。
展 台 M29
© Tsen Lip Kai
Rehabilitation Centre in SandakanIn.
Offshore, islands including Sipadan
and Tunku Abdul Rahman Park offer
crystal-clear waters, world-renowned
diving and snorkelling, along with
idyllic beach escapes.
With easy air access and experiences
that leave a lasting impression, Sabah
is an invitation to explore, reconnect
with nature and be inspired
STAND E01
I SPECIAL FEATURE I HOTELS I
RUSSIA
VEGA Hotel & Convention Center:
A landmark of Moscow hospitality
at ITB China 2025
As VEGA Hotel & Convention Center prepares to
celebrate its 45th anniversary in June 2025, it proudly
continues its legacy as one of Moscow’s largest and
most established 4-star hotels.
Nestled in a scenic green area
located just 20 minutes by direct
metro line to Red Square and the
Kremlin, the hotel offers guests
the perfect blend of convenience,
comfort and cultural immersion,
with easy access to local
landmarks, parks, shopping and
transportation.
Built as a part of the Olympic
properties for hosting sports
delegations and guests for the
1980 Moscow Games, VEGA
is one of five hotels in the
Izmailovo complex, which holds
the Guinness World Record as
Europe’s largest tourist hotel
TURKEY
ADVERTORIAL
cluster, offering more than 5,000
rooms. VEGA itself features
over 1,000 rooms across various
categories and continues to
evolve to meet the expectations
of modern travellers.
In 2024, VEGA introduced a fresh
design concept with its 88 new
ART rooms, featuring breathtaking
views of the city from the 10th
and 28th floors. Improvements
continue with the transformation
of standard rooms, the overhaul
of the reception area and lobby,
and renovation the hotel’s largest
congress hall, which will be
unveiled in June 2025.
DoubleTree by Hilton Istanbul
Moda: Unforgettable views and
a 5-star experience
Chinese guests are specially
welcomed with thoughtfully
curated set menus of familiar
Chinese cuisine, as well as festive
experiences during Chinese New
Year, including a guest chef and
holiday dishes.
Visitors to ITB China 2025 can
stop by VEGA Hotel's stand
to learn more about a hotel
where tradition, innovation and
guest care come together in
the historical green centre of
Moscow
STAND P67
Exhibiting at ITB China
this year, DoubleTree by
Hilton Istanbul Moda is
located in the vibrant
district of Kadıköy,
providing a gateway to
an unforgettable stay in
Istanbul.
With stunning views of the
Historical Peninsula, Hagia
Sophia and the Marmara Sea,
the hotel is in a prime location
close to shops, restaurants and
cultural landmarks, providing
a blend of comfort, style and
convenience. The 245 rooms
and 13 meeting rooms offer
modern amenities with a
luxurious touch, promising
relaxation and indulgence.
Guests can unwind at the spa,
which features a fitness room,
swimming pool, sauna, steam
room, and a variety of pampering
treatments, including massages
and traditional hammam.
One of the standout features of
the hotel is its rooftop infinity
pool and bar, offering sweeping
views from the Princes’ Islands
to the Bosphorus Strait. Facing
directly onto Istanbul’s Old Town
Peninsula, guests can relax and
soak up the sun as they sip a
cool drink or enjoy a light snack.
As the sun sets, this laid-back
with
Izmailovo Hotels
in 1980, Moscow
2,500 trees planted
2,500kg of plastic
waste collected
venue transforms into a stylish
bar with stunning nighttime
panoramas of the city skyline.
Dining options are equally
appealing, with an all-day
international restaurant, a
modern café, room service and
a rooftop restaurant serving
signature cocktails, global
cuisine and authentic local
flavours.
For those looking to explore
Istanbul’s rich heritage,
DoubleTree by Hilton Istanbul
Moda's central location provides
easy access to iconic sites
and unique neighbourhoods.
Whether visiting for business,
leisure, or a combination of the
two, it gives visitors a taste of all
the city has to offer
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14 ITB CHINA NEWS • TUESDAY 27 TH MAY 2025 news.itb.com
ITB CHINA NEWS • TUESDAY 27 TH MAY 2025 15