2025 ITB China News - DAY 2 Edition

DAY 2

WEDNESDAY

28 MAY

2025

ITB CHINA 2025

THE FUTURE

STARTS HERE

AI, TECH AND CUSTOMISED

EXPERIENCES AT THE HEART

OF TRAVEL

未来自此启航

AI 与科技赋能 , 定制化体验共

塑旅游新未来

SPECIAL FEATURE: TRANSPORT

LATAM AIRLINES BRINGS

SOUTH AMERICA CLOSER

AT ITB CHINA

REGION: MIDDLE EAST

DIRIYAH: A

HISTORIC GATEWAY

TO SAUDI ARABIA

#10

EXCLUSIVE INTERVIEW

“AI is revolutionising

the very core of the travel

industry”

AI 已经开始重构旅游业的底层逻辑

#08

Mr Zhuoran

Zhuang

Alibaba Fliggy CEO

#11

SHOW MAP

STAND A21

STAND P67

STAND G19

I NEWS I

Morning

Briefing

By Lydia Li, Director of ITB China

ITB China 项目负责人李佳女士

with

2,500 trees planted

2,500kg of plastic

waste collected

ITB China 2025: Business,

discovery and learning ahead

Good morning and

welcome to Day 2 of ITB

China 2025!

After a high-energy first day, it’s safe

to say this year’s show is off to a

great start. ITB China 2025's Official

Partner Destination Malaysia set

the tone for the show, its focus on

cultural heritage and sustainable

tourism deeply resonating with

visitors, entirely in line with the

priorities of today's travellers.

Across the show floor, international

exhibitors and buyers were busy

forging connections, while the ITB

China Conference drew strong

crowds with its opening sessions on

AI, inbound travel, and the evolving

digital landscape.

2025 ITB China:

商机涌动 · 洞察趋势 · 探

索不止

Today, the momentum continues.

This afternoon, don’t miss the

keynote by Mr Tong Teng, Vice

President of Fliggy, who will unveil

the new “Unite to Discover Beauty”

rural tourism empowerment

programme. This project marks

a major step toward digitally

revitalising China’s rural tourism

sector. You’ll also find an exclusive

interview with Fliggy’s CEO Mr

Zhuoran Zhuang on page 8 of

today's magazine.

This afternoon you can also check

out the Best Tourism Villages

Winner Case Sharing, with insights

from Xinfang Li, Deputy Director

of Zhejiang Provincial Department

of Culture, Radio, Television and

Tourism.

With another full day of business,

discovery and learning ahead, we

invite you to dive back in—and make

the most of everything ITB China has

to offer!

Scan here for the full

conference programme

早上好 , 欢迎来到 2025 ITB China

展会精彩第二日 !

昨日开幕式盛况如虹 , 为本届

展会奠定了强劲开局。作为 2025

ITB China 的官方目的地合作伙

伴 , 马来西亚所倡导的文化传承

与可持续旅游理念 , 精准回应了

当今旅行者的关注热点 , 赢得现

场的热烈共鸣。

展馆内商贸气氛热烈 , 全球参展

商与买家高效对接 ; 论坛区

人头攒动 ,AI、入境

游与数字生态等

前沿话题引发热

议。

今日精彩继续 ,

敬请期待飞猪副

总裁仝腾先生的重磅演讲 , 首度

发布 “ 益起寻美 ” 乡村旅游助力计

划 —— 这将成为乡村旅游数字化

升级的重要一步。项目将以数字

驱动激活乡村旅游新活力 , 助力 “

乡村振兴 + 文旅融合 ”。今日会刊

第 8 页敬请关注飞猪 CEO 庄卓然先

生的专访 , 深入解读平台战略与

出境游新布局。

下午 , 浙江省文化广电和旅游厅

副厅长李新芳女士将带来 “ 最佳旅

游乡村评选 ” 的案例深度分享 , 介

绍旅游赋能乡村的创新实践。

2025 ITB China 第二日精彩仍

在继续 , 邀您全情投入 , 共享这

场商机无限 , 探索不止的行业盛

会 !

扫描二维码查看

论坛日程。

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ITB CHINA NEWS • WEDNESDAY 28 TH MAY 2025 3

I NEWS I

ITB China 2025

opens at a

record scale

The 2025 edition of ITB China officially

kicked off yesterday at the Shanghai

World Expo Exhibition & Convention

Center, setting the stage for three days

of robust networking and industry

dialogue. The Honourable Dato Sri

Tiong King Sing, Malaysia’s Minister of

Tourism, Arts & Culture; David Ruetz,

Senior Vice President, Messe Berlin

GmbH; David Axiotis, Vice President,

Messe Berlin GmbH, Xu Peng, Vice

Chair of the World Tourism Alliance

and Guizhen Sun, Secretary General,

China Association of Travel Services

(CATS) participated in a lively

ribbon-cutting ceremony following

a traditional dragon dance before

touring the show floor.

The evening prior, Malaysia, as

this year’s Official Partner

Destination, set the

stage for the days

ahead with a

spectacular opening dinner. Colourful

traditional dances and cultural

showcases embodied Malaysia’s rich

heritage, captivating guests with a

sensory feast.

During the evening, David Ruetz,

the Honourable Dato Sri Tiong

King Sing, and Xu Peng addressed

attendees with a shared vision of

deeper global cooperation in the years

ahead. "We are witnessing not just

a mere recovery, but a reimagining

of the sector. Chinese travellers are

maturing, seeking deeper, more

meaningful journeys," highlighted

David Ruetz, before raising a glass to

"new beginnings, shared success, and

a bright future ahead."

ITB China is hosting six major forums

this year and an estimated 38,500

business matchmaking meetings,

forging connections between global

travel leaders and China’s dynamic

market. As the world’s travel sector

continues its rebound, the event

aims to strengthen international

collaboration, inspiring the industry to

explore new horizons together

4 ITB CHINA NEWS • WEDNESDAY 28 TH MAY 2025 news.itb.com

I NEWS I

with

2025 ITB China 盛大开幕 ,

规模创新高

2,500 trees planted

2,500kg of plastic

waste collected

2025 ITB 上海国际旅游交易博览会昨日在

上海世博展览馆盛大启幕 , 拉开了为期三

天的高效商务洽谈和行业交流序幕。马来

西亚旅游、艺术及文化部部长拿督斯里张

庆信、德国柏林国际展览公司高级副总裁

David Ruetz、德国柏林国际展览公司副

总裁 David Axiotis, 世界旅游联盟副主席

许澎 , 以及中国旅行社协会秘书长孙桂珍

共同出席了现场剪彩仪式。在传统舞龙表

演之后 , 嘉宾们参观了展会现场 , 赢得了

热烈反响。

更是对旅游业的重新定义。中国游客正日

益成熟 , 渴望更深入、更有意义的旅行体

验。” 他举杯祝愿大家 “ 新的起点 , 携手成

功 , 共享未来 ”。

本届 ITB China 将举办六大主题论坛 , 预

计将促成多达 38,500 场次的商贸配对会

议 , 搭建全球旅游业合作交流的桥梁。随

着全球旅游业的持续复苏 , 展会将助力国

际合作 , 激励行业共启新篇章、共享新机

遇。

在开幕前夜 , 作为本届展会官方目的地合

作伙伴的马来西亚 , 以一场高规格开幕晚

宴为展会揭幕。瑰丽多彩的传统舞蹈和热

烈的文化表演尽显马来西亚丰富的文化底

蕴 , 让在场嘉宾沉浸其中 , 尽享视听盛

宴。

当晚 ,David Ruetz、拿督斯里张庆信和许

澎先生分别发表致辞 , 共同展望全球旅游

业更加深入的合作前景。David Ruetz 强

调 :“ 我们见证的不仅仅是行业的复苏 ,


I TRADE TALK I

Corporate expansion abroad brings

new opportunities for MICE

According to Li Zhang, President of UCC, despite uncertainties in the

global economic environment, corporate demand for MICE services

remains strong

This is particularly true in the post-pandemic era, as companies are

placing greater emphasis on enhancing team cohesion and brand

influence through MICE events.

CORPORATE CLIENTS

CONSIDER MULTIPLE

FACTORS AND LONG-TERM

BENEFITS WHEN THEY ARE

SELECTING DESTINATIONS

Li Zhang

President of UCC

UCC serves a wide range of industries,

including technology, finance, insurance,

pharmaceuticals, automotive, and fastmoving

consumer goods. The fundamental

reason for these companies to choose

professional MICE service providers is to

outsource non-core business functions,

allowing them to focus on their main

operations.

According to Li Zhang, in an era where

globalisation and personalised demands

coexist, corporate clients are looking for

more than just service providers—they want

strategic partners in their global expansion

journey. As more Chinese companies venture

into international markets, this "going global"

trend is creating new business opportunities

for MICE service providers.

Looking further into 2025, Li Zhang expects

the market to continue its gradual recovery,

with a steady upward trend. In particular,

the surge in demand for Chinese companies

expanding overseas and the growing

integration of business and leisure travel will

further drive the demand for MICE services.

FOUR KEY DIMENSIONS FOR

EVALUATING DESTINATION

DIFFERENTIATION

According to Li Zhang, corporate clients

consider multiple factors and long-term

benefits when they are selecting destinations.

A large number of international destinations

remain highly favoured, including Europe

(such as France, Italy, and Switzerland),

Southeast Asia (such as Singapore and

Thailand), as well as Japan and the United

States. These destinations not only offer rich

cultural resources and well-established MICE

facilities but also provide diverse experiences

that cater to the growing trend of bleisure.

Based on UCC’s experience, the key factors

of consideration for choosing an international

MICE destination include:

SAFETY: SECURITY AND

STABILITY OF DESTINATIONS

Providing a safe and stable environment is

the top priority. This includes political stability,

public security, and public health conditions.

CONVENIENCE: BUSINESS,

POLICY, TRANSPORTATION,

AND ENTERTAINMENT

ACCESSIBILITY

Well-developed infrastructure, such as

efficient transportation networks, modern

conference venues, and high-quality

accommodations and dining options, is

essential.

DESTINATION APPEAL:

CULTURE, NATURAL

LANDSCAPES, AND BUSINESS

FACILITIES, AND MORE

The cultural uniqueness and richness of

destinations’ tourism resources, along with

their alignment with the corporate brand

image and event theme, are also crucial

factors.

COST-EFFECTIVENESS:

BALANCING TOTAL BUDGET

AND SERVICE QUALITY

Cost considerations remain key,

encompassing not only direct event expenses

but also potential costs such as exchange

rate fluctuations and tax policies.

As clients’ factors of consideration may vary,

identifying and addressing these differences

is precisely where professional MICE

companies should focus their differentiated

services, noted Li Zhang


with

2,500 trees planted

2,500kg of plastic

waste collected

MICE IN THE

SPOTLIGHT

AT ITB CHINA

2025

As China's MICE industry experiences

a shift, with traditional models

adapting to meet rapidly evolving

and innovative demands, ITB China

2025 continues to serve as a premier

platform for industry professionals

looking to connect with the dynamic

MICE and business travel market.

A survey of ITB China buyers revealed

that up to 70% have a demand

for sourcing MICE and business

travel products, underscoring its

growing importance. This year, ITB

China is offering travel professionals

unmatched opportunities to connect

with China’s rapidly expanding

MICE industry, featuring nearly

400 exhibitors showcasing MICErelated

products and services – a

30% increase from last year. The

MICE segment at ITB China 2025 is

shining the spotlight on convention

and visitor bureaus, accommodation

providers, transportation companies,

travel services, and tech innovators

from around the globe. This year’s

standout exhibitors include the

Hong Kong Tourism Board, Korea

Tourism Organization, Malaysia

Convention and Exhibition Bureau,

Abu Dhabi Convention and

Exhibition Bureau, Business Events

Sarawak, among many more.

会奖服务动荡与需求并存 ,

企业出海带来新机遇

众信博睿总裁张莉表示 , 尽管全球经济环境充满不确定

性 , 但企业客户对会奖服务的需求始终保持强劲态势。

这一趋势在后疫情时代尤为明显 , 企业愈发重视

通过会奖活动来提升团队凝聚力与品牌影响力。

众信博睿服务的行业覆盖广泛 , 客户主要来

自科技、金融、保险、医药、汽车及快消品

等领域。张莉指出 , 这些企业选择专业会奖

服务商的根本原因在于将 “ 非核心业务外包 ”

, 使企业能更加聚焦主业。

张莉表示 , 在全球化与个性化需求并存的时

代背景下 , 企业客户不再满足于单一的服务

执行商 , 而是更希望找到真正理解其业务战

略的的长期合作伙伴。因此 , 随着越来越多

中国企业加速 “ 出海 ” 步伐 , 全球会奖服务需

求随之增长 ,MICE 行业正迎来前所未有的

市场机遇。

展望 2025 年 , 张莉预计会奖市场将继续呈现

温和上扬趋势 , 尤其是中国企业出海带动的

需求井喷 , 以及 “ 商务 + 休闲 ”(Bleisure)

融合趋势的兴起 , 将持续促进新的需求增

长。

目的地选择的四大核心维度

企业客户在选择境外会奖目的地时 , 往往从

多个维度进行综合考量 , 既重视当下效果 ,

也关注长远价值。张莉表示 , 目前最受欢迎

的国际目的地包括 : 欧洲 ( 如法国、意大

利、瑞士 )、东南亚 ( 如新加坡、泰国 ),

以及日本和美国。这些地区不仅拥有丰富的

企业客户在挑选目的

地时 , 会从多个角度评估

长期效益。—— 张莉

文化资源和成熟的会奖基础设施 , 还能提供

多元化的体验 , 契合当前 “ 商旅融合 ” 的主流

趋势。

根据众信博睿的客户反馈 , 客户在目的地选

择上的核心考量主要聚焦以下四个维度 :

安全性 : 目的地的政治稳定、治安状况及公

共卫生保障是首要前提 ;

便利性 : 交通、政策、商务接待和娱乐配套

的便利程度 , 影响整体体验 ;

吸引力 : 文化特色、自然风貌、配套设施是

否契合企业品牌调性与活动主题 ;

性价比 : 综合预算与服务质量之间的平衡 ,

涵盖汇率波动、税收政策等潜在成本。

张莉强调 , 不同行业、不同企业的关注点各

不相同 , 正是这些差异化的需求 , 为专业会

奖公司提供了展现服务深度和差异化价值的

空间。

2025 ITB CHINA 会奖板块持续升温

Alongside the exhibition, the ITB China

Conference is presenting a curated

programme of expert-led discussions

and tailored forum sessions, offering

insights into the trends shaping the

future of MICE and business travel,

supported by key partnerships with

leading organizations and media

including the Society for Incentive

Travel Excellence (SITE China),

HuiZhanBEN, the China Business

Event Industry Committee (CBEIC), and

the Digital Procurement Professional

Committee under CECC (DPPC)

随着中国 MICE 行业迈入提质升级阶段 , 传统

会奖服务模式正面临重塑。2025 ITB China 将

继续发挥连接平台作用 , 为行业专业人士打

造了解趋势、拓展合作的高效舞台。

根据 ITB China 买家调研数据显示 , 约 70% 的

受访者表示有采购会奖与商务旅行产品的实

际需求 , 这一比例正持续攀升。今年 , 展会

将迎来近 400 家会奖相关参展商 , 较去年增长

30%, 展示内容涵盖会议及旅游局、酒店住

宿、交通接驳、旅行服务以及科技创新等全

产业链资源。

亮点展商包括 : 香港旅游发展局、韩国旅游

发展局、马来西亚会展局、阿布扎比会议展

览局、砂拉越商务活动局等行业领军机构 ,

展现出全球会奖资源对中国市场的持续关

注。

与此同时 ,ITB China 论坛也将推出多场

聚焦 MICE 及商务旅行的专题板块 , 邀请业

内专家展开深度探讨。合作机构包括 : 国

际奖励旅游精英协会 SITE 中国分会、会展

本 (HuiZhanBEN)、商务会奖产业委员

会 (CBEIC)、中国会展采购专业委员会

(DPPC) 等 , 共同解码行业趋势 , 引领未来

发展方向。


I EXCLUSIVE INTERVIEW I

“AI is revolutionising

the very core of the travel

industry”

As AI reshapes the travel landscape, Alibaba Fliggy

CEO Mr Zhuoran Zhuang shares how the platform

is harnessing innovation to improve the traveller

experience and support merchants

ITB China News spoke with

the CEO in an exclusive

interview about Fliggy's

role in an AI-driven travel

economy and the main

trends driving the transition.

How are AI technologies affecting

travellers, booking platforms and

partners?

AI is revolutionising the very core

of the travel industry, making it a

critical area for all entrepreneurs and

professionals to monitor closely.

On the consumer side, AI is tackling

long-standing travel pain points such

as information overload, unpredictable

pricing, slow service response

times, and language barriers. This

not only reduces the effort required

for decision-making but also ushers

in a revolution in personalised travel

experiences, redefining the way

consumers plan and enjoy their

journeys.

Booking platforms are evolving from

being mere tools into intelligent hubs

that seamlessly connect supply and

demand. I believe the future lies with

omni-intelligent agents. In the past,

platforms relied on users to input a few

basic keywords to describe their needs

or to recommend products. Now, AI

can understand user preferences

deeply and intuitively – through

natural, conversational interactions

– and create fully customised travel

plans. Fliggy’s latest AI-powered travel

assistant, "AskMe," is moving in this

direction.

For business partners, AI holds the

potential to enhance operational

efficiency and precision. It can

improve demand forecasting and

revenue management, tackling issues

such as outdated pricing strategies

and underutilised resources during

off-peak seasons. Moreover, it

encourages businesses to focus on

creating personalised experiences that

truly resonate, shifting the focus from

price-led competition to value-driven

differentiation. This approach opens

greater opportunities for growth,

especially for niche merchants who

have unique offerings.

FLIGGY IS

FULLY COMMITTED

TO AN OPEN

STRATEGY

THAT FOSTERS

COLLABORATION

WITH

MERCHANTS FOR

MUTUAL GROWTH

What are some the responsibilities

that come with the advances in AI

technology?

As the travel industry embraces AI,

there is a collective responsibility to

establish a suitable ethical framework

for the technology in this new era. This

involves unlocking the value of data

while safeguarding user privacy and

security, fostering open collaboration

across technology platforms, and

enabling smaller businesses and

destinations to benefit from AI

innovations. For companies leading

in technology innovation, AI acts as

a magnifier – it enhances efficiency

while amplifying responsibility.

What consumer trends or shifts in

the online travel booking landscape

are shaping your platform’s

strategy?

Personalisation is a key trend. While

not entirely new, the rise of the AI

era has intensified the need for

supply-side innovation. Fliggy is fully

committed to an open strategy that

fosters collaboration with merchants

for mutual growth. For example, in

outbound travel, more than 80% of

consumers on our platform now prefer

independent travel, with the average

number of items purchased per user

increasing annually. An enriched

supply allows us to meet a broad

array of customer needs, which is why

Fliggy invites merchants of all sizes

– offering high-quality and creative

products – to open stores on our

platform.

Mr Zhuoran Zhuang

Alibaba Fliggy CEO

Second, the “value-for-money

revolution” has arrived. Fliggy

continues to innovate its supplydemand

matching systems to

provide consumers with engaging

yet affordable choices. For instance,

our innovative “Buy Now, Plan Later”

model, using digital pre-sale products,

allows consumers to make convenient

purchases without immediate travel

plans, thus using their spending

power to express interests. This

approach enables merchants to

improve demand forecasting and

long-term revenue management; one

TODAY 3:30-3:50

STAND

Q47

ALIBABA RURAL

PUBLIC WELFARE

TOURISM PRACTICE

Speaker: Mr Tong Teng, Vice

President, Alibaba Fliggy


I EXCLUSIVE INTERVIEW I

with

2,500 trees planted

2,500kg of plastic

waste collected

EMPOWERING

RURAL TOURISM:

FLIGGY’S LONG-

TERM COMMITMENT

In 2024, Fliggy partnered with

UN Tourism to advance the travel

industry through knowledge

sharing, rural tourism development,

tourism trend analysis, and the

development of training programs.

Mr Zhuoran Zhuang said of the

company's partnership with ITB

China this year that "it will create a

powerful network effect, fostering

meaningful dialogues that will

inspire professionals worldwide

and encourage comprehensive

participation across the travel

value chain in sustainable rural

tourism development."

Mr Zhuoran Zhuang emphasised

that rural tourism has "always"

been a focus for Fliggy. The

"Unite to Discover Beauty" Rural

Tourism Empowerment Program,

launched jointly by Fliggy and

Alibaba Philanthropy, aims to

tackle the challenges faced by the

rural tourism sector. "Over the past

decade, e-commerce has emerged

as one of the fastest-growing and

largest segments of the global

digital economy, highlighting the

urgent need for improved digital

infrastructure in rural tourism,

which currently lags behind," the

CEO outlined.

Fliggy recognises its responsibility

to address this gap. Through

the Empowerment Program,

the company offers tailored,

multidimensional solutions for rural

destinations, including product

innovation, marketing promotion,

industry integration, and talent

development

in every four high-end hotels in China

has adopted this model.

AI 已经开始重构旅游业

的底层逻辑

随着人工智能推动旅游业迈入全新发展阶段 , 飞猪 CEO 庄卓然分

享了平台如何以创新为驱动 , 升级旅客体验 , 助力商家成长。

ITB China News 独家对话庄卓

然 , 探讨飞猪在 AI 赋能下如何助力

旅游经济升级 , 以及行业发展的新

趋势。

问 : 人工智能技术如何影响旅

行者、预订平台及合作伙伴 ?

答 :AI 已经开始重构旅游业的

底层逻辑 , 是所有企业家和从

业者需要高度关注的议题。

在需求端 ,AI 正在消除传统旅

行的摩擦点 , 如信息过载、商

品价格波动、服务响应效率不

高和语言障碍等 , 大幅降低用

户的决策成本 , 同时真正意义

上开启个性化体验的革命。

预订平台则可能超越工具属

性 , 成为旅游供需匹配的智

能中枢。我认为 , 未来没有

online travel agencies, 而是

omni-intelligent agents。过

去十年 , 平台只能依靠用户输

入的少量关键词来判断他们到

底需要什么 , 或把货品推荐

给可能感兴趣的用户 ; 而现

在 ,AI 能在自然的交流中 ,

细腻地理解用户的需要 , 为他

们生成独一无二的专属旅行方

案。飞猪最新的 AI 应用 “ 问一

问 ” 正在向这一方向努力。

对商家伙伴来说 ,AI 一方面

可能大幅提升管理的精度和

效率 , 带来需求预测和收益能

力的升级 , 帮助解决定价策略

滞后、淡季资产利用率低等顽

疾 , 一方面能驱动大家更加回

归本质 , 专注于提供有特色、

有温度的美好体验 , 从价格竞

争走向价值竞争。相应地 , 平

台也有望为非标准化的、细分

的商家和商品带来更大的增长

机会。

飞猪将不遗余

力地推进开放战

略 , 让商家和我

们一同成长。

同时 , 整个行业都需要思考如

何共同建立适应 AI 时代需要

的技术伦理框架 , 例如在充

分挖掘数据价值的同时确保用

户的隐私和安全 , 呼吁在技术

能力上充分开放合作、让更多

中小商家和目的地从中受益。

特别是对有技术优势的公司来

讲 ,AI 是放大镜 —— 它放大效

率 , 也放大责任。

问 : 您认为目前的消费者趋势

和在线预订的新变化 , 如何影

响飞猪的平台战略 ?

第一是个性化。这个趋势并不

新鲜 , 但随着 AI 时代的来临 ,

供给端变革的需求已经非常迫

切。因此 , 飞猪将不遗余力地

推进开放战略 , 让商家和我们

一同成长。以出境游为例 , 我

们平台上选择自由行的消费者

比例已达 80% 以上 , 人均消费

商品件数逐年增长 ; 相应地 ,

供给越丰富 , 能承接的需求场

景就越多。

第二 ,“ 质价比革命 ” 已经到

来 , 飞猪继续创新供需匹配机

制 , 为消费者带来兼具实惠和

趣味的选择。例如 , 我们掀起

了 “ 囤旅游 ” 的潮流 , 利用数字

化的预售型产品 , 让消费者在

没有明确需求的情况下也能以

简单明确的价格直接下单 , 用

真金白银为兴趣投票。而商家

也可以借此更好地预测需求、

管理长期收益 , 目前中国每 4 家

高星级酒店 , 就有 1 家参与过 “

囤旅游 ”。

第三 , 消费者青睐交互式的购

买体验 , 飞猪将升级直播、达

人带货等内容营销能力 , 为商

家提供创新的数字化整合营销

方案 , 并完美连接后续的履约

环节。正在进行的 618 年中大促

中 , 飞猪官方直播间及专业达

人主播的带货坑位数将比去年

增长 100% 以上。

展台 :Q47

今日主题演讲 3:30-3:50

阿里巴巴的乡村

公益实践

演讲人 : 飞猪旅行副总裁仝腾

Third, consumers increasingly seek

interactive shopping experiences. To

meet this demand, Fliggy is upgrading its

live-streaming and influencer marketing

strategies, offering innovative digital

marketing solutions that seamlessly

integrate with fulfillment processes.

During this year’s 618 Shopping Festival,

we anticipate that the number of product

placements in Fliggy’s official live

streams and by professional influencers

will more than double compared to last

year

乡村振兴 ,

我们一直会做

飞猪 2024 年与联合国世界旅游组织达成合

作 , 我们希望在知识共享、乡村旅游发展、

旅游趋势研究及培训项目开发等方面为行业

贡献应有之力。今年 ITB China 汇集了逾 85

个国家的 700 多个参展商 , 基于这样的网络

效应 , 这些有意义的对话将对世界各地的从

业者产生影响 , 成为产业链上下游充分参与

乡村旅游可持续发展的灵感火花。

“ 益起寻美 ” 乡村旅游助力计划是飞猪和阿里

巴巴公益共同发起的行动。过去十年 , 电商

是全球发展最快、规模最大的数字经济领域

之一 , 但从产业域和地域的角度看 , 乡村叠

加旅游是电商基础最薄弱的领域。作为中国

领先的数字旅游平台 , 飞猪有义务让这一情

况变得更好。“ 益起寻美 ” 为乡村目的地定制

多维度的解决方案 , 包括产品创新、营销推

广、产业融合、人才发展等。以人才培训为

例 , 截至目前 , 我们已培训乡村旅游从业者

逾 6 万人次 , 即便在疫情期间也从未间断。


I SPECIAL FEATURE I TRANSPORT I

AIRLINES

LATAM Airlines brings South

America closer at ITB China

From South America to the United States and Europe,

LATAM Airlines is showcasing its extensive network and

services at the show this year.

This multinational carrier based in

South America delivers wide-ranging

coverage, convenience, and comfort

for travellers looking to explore the

continent. In the United States, LATAM

offers direct flights from key cities like

Miami, New York, Los Angeles, and

Orlando to major South American

capitals such as São Paulo, Santiago,

and Lima. Strategic partnerships—

especially with Delta Air Lines—have

enhanced connectivity and provide

flexible itineraries, all with bilingual

service, modern aircraft like the Boeing

787 Dreamliner, and a consistently

smooth travel experience.

For customers travelling from Europe,

LATAM provides nonstop flights from

Madrid, Barcelona, Milan,

Frankfurt, and London to

South America's major

hubs. These direct routes

save time and avoid

layovers, making LATAM

a top choice for travellers

looking for comfort, efficiency,

and reliable service on long-haul

flights.

For travel within South America,

LATAM also has an impressive

network, connecting major cities and

remote destinations across Brazil,

Chile, Peru, Colombia, Argentina,

and Ecuador. Whether travellers are

heading to Machu Picchu, Patagonia,

the Galápagos, or the Amazon, LATAM

simplifies travel

with frequent

flights and smooth

connections via its strategically

located regional hubs.

Onboard, LATAM offers spacious

seating, South American cuisine,

and modern entertainment systems.

The airline is also committed to

sustainability with its “Necessary

Destination” strategy, and initiatives

focused on reducing carbon emissions

and plastic use while promoting the

social, environmental and economic

development of South America

STANDS M42 & P27

© Jollence Lee


I REGION I MIDDLE EAST I

with

SAUDI ARABIA

Diriyah: A historic gateway

to Saudi Arabia

2,500 trees planted

2,500kg of plastic

waste collected

As Saudi Arabia makes a name for itself in global tourism,

Chinese visitors are arriving in record numbers — over

140,000 in 2024 alone. Exhibiting at ITB China 2025,

Diriyah is a starting point for many of these journeys — a

living heritage site referred to as the City of Earth and the

birthplace of the Kingdom.

Just 30 minutes from Riyadh’s airport,

Diriyah offers a rich first impression.

Its centerpiece, At-Turaif, a UNESCO

World Heritage site, showcases 300

years of history through restored

mudbrick palaces, narrow lanes,

and traditional Najdi architecture.

Chinese-speaking guides help visitors

uncover the stories behind the site,

with museums dedicated to Saudi

heritage and equestrian culture.

The experience doesn’t stop with

history. Diriyah’s Bujairi Terrace is a

culinary destination in itself, featuring

restaurants housed in buildings

constructed using ancient techniques.

The new Bab Samhan hotel, the

first of nearly 40 international hotels

planned for the area, offers

five-star comfort in a

setting inspired by Najdi

design.

Culture plays a

central role in

Diriyah’s identity.

Each year from

December to April,

Diriyah Season

showcases five months of art, cuisine,

and live events, while the upcoming

Qurain Cultural District and Royal

Diriyah Opera House promise further

cultural experiences.

China is also contributing to Diriyah’s

development. The China State

Construction Engineering Corporation

(CSCEC) is leading key infrastructure

and cultural projects as part of a

broader Saudi ambition to welcome

five million Chinese tourists annually

by 2030.

With direct flights, seamless e-visas,

and a unique blend of tradition and

heritage, Diriyah is quickly becoming

a cultural gateway to Saudi Arabia for

Chinese explorers

STAND H29

UNITED ARAB EMIRATES

Abu Dhabi welcomes Chinese

tourists with culture and iconic

attractions

Visa-free entry, a new Disney

park and immersive cultural

experiences position

Abu Dhabi as a growing

destination for Chinese

visitors.

Abu Dhabi is stepping up efforts to

attract Chinese tourists, combining

world-class infrastructure, culture,

and targeted marketing to cement its

place as a leading global destination.

China is a key market, with 1.4 million

overnight stays recorded in Q1 2025.

This growth is supported by visa-free

access, improved air links, and Abu

Dhabi’s longstanding reputation as

one of the world’s safest cities.

Experience culture at Qasr Al Watan

A major development fueling

interest is the upcoming Disney

theme park and resort on Yas

Island—Disney’s first in the Middle

East. This partnership between

Miral and The Walt Disney

Company marks a major step in

positioning Abu Dhabi as a global

hub for family entertainment.

Culture remains an important draw for

tourists. The Saadiyat Cultural District,

nearing completion,

will soon feature global

institutions like the

Guggenheim Abu Dhabi,

Zayed National Museum,

and the Natural History

Museum Abu Dhabi.

Alongside the existing

Louvre Abu Dhabi and

teamLab Phenomena, they

will deliver meaningful and

immersive experiences

that resonate with Chinese

travellers.

Abu Dhabi is also adapting to the

digital habits of Chinese consumers.

The Department of Culture and

Tourism has launched campaigns on

platforms such as Ctrip and Meituan,

timed around key Chinese holidays

such as Chinese New Year and

Double 11. Events including Beijingstyle

night markets and traditional tea

ceremonies offer a familiar cultural

touch.

To support growth, the new Terminal

A at Zayed International Airport, now

open, triples passenger capacity to 45

million annually and improves access

from Tier 1 and Tier 2 Chinese cities.

Looking ahead to 2030, Abu Dhabi

is aiming to triple tourism’s GDP

impact. With China at the centre of its

plans, the emirate is building a futureready

destination rooted in culture,

innovation and connection

STAND E19


2025 ITB China News - DAY 2 Edition

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