2024 ITB CHINA NEWS - PREVIEW EDITION

PREVIEW 

MONDAY 20 TH MAY 2024 

ITB CHINA 2024 

THE GATEWAY 

TO GROWTH 

EXPLORING THE FUTURE OF THE CHINESE 

TRAVEL AND TOURISM MARKET 

增长之路 

探索中国旅游业的未来 

NEWS 

ROMANIA'S 

TRANSYLVANIA: 

NATURAL TREASURES 

AND ANCIENT 

FORTRESSES ON 

DISPLAY 

#08 

EXCLUSIVE 

INTERVIEW 

DAVID AXIOTIS 

General Manager 

of Messe Berlin (Shanghai) 

穆博展览 ( 上海 ) 有限公司总经理 

REGION: AMERICAS 

NICARAGUA TO SHOWCASE 

SAFE AND EXPANDING 

TOURISM OFFER 

尼加拉瓜在 2024 ITB 

China 上展示安全且 

稳健发展的旅游业 

#05 

#12

HALL PLAN 

Stand D 41 

Stand F 37 

Stand B 45 

Stand D 51 Stand C 71 Stand B 26 Stand E 01

200 trees planted 

200kg of plastic waste collected 

I 

NEWS I 

ITB China gets ready for a strong show in 2024 

with numbers on par with 2019 

With over 600 exhibitors expected as well as more than 

1,000 quality buyers, ITB China 2024 is showing a 60% 

scale increase compared to 2023. Lydia Li, Deputy General 

Manager of ITB China, said: “ITB China 2024 is a testament 

to the resurgence of China’s travel market.” 

Exhibitors this year are set to 

showcase the entire spectrum of the 

travel trade, including Leisure Travel, 

MICE, Business Travel, and Travel 

Technology. 

Visitors to the show can discover 11 

new destinations on the show floor, 

including Almaty, Bahrain, Buenos 

Aires, Georgia, Hawaii, Korea, 

Morocco, Peru, Romania, Sarawak, 

and Uzbekistan. 

On the buyers side, ITB China's 

Hosted Buyer Program will facilitate 

B2B meetings between exhibitors 

and high-quality buyers. This year, the 

show is welcoming over 1,000 handselected 

buyers, representing a 40% 

increase compared to 2023. Buyers 

will cover the entire spectrum of the 

travel industry supply chain, with 65% 

focusing on leisure travel and 35% on 

MICE and corporate travel. 

2024 ITB China 全力回归备受 

期待 , 规模与 2019 年相当 

The inaugural Inbound Buyer Program 

has been launched in response to 

strong market demand from overseas 

for Chinese products. International 

buyers from leading source markets 

with a strong interest in various 

Chinese product categories will be 

participating. 

With a line-up of about 100 

exceptional speakers covering 50 

thought-provoking topics, ITB China 

Conference will offer a wide range 

of quality content and insights, 

addressing the top preoccupations of 

the industry and providing an in-depth 

understanding of the Chinese and 

global tourism market. For the first 

time, ITB China is introducing a “China 

Inbound Tourism” content section, 

inviting overseas experts and industry 

leaders to explore opportunities for 

Chinese inbound growth. 

This year’s event will feature various 

networking sessions, including the 

Official Opening Dinner with this year’s 

Partner Destination the Maldives. 

Ms Fathmath Thaufeeq, Managing 

Director & Chief Executive Officer 

of the Maldives Marketing & Public 

Relations Corporation (MMPRC), the 

National Tourism Promotion Body of 

the Maldives, is enthusiastic about the 

partnership: "We are excited about 

the opportunity to engage with our 

global partners and the travel trade 

from China to share the latest updates 

about the Maldives, our tourism 

products and unparalleled offerings" 

© 2023 ITB-China.com 

预计本届展会将有超过 600 多家参展商、1000 多位高质量精选买 

家参加 , 规模较 2023 年大幅增长 60%。ITB China 副总经理李佳 

表示 :“ 展会截至目前的注册参展商以及买家的规模与数量证明 

了中国旅游市场正在强劲复苏。” 

ITB China 将一如既往地展示整 

个旅游业的行业业态 , 参展商 

类别包括休闲旅游、会奖旅游 

(MICE)、商务旅行和旅游科 

技。展会参观者还可以现场了解 

11 个新增旅游目的地 , 包括阿拉 

木图、巴林、布宜诺斯艾利斯、 

格鲁吉亚、夏威夷、韩国、摩洛 

哥、秘鲁、罗马尼亚、砂拉越和 

乌兹别克斯坦。 

在采购商方面 ,ITB China 推出 

的 “ 特邀买家计划 ”(Hosted Buyer 

Program) 旨在促进参展商与优质 

买家之间达成切实有效的 B2B 会 

议 , 从而推动业务合作。今年 , 

展会预计迎来超过 1000 多位精选 

买家 , 较 2023 年显著增长 40%。这 

些优质买家将涵盖整个旅游行业 

供应链 , 其中 65% 侧重于休闲旅 

游 ,35% 侧重于会奖旅游和企业 

商旅。 

此外 , 为满足海外市场对中国入 

境游产品日益增长的需求 ,ITB 

China 首次推出 “ 入境游买家计划 ” 

(Inbound Buyer Program), 来 

自主要客源市场的国际买家均积 

极参加 , 并对中国各地的旅游资 

源表现出浓厚兴趣与期待。 

ITB China 论坛会议将邀请约 100 位 

优秀演讲嘉宾 , 就 50 余个主题提 

供丰富的内容和见解 , 引领与会 

者探讨行业关注热点 , 以帮助与 

会者深入了解中国和全球旅游市 

场。ITB China 还将首次推出 “ 中国 

入境旅游 ” 内容板块 , 邀请旅游经 

济领域的海外专家和行业领袖 , 

共同探讨中国入境游的复苏增长 

和前景预测。 

今年的展会将举办多项丰富的交 

流活动 , 包括与今年的官方合作 

伙伴目的地马尔代夫共同举办的 

官方开幕晚宴。马尔代夫国家旅 

游促进机构 —— 马尔代夫市场营 

销与公共关系公司 (MMPRC) 

执行总裁兼首席执行官 Fathmath 

Thaufeeq 对此合作表示 :“ 我们感 

到非常激动和荣幸 , 能携手我们 

的全球合作伙伴与来自中国的旅 

游业界接触 , 分享马尔代夫的最 

新资讯、引人入胜的旅游产品和 

无与伦比的服务。” 

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ITB CHINA NEWS • MONDAY 20 TH MAY 2024 3

I NEWS I 

Oceanwide Expeditions unveils 

its latest adventure voyages 

At ITB China this year polar exploration pioneer 

Oceanwide Expeditions is presenting a collection 

of voyages that immerse adventurous and curious 

travellers in polar terrains. 

Among Oceanwide Expeditions' 

unique voyages are long hikes 

through Greenland and Svalbard 

that allow travellers to delve into 

the Arctic backcountry with 15 

km (9 mile) treks amidst Earth's 

least-touched wilderness and 

immerse themselves in semirough 

terrain where they can 

encounter iconic Arctic wildlife 

from a safe distance. 

Oceanwide Expeditions is also 

providing adventure travellers 

with the opportunity to get frontrow 

seats at a solar eclipse with 

its Svalbard and Greenland solar 

eclipse voyage where travellers 

can witness a mesmerising 

eclipse amidst Arctic splendour 

while encountering diverse Arctic 

wildlife, including musk oxen and 

polar bears. 

Another unique experience from 

Oceanwide Expeditions is its 

expedition through the Weddell 

Sea, tracing the epic journey of 

the Antarctic explorer Ernest 

Shackleton. 

Travellers will glimpse wildlife 

and towering tabular icebergs 

while following a structured 

educational programme aboard 

the Oceanwide Expeditions 

vessel. 

Other unique adventures from 

Oceanwide include the Wilkins 

Iceshelf – Aurora Australis 

journey into the heart of the 

Antarctic wilderness to witness 

the rare aurora australis with 

renowned astronomers, and the 

Weddell Sea Explorer Basecamp 

voyage, which combines activies 

like kayaking and hiking and 

encounters with polar wildlife in 

their natural habitat. 

Oceanwide Expeditions has been 

focusing on expedition-style 

voyages, immersing passengers 

in polar terrain, wildlife, and 

activities, since 1993. Oceanwide 

Expeditions operates its very own 

proprietary vessels to ensure the 

highest safety standards 

STAND C 33 

Photos: © Andreas Umbreit - Oceanwide Expeditions 

4 ITB CHINA NEWS • MONDAY 20 TH MAY 2024 news.itb.com


200kg of plastic waste collected 

I 

NEWS I 

Photo: © DepositPhotos / Almaty 

Romania's Transylvania: Natural 

treasures and ancient fortresses 

on display at ITB China 2024 

Almaty showcases unique 

blend of natural beauty 

and urban sophistication 

at ITB China 2024 

Nestled in the Carpathian Mountains, 

the Transylvania region of Romania has a 

host of natural treasures, including glacial 

lakes, the Scărişoara Ice-Cave, and the 

Piatra Craiului National Park, where bears 

are in their element. 

The region is home to some of the most 

well-preserved medieval centres in 

Europe, such as Sighișoara, one of the 

world's few inhabited city-citadels. Seven 

of the region’s fortified churches, including 

Prejmer, one of the largest fortified 

churches in South-eastern Europe, are 

UNESCO World Heritage Sites. 

Transylvania is also well-known known 

thanks to the writer Bram Stoker and his 

famous Count Dracula, linked to one of 

the most famous castles in the region – 

Bran, which was built in the XIV century 

STAND C 01 

A former capital and Kazakhstan's largest city, 

Almaty boasts both stunning landscapes and 

all the modern amenities of a rapidly developing 

metropolis. The city's proximity to nature makes 

it an excellent choice for outdoor activities while 

the city's rich cultural heritage presents visitors 

with a wealth of museums and historical sites. 

Nestled at the foothills of the 

majestic Tian Shan mountains 

and known as the "City of 

Apples" thanks to its many 

orchards, Almaty is surrounded 

by breathtaking natural 

landscapes, making it an ideal 

destination for hiking, skiing, 

team-building excursions, or 

simply for enjoying the serene 

beauty of nature. 

In addition to its striking 

natural beauty, Almaty is 

renowned for its abundance of 

cultural attractions such as the 

Central State Museum, which 

showcases Kazakhstan's 

history and heritage, and 

the Zenkov Cathedral, an 

exceptional example of 

Russian Orthodox architecture. 

Culture lovers can also explore 

the city's numerous galleries, 

theatres, and opera houses, 

while foodies can savour 

Almaty's unique mix of Kazakh, 

Russian, and Central Asian 

cuisines. 

Catering to different travellers' 

budgets and preferences, 

Almaty offers a wide range 

of accommodation options, 

from luxury hotels to boutique 

guesthouses, while many of 

its properties also provide 

meeting spaces and facilities 

for hosting events on-site. 

There are plenty of reasons to 

visit Almaty, but the hospitality 

of its inhabitants may be 

the most significant one. 

As Kazakhstan's financial, 

educational and economic 

centre, Almaty has an evergrowing 

expatriate community, 

making the city even more 

open, friendly, and welcoming 

to international travellers 

STAND B 45 

Disneyland Paris' Walt Disney 

Studios Park to become Disney 

Adventure World 

Disney will be presenting its tourism 

offers at ITB China this year, including an 

important announcement that the second 

park at Disneyland Paris is entering a new 

era with brand-new experiences and a 

new identity. Walt Disney Studios Park will 

be renamed Disney Adventure World, and 

thanks to a two-billion-euro investment, 

undergo a complete 

makeover, expanding its 

footprint with new themed 

areas like World of Frozen, 

dedicated to the Walt Disney 

Animation Studios’ Frozen. 

In 2002, the original idea 

behind the second park was 

to give guests a behindthe-scenes 

look at making 

movies. The park has since 

evolved to offer more immersive worlds, 

like Worlds of Pixar and Marvel Avengers 

Campus, and with a variety of upcoming 

new experiences, it aims to continue 

to transport guests into their favourite 

stories 

STAND D 01 

Bran Castle - The myth of Count Dracula 


I TRADE TALK I 

INVESTING IN 

GUANGZHOU 

TOURISM 

OPPORTUNITIES 

In addition to its established 

business, CGZL is constantly 

seeking to transform its business 

in diversified and innovative ways. 

In particular, it is accelerating the 

exploration of travel resources 

surrounding Guangzhou. In 

2023, it upgraded the bird 

garden of Mingchun Valley in 

the Mountaintop Park of Baiyun 

Mountain – the only 5A tourist 

attraction surrounding Guangzhou 

– and put it into operation. 

Wisdom and Fun (Zhiqu) Camp is 

a product and brand with a theme 

of parent-child research and study, 

winning a high degree of market 

recognition. CGZL has upgraded 

the camp into a science education 

base for delivering parent-child 

nature education and research 

on birds, providing CGZL with 

powerful resources for developing 

this sector 

CATERING TO 

SENIORS AND 

ATTRACTING 

YOUNGER 

CUSTOMERS 

Judging from the present market 

demands, CGZL believes that the 

market opportunities for seniors 

and younger customers are 

promising. CGZL is working fast to 

restructure a diversified network 

of providers, making greater 

efforts to make direct purchases 

from tourist destinations, and 

increasing its control over the 

resources at every step of the 

travel service chain. There is 

an increased demand coming 

from younger tourists, who 

have different preferences. For 

instance, they often pursue 

cultural experiences at a deeper 

level, attend a concert, participate 

in sports or outdoor activities, visit 

a museum, or enjoy art, which 

triggers their travel demands 

Promoting the high-quality 

development of mass customised travel 

ITB China News spoke with Zhao Wenzhi, Chairman and 

President of GZL International Travel Service, about the 

company's latest travel strategies 

Amidst a growing domestic 

travel market in 2023, CGZL 

became keenly aware of 

people’s current travel 

needs and the changes in 

their attitude and decided 

to propose an innovative 

mass customisation 

concept of “one family, one 

tour group”. 

In addition to guaranteeing the 

quality of outbound travel highlights, 

this concept promotes customisation 

as “inexpensive and full of fun” rather 

than high-end luxury tours that cater 

to a small group of people. Rolling out 

such tour products aims to gradually 

attract tourists to try new ways of 

traveling. 

The resumption of group travel in 

China in July 2023 contributed to a 

sharp increase in the number of 

consultations across all of CGZL's 

channels for small customised group 

tours and individual group tours for 

acquaintances, up nearly 800 percent 

over the previous year. 

The rapid revival of the outbound travel 

market in 2023 led to the shortage of 

direct flights. The number of foreign 

flights available accounted for only 30- 

50 percent of the number prior to the 

COVID-19 pandemic. To make up for 

this shortage, CGZL worked closely 

with large Chinese and international 

airline companies and purchased 

more flights from previously less 

used channels, making full use of 

the advantages of outbound direct 

flights. CGZL also strove to organise 

special reception for its customers at 

destination countries. With the help of 

outbound direct flights and courteous 

CGZL TESTED 

OUT PUBLICITY ON 

NEW MEDIA 

PLATFORMS BY 

BUILDING ITS OWN 

OPERATING TEAM 

ON TIKTOK AND 

LIVESTREAMING 

EACH DAY TO GAIN 

VIEWERSHIP. 

reception at destinations, CGZL 

registered 100 percent customer 

satisfaction from the first outbound 

tour groups, which tourists were eager 

to become members of. 

CGZL tested out publicity on new 

media platforms by building its 

own operating team on TikTok 

and livestreaming each day to gain 

viewership. New Planet Tour, a 

travel agency affiliated with CGZL 

(a member of LN Holdings) started 

to live stream on TikTok in May 2023 

and set up a multiple account matrix 

for doing livestream and adopted a 

high-frequency live-streaming mode. 

By leveraging its own advantages in 

resource control, product R&D and 

marketing, New Planet Tour has 

drawn a big audience on TikTok. It 

achieved a turnover of RMB 12 million 

(roughly €1.54 million) in nearly 30 

days, with the highest single day 

turnover of RMB 1.13 million (roughly 

€147,000). 

Zhao Wenzhi 

Chairman and President of GZL 

Favor Tour, another company affiliated 

with CGZL, started doing livestream 

in June 2023. Leveraging its offline 

advantages, Favor Tour garnered 

over RMB 10 million (approximately 

€1.28 million) in GMV in 30 live 

streaming sessions, with the highest 

exposure exceeding 60,000. Based 

on an in-depth understanding of its 

user profile, Favor Tour takes into 

account these characteristics, closely 

following what captures the attention 

of consumers, and identifying target 

users. It shifts the promotion strategy 

from introducing travel plans to 

stressing the selling points of travel 

products, helping reassure customers, 

and focusing on introducing product 

information 


I TRADE TALK I 

广之旅 : 助力大众定制旅游 

市场高质量发展 

广之旅董事长兼总裁赵文志先生接受 ITB 中国记者 

采访 , 深入介绍了广之旅针对大众定制旅游市场高 

质量发展的企业策略。 

2023 年 , 随着国内旅游市场的持续升温 , 广之旅敏锐地捕捉到 

人们旅游消费的实际需求及心态的变化 , 率先提出 “ 一家一团 ” 

的大众定制概念 , 主打 “ 与熟人同行 ” 的出游方式。 

“ 一家一团 ” 系列是基于日益 

增加的大众定制出游需求开 

发而来 , 在保证出境旅游品 

质的同时 , 不会过分强调高 

端奢华小众 , 主打 “ 好玩不 

贵 ” 的概念 , 逐步吸引游客尝 

新。 

2023 年 7 月 , 国内团队游业 

务重启后 , 广之旅全渠道收 

到包括大众小团定制、熟人 

独立组团等需求的咨询量猛 

增 , 同比上涨近 800%。 

随着出境旅游市场的复苏 , 

出境团队游业务迅速回暖 , 

然而直航航空资源依旧短 

缺。在境外航空供应只有疫 

情前 30%-50% 的情况下 , 广之 

旅积极推进与现有航空资源 

供应量较大的境内外大型航 

空公司合作 , 扩大采购以往 

较少使用的航空资源 , 深入 

挖掘出境直飞航线的优势 , 

弥补资源缺口 ; 同时广之旅 

还向各目的地国家争取特殊 

礼遇。由于拥有出境直航优 

势 , 配以丰盛的礼遇 , 广之 

旅实现了出境团队游恢复首 

批游客的 100% 满意度 , 出现 

了 “ 游客追着首团跑 ” 的情况 , 

显示出对广之旅的高度认 

可。 

此外 , 广之旅以传统旅行社 

入局新媒体 , 自建抖音运营 

团队 “ 每天开播 ” 撬动流量。 

自 2023 年 5 月起 , 岭南控股广 

之旅旗下新界国旅在抖音平 

台开展直播活动 , 探索建立 

多账号直播矩阵及高频率开 

播模式 , 借助自身在资源掌 

控、产品研发及营销策划等 

方面的优势 , 成功撬动抖音 

流量 , 近 30 天内成交额达到 

1200 万人民币 ( 约合 154 万欧 

元 ), 单日最高成交额 113 万 

元人民币 ( 约合 14.7 万欧元 ) 

。 

2023 年 6 月起 , 岭南控股广 

之旅旗下湖北武汉飞途也在 

广之旅正持 

续加速重构多元 

供应商网络 , 进 

一步加大目的地 

资源直接采购力 

度 , 并努力提高 

各环节资源掌控 

能力。 

抖音平台开启直播 , 依托企 

业线下优势 , 开播 30 场实现 

GMV 超过 1000 万人民币 ( 约 

合 128 万欧元 ), 直播间最高 

曝光量超过 6 万次。武汉飞 

途通过深度了解用户画像 , 

并根据用户特征迭代直播内 

容 , 紧抓消费者关注点 , 明 

确目标用户 ; 相较以往的旅 

游攻略形式 , 直播转为紧抓 

产品卖点和用户疑虑 , 重点 

介绍产品信息 , 不仅确定了 

直播间的风格 , 还抓住每一 

波自然流量 , 实现了流量层 

级的突破。 

加快布局稀缺景区资源 , 聚焦 

新业态开辟新渠道 

作为老牌旅游企业 , 广之旅及早尝试多 

元化转型 , 并着眼于加快广州周边城央 

稀缺旅游资源的布局。2023 年 , 广之旅 

对位于广州城央唯一 5A 风景名胜区 —— 

白云山山顶广场的鸣春谷鸟园景区进行 

了升级改造 , 并对外投入运营。此举引 

入广之旅旗下智趣营等具有市场认可度 

的亲子研学产品和品牌 , 打造成一个寓 

教于游、寓教于乐的亲子自然教育和鸟 

类研学科普基地 , 为广之旅大力发展亲 

子研学业务提供了有力的基地资源支 

撑。2024 年 , 广之旅计划继续加快城央 

优质旅游资源的布局 , 串珠成链形成更 

完整的周边目的地旅游服务链条。 

发力 “ 银发族 ” 第一大客源市 

场 , 关注年轻客群 “ 回归 ” 团队 

游 

广之旅入局新媒体 , 自建抖音运营团 

队 ,“ 每天开播 ” 撬动流量。 

从目前的市场需求来看 , 广之旅认为银 

发族和年轻客群有着比较大的市场机 

遇。基于此 , 广之旅正在持续加速重构 

多元供应商网络 , 加大目的地资源直接 

采购力度 , 提高各环节资源掌控能力 , 

并通过旅游产品的迭代更新 , 满足该人 

群的出行需求。与此同时 , 以游学为出 

行目的的青少年出行需求将持续增加 , 

相较于疫情前的规模 , 仍有较大的发展 

空间。越来越多年轻客群 “ 回归 ” 到团队 

旅游。他们的出游偏好有所不同 —— 他 

们的出游决策的目的性强 , 追求更深层 

次的文化体验。演唱会、体育、户外运 

动、博物馆、艺术等都成为他们开拓视 

野、满足自身兴趣爱好的出游需求触发 

点。 

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I EXCLUSIVE INTERVIEW I 

David Axiotis 

General Manager 

of Messe Berlin (Shanghai) 

穆博展览 ( 上海 ) 有限公司总经理 



200kg of plastic waste collected I EXCLUSIVE INTERVIEW I 

"ITB China 2024 presents unparalleled 

opportunities for growth and 

collaboration" 

ITB China News spoke with David Axiotis, General Manager 

of Messe Berlin (Shanghai), the organiser of ITB China, 

in an exclusive interview ahead of this year's show 

David Axiotis outlines how the Chinese travel market has 

changed in recent years and stresses the importance of 

adapting strategies according to these new trends. He 

believes that ITB China is the perfect place to get started. 

ITB China has fully recovered to 

pre-pandemic levels this year. How 

does this reflect the recovery of 

the Chinese travel market overall 

as well as the confidence of global 

destinations and suppliers in the 

potential of the Chinese market? 

China's outbound tourism market has 

showcased remarkable growth since 

the beginning of 2023, with significant 

increases observed during the recent 

Chinese New Year 2024 festivities, 

according to data from Trip.com 

Group. The resurgence of ITB China 

to pre-pandemic levels this year 

serves as a promising indicator of 

the broader recovery underway in the 

Chinese travel market. This rebound 

reflects the industry's resilience 

and adaptability in overcoming the 

challenges posed by the pandemic. 

Moreover, the continued participation 

and investment of global destinations 

and suppliers in ITB China underscore 

their confidence in the potential of 

the Chinese market. This confidence 

signals a belief in the enduring growth 

prospects of Chinese outbound 

tourism, emphasising the pivotal 

role that the Chinese market plays 

in driving global tourism recovery 

efforts. ITB China 2024 presents 

unparalleled opportunities for growth 

and collaboration. Suppliers stand to 

benefit by nurturing existing business 

relationships and cultivating new 

partnerships with Chinese buyers, 

leveraging the momentum of the 

market's recovery. 

Could you elaborate on the 

conference themes and sessions 

planned for ITB China 2024? Which 

topics do you believe will resonate 

most with attendees? 

Themes include outbound travel 

trends, MICE, business travel, 

travel technology, and for the first 

time this year, inbound travel. With 

insights from industry leaders 

and partnerships with prestigious 

organisations like SITE and CBEIC, 

attendees can expect valuable 

discussions on industry hotspots 

and emerging trends, including the 

impact of recent visa policy changes 

on inbound travel recovery. The 

topics that are likely to resonate most 

with attendees is "China Inbound 

Travel" and “Travel Technology”. As 

a driving force behind the travel 

industry, Travel Technology, plays 

a crucial role in the global travel 

industry, improving efficiency, 

convenience and customisation for 

travellers. This conference will offer 

attendees valuable insights into the 

transformative role of technology, 

including the use of AI in the 

travel industry and will provide an 

opportunity to stay ahead of the latest 

advancements and best practices in 

this rapidly evolving field. 

Can you share some details about 

the MICE segment this year? 

The MICE footprint of ITB China 

is strong this year as it has been 

every year, reflected not only in the 

large number of exhibitors offering 

distinctive MICE products that are 

in equally high demand by a large 

number of buyers sourcing them, but 

also in our continued commitment 

to featuring the latest MICE relevant 

topics and key speakers in our onstage 

programme. 

In 2024, almost 50% of participating 

exhibitors indicated that they offer 

MICE-related services and products, 

with DMCs and tour operators 

leading this group with around 45%, 

closely followed by hotels and other 

accommodation service providers 

with 25%. The broad palette of MICE 

suppliers and showcased products 

is mirrored in the sourcing demand 

of attending buyers and the layout of 

our hosted buyer program. Around 

one third of all attending hosted 

buyers are primarily focused on MICE 

WITH RECENT 

VISA POLICY 

ADJUSTMENTS 

AIMED AT 

FACILITATING 

INBOUND TRAVEL 

TO CHINA, WE 

EXPECT TO SEE 

INCREASED 

INTEREST AND 

PARTICIPATION 

FROM 

INTERNATIONAL 

STAKEHOLDERS 

LOOKING TO TAP 

INTO THE 

CHINESE 

TOURISM 

MARKET. 

& corporate travel with another 70% 

of leisure buyers stating they also 

have a keen interest in business 

travel related offers. 

As to the conference and stage 

programme, strong partnerships with 

prominent organisations will enrich 

sessions on "Business Travel" and 

"MICE”. 


I EXCLUSIVE INTERVIEW I 

©2023 ITB-China.com 

The "China Inbound 

Travel" segment is new this 

year. What are some of the 

main conferences planned? 

What significant changes or 

developments can we expect 

to see in this sector, especially 

considering recent visa policy 

adjustments? 

With recent visa policy 

adjustments aimed at 

facilitating inbound travel 

to China, we expect to see 

increased interest and 

participation from international 

stakeholders looking to tap 

into the Chinese tourism 

market. 

Conference insights will be 

provided by industry experts, 

such as Mr Aaron Goldring, 

Senior Economist of Tourism 

Economics, who will kick-off 

with a keynote “Opportunities 

for Chinese Inbound Growth 

to Keep Pace with Outbound 

and Domestic” in which he 

will address the resurgence 

of tourism in China after the 

pandemic, covering inbound 

tourism growth, international 

forecasts, key markets and 

risks, as well as an outlook 

on domestic and outbound 

tourism, including key city 

destinations. 

As General Manager of Messe 

Berlin (Shanghai), what are 

your main goals or objectives 

for this year's event? 

ITB China's mission is to serve 

as the premier platform for 

connecting the global travel 

industry with the Chinese 

market. We aim to facilitate 

meaningful interactions, 

partnerships, and knowledge 

exchange among industry 

professionals, exhibitors, and 

attendees, ultimately driving 

growth and innovation in 

the Chinese travel market. 

Participants should feel 

they are at the forefront of 

discovering the latest trends 

and engaging in a professional 

exchange unmatched 

elsewhere 

MALDIVES - ITB CHINA 2024 OFFICIAL 

PARTNER DESTINATION 

Maldives, renowned worldwide for 

its stunning natural beauty, pristine 

beaches, and luxurious resorts, is ITB 

China’s Official Partner Destination 

this year. The collaboration aims to 

showcase the destination's unique 

offerings to Chinese travellers, providing 

an opportunity for the Maldives to 

strengthen its presence in the Chinese 

market and forge new partnerships with 

INSIGHTS INTO THE CHINESE 

TRAVEL LANDSCAPE 

David Axiotis underlined that 

the Chinese travel landscape 

is "undergoing significant 

transformations in 2024", driven by 

a combination of factors that are 

reshaping the industry's dynamics: 

"Chinese travellers are redefining 

their preferences, favouring 

independent experiences and new 

destinations over traditional tour 

groups. Experiential travel is taking 

precedence, driven by digital content 

consumption and a desire for unique, 

immersive experiences." 

Chinese travel industry players. The 

island destination will have a strong 

presence on the show floor of ITB China 

2024 and will be co-hosting ITB China’s 

official opening dinner on the evening 

of the first show day with some 600 

distinguished guests attending. They will 

be organising numerous events during 

the show, such as dedicated networking 

events and conference sessions 

According to David Axiotis, 

"understanding these trends and 

adapting strategies accordingly will 

be crucial for industry stakeholders 

navigating the evolving Chinese travel 

landscape in 2024 and beyond." The 

ITB China Travel Trends Report (TTR) 

2024/25, created in partnership with 

Trip.com, will be launched during 

ITB China 2024, providing global 

strategists and decision-makers with 

in-depth insights into the latest trends 

in the Chinese travel market 



200kg of plastic waste collected I EXCLUSIVE INTERVIEW I 

2024 ITB China: 

无与伦比的增长和合作机会 

在 2024 ITB China 开幕之际 , ITB China 主办方穆博展览 ( 上海 ) 有限公司总经理 David 

Axiotis 接受了 ITB China 新闻的独家专访 , 分享了他对行业的市场洞见和专业见解。 

David Axiotis 对中国旅游市场近年来的变化进行了概述 , 并 

强调了根据新趋势调整战略的重要性。他坚信 ITB China 是助 

力业务启航的理想场所。 

问 :ITB China 今年已经完全恢 

复到疫情前的水平。这如何反映 

了中国旅游市场整体的复苏 , 以 

及全球目的地和供应商对中国市 

场潜力的信心 ? 

根据携程的数据显示 , 自 2023 年 

初以来 , 中国出境旅游市场持续 

回暖 , 尤其是 2024 年春节期间 , 

出境游呈现增长显著趋势。ITB 

China 今年重返疫情前水平 , 成 

为中国旅游市场更广泛复苏的有 

力证据 , 这一回升也反映了行业 

在克服疫情带来的挑战时所展现 

的韧性和适应能力。此外 , 全球 

目的地和供应商持续参与和投资 

ITB China, 凸显了他们对中国 

市场潜力的信心。这不仅表明了 

对中国出境旅游持久增长前景 

的信念 , 还体现了中国市场在 

推动全球旅游复苏中的关键作 

用。2024 ITB China 将呈现无与 

伦比的增长和合作机会。供应商 

有望通过培养现有业务关系 , 并 

与中国买家建立新的合作伙伴关 

系 , 以利用市场复苏的势头。 

问 : 您能详细介绍一下 2024 

ITB China 会议主题和议程 

计划吗 ? 您认为哪些主题 

将最能引起与会者的共鸣 ? 

本次会议的主题涵盖出境旅游趋 

势、会展旅游、商务旅行、旅游 

科技 , 以及今年首次推出的入境 

旅游主题。通过行业领袖的见解 

分享 , 以及与 SITE 和 CBEIC 等知 

名组织的合作 , 与会者可以期待 

就行业热点和新兴趋势进行有价 

值的讨论 , 例如最近签证政策变 

化对入境旅游复苏的影响。预计 

与会者最感兴趣的话题是 “ 中国 

入境旅游 ” 和 “ 旅游科技 ”。作为 

推动旅游业发展的重要力量 , 旅 

游科技在全球旅游业中都扮演着 

至关重要的角色 , 为旅行者提高 

旅行效率、便利性和定制化。此 

次会议将为与会者提供有价值的 

观点分享 , 例如旅游业中人工智 

能的运用 , 为与会者了解这个快 

速发展领域的最新进展和最佳实 

践提供机会。 

随着最近一 

系列旨在促进中 

国入境旅游的签 

证政策调整 , 我 

们预计将看到更 

多国际相关方对 

中国旅游市场的 

兴趣和参与不断 

增加。 

问 : 您能分享一些关于今年 

会展旅游的最新信息吗 ? 

今年 ITB China 的会展旅游板块 

依然是重中之重 , 具有强大的影 

响力。这一板块不仅是每年 ITB 

的传统焦点 , 而且提供独特会展 

旅游产品的参展商数量众多 , 受 

到大量买家的青睐。我们也不遗 

余力地将最新会展旅游相关主题 

和行业重要演讲嘉宾纳入大会议 

程。 

2024 年 , 按照其业务范围和产品 

范围划分 , 有超过 50% 的参展商 

部分或全部涉及会展旅游 , 其 

中 , 酒店占比最高 , 达到 45%; 

其次是目的地管理公司和专注于 

商务旅行的旅行社 , 占比达 25% 

。伴随着众多的会展旅游供应商 

和多样化的产品展示 , 参展买家 

的采购需求以及我们的特邀买家 

计划也呈现旺盛态势。约三分之 

一的特邀买家主要关注会展旅游 

和商务旅行 , 另有 70% 的休闲旅 

游买家也表示他们也对商务旅行 

相关产品感兴趣。 

至于会议和主题议程 , 我们与知 

名组织的强强合作 , 将进一步丰 

富 “ 商务旅行 ” 和 “ 会展旅游 ” 方面 

的内容。 

问 : 今年新增的 “ 中国入境旅游 ” 

板块将包含哪些主要会议议程 ? 

在这一领域 , 考虑到最近的签证 

政策调整 , 我们可以期待看到哪 

些重大变化或发展趋势 ? 

随着最近一系列旨在促进中国 

入境旅游的签证政策调整 , 我 

们预计将看到更多国际相关方 

对中国旅游市场的兴趣和参与 

不断增加。大会将有行业专家 

提供深度见解 , 例如旅游经济 

(Tourism Economics) 的旅游 

调研资深研究员 Aaron Goldring 

先生 , 他将以 “ 机遇 : 中国入境 

游增长如何与出境游和国内旅游 

保持同步 ” 为题发表主题演讲 , 

讨论疫情后中国旅游业的复苏 , 

包括入境旅游增长、国际预测、 

主要市场和风险 , 以及国内游和 

出境游的前景展望 , 还有关键城 

市目的地预测。 

问 : 作为穆博展览 ( 上海 ) 有限 

公司的总经理 , 您对今年展会的 

主要目标是什么 ? 

ITB China 的使命是成为连接全 

球旅游业与中国市场的首要平 

台。我们旨在促进行业专业人 

士、参展商和与会者之间的有 

意义互动、合作和知识交流 , 最 

终推动中国旅游市场的增长和创 

新。我们希望参与者能感到他们 

正处于发现最新趋势 , 进行专业 

交流的最前沿。 

马尔代夫 :2024 ITB 

China 官方目的地合 

作伙伴 

马尔代夫以其令人惊叹的自然风 

光、原始海滩和豪华度假村而享 

誉全球。今年 , 马尔代夫荣幸成 

为 ITB China 的官方目的地合作 

伙伴。此次合作旨在向中国游客 

展示马尔代夫作为旅游目的地独 

特魅力 , 增加其在中国市场的曝 

光度 , 并与中国旅游业者建立 

新的合作伙伴关系提供机会。 

这片美丽的岛屿目的地将在 ITB 

China 的舞台上展现其无穷魅 

力 , 并将共同主办 ITB China 的 

官方开幕晚宴 , 预计将有 600 多 

位贵宾共襄盛举。在展会期间 , 

马尔代夫还将组织多彩的活动 , 

如专门的社交活动和主题会议。 

对中国旅游业的全 

景洞察 

David Axiotis 指出 , 中国旅游业 “ 

在 2024 年正发生重大变革 ”, 这 

是由多种因素共同推动 , 正在重 

新定义行业格局。“ 中国游客正 

在重新塑造他们的旅行偏好 , 更 

青睐独立体验和探索新目的地 , 

而非传统的跟团旅游。体验式旅 

行逐渐成为主流 , 这一趋势受到 

数字内容消费和对独特、沉浸式 

体验的追求推动。”David Axiotis 

强调 ,“ 深入了解这些趋势并相 

应调整战略 , 对于行业相关方 

在 2024 年及以后应对不断变化的 

中国旅游市场至关重要。” ITB 

China 与携程合作推出 2024/25 年 

度旅游趋势报告 (TTR), 将在 

2024 ITB China 期间发布 , 为全 

球战略制定者和决策者提供关于 

中国旅游市场最新趋势的深入 

见解。 


I REGION I AMERICAS I 

Ometepe Island 

The Lady of the Assumption 

Cathedral, Granada 

Nicaragua to showcase safe and 

expanding tourism offer at ITB China 2024 

STAND K 11 

Nicaragua will be presenting its varied tourism offer at ITB 

China this year, ranging from natural wonders to cultural 

riches. The destination is promoting its safety, wide variety 

of natural and cultural destinations, privileged geographical 

location, excellent roads, and unique experiences. 

Nicaragua has in recent years 

become a non-massive destination 

with impressive ecosystems; 

beautiful colonial cities full of history 

and traditions; fascinating flora and 

fauna; and gastronomy. As one of 

the safest countries in the region, 

Nicaragua is a multiethnic and 

multilingual destination that claims its 

people's kindness and generosity will 

provide visitors with an "unforgettable 

experience". 

Nicaragua is currently working on two 

main projects aimed at strengthening 

tourism in the country: the 

construction of the Coastal Highway 

and the construction of the Punta 

Huete International Airport located 

in San Francisco Libre, Managua. 

According to the destination, the 

Coastal Highway will facilitate access 

to the main beaches of the South 

Pacific, making travel faster and 

safer, improving foreign investment, 

and facilitating the expansion of 

local tourism. Nicaragua hopes the 

Punta Huete International Airport 

will strengthen the country's position 

in the Central American region and 

contribute to better flight connection 

for tourists from all over the world 

Sandboarding 

Cerro Negro, León 

Toro Huaco 

尼加拉瓜在 2024 ITB China 上展示 

安全且稳健发展的旅游业 

尼加拉瓜将在今年的 ITB China 上展示其丰富多样的旅 

游产品和资源 , 涵盖从自然奇观到文化宝藏的各个方 

面。该目的地旨在宣传其安全性、多样化的自然和文化 

景观、优越的地理位置、优质的道路以及独特的旅游体 

验。 

近年来 , 尼加拉瓜逐步成为 

小众旅游重要目的地 , 拥有 

令人惊叹的生态系统、充满 

历史和传统的美丽殖民风格 

城市、迷人的动植物资源以 

及美食。作为该地区最安 

全的国家之一 , 尼加拉瓜是 

一个多民族、多语言的目的 

地 , 其人民的善良和慷慨将 

为游客提供 “ 难忘的体验 ”。 

尼加拉瓜目前正在推进两个 

主要项目 , 旨在加强该国旅 

游业 , 即沿海公路及位于马 

那瓜圣弗朗西斯科利布雷的 

普恩塔韦特国际机场的建 

设。据目的地介绍 , 沿海公 

路将大大便利前往南太平洋 

主要海滩 , 使旅行更加快 

速、安全 , 并改善外国投资 

环境 , 促进当地旅游业的扩 

张。尼加拉瓜希望通过普恩 

塔韦特国际机场的建设 , 加 

强该国在中美洲地区的枢纽 

地位 , 有助于为来自世界各 

地的游客提供更好的航班连 

接。 

STAND K 11

2024 ITB CHINA NEWS - PREVIEW EDITION

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