ITB China

ITB China is one of the most influential trade platforms in the China outbound travel market, bringing together global destinations, tourism service providers and travel technology companies with carefully curated Chinese buyers. The show operates on a pre-scheduled, appointment-only format, ensuring focused, high-quality business meetings throughout the three-day event. Participation offers an excellent opportunity to promote California’s tourism offerings, strengthen trade partnerships and expand your reach in the China market.

Visit California China will once again organize a California Pavilion, providing a unified brand presence at the show. Participating partners will receive the following benefits: 

• Two (2) exhibitor badges for full access to ITB China 2026
• A minimum of 21 pre-arranged one-on-one appointments with qualified Chinese buyers over three days
• Dedicated meeting space within the California Pavilion, including logo exposure (booth design details to be shared in April 2026)
• Destination promotion through an official Visit California article, published in the ITB China event periodical and amplified via ITB China’s official WeChat account

• Targeted connections
  Meet with qualified Chinese buyers through pre-scheduled appointments, maximizing your exposure to leaders in the market.
• Strategic positioning
  Showcase your brand to a focused audience and stay ahead of trends in China’s evolving travel landscape.