ITB China 2027, happening from 25-27 May 2027 in Shanghai, is a premier B2B trade show dedicated to the Chinese travel market, connecting global suppliers with key buyers.
Dates
25–27 May 2027
City / country
Shanghai, China
Venue
Shanghai World Expo Exhibition & Convention Center (SWEECC)
Are you the organiser of this event?
Event overview
ITB China 2027 is a three-day trade fair focused on the Chinese travel industry, providing a platform for global travel suppliers to connect with the largest source market for international tourism. The event features pre-scheduled appointments, networking sessions, and an engaging conference program, making it an essential gathering for industry professionals.
ITB China 2027 takes place in Shanghai, China. Venue: Shanghai World Expo Exhibition & Convention Center (SWEECC).
TL;DR
Attendees will have the opportunity to discover new products, meet key suppliers, and expand their business in the rapidly growing Chinese travel market. Attendees include high-profile buyers from the travel industry, decision-makers, and travel agencies. Trade visitors from the travel industry can register for free until May 24, 2027. Programme highlight: Conference and speaker programme. Programme highlight: Travel Innovation Hub. Programme highlight: MICE Meeting Point.
Exhibitors will gain access to high-profile buyers and decision-makers, enhancing their visibility in the Chinese market. This leading B2B-exclusive trade show focuses on the Chinese travel market, connecting global suppliers with key buyers. Attendees include high-profile buyers from the travel industry, decision-makers, and travel agencies.
Attendees, exhibitors & solutions
Visitor profile
Typical attendee groups you can expect to meet.
Exhibitor profile
Main supplier and exhibitor segments present at the show.
Product categories
Key solution areas showcased across the event.
Location & Facilities
Shanghai, China
Shanghai World Expo Exhibition & Convention Center (SWEECC) in Shanghai typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Food options
On-site catering
On-site diningParking: Shanghai World Expo Exhibition & Convention Center (SWEECC) in Shanghai typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Gate: Follow organiser signage to the main visitor entrance at Shanghai World Expo Exhibition & Convention Center (SWEECC) for badge collection; allow extra time for security screening during peak morning arrival.
Attend
Who runs the show
Messe Berlin
What's on
1
Seminar
1
Event days
8:30–8:30
Typical time
Tuesday, May 25, 2027
-下午 17:30 c. 光地展位搭建方案提交截止日期: 2026 年 4 月24 日 d. 参展 ...
How the last edition performed
Last edition
2026 · Shanghai
Visitors: 23,500
Next edition
Not announced yet
Edition recap
Impact
ITB China 2026 concluded successfully with more than 23,500 attendees, driving global travel collaboration. The event drew exhibitors from 85 countries and regions. It served as a platform for global travel deals and industry exchange in Shanghai. The 2026 edition brought together 23,500+ visitors at Shanghai World Expo Exhibition & Convention Center (SWEECC).
Exhibitor outcomes
ITB China 2026 concluded successfully with more than 23,500 attendees, driving global travel collaboration. The event drew exhibitors from 85 countries and regions. It served as a platform for global travel deals and industry exchange in Shanghai.
Intelligence
Key market insights, trends, news and related events to help you understand the bigger picture.
Why it matters
Attendees will have the opportunity to discover new products, meet key suppliers, and expand their business in the rapidly growing Chinese travel market. Attendees include high-profile buyers from the travel industry, decision-makers, and travel agencies.
Key trends shaping this market and its wider industry.
Digital buyer journeys
What digital buyer journeys means for buyers and exhibitors in this sector.
Sustainability in procurement
What sustainability in procurement means for buyers and exhibitors in this sector.
Automation and labour efficiency
What automation and labour efficiency means for buyers and exhibitors in this sector.
Regional supply-chain resilience
What regional supply-chain resilience means for buyers and exhibitors in this sector.
Hybrid engagement models
What hybrid engagement models means for buyers and exhibitors in this sector.
Latest updates from across the market.
CHINA TRAVEL NEWS - Travel And Tour World
ReadChinaTravelNews, TravelDaily China - Gateway to China's Travel and ...
ReadBreaking Latest China Travel & Tourism News, Airlines, Hotels & Travel ...
ReadChina travel: Latest News and Updates | South China Morning Post
ReadTravel and tourism industry in China - statistics & facts
ReadChina Tourism News, Latest Headlines - TravelChinaGuide
ReadPlan your trip
Choose from the following airports, with convenient access to the event and venue.
Shanghai Pudong
Shanghai's main long-haul gateway. The Maglev covers the first leg to Longyang Road in about 8 minutes, after which Line 7 continues toward the World Expo district. Allow extra time on the opening morning
Approx. 50 km from SWEECC via the S1 expressway and inner ring roads
to venue
Approx. 45-60 min by taxi or Didi in normal traffic; approx. 60-75 min by Metro Line 2 to Longyang Road plus Line 7 to Yaohua Road
by car
Shanghai Hongqiao
The closer of the two airports to the World Expo district and often the quicker arrival for domestic and regional flights. Metro Line 10 connects the terminals to the city centre
Approx. 25 km from SWEECC across the Huangpu river
to venue
Approx. 35-50 min by taxi or Didi; approx. 50-60 min by Metro Line 10 with a transfer to Line 8
by car
A range of accommodation options near the venue and across key areas.
2-star property listed in Shanghai hotel search results, usually with breakfast, free Wi-Fi and air conditioning. Cheap for the location because rooms are compact; about 30 minutes by metro to the Expo district. Confirm the show-week rate.
3-star boutique property with breakfast, bar, restaurant and laundry, walkable to the Bund and a metro ride from SWEECC. A practical base for buyers who want evening dining options outside the Expo district.
5-star hotel with indoor pool, fitness centre, spa and paid parking; People's Square gives a direct Line 8 ride to Yaohua Road for the venue. Suited to teams hosting client dinners after show hours.
Get around the city with these convenient transport options.
metro
The fastest and most predictable way to reach the World Expo district during show week. Buy a single ticket at the machine or use the Metro Metropolis app; foreign contactless cards are not accepted at all gates. Confirm fares at the station.
maglev
Covers the PVG to Longyang Road leg in roughly 8 minutes when running at full speed; combine with Line 7 for the last stretch to Yaohua Road. Confirm operating hours against your arrival time.
taxi
Allow 45-60 minutes depending on traffic on the S1 and inner ring roads. Use the official taxi rank at the terminal or the Didi app; ask for the Guozhan Road entrance and keep the venue name in Chinese.
taxi
Hongqiao is the closer airport; the ride is usually 35-50 minutes. Metro Line 10 with a transfer to Line 8 is the cheaper option if you are travelling light.
airport shuttle bus
Cheapest airport option but slower and less direct for SWEECC; useful if you are staying near People's Square or Jing'an. Confirm the current route list and first/last departures at the airport bus desk.
parking
Driving is workable but queues build before the 09:00 opening during show week. Rates and hall access rules are set by the venue; confirm at the gate or with the organiser.
Plan your trip
Check the latest visa requirements and entry guidelines before travelling.
Weather
Late May in Shanghai is warm, humid and showery: expect afternoon highs around 26-29 C, overnight lows around 18-20 C and a real chance of short, heavy rain on any given day. The plum-rain season usually arrives in mid-June, so the show dates sit just before the wettest stretch but are still noticeably damper than April. Humidity inside the halls is high and the air conditioning is strong in conference rooms, so pack a light layer.
Plan for the climate
Check temperatures and pack accordingly
Venue connectivity
Plan your connectivity before departure. China requires a working data plan: either international roaming on your home SIM or a China-compatible eSIM bought in advance, since local SIM registration needs passport handling at a carrier shop. Many Western services, including several Google products and some messaging apps, are not reachable on local networks, so install and test any VPN or alternative messaging tools you rely on before you fly. Payment is mobile-first: link an international card to Alipay or WeChat Pay, and carry a few hundred CNY in cash. Wi-Fi at SWEECC is typically shared and slow in busy halls, so a personal hotspot or roaming data plan is the practical option for matchmaking apps and email.
Ride-hailing
Taxis
Public transit
Car rentals
Useful information to help you have a smooth and respectful visit.
Currency and mobile payments
The currency is the Chinese yuan (CNY, also written RMB). Shanghai is heavily mobile-payment driven: set up Alipay or WeChat Pay with an international card before you fly, and keep CNY 200-300 in cash for small vendors and taxi rides where the terminal will not read a foreign card.
Language and business cards
Mandarin is the working language of most Chinese buyers, and English is common at international hotels but less so with regional DMCs and tour operators. Bring bilingual business cards and present them with both hands; a translated one-page company profile helps in first meetings.
Registration and badge flow
ITB China trade visitor registration runs through the official organiser portal; complete your profile and badge selection before travelling. The show is trade-only, so expect to show a passport or ID matching your registration at the badge desk.
Arrival at SWEECC
The venue is Shanghai World Expo Exhibition and Convention Center (SWEECC) on Guozhan Road in the former Expo area of Pudong. Security screening and badge collection add time on the opening morning, and large bags may be checked at the entrance - arrive 45-60 minutes before your first appointment.
Local etiquette and tipping
Tipping is not customary in Shanghai taxis or restaurants, and service charges appear only in upscale hotels. Keep voices low in lifts and meetings, use both hands when giving or receiving a card, and avoid scheduling pushy follow-ups immediately before a Chinese holiday period.
Transport etiquette
Queue for metro security screening and put bags through the scanner even at small stations. In taxis, show the destination in Chinese characters; drivers rarely speak English and app-based ride-hailing with an in-app destination is the smoother option.
Practical guides
Everything needed to arrive prepared, navigate the event, and make the visit productive.
Destination: PVG
Book into Shanghai Pudong (PVG) if you want the widest choice of long-haul connections and the Maglev option; choose Hongqiao (SHA) if your itinerary starts in Asia or you want the shorter transfer to the World Expo district. Late May is shoulder season, so midweek departures and 3-4 week advance booking usually price better than weekend flights. Arrive on 24 May where possible so badge collection and any jet lag are handled before the 25 May opening morning, and keep a printed copy of your hotel address in Chinese for the arrival transfer.
A Chinese visa is required for most foreign business visitors; the M (business) visa covers trade fair attendance and requires an invitation letter from the organiser or a Chinese business partner.
Processing: Varies by nationality; apply several weeks before travel.
Apply at the Chinese embassy or consulate responsible for your place of residence. Requirements and procedures are published on embassy notice pages and the State Council VISIT CHINA portal; confirm current rules and any visa-free transit options before booking.
OfficialGet to the venue and around the city with these options.
Airport → venue: Primary gateways: Shanghai Pudong (PVG): Approx. 45-60 min by taxi or Didi in normal traffic; approx. 60-75 min by Metro Line 2 to Longyang Road plus Line 7 to Yaohua Road; Shanghai Hongqiao (SHA): Approx. 35-50 min by taxi or Didi; approx. 50-60 min by Metro Line 10 with a transfer to Line 8. Allow road or rail time to Shanghai World Expo Exhibition & Convention Center (SWEECC); on-site parking is usually available at major exhibition venues.
Hotel → venue: Precinct hotels near Shanghai World Expo Exhibition & Convention Center (SWEECC): Nanjing Road / city centre: Nanjing Road / city centre; Bund / Huangpu riverside: Bund / Huangpu riverside; People's Square / Nanjing Road West: People's Square / Nanjing Road West.
Ride-hail: Didi is the dominant ride-hailing app and works in Shanghai with an English interface; Amap (Gaode) is the local alternative and is useful for public-transport routing as well. Link an international card or Alipay to pay inside the app. Pick-up and drop-off at SWEECC are usually directed to designated gates rather than the main pedestrian entrance, so follow the on-site signage during show days. From the city centre to the venue, expect roughly CNY 60-100 depending on traffic and time of day, and longer waits in the 08:00-09:30 window.
Public transit: The metro is the backbone of the trip: Yaohua Road on Lines 7 and 8 is the closest station to the Shanghai World Expo Exhibition and Convention Center, with Line 13 stations also serving the wider Expo area - check which hall entrance matches your route. Single rides cost about CNY 3-6, and a stored-value transit card or the Metro Metropolis app saves queueing at ticket machines. Lines 7 and 8 connect directly to the city-centre hotel clusters around People's Square, Jing'an and the Bund. Buses serve the surrounding Pudong streets but are slower and harder to navigate without Chinese signage; use them only for short local hops.
Parking: The venue has on-site and adjacent car parks in the Expo district, with further public parking at nearby commercial buildings. Rates are set per car park and typically run from around CNY 10-20 per hour with daily caps; confirm at the gate on arrival. Show-week mornings are congested on the approach roads, and exhibitor build-up days have separate vehicle access rules, so arrange delivery slots through the organiser if you are driving or receiving freight.
Plan and pack for the event climate.
Month: Late May 2027 (show dates 25-27 May) - late spring in Shanghai, warm and humid, sitting just before the mid-June plum-rain season.
Temperature: Approx. 18-20 C overnight lows and 26-29 C afternoon highs, with humidity often above 70%. Treat these as seasonal bands and check the forecast in the final week before travel.
Seasonality: May in Shanghai typically brings around 10 rain days, often as short heavy showers rather than all-day rain. The main plum-rain (meiyu) spell usually starts in mid-June, so late May is wetter than April but before the peak rainy stretch - an umbrella is more useful than a heavy rain jacket.
Packing: Pack light, breathable business casual, a compact umbrella and a thin layer for heavily air-conditioned conference rooms. Comfortable shoes matter for hall walking between the exhibition floor and conference stages. Bring a power bank and a universal adapter - China runs 220V with type A, C and I sockets - plus any medication in original packaging, and keep documents in a small bag that is easy to remove at metro and venue security checks.
Plan your trip
Best day to visit: Day 2 (mid-show)
Mid-show days at ITB China 2027 usually combine full exhibitor attendance with scheduled B2B meetings, before early pack-down on the final day.
confirm your ITB China trade visitor badge is approved through the official registration portal and print or download the confirmation QR code for the on-site badge desk.
check your Chinese visa status. Most business visitors travel on an M (business) visa and need an invitation letter from the organiser or your Chinese partner; request it early, as processing at the visa centre typically takes several working days.
book flights into Shanghai Pudong (PVG) or Hongqiao (SHA). Hongqiao is the closer airport to the World Expo district; Pudong has more long-haul options and the Maglev connection to Longyang Road.
secure a hotel in the Expo district or along Metro Line 7/8 (Yaohua Road) so the daily commute to SWEECC stays under 30 minutes.
load Alipay or WeChat Pay with an international card before departure - cash and foreign cards are accepted in fewer places than mobile payment in Shanghai.
arrange connectivity - an international roaming plan or a China-compatible eSIM, plus any VPN and messaging apps you rely on installed and tested before arrival.
build your appointment list in the ITB China matchmaking tool and message exhibitors from destinations, hotels, DMCs, airlines and travel-tech vendors you want to meet.
print bilingual business cards (English and Simplified Chinese if possible) and a one-page company profile for the Chinese buyers and DMCs you will meet.
check the conference agenda and reserve seats for ITB China Conference sessions that match your buying remit (leisure, MICE, corporate travel or travel technology).
save offline maps of the Expo district and the venue address in Chinese characters (上海世博展览馆, 1099 Guozhan Road) to show taxi drivers.
check the late-May forecast and pack breathable layers, a compact umbrella and comfortable shoes for hall walking.
confirm your arrival transfer, keep CNY 200-300 cash for small purchases, and set an early start - the first morning includes badge collection and security screening at SWEECC.
Registration and hall orientation at Shanghai World Expo Exhibition & Convention Center (SWEECC)
Supplier meetings and product demos
Final negotiations and follow-up
ITB China 2027 registration concourse
Shanghai World Expo Exhibition & Convention Center (SWEECC)
Central meeting point before and between hall appointments during show days.
Organiser B2B lounge (if offered)
Shanghai World Expo Exhibition & Convention Center (SWEECC)
Hosted matchmaking and buyer programmes when published by the organiser.
Budget
Adjust the inputs below to create a directional event budget.
This is a directional estimate. Please verify live rates before booking.
Decision
Use this quick check to decide whether ITB China 2027 fits your visit, exhibit or skip plan.
QUESTION 1 OF 6
For ITB China 2027, what is your primary role on the show floor?
Compare participation options side by side to choose the best fit for your objectives.
visit
Your category focus and target suppliers align with the official exhibitor profile.
Best for
Buyers, engineers, and delegates sourcing Destination marketing and country pavilions and Hotel and resort inventory solutions and benchmarking suppliers at ITB China 2027 in Shanghai.
Min. budget
$450.00
Timeline
4-8 weeks before opening day for registration, hotels, and travel.
Risks
Session times and ticket tiers may change - confirm the official agenda before booking.
exhibit
You have a defined lead-generation or distributor recruitment goal for this market.
Best for
Brands and manufacturers launching Destination marketing and country pavilions and Hotel and resort inventory products who need qualified meetings with the event's trade audience.
Min. budget
$2,200.00
Timeline
3-6 months for stand booking, freight, staffing, and pre-show marketing.
Risks
Booth pricing and corner premiums vary by hall - confirm with the organiser sales team.
skip
Audience, geography, or commercial goals do not justify travel and stand costs this cycle.
Best for
Teams with weak category fit, budget constraints, or overlapping commitments during the Shanghai show week.
Timeline
N/A
Risks
Skipping may mean missing buyer meetings if competitors exhibit or attend the same week.
Gallery
FAQs & glossary
Frequently asked
Glossary
Also known as
Alternate names and search phrases for this event.
1 more alternate names hidden
Display a free company card at your booth, or share your professional card on the show floor.
