ITB China has announced Zhejiang Province as the Official Partner Province of ITB China 2026 for China Inbound Travel.
In this role, Zhejiang
will showcase its diverse tourism offerings and refreshed destination image to
the global travel industry.
The partnership
further reinforces ITB China’s position as a leading platform for international
exchange and business development within China’s inbound travel sector.
Zhejiang is one of
China’s most dynamic provinces, known for its strong cultural identity and
growing international appeal. It is home to iconic landmarks such as West Lake,
Liangzhu and the Grand Canal, as well as Jiangnan water towns, scenic
coastlines and mountain landscapes, and a rich living heritage.
At the same time,
cities such as Hangzhou, Ningbo, Wenzhou and Yiwu have established themselves
as centres of digital innovation and modern commerce—broadening Zhejiang’s
appeal beyond traditional sightseeing to a wider range of contemporary travel
experiences.
Technology is further
enhanced accessibility. From smart ports and multilingual digital services to
cross-border payment solutions and efficient transport networks, travel to and
within Zhejiang is becoming increasingly seamless for international visitors.
Meanwhile, stronger industry capabilities and rising global visibility are
turning the province’s cultural depth and outward-looking spirit into greater
international appeal.
Joining Forces to
Strengthen the International Appeal of China’s Inbound Travel
For Zhejiang, the
partnership marks an important step in raising its international profile and
expanding high-quality inbound tourism cooperation with the global travel
trade. Through ITB China’s network of international buyers, tourism companies
and decision-makers, Zhejiang aims to communicate its strengths as a key
inbound destination in China more effectively, while further shaping a
destination image that combines cultural depth, contemporary appeal and
international readiness.
For ITB China,
Zhejiang’s participation strengthens the show’s inbound travel segment and
provides a more comprehensive picture of China’s diverse destination
landscape—from cultural heritage and iconic attractions to modern lifestyles
and innovation-driven experiences.
Chen Rufu, Deputy
Director-General of Zhejiang Provincial Department of Culture Radio Television
and Tourism, said: “ITB China
brings together key buyers, industry partners and market resources from around
the world. Our cooperation with ITB China marks an important step for Zhejiang
in deepening engagement and strengthening engagement and expanding
international collaboration. Through this professional platform, we look
forward to further raising Zhejiang’s visibility in the global tourism market,
encouraging more international travel professionals to discover and explore the
province, and advancing practical cooperation in inbound tourism development,
marketing and partnerships.”
David Axiotis,
Managing Director of Messe Berlin (China), said: “As international interest in China inbound
travel continues to grow, trade fair platforms need to play a clearer role in
connecting markets and generating business. Zhejiang’s role as Official Partner
Province of ITB China 2026 will bring a more distinctive destination profile to
the show’s inbound segment and help the international travel industry better
understand the emerging opportunities in China’s inbound travel market. Through
this partnership, we aim to strengthen exchange and cooperation between global
buyers, industry partners and Chinese destinations at the show.”
Cultural Depth and
Modern Vitality Shape a New Identity for Inbound Travel
Global interest in
China’s inbound travel market has been rising steadily, with demand
increasingly shifting beyond traditional landmark sightseeing toward more
integrated destination experiences that combine cultural depth, lifestyle
appeal and contemporary offerings. Zhejiang is well positioned to respond to
this shift. Alongside its rich cultural and scenic assets rooted in Jiangnan
heritage, the province offers strong potential for international promotion and
product development across segments including urban leisure, MICE, coastal
holidays, rural tourism, intangible cultural heritage, gastronomy and
high-quality lifestyle travel.
Zhejiang is also
translating its digital capabilities into tangible inbound travel services.
Through “Hi Travel”, China’s first provincial one-stop smart inbound tourism
platform, the province integrates AI-powered itinerary planning, real-time
translation, payment and customs-related services, as well as departure tax
refund support, into a smoother travel experience. Through its partnership with
ITB China, Zhejiang is expected to further expand its visibility across global
travel distribution and cooperation networks, while drawing greater
international attention to new directions, new products and new opportunities
in China inbound travel.
Showcasing Zhejiang
Through Immersive Experiences and Signature Events
At ITB China 2026,
Zhejiang will engage with international buyers and industry partners through
pavilion presentations, themed promotions, business meetings and networking
events, complemented by cultural performances and interactive experiences
designed to foster deeper engagement and on-site exchange.
During the show,
Zhejiang will also host the themed evening event “Zhejiang Night” offering
attendees a unique opportunity to experience the province’s hospitality,
cultural sophistication and openness to collaboration.
Following the
exhibition, Zhejiang will organize a four-day familiarization trip for
international buyers across the eastern and southern parts of the province.
From Song Dynasty-inspired heritage to digitally driven urban districts, and
from revitalized ancient towns to mountain and coastal landscapes, the program
is designed to turn business interest into tangible inbound travel products
through first-hand experience.
This partnership also reflects ITB China’s ongoing commitment to strengthening its inbound travel segment. As global interest in the China market continues to grow, presenting a clearer, more compelling and contemporary image of Chinese destinations through representative partnerships has become an increasingly important part of the show’s value. Zhejiang’s participation will not only add depth to ITB China 2026 but also serve as a benchmark for advancing international exchange and cooperation in China’s inbound travel sector. -TradeArabia News Service