The 2025 ITB Shanghai International Travel Fair has opened with record-breaking participation, signaling China's growing influence in reshaping global tourism trends. Over 700 exhibitors from 85 countries and regions—including first-time participants like Colombia and Mexico City—are leveraging the event to connect with Asia's largest travel market.
Tourism Recovery Gains Momentum
China's inbound tourism is nearing pre-pandemic levels, with 131.9 million visitors in 2024 marking a 61% year-on-year surge. Foreign tourists contributed $94.2 billion in spending, driven by streamlined visa policies and cultural attractions like lantern festivals, which saw international ticket sales jump 7.5-fold during the Spring Festival.
Policy Innovation Fuels Growth
Key reforms include visa-free entry for 43 countries and instant tax refunds for purchases as low as 200 RMB ($27.7). Digital payment platforms like Alipay now cater to overseas visitors, addressing a longstanding barrier for international travelers.
Global Collaboration Takes Center Stage
The fair's AI-powered 'Match & Meet' system is accelerating cross-border partnerships, while forums on cruise tourism and sustainable travel aim to align global stakeholders. European and South American exhibitors expanded their presence by 35% and 99%, respectively, reflecting confidence in China's market potential.
As the event continues through May 29, industry leaders anticipate it will further integrate China's domestic and international tourism ecosystems under its 'dual circulation' economic strategy.
