Bridge between the prospering Chinese travel market and the rest of the world

ITB China has become the official partner event of EU-China Tourism Year (ECTY), and for the second year, Europe be the largest exhibitor at the event.

2018 is a special year for both the Chinese and Europe travel industry with EU-China Tourism Year (ECTY) marking a special collaboration between two major travel markets. But the importance of the cross-continent promotion has been boosted with the announcement that ITB China has become an official partner event of the ECTY.

With the first ITB China marking its successful premiere in 2017, the show has instantly established itself as a vital new travel industry marketplace in the far east. And with the ECTY designed to help EU and Chinese tourism businesses, authorities and all other stakeholders participating in successful commercial and cultural exchanges between the European Union and China, teaming up ITB China and the ECTY makes good strategic sense.

At a pre-show press conference during ITB Berlin, David Axiotis, General Manager ITB China, stated, “To enhance the visibility of the European countries as appealing travel destinations in Greater China and promote mutual exchanges between Europe and China, I see the EU-China Tourism Year as the best initiative one can think of and ITB China as the best marketplace to be that connecting bridge between the prospering Chinese travel market, the world and specifically Europe.”

Eduardo Santander, Executive Director, European Travel Commission, added that ITB China is an excellent platform to showcase Europe’s unique and diverse natural and cultural heritage, and to foster cooperation between tourism business in Europe and China.

The dedicated Europe Pavilion at ITB China will showcase a multitude of European tourism products and destinations. As the largest exhibitor, Europe will again have a strong exhibition presence on the show floor and will participate in numerous events in the run-up to ITB China, which takes place from May 16-18 in Shanghai.


Finland is the Partner Destination of ITB China, and Heli Mende, Director, Head of Visit Finland, says Chinese travellers are a very important tourism source market for his nation: “We are continually working to enhance our partnership with travel trade partners in China to provide unique travel products to Chinese travellers and ITB China provides us with a great platform to present Finland to Chinese decision makers”.

Photo: David Axiotis – General Manager, ITB China