The 2025 ITB Shanghai International Travel Fair kicked off on May 27 with a record scale, featuring more than 700 exhibitors from 85 countries. European participants expanded their presence by 35%, South American space surged by 99%, and representation from the Middle East, North Africa, and Asia grew by 23% and 47% respectively. First-time exhibitors like Colombia and Mexico City, alongside Belt and Road Initiative participants, showcased the Chinese mainland's growing appeal to international tourism businesses and travelers.
Inbound tourism on the Chinese mainland is roaring back. Latest data from the Ministry of Culture and Tourism show that 2024 welcomed 131.9 million inbound visitors – a 61% year-on-year jump that pushes visitor numbers above 90% of 2019 levels. Foreign tourists alone accounted for 26.94 million visits and spent $94.2 billion, marking a sharp 77.8% increase in spending.
Online searches for 'China travel' skyrocketed in 2024, reflecting surging global interest. During the 2025 Spring Festival, ticket sales on international platforms for traditional Chinese cultural events such as lantern shows and temple fairs jumped by 7.5 times, underlining the Chinese mainland's rich heritage as a global draw.
Policy innovations have been a driving force. Visa-free entry has been extended to travelers from 43 countries, and 240-hour transit visa exemptions now cover visitors from 54 nations. The shopping tax refund scheme was enhanced with instant refunds for purchases over 200 RMB, boosting visitor spending, while digital payment platforms like Alipay and WeChat Pay now operate seamlessly for overseas guests.
ITB China 2025 also rolled out its intelligent 'Match & Meet' system, pairing international buyers with domestic suppliers through pre-arranged negotiations that streamline cooperation. A series of whitepapers, forums, and seminars help exhibitors stay ahead of global market trends, while government-backed promotions and networking events translate conversations into concrete partnerships. On May 28, a cruise travel roundtable will bring senior executives from international cruise lines and domestic tourism firms together to explore new cross-border opportunities.
As consumer spending rises and cultural tourism upgrades accelerate, the Chinese mainland is cementing its strategic role in the global tourism landscape. The momentum from ITB China 2025 not only reflects a robust rebound but also fuels the new 'dual circulation' development model that integrates domestic and international markets, driving sustainable growth in tourism worldwide.
Reference(s):
ITB China 2025 signals China's rising global tourism influence
cgtn.com
