ITB China 2026: ENIT brings Italy to Shanghai at the heart of dialogue with the Chinese travel market

From May 26 to 28, 2026, ENIT S.p.A. participated in ITB China 2026, the leading B2B travel trade fair for the Chinese market, with an institutional stand of 225 sqm within the ENIT/Italy area at pavilion D45 of the Shanghai World Expo Exhibition and Convention Center.

Italy’s presence at the event represented a key opportunity to promote the Italian tourism offering and strengthen relationships with buyers, operators, and stakeholders in the Chinese market. The ENIT/Italy stand once again confirmed its role as a central hub for professional meetings between Chinese demand and Italian supply, providing an institutional space dedicated to networking, destination presentations, and the development of new business opportunities.

ITB China 2026 opened on May 26 in Shanghai, reaffirming its position as a strategic platform for international tourism and for engagement with one of the most important markets for global outbound travel. The 2026 edition recorded a 20% increase in net exhibition space compared to the previous year, with fully sold-out halls, over 900 exhibitors from 85 countries and territories, 1,700 invited buyers, and 280 media representatives. Over the three days, approximately 46,000 pre-scheduled business meetings took place, confirming the strong interest of the global travel industry in cooperation opportunities with the Chinese market.

The fair, fully dedicated to the B2B segment, offered a structured matchmaking system and extensive networking activities, fostering direct engagement between international operators and selected buyers. Within this context, ENIT highlighted the richness and diversity of Italy’s tourism offering, promoting the country as a destination capable of meeting the evolving needs of Chinese travelers, increasingly oriented toward authentic experiences, service quality, culture, lifestyle, shopping, gastronomy, and multi-destination itineraries.

On the first day of the event, the Italian stand hosted the official opening ceremony with a ribbon-cutting. The event was attended by Ivana Jelinic, CEO of ENIT; Tiziana D’Angelo, Consul General of Italy in Shanghai; Augusto Sartori, member of ENIT’s Board of Directors; Francesco Cacciapuoti, representative of Ferrovie dello Stato Italiane; along with representatives of the Veneto, Friuli Venezia Giulia, and Sardinia regions.

Participation in ITB China 2026 is part of ENIT’s broader strategy to strengthen Italy’s visibility in high-potential international markets and to support Italian companies, regions, and operators at the world’s leading trade fairs. Shanghai thus confirms its role as a strategic hub for enhancing Italy’s promotion in China, supporting commercial relations, and capturing new travel trends, contributing to the qualitative and competitive growth of Italian tourism.