CategoryTravel & Tourism
ITB China 2026
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About this event
ITB China 2026
Event type: Travel trade show, tourism sourcing, destination marketing, hospitality partnerships, outbound/inbound travel business, MICE, cruise, aviation, travel technology
Expected audience: Travel buyers, tour operators, destination management companies, hotels, resorts, airlines, cruise lines, OTAs, travel tech providers, tourism boards, MICE planners, and business development teams from across China and international markets.
Estimated attendance: Typically a high-value B2B travel trade audience with a strong mix of domestic China professionals and international exhibitors/buyers. Footfall is commonly positioned in the tens of thousands when combining exhibitors, visitors, hosted buyers, and business delegates across the show period.
1) Who attends: Buyers / Attendees
ITB China is not a consumer travel expo. It is a B2B travel industry marketplace designed for business matching, destination promotion, and travel product sourcing. The strongest attendees are decision-makers and commercial influencers from travel and tourism businesses.
Typical attendee groups include:
- Travel agency owners, category managers, and outbound travel product managers
- Tour operators and wholesale travel buyers
- Destination marketing organizations and tourism board representatives
- Hotel and resort sales, distribution, and revenue teams
- Airline route development, sales, and trade marketing teams
- Cruise line business development and partnerships teams
- MICE planners, event agencies, and corporate travel buyers
- Travel technology companies, booking platforms, and distribution partners
- Luxury travel advisors and incentive travel specialists
- Media, associations, and tourism industry consultants
This event is especially valuable for companies looking to reach buyers who actively source travel inventory, negotiate partnerships, promote destinations, and influence booking volumes.
2) Where the show is happening + attendee geographic origin
Show location: Shanghai, China
Shanghai is one of the most important commercial travel hubs in Asia, making it a strategic location for a major B2B travel event. It attracts a strong domestic Chinese audience as well as international tourism organizations and global travel suppliers.
Attendee geographic origin:
- Primarily China-based travel professionals from major source cities such as Shanghai, Beijing, Guangzhou, Shenzhen, Chengdu, Hangzhou, Nanjing, and other Tier 1 and Tier 2 markets
- Regional participation from Asia-Pacific travel businesses including Hong Kong, Macau, Singapore, Thailand, Malaysia, Japan, South Korea, Indonesia, Vietnam, and Australia
- International destination and hospitality brands from Europe, the Middle East, North America, and other global source markets
Because the event sits at the center of the China travel ecosystem, the buyer mix is strongly linked to outbound travel demand, premium travel planning, destination marketing, and cross-border tourism partnerships.
3) Audience reach: Local / National / Global
Reach type: National + Global
ITB China has a highly national Chinese buying base, but the event has clear global relevance. International destinations, hotel groups, cruise operators, airlines, travel technology providers, and tourism boards participate specifically to win Chinese business and establish long-term trade relationships.
For lead generation and attendee list strategy, this is a strong event if your client sells to:
- Travel distributors and tourism buyers in China
- International travel suppliers seeking China market access
- Luxury, outbound, and experiential travel planners
- MICE and corporate travel procurement teams
- Hospitality and destination marketing buyers
4) Sample buyer company names + websites
Below is a sample buyer table with strong target accounts that are relevant for travel, tourism, hospitality, transport, destination marketing, and travel technology. These are useful as sample buyer names for research, segmentation, and account targeting.
| Priority | Company | Website | Best Title to Target | Why This is a Good Buyer Fit |
|---|---|---|---|---|
| 1 | Trip.com Group | trip.com | Partnership Director / Destination Partnerships Manager | Major travel distribution platform with strong China market influence. |
| 2 | Fliggy | fliggy.com | Category Manager / Business Development Manager | Key Chinese travel commerce platform with sourcing and partner engagement needs. |
| 3 | Marriott International | marriott.com | Director of Sales, Greater China / Revenue Manager | Global hotel group seeking China outbound and inbound travel business. |
| 4 | Hilton | hilton.com | Regional Sales Director / Leisure Sales Manager | Strong leisure, MICE, and corporate travel buyer relevance. |
| 5 | Hyatt Hotels | hyatt.com | Director of Global Sales / Travel Trade Manager | High-value hospitality brand targeting travel trade relationships. |
| 6 | Accor | accor.com | Distribution Manager / Travel Trade Marketing Manager | International hotel group with broad Asia-Pacific trade activity. |
| 7 | Four Seasons Hotels and Resorts | fourseasons.com | Luxury Sales Manager / Strategic Partnerships Manager | Excellent for luxury travel, premium guest acquisition, and destination partnerships. |
| 8 | China Eastern Airlines | ceair.com | Route Development Manager / Corporate Sales Manager | Airline audience with direct tourism and trade-show relevance. |
| 9 | Air China | airchina.com | Trade Marketing Manager / B2B Partnerships Manager | Strong domestic and international travel connectivity buyer. |
| 10 | Cathay Pacific | cathaypacific.com | Agency Sales Manager / Travel Industry Sales Manager | High-value regional airline with strong trade partnership needs. |
| 11 | Royal Caribbean Group | royalcaribbeangroup.com | Business Development Manager / Asia Sales Director | Cruise line buyer with destination and travel distribution interests. |
| 12 | MSC Cruises | msccruises.com | Trade Sales Manager / Partnership Manager | Relevant for cruise buyers and travel agency channel development. |
| 13 | Visa | visa.com | Travel and Entertainment Partnerships Manager | Travel ecosystem enabler with strong tourism payment and merchant relationships. |
| 14 | Booking.com | booking.com | Partner Services Manager / Market Manager | Online travel platform with accommodation and destination demand generation. |
| 15 | Expedia Group | expediagroup.com | Strategic Partnerships Manager / Supply Manager | Global OTA player with supplier acquisition and travel trade connections. |
| 16 | Tourism Australia | tourism.australia.com | China Market Manager / Trade Engagement Manager | Destination marketing organization focused on Chinese outbound travel. |
| 17 | Singapore Tourism Board | stb.gov.sg | Regional Marketing Director / Trade Relations Manager | Strong fit for destination promotion and China travel buyer engagement. |
| 18 | Disney Parks | disney.com | Travel Trade Sales Manager / Distribution Manager | Attraction and leisure travel brand with strong B2B distribution needs. |
Top 5 sample buyers to prioritize first: Trip.com Group, Fliggy, Marriott International, Hilton, and Tourism Australia. These provide a strong mix of travel distribution, hospitality, and destination marketing buyers.
5) Job profiles, industries & event type
Best job titles to target:
- Director of Business Development
- Partnerships Manager
- Destination Marketing Manager
- Travel Trade Manager
- Sales Director, Hospitality
- Regional Sales Manager
- Revenue Manager
- Distribution Manager
- Market Manager
- Route Development Manager
- Corporate Travel Manager
- MICE Sales Manager
- Leisure Sales Manager
- Channel Manager
- Supplier Relations Manager
- Strategic Partnerships Manager
Best industry filters to use:
- Leisure, Travel & Tourism
- Hospitality
- Airlines/Aviation
- Internet
- Information Technology & Services
- Market Research
- Marketing & Advertising
- Events Services
- Logistics & Supply Chain
- Transportation/Trucking/Railroad
- Public Relations & Communications
- Wholesale
- Financial Services
- Luxury Goods & Jewelry
- Management Consulting
- Real Estate
Event type categories: B2B travel trade show, tourism sourcing exhibition, destination marketing conference, hospitality networking event, travel technology marketplace, MICE business event
6) Estimated attendance / expected total footfall
For a major event like ITB China, the expected attendance should be treated as a high-value business audience rather than a mass consumer crowd. The total footfall generally includes exhibitors, hosted buyers, trade visitors, delegates, and media.
Estimated footfall: High-volume B2B attendance, often driven by a mix of local Chinese professionals and global travel stakeholders. The strongest value is not just raw numbers, but the concentration of commercial buyers.
What makes the footfall valuable:
- Multiple decision-makers in one location
- High concentration of travel procurement and partnership roles
- International exhibitors looking to win China business
- Domestic buyers seeking new destinations, suppliers, and trade deals
7) Key focus areas & buyer engagement
ITB China is centered around commercial travel growth, product sourcing, distribution, and destination partnerships. The show is especially relevant for organizations that want to influence booking channels and partnership pipelines.
Key focus areas:
- Outbound travel from China
- Destination promotion and tourism board engagement
- Hotel and resort distribution
- Airline partnerships and route development
- Cruise and leisure travel sales
- MICE, corporate travel, and incentive travel
- Travel technology and booking ecosystem solutions
- Luxury travel and premium tourism
- Cross-border tourism partnerships
Buyer engagement strategy:
The best engagement angle is to position your offer around trade partnerships, qualified travel buyers, and destination/business development. For list selling, the strongest promise is access to people who influence sourcing, distribution, promotion, and revenue generation across the travel value chain.
8) Client product fit note
To give the best buyer recommendations, please share your client website before finalizing the target list. The ideal buyers for ITB China 2026 will change based on what your client sells.
Examples:
- If your client sells hotel software, target hotel operators, revenue teams, and hospitality groups.
- If your client sells travel technology, target OTAs, tour operators, and distribution managers.
- If your client sells destination services, target tourism boards, DMCs, and travel trade marketers.
- If your client sells payment or fintech solutions, target travel commerce platforms, airlines, and hotel chains.
- If your client sells business services, target partnerships, procurement, and operations leaders in travel companies.
9) Final recommendation
ITB China 2026 is a strong event for attendee-list sales if the goal is to reach travel industry decision-makers, tourism buyers, hotel and airline commercial teams, and destination marketing professionals. It is especially good for B2B outreach because the audience is built around buying, sourcing, partnerships, and business development.
Best buyer segments to collect:
- Travel agencies and tour operators
- Hotel and resort sales teams
- Airline commercial teams
- Destination marketing organizations
- Cruise and leisure travel buyers
- MICE and corporate travel planners
- Travel technology and booking platform buyers
Quality rating for B2B attendee-list sales: 9/10
This is a highly relevant event for travel-focused lead generation because it combines strong buyer intent, international participation, and a commercial audience that actively forms partnerships and sources business.
Next step: Please share your client website, and I will refine the best buyer companies, job titles, and industry filters specifically for your client’s product.
Data sheet
ITB China 2026 – Event Attendee & Buyer Profile Analysis
Event Date: 26 May 2026 – 28 May 2026
Location: Shanghai, Shanghai, China
Event Status: Upcoming
Research Date: 23 June 2026
Event Overview
| Field | Details |
|---|---|
| Event Name | ITB China 2026 |
| Event Date | 26 May 2026 – 28 May 2026 |
| Event Status | Upcoming |
| Venue | Shanghai World Expo Exhibition & Convention Center |
| City | Shanghai |
| State / Region | Shanghai |
| Country | China |
| Organizer | ITB China / Messe Berlin China (official organizer branding used by the event) |
| Official Event Website | ITB China official website |
| Event Type | B2B travel trade show, tourism sourcing, destination marketing, hospitality partnerships, outbound/inbound travel business, MICE, cruise, aviation, travel technology |
| Primary Category | Travel & Tourism |
| Secondary Applicable Categories | Hospitality; Business Services; IT & Technology; Logistics & Transportation |
| Audience Reach | Global B2B audience with strong China outbound and inbound travel concentration |
| Estimated Attendance / Expected Footfall | Attendance figure not publicly confirmed by the organizer. Public positioning indicates a large, high-value hosted-buyer and trade visitor event. |
| Attendance Data Reliability | Medium; official current-year attendance total not publicly confirmed at the time of research |
| Main Purpose of Event | To connect travel suppliers, destinations, and tourism brands with qualified buyers for sourcing, partnerships, business development, and market expansion in China and international markets. |
About the Event
ITB China is a dedicated B2B travel trade marketplace focused on the China travel sector and its international commercial network. The event brings together travel suppliers, destination marketing organizations, hospitality brands, and travel technology companies with buyers and commercial decision-makers who influence sourcing, distribution, and partnerships.
The event is especially relevant for companies seeking outbound China business, inbound tourism partnerships, MICE demand, cruise distribution, aviation connectivity, and digital travel sales opportunities. Its market position makes it a strong venue for lead generation, hosted buyer engagement, relationship building, and category-specific buyer targeting across the travel ecosystem.
1. Who Attends: Buyers / Attendees
| Buyer / Attendee Segment | Typical Organizations | Buying Role or Influence | Relevance to Exhibitors / Suppliers |
|---|---|---|---|
| Travel agency owners and managers | Outbound travel agencies, inbound agencies, retail travel firms | Product sourcing, supplier selection, partnership evaluation | Core buying audience for tours, destinations, hotels, and packages |
| Tour operators and wholesalers | Tour operators, wholesale travel consolidators, DMCs | Negotiation, contracting, package design | High-value for destination, hotel, cruise, and local experience suppliers |
| Destination marketing organizations | National tourism boards, city tourism bureaus, regional DMOs | Marketing, route development support, market-entry partnerships | Important for sponsorships, co-marketing, and destination promotion solutions |
| Hotels, resorts, and hospitality groups | Hotel chains, resorts, serviced apartments, management companies | Distribution, revenue, trade sales, partnerships | Key audience for channel partners, travel trade, and tech vendors |
| Airlines and aviation commercial teams | Airlines, airport marketing teams, route development groups | Route development, sales partnerships, trade marketing | Relevant for tourism recovery, connectivity, and aviation/travel alliances |
| Cruise line business teams | Cruise operators, port partners, travel distribution teams | Sales, distribution, regional growth, partnerships | Useful for itinerary, destination, and passenger acquisition offers |
| MICE planners and corporate travel buyers | Event agencies, corporate travel departments, PCOs | Venue sourcing, destination selection, program procurement | Strong fit for hotels, convention bureaus, DMCs, and event-tech suppliers |
| Travel technology decision-makers | OTA platforms, booking tech vendors, SaaS providers, channel managers | Platform selection, integrations, commercial partnerships | Relevant for software, payments, data, and automation vendors |
| Retail and distribution partners | Travel retailers, wholesalers, super-app partners, distributors | Channel access, package merchandising, partner onboarding | Important for product distribution and market expansion |
| Trade media, associations, and consultants | Industry media, tourism associations, advisors, analysts | Market influence, visibility, credibility | Supports brand exposure, thought leadership, and lead capture |
2. Event Location and Attendee Geographic Origin
| Geographic Area | Likely Attendee Origin | Buyer Concentration | Notes |
|---|---|---|---|
| Host city: Shanghai | Strong domestic trade attendance from Shanghai-based travel, hospitality, aviation, and event businesses | Very High | One of China’s main commercial travel and business event hubs |
| Host region: East China | Jiangsu, Zhejiang, Anhui, Fujian, and nearby provincial markets | High | Key source region for travel demand and supplier relationships |
| National China reach | Travel agencies, OTAs, hotels, destination boards, and corporate travel buyers from across China | Very High | Likely strong participation from tier-1 and tier-2 city buyers |
| Greater China / APAC | Hong Kong, Macau, Taiwan, Singapore, Japan, South Korea, Southeast Asia | Medium to High | Relevant for outbound and regional travel trade partnerships |
| Europe and Middle East | Destination boards, hotel groups, travel tech firms, airlines, and DMCs | Medium | Common source markets for destination promotion and travel trade networking |
| North America and long-haul inbound markets | Travel brands seeking China market access and tourism recovery demand | Medium | Often represented by international exhibitors and hosted-buyer programs |
3. Audience Reach
| Reach Level | Assessment | Explanation |
|---|---|---|
| Primary Classification | Global | ITB China is a China-centered trade show with international exhibitors, hosted buyers, and travel industry stakeholders from multiple regions. |
4. Sample Buyer Companies and Websites
| Buyer Company / Organization | Buyer Type | Why It Is Relevant | Website | Best Job Titles to Target | Evidence Level |
|---|---|---|---|---|---|
| Trip.com Group | OTA / travel platform | Major China travel distribution and sourcing platform; strong fit for supplier partnerships and travel tech. | trip.com | Partnerships Director, Category Manager, Supplier Relations, Business Development | Strong Market Fit, Attendance Not Confirmed |
| Ctrip (China domestic brand under Trip.com Group) | OTA / distribution | Relevant for travel product merchandising, hotel contracting, and destination campaigns. | ctrip.com | Merchandising Manager, Sourcing Manager, Partnerships, Commercial Director | Strong Market Fit, Attendance Not Confirmed |
| Fliggy | OTA / travel commerce | China travel marketplace relevant for destinations, hotels, and tourism brands. | fliggy.com | Category Manager, Business Development, Supplier Partnerships, Product Director | Strong Market Fit, Attendance Not Confirmed |
| China CYTS Tours Holding | Travel agency / tour operator | Large travel operator with sourcing and outbound/inbound business relevance. | cyts.com | Procurement, Product Manager, Outbound Director, Partnerships Manager | Strong Market Fit, Attendance Not Confirmed |
| Utour Group | Tour operator | Relevant for outbound travel sourcing and destination partnerships. | utourworld.com | Commercial Director, Sourcing Manager, Product Director, Country Manager | Strong Market Fit, Attendance Not Confirmed |
| Spring Airlines | Airline | Air connectivity and route commercial teams are highly relevant to tourism and destination promotion. | ch.com | Route Development, Trade Marketing, Sales Director, Partnerships | Strong Market Fit, Attendance Not Confirmed |
| Air China | Airline | Relevant for route marketing, destination campaigns, and partnership development. | airchina.com | Route Planning, Marketing Director, Trade Sales, Partnership Manager | Strong Market Fit, Attendance Not Confirmed |
| Juneyao Air | Airline | Potential attendee for route, sales, and destination promotion networking. | juneyaoair.com | Commercial Director, Route Development, Sales, Partnerships | Strong Market Fit, Attendance Not Confirmed |
| Marriott International | Hotel group | Relevant for hospitality sales, distribution, and China travel trade partnerships. | marriott.com | Regional Sales Director, Distribution, Revenue Manager, Partnerships | Strong Market Fit, Attendance Not Confirmed |
| Hilton | Hotel group | Strong fit for corporate sales, MICE, and destination partnerships. | hilton.com | Director of Sales, MICE Sales, Revenue Director, Channel Manager | Strong Market Fit, Attendance Not Confirmed |
| Accor | Hotel group | Relevant for leisure, corporate, and MICE sales as well as destination channels. | accor.com | Sales Director, Commercial Director, Revenue Management, Partnerships | Strong Market Fit, Attendance Not Confirmed |
| Hyatt | Hotel group | Fit for premium travel trade and MICE partnerships. | hyatt.com | Sales Director, Director of Distribution, Revenue Manager, Business Development | Strong Market Fit, Attendance Not Confirmed |
| Royal Caribbean Group | Cruise line | Relevant for distribution, itinerary planning, and destination marketing. | royalcaribbeangroup.com | Business Development, Sales, Partnerships, Commercial Director | Strong Market Fit, Attendance Not Confirmed |
| Melco Resorts & Entertainment | Hospitality / integrated resort | Relevant for high-end tourism, MICE, and destination partnership activity. | melco-resorts.com | Sales Director, MICE Director, Partnerships, Commercial VP | Strong Market Fit, Attendance Not Confirmed |
5. Job Profiles, Industries and Event Type
| Priority | Job Title / Function | Department | Seniority Level | Why This Role Matters |
|---|---|---|---|---|
| 1 | Chief Procurement Officer / Head of Procurement | Procurement | C-level / VP | Controls sourcing strategy for travel, hospitality, and services categories. |
| 2 | Director of Partnerships / Business Development Director | Commercial | Director | Key decision-maker for destination, hotel, airline, and travel-tech partnerships. |
| 3 | Product Director / Product Manager | Product | Director / Manager | Sources travel inventory and builds packaged offerings. |
| 4 | Strategic Sourcing Manager | Procurement / Sourcing | Manager | Evaluates suppliers, negotiates commercial terms, and manages supply relationships. |
| 5 | Category Manager | Merchandising / Commercial | Manager | Controls sourcing and assortment decisions for travel products and suppliers. |
| 6 | Director of Sales / Regional Sales Director | Sales | Director | Drives distribution and commercial partnerships across travel channels. |
| 7 | Revenue Manager / Director of Revenue Management | Revenue / Commercial | Manager / Director | Critical for hotel and hospitality suppliers focused on yield and distribution. |
| 8 | Route Development Manager / Network Planning | Aviation | Manager | Relevant for tourism boards and destination marketers seeking air connectivity. |
| 9 | MICE Director / Event Program Manager | Events / Corporate Travel | Director / Manager | Sources venues, destinations, DMCs, and event service providers. |
| 10 | Partnerships Manager / Alliances Manager | Commercial / Growth | Manager | Targets co-marketing, distribution, and strategic alliance opportunities. |
| Priority | Apollo Industry | Why It Fits the Event | Best Buyer Use Case |
|---|---|---|---|
| 1 | Leisure, Travel & Tourism | Core industry for the event and the primary source of buyer activity. | Travel agencies, tour operators, DMCs, destination boards |
| 2 | Hospitality | Hotel, resort, and lodging buyers and sellers are central to the show. | Hotel sales, distribution, revenue, and partnership teams |
| 3 | Aviation & Aerospace | Airline and route development relevance for tourism and connectivity. | Airline commercial, route planning, trade marketing |
| 4 | Events Services | MICE and business-event planning teams are a strong attendee group. | Event agencies, PCOs, venue sourcing professionals |
| 5 | Information Technology & Services | Travel tech providers, booking platforms, and SaaS suppliers are relevant. | Travel software, booking engines, CRM, analytics |
| 6 | Internet | OTAs, travel marketplaces, and digital distribution platforms attend and exhibit. | Digital travel commerce and marketplace partnerships |
| 7 | Marketing & Advertising | Destination promotion, campaign execution, and trade marketing are highly relevant. | DMO marketing, co-op campaigns, media partnerships |
| 8 | Logistics & Supply Chain | Relevant for travel operations, group movement, and service coordination. | Tour operations, destination handling, group logistics |
| 9 | Retail | Travel retail, loyalty, and consumer-facing distribution partnerships may appear. | Retail travel products, loyalty offers, bundled experiences |
| 10 | Wholesale | Wholesale travel sellers and consolidators are central to sourcing. | Wholesale contracting, inventory distribution, B2B travel supply |
| 11 | Consumer Services | Customer-facing travel service businesses are active in sourcing and partnership buying. | Travel service brands and service partnerships |
| 12 | Import & Export | Useful for cross-border travel product distribution and international operators. | Cross-border travel sellers and market-entry partners |
6. Estimated Attendance
| Metric | Figure | Status | Source / Basis | Notes |
|---|---|---|---|---|
| Estimated total footfall | Not publicly confirmed | Unconfirmed | Organizer does not consistently publish a final public attendance total in accessible summary materials | Use as a high-value trade event rather than relying on a precise footfall figure |
| Exhibitor count | Not publicly confirmed here for 2026 | Unconfirmed | Official exhibitor directory / event profile should be checked on the organizer website | Prior-year exhibitor evidence may be used if current list is unavailable |
| Buyer / hosted buyer count | Not publicly confirmed | Unconfirmed | Hosted buyer program materials and appointment program pages | High-quality buyer concentration is expected, but exact totals should not be assumed |
| Speaker count | Not publicly confirmed | Unconfirmed | Agenda and conference program pages | Speaker profiles can be used for account mapping and outreach |
| Historical attendance | Used only as context | Historical / prior-year evidence | Official event summaries and archives where available | Do not treat as current-year confirmation |
7. Key Focus Areas and Buyer Engagement
| Focus Area | Typical Buyer Need | Buyer Engagement Opportunity | Relevant Supplier Offering |
|---|---|---|---|
| Procurement | Qualified travel inventory and service sourcing | Appointment setting with sourcing and commercial teams | Sourcing support, contracting, supplier management |
| Technology | Booking, distribution, CRM, and automation tools | Product demos, partnership discussions, integration meetings | Travel SaaS, channel management, booking engines |
| Destination marketing | Visibility in China and international source markets | Co-marketing meetings and campaign partnerships | DMO promotion, media buying, content packages |
| Hospitality sales | Channel growth, direct bookings, and trade distribution | Hotel chain meetings with wholesalers and OTAs | Distribution, revenue strategy, account management |
| Aviation connectivity | Route demand and destination traffic | Airline-to-destination meetings and trade marketing | Route support, travel demand generation, partnerships |
| MICE | Venue and program sourcing | One-to-one meetings with planners and DMCs | Venue solutions, event planning, destination services |
| Cruise and leisure travel | Package development and passenger acquisition | Distribution and itinerary partnerships | Cruise sales, destination shore-experience supply |
Lead Quality Assessment
| Factor | Assessment | Explanation |
|---|---|---|
| Buyer relevance | Very High | Strong concentration of commercial decision-makers across tourism, hospitality, and travel distribution. |
| Decision-maker availability | High | Event format is built around business matching and hosted buyer engagement. |
| Data collection potential | High | Exhibitor, sponsor, speaker, and buyer-facing content can support targeted list building. |
| Apollo targeting potential | Very High | Clear industry and job-title filters exist for travel, hospitality, aviation, and events segments. |
| Geographic targeting potential | High | Useful for China, APAC, and global travel market segmentation. |
| Best outreach approach | High-touch, account-based | Pre-event appointment setting, hosted buyer outreach, and post-event follow-up work best. |
| Overall lead quality | Very High | One of the stronger B2B travel-sector events for buyer profiling and lead generation. |
| Best use case | B2B attendee list building | Ideal for target-account prospecting, supplier outreach, and travel-sector appointment setting. |
| Limitations / risks | Medium | Current-year attendee details may not be fully public; buyer verification should rely on official lists where available. |
Apollo.io Targeting Recommendation
| Filter Type | Recommended Filters | Purpose |
|---|---|---|
| Apollo industries | Leisure, Travel & Tourism; Hospitality; Aviation & Aerospace; Events Services; Information Technology & Services; Internet; Marketing & Advertising; Logistics & Supply Chain; Wholesale; Retail | Capture the full travel commercial ecosystem |
| Departments | Procurement, Sales, Business Development, Partnerships, Product, Commercial, Marketing, Operations, Revenue Management | Find buyers and decision-makers |
| Seniority | Manager, Director, VP, C-level | Prioritize commercial influence and budget authority |
| Job titles | Procurement Manager, Sourcing Manager, Category Manager, Product Director, Partnership Director, Commercial Director, Sales Director, Revenue Manager, Route Development Manager, MICE Director | Align outreach to the most relevant buyer functions |
| Geography | China, Hong Kong, Macau, Singapore, Japan, South Korea, Thailand, Malaysia, Indonesia, UAE, United Kingdom, Germany, France, United States | Match the event’s China-centric and international buyer base |
| Employee size | 51-200, 201-500, 501-1000, 1001-5000, 5000+ | Travel brands and hospitality groups often operate at mid-market and enterprise scale |
| Keywords | travel, tourism, hospitality, OTA, travel tech, destination marketing, MICE, tour operator, wholesaler, airline, cruise, distribution, supplier partnerships | Improve precision for travel industry buying roles |
| Company type | Public company, enterprise, privately held travel brands, associations, government tourism boards | Focus on organizations with budgets and partnership mandates |
| Revenue range | Where available, prioritize mid-market to enterprise revenue bands | Supports outreach to organizations with active sourcing and growth teams |
Suggested Apollo Search Logic: (travel OR tourism OR hospitality OR airline OR cruise OR OTA OR “travel tech” OR DMO OR “destination marketing” OR MICE) AND (procurement OR sourcing OR partnerships OR commercial OR product OR sales OR “business development” OR revenue OR “route development”) AND geography filters for China, APAC, and international source markets.
Client Fit Review Required
Please share the client website or product/service details. I will review the client offering and identify the highest-fit buyer companies, Apollo industries, seniority levels, departments, and job titles from this event.
Sources & Verification Notes
| Source | Type | What It Verified | Reliability |
|---|---|---|---|
| ITB China official website | Official organizer source | Event brand, positioning, travel trade focus, and official event information | High |
| Messe Berlin official website | Organizer website | Organizer relationship and institutional background | High |
| Shanghai World Expo Exhibition & Convention Center official website | Venue website | Venue identity and Shanghai location confirmation | High |
| ITB China event pages / registration / agenda pages | Official event pages | Event date window, program positioning, and travel-industry audience definition | High |
| ITB China exhibitor directory | Official exhibitor list | Potential current-year exhibitors and market participants, where available | High |
| ITB China hosted buyer / buyer program page | Official buyer program | Hosted buyer format and business-matching relevance | High |
| ITB China press / news page | Official press releases | Program updates, exhibitor announcements, and event framing | High |
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