ITB China has announced Zhejiang Province as the Official Partner Province of ITB China 2026 for China Inbound Travel.

In this role, Zhejiang will showcase its diverse tourism offerings and refreshed destination image to the global travel industry.

The partnership further reinforces ITB China’s position as a leading platform for international exchange and business development within China’s inbound travel sector.

Zhejiang is one of China’s most dynamic provinces, known for its strong cultural identity and growing international appeal. It is home to iconic landmarks such as West Lake, Liangzhu and the Grand Canal, as well as Jiangnan water towns, scenic coastlines and mountain landscapes, and a rich living heritage.

At the same time, cities such as Hangzhou, Ningbo, Wenzhou and Yiwu have established themselves as centres of digital innovation and modern commerce—broadening Zhejiang’s appeal beyond traditional sightseeing to a wider range of contemporary travel experiences.

Technology is further enhanced accessibility. From smart ports and multilingual digital services to cross-border payment solutions and efficient transport networks, travel to and within Zhejiang is becoming increasingly seamless for international visitors. Meanwhile, stronger industry capabilities and rising global visibility are turning the province’s cultural depth and outward-looking spirit into greater international appeal.

Joining Forces to Strengthen the International Appeal of China’s Inbound Travel

For Zhejiang, the partnership marks an important step in raising its international profile and expanding high-quality inbound tourism cooperation with the global travel trade. Through ITB China’s network of international buyers, tourism companies and decision-makers, Zhejiang aims to communicate its strengths as a key inbound destination in China more effectively, while further shaping a destination image that combines cultural depth, contemporary appeal and international readiness.

For ITB China, Zhejiang’s participation strengthens the show’s inbound travel segment and provides a more comprehensive picture of China’s diverse destination landscape—from cultural heritage and iconic attractions to modern lifestyles and innovation-driven experiences.

Chen Rufu, Deputy Director-General of Zhejiang Provincial Department of Culture Radio Television and Tourism, said: “ITB China brings together key buyers, industry partners and market resources from around the world. Our cooperation with ITB China marks an important step for Zhejiang in deepening engagement and strengthening engagement and expanding international collaboration. Through this professional platform, we look forward to further raising Zhejiang’s visibility in the global tourism market, encouraging more international travel professionals to discover and explore the province, and advancing practical cooperation in inbound tourism development, marketing and partnerships.”

David Axiotis, Managing Director of Messe Berlin (China), said: “As international interest in China inbound travel continues to grow, trade fair platforms need to play a clearer role in connecting markets and generating business. Zhejiang’s role as Official Partner Province of ITB China 2026 will bring a more distinctive destination profile to the show’s inbound segment and help the international travel industry better understand the emerging opportunities in China’s inbound travel market. Through this partnership, we aim to strengthen exchange and cooperation between global buyers, industry partners and Chinese destinations at the show.”

Cultural Depth and Modern Vitality Shape a New Identity for Inbound Travel

Global interest in China’s inbound travel market has been rising steadily, with demand increasingly shifting beyond traditional landmark sightseeing toward more integrated destination experiences that combine cultural depth, lifestyle appeal and contemporary offerings. Zhejiang is well positioned to respond to this shift. Alongside its rich cultural and scenic assets rooted in Jiangnan heritage, the province offers strong potential for international promotion and product development across segments including urban leisure, MICE, coastal holidays, rural tourism, intangible cultural heritage, gastronomy and high-quality lifestyle travel.

Zhejiang is also translating its digital capabilities into tangible inbound travel services. Through “Hi Travel”, China’s first provincial one-stop smart inbound tourism platform, the province integrates AI-powered itinerary planning, real-time translation, payment and customs-related services, as well as departure tax refund support, into a smoother travel experience. Through its partnership with ITB China, Zhejiang is expected to further expand its visibility across global travel distribution and cooperation networks, while drawing greater international attention to new directions, new products and new opportunities in China inbound travel.

Showcasing Zhejiang Through Immersive Experiences and Signature Events

At ITB China 2026, Zhejiang will engage with international buyers and industry partners through pavilion presentations, themed promotions, business meetings and networking events, complemented by cultural performances and interactive experiences designed to foster deeper engagement and on-site exchange.

During the show, Zhejiang will also host the themed evening event “Zhejiang Night” offering attendees a unique opportunity to experience the province’s hospitality, cultural sophistication and openness to collaboration.

Following the exhibition, Zhejiang will organize a four-day familiarization trip for international buyers across the eastern and southern parts of the province. From Song Dynasty-inspired heritage to digitally driven urban districts, and from revitalized ancient towns to mountain and coastal landscapes, the program is designed to turn business interest into tangible inbound travel products through first-hand experience.

This partnership also reflects ITB China’s ongoing commitment to strengthening its inbound travel segment. As global interest in the China market continues to grow, presenting a clearer, more compelling and contemporary image of Chinese destinations through representative partnerships has become an increasingly important part of the show’s value. Zhejiang’s participation will not only add depth to ITB China 2026 but also serve as a benchmark for advancing international exchange and cooperation in China’s inbound travel sector. -TradeArabia News Service