ITB China 2025 Conference Program
Spotlight Key Trends and Innovations in the Chinese Travel Market
ITB China conference will cover key themes, including China Outbound Travel, China Inbound Travel, Hotel and Hospitality, MICE & Business Travel, Themed & Customized Travel, and Travel Tech Innovation. These topics will be explored through a series of keynote speeches, industry dialogues, executive interviews, and panel discussions. Attendees will gain actionable insights from global and local travel leaders across three dynamic stages: Conference Room A, Conference Room B, and the Presentation Hub. ITB China Conference will be organised in cooperation with ITB China’s co-host and partner TravelDaily.
Day 1 (May 27) – Opening Speech & China Outbound Travel & Travel Tech Innovation
Day 2 (May 28) – China Inbound Travel & MICE and Business Travel & Themed and Customized Travel & Travel Tech Innovation
Day 3 (May 29) – Hotel and Hospitality & Themed and Customized Travel & Education and Training
Please find below the ITB China Conference Program which takes place at the Conference Area. On floor we will have another stage – the Presentation Hub.
Conference Room A
Conference Room B
Presentation Hub
Conference Room A
Day 1
27 May 2025
Day 2
28 May 2025
Day 3
29 May 2025
10:50-11:10
Keynote
Senior Director of International Promotion Asia / Africa / Tourism Malaysia
Trends in 2025 Tourism: The Inbound Travel Boom and New Market Changes
1、2025 Inbound Tourism Inbound tourism is hot in 2025. Travelers want flexible itineraries. The market is fast-paced. 2、Insights into Supply and Demand Patterns -Hotel Sector: Analyze occupancy rates and revenue... Read More
Xing Xiong
11:30-11:50
Keynote
Vice President of Tencent Cloud, Head of Tencent Smart Tourism / Tencent
Chinese Outbound Tourism, what does the future hold?
Chinese outbound tourism is rebounding quickly as a key source of travellers for global and regional destinations. But what growth can be expected beyond this recovery? Will China continue to... Read More
Michael Shoory
14:20-15:00
Panel
CEO / TravelDaily
CEO / Moroccan National Tourist Office
Senior Marketing Manager and China Expert / European Travel Commission
GM / United (Beijing) International Travel Service Co., Ltd.
Head of Corporate Branding / Trip.com Group
The New Rules of Attraction: How Overseas Destinations Adapt to Changing Demands of Chinese Travelers
This session will focus on three core topics: 1. China Market Recovery: What Are Different Destinations Seeing and Doing? 2. Generational Shifts: How Are Chinese Travelers Evolving—and What Does It... Read More
Charlie Li
Achraf Fayda
Ludivine Destrée
Lei Zhang
Jessie Zhai
15:00-15:40
Panel
Buyers Manager / ITB China
CEO / HCG International Travel Group
Youxiake Internation Travel Service Co.,Ltd./GM OF OUTBOUND TRAVEL DEPT.
Founder / LAZY CAT TRAVEL
Managing director / Kazakh Tourism
New Products + New Grouping Models + New DMCs = The Emerging Trends of Group Tours
“As the tourism market recovers and younger generations drive new demand, traditional group tours are undergoing a transformation. From innovative product designs and flexible grouping models to the rise of... Read More
Sheryl Jiang
Yong He
ALAN LI
Jun Zhao
Shyryn Mussina
15:40-16:20
Panel
Special Commentator for People's Cultural Tourism & Special Researcher for the Phoenix Network Tourism Think Tank / Founder of the Shenzhou Travel Hundred Person Club
Vice President / Tuniu.com
Founder and CEO / 6 RENYOU Tailor-made Travel
Founder & CEO / ZHIKETONG TECHNOLOGY
Chairman / Xinjiang China International Travel Service Co., Ltd
From Customer Acquisition to Precision Conversion: The Evolution of New Media Strategies
This session will explore how to effectively boost conversion rates through new media platforms and private domain strategies, sharing successful case studies and practical tips.
Yuanshan Xiao
Zhanzhao Zhu
Jianqiang Jia
Hua Liu
Di Zhou
Decoding the Revival: Air Travel Resurgence & Hospitality Trends Behind the Numbers
Tracking tourism recovery through global flight capacity and hotel booking data, revealing insights into consumer confidence rebound and structural changes in the industry.
Hanming Li
WTTC’s Tourism Economic Impact Report: Global Trends & China’s Outlook
This presentation will provide an overview of WTTC’s latest Travel & Tourism economic impact data for both the global landscape and China, covering key indicators such as GDP contribution, employment,... Read More
Sarah Wang
10:40-11:20
Panel
Buyers Manager / ITB China
Director of Marketing & Branding / APPLE VACATIONS SDN BHD
Head of Reservations and Operations, Wendy Wu Tours
General Manger / Asian Trails
Korea Association of Travel Agents / Vice Chairman
Serving Diverse Overseas Markets: Product Innovation for China Inbound Tourism
As one of the countries with the most rich and diverse tourism resources, how can China design differentiated products and service experiences tailored to the cultural backgrounds, consumption habits, and... Read More
Sheryl Jiang
Jeslynn Wong
Nicole Borg
Justin Culkin
CHANG YUJAE
11:20-12:00
Panel
Director / ITB China
Travel Industy Head, Large Customer Sales, China / Google
Director of the international Exchange & Cooperation Division / Chongqing Municipal Commission of Cuiture and Tourism Development, China
Director of Foreign Exchange and Cooperation Division / Department of Culture and Tourism of Guangxi Zhuang Autonomous Region
Professor, EMBA director / Antai College of Economics & Management,Shanghai Jiao Tong University
Going Viral Overseas: Social Media Strategies and Content Codes for Inbound Destinations
China’s inbound tourism market is thriving in its golden era, yet this is only the beginning of an exhilarating journey. As international travelers venture deeper into China’s vast landscapes, from... Read More
Lydia Li
Tony Li
Yanli Chen
Cai Wei
Claire Zhou
14:00-14:30
Dialogue
CEO / TravelDaily
Level ll Inspector / Hangzhou Municipal Bureau of Culture, Radio, TV and Tourism
Managing Director / DESTINATION VERONA & GARDA
Dialogue with Hangzhou & Verona: The Renewal Journey of Cultural Destinations
Hangzhou and Verona—twin iconic cultural powerhouses from East and West. As cultural tourism enters a new era marked by personalization and digital innovation, Join this Special ITB China dialogue between... Read More
Charlie Li
Yufeng Liu
Luca Caputo
14:30-15:10
Panel
Deputy General Manager / China Travel Service (H.K)ltd.
Vice President / Alibaba Fliggy
Executive Director / Shanghai China International Travel Service Ltd.
Vice President / LN HOSPITALITY
Leveraging Overseas China Trends: Pathways to Sustainable Growth in Inbound Tourism
The Chinese inbound tourism market is ushering in unprecedented attention and growth opportunities. Against this backdrop, key players in the service chain—such as hotels, airlines, travel agencies, and OTA platforms—must... Read More
Gloria Wu
Tyrion
Zheng Wang
Daisy Shu
Alibaba Rural Public Welfare Tourism Practice
Alibaba, in partnership with Fliggy, has launched the “Discover Rural Beauty” Rural Tourism Digital Enhancement Initiative, driving the digital transformation of rural cultural tourism through technology, industry, and talent revitalization.... Read More
Tyrion
Empowering Rural Communities: The Impact of the Best Tourism Villages by UN Tourism Initiative
The keynote will present the Best Tourism Villages by UN Tourism initiative, focusing on the practical approaches adopted by rural villages to empower communities, preserve heritage, and build sustainable economies.... Read More
Federica IELLICI
15:50-16:30
Panel
General manager of CSR / Alibaba Fliggy
Programme Officer / UN Tourism
Member of the CPC Kaihua County Committee; Director of Kaihua Root Palace Buddhist Culture Tourism Zone Development Center; Party Secretary of The Bureau of Culture, Radio, Television, Tourism and Sports / Kaihua County
Senior Social Responsibility Specialist at Alibaba Group / ALIBABA
Deputy Secretary-General / Shanghai United Foundation
Producer / Xi You
Revitalizing Rural Tourism in a Global Context: Resource Activation, Digital Transformation, and Product Marketing
Frank He
Federica IELLICI
Genliang Wu
Quan Gao
Vicky
Yinlun Zhu
16:30-16:50
Keynote
Deputy Director / Zhejiang Provincial Department Of Culture Radio Television And Tourism
Metrics & Momentum: China’s Luxury Hotel Recovery & Guest Spending Patterns
Presenting China’s luxury hotel metrics in domestic market and inbound travel market, analyzing service innovations for boosting booking frequency (e.g. cultural experiences) and spending per trip (e.g. membership tiers), while... Read More
Zhihui Li
10:20-11:00
Panel
Planning Director / TravelDaily
Secretary of the Party Branch, Executive Director, General Manager / Shanghai Ruijin Hotel Co., Ltd.
VICE PRESIDENT- SALES & MARKETING ASIA PACIFIC / THE LUX COLLECTIVE
Producer / Xi You
Director Greater China / Relais & Chateaux
Integrating Local Experiences into Hotels – How to Expand Core Competitiveness Beyond Accommodation
Hotels have traditionally competed on quality service and prime location. Today, as guests seek for immersive travel and more personalized experiences, hotels are evolving into platforms for local cultural engagement.... Read More
Echo
Natalie Chen
Sandy Shen
Yinlun Zhu
Ruby Jin
11:00-11:40
Panel
Planning Director / TravelDaily
General Manager of Brand Product Department / JinJiang Hotels China Region
Senior Brand Marketing Expert / NA
Founder/CEO / FROMMAX
Hotel Group Brand Strategy – Does More Brands Mean More Profit?
Echo
Kerwin Shen
Vivian Yeh
Jun Yuan
AI in the Hospitality Industry – Turning Deep Data into Superior Guest Experiences
As guest expectations continue to grow for seamless, personalized, and intelligent service, hoteliers must rethink how they collect, manage, and apply their data. This keynote explores how the next wave... Read More
Cindy HEO
