ITB China 2025, which will take place from May 27 to 29 at the Shanghai World Expo Exhibition and Convention Center, will feature six expert panels covering various segments, including Senior Tourism, Educational Travel, Cruise Travel, Customised Travel, Luxury Travel, and Adventure Tourism.
Key topics will include personalisation, product innovation, demographic shifts, and industry scalability.
As Chinese travellers continue to seek more meaningful, flexible, and personalised journeys, ITB China 2025 is responding to this shift by making Themed and Customised Travel one of its key themes.
During the three-day trade show, the dedicated program will feature focused keynote speeches and panel discussions that bring together experts and industry leaders to explore new opportunities.
Personalisation as the New Standard
The rise of niche interests and segmented demand is transforming the landscape of the travel industry. Travellers are increasingly moving away from mass-market products, instead opting for tailored experiences that offer cultural depth, flexibility, and a sense of discovery. Whether it’s in-depth local immersion, private transportation, or itinerary flexibility, customisation has become a key driver of traveller satisfaction and business innovation.
ITB China’s Themed and Customised Travel panels address these trends with practical insights and strategic foresight, aiming to help businesses evolve alongside traveller expectations.
Wednesday, May 28, Presentaion Hub
13:30–14:10 – Senior Tourism
With China’s aging population on the rise, a generation of affluent, experience-seeking senior travellers is emerging – and the trillion-yuan senior travel market is demanding fresh attention. The panel “Redefining the New Silver Travellers: Capturing China’s Trillion-Yuan Senior Tourism Opportunity“ will bring together industry leaders from senior lifestyle communities, prominent travel brands, and academic researchers to explore how the travel sector can effectively cater to the needs of senior travellers. The session will present strategies for developing tailored products, services, and inclusive messaging that resonate with this increasingly influential market segment.
14:50–15:30 – Educational Travel
The surge in educational travel presents both major opportunities and challenges for travel operators. The session “Educational Travel: Golden Opportunity or Hidden Trap for Travel Agency Evolution” will focus on strategies to ensure meaningful learning outcomes and navigate the evolution of educational tourism in China. Attendees will gain actionable insights into how to adapt business models to meet the rising expectations for high-quality educational travel products.
15:30–16:10 – Customised Travel
As personalised travel expands beyond the luxury segment, the session “The Competitive Landscape of Customised Travel: From Boutique to Scalable – Who Will Lead the Tailored Tourism Race?” will examine whether the concept of "true" customised travel needs to be redefined. Industry experts will explore how tailored travel offerings can be scaled through innovation, technology, and strategic differentiation. The session will also analyze which market players – ranging from traditional wholesalers to direct-to-consumer DMCs – are best positioned to lead this evolving segment, and how businesses can build a competitive edge in a rapidly changing landscape.
Thursday, May 29, Conference Room B
10:00-11:00 – Luxury Travel
Today’s Chinese luxury travellers are seeking more than comfort – they are increasingly drawn to immersive, personalised, and culturally rich experiences. From 10:00 to 10:20, Jun Shen, Account Director of Greater China at Virtuoso, will deliver a keynote titled "Redefining Luxury Travel: Innovation and Transformation in China's Market." Drawing on Virtuoso's exclusive market data, this presentation will examine the evolution of luxury travel in China across three dimensions: Consumer Insights, Industry Transformation, and Tech Integration. The session will provide data-backed insights and actionable recommendations, offering a forward-looking perspective on the evolving landscape of luxury travel. From 10:20 to 11:00, the session titled "Experiential Luxury: What Are Chinese High-End Travellers Really Looking For?" will highlight case studies of successful adaptations in luxury travel design and explore potential innovations. Panelists will examine emerging trends in destination design, service models, and sustainability, offering insights into what truly resonates with China’s high-end travel segment.
11:00–12:00 – Adventure Tourism
Adventure travel continues to gain traction among younger travel;ers seeking immersive and tailored experiences. From 11:00 to 11:15, Hannah Pearson, Regional Director APAC at the Adventure Travel Trade Association (ATTA), will take the stage with a keynote titled “Emerging Trends in Adventure Tourism.” Drawing on her expertise in the Asia-Pacific region, Pearson will share key insights into the evolving preferences of adventure travellers and highlight new opportunities shaping this fast-growing segment of the travel industry. Following the keynote, the session titled "Understanding the Adventure Traveller,” held in partnership with the Adventure Travel Trade Association (ATTA), will bring together representatives from tourism boards, buyers, sellers, and industry associations to explore traveller behavior, product trends, and regional differences in expectations. Panel experts will share insights on how to effectively tailor adventure travel offerings to meet the distinct needs of various source markets, providing actionable strategies for this dynamic and growing segment. -TradeArabia News Service
