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ITB China, the premier B2B travel trade show focused on the Chinese travel market, is pleased to announce a close collaboration with UN Tourism and Alibaba Philanthropy, as well as Fliggy’s “Travel for Good” project, to shine a spotlight on “Tourism for Rural Development”.
This initiative aims to create an international platform to showcase rural tourism in China, while building a dynamic bridge between Chinese rural destinations and global travel buyers. ITB China 2025 will take place from May 27-29 at the Shanghai World Expo Exhibition & Convention Center.
As rural tourism emerges as a vital driver for sustainable economic growth and community development, ITB China 2025 will spotlight initiatives designed to support rural areas through tourism. A key highlight will be the UN Tourism “Best Tourism Villages” initiative, which promotes exemplary rural destinations from across the globe and China.
Representatives from previously awarded villages – both domestic and international – will be invited to share their stories and demonstrate how they have successfully balanced community empowerment, cultural heritage preservation, and sustainable economic development.
“Rural tourism is a vital driver for community empowerment and nature conservation worldwide,” says UN Tourism secretary-general Zurab Pololikashvili.
“Through the Best Tourism Villages by UN Tourism initiative, we recognize and support destinations that harness rural tourism as a force for good. These villages stand as global examples of how tourism can preserve cultural heritage, safeguard biodiversity, and enhance the quality of life for residents.
“We are proud to share this vision at ITB China and partner with them to showcase how rural tourism is shaping a more sustainable, inclusive future for rural communities around the world.”
Rural tourism plays an increasingly vital role in driving sustainable economic growth and strengthening local communities. ITB China will place special focus on initiatives that harness tourism as a catalyst for rural revitalization.
In close collaboration with ITB China, UN Tourism, Alibaba Philanthropy and Fliggy will host a dedicated forum titled “China Travel: Discovering Rural Beauty”. The forum will offer high-level insights into the development of rural tourism in China and provide a unique platform for global travel leaders to exchange ideas and build meaningful partnerships.
Under the theme “How the UN Best Tourism Village Award is Empowering Communities, Preserving Heritage, and Building Sustainable Economies”, UN Tourism will lead discussions on the transformative role of tourism in rural development. This will be followed by a panel discussion titled “Revitalizing Rural Tourism Resources, Driving Digital Transformation, and Enhancing Product Marketing from a Global Perspective.” The session will explore the current state of rural tourism in China and examine the strategic opportunities it presents.
This year’s inbound tourism segment will be more diverse and wide-ranging than ever, with participation from Beijing, Hubei, Guangxi, Lahsa, Hangzhou, and Shanghai. Exhibitors include top travel operators such as China Tourism Group Travel Services，Hubei Best Tour，Guangxi Tourism Development Group, China International Travel Service Guilin Co., Ltd., Spring Tour, Zhejiang EVERBRIGHT, and Guangdong China Travel Service, as well as key state-owned enterprises such as Huangshan Tourism Group. Major hospitality brands, including Donghu Group, Jinjiang International Group, Jiushi Group, LN International, and Wanda Hotels & Resorts will present China’s evolving standards in international hospitality.
Networking events to foster exchange
To foster collaboration and celebrate local culture, several high-profile networking events are planned. Beijing Night, hosted by the Beijing Municipal Bureau of Culture and Tourism, will showcase the capital’s rich tourism offerings on the evening of May 27, while Guangxi Night, hosted by the Department of Culture and Tourism of Guangxi Zhuang Autonomous Region, will showcase the capital’s rich tourism offerings on the evening of May 28.
The Hubei Networking Lunch, hosted by the Department of Culture and Tourism of Hubei Province, will offer a taste of regional charm and foster dialogue among industry professionals from China and across the globe on May 27.
Following the exhibition, international buyers will be invited on an exclusive seven-day familiarization trip from May 29 to June 4 to explore Hangzhou and Beijing in depth. The curated itinerary includes immersive cultural experiences, intangible heritage activities, culinary tastings, site visits to transport infrastructure, and meetings with leading tourism enterprises. The program aims to showcase China’s diverse tourism offerings and service excellence while fostering lasting international partnerships.
