ShanghaiMay 26, 2026 /PRNewswire/ — Emirates made its debut today at ITB China 2026, the Shanghai International Travel Trade Expo, offering visitors a firsthand experience of its iconic in-flight experience and rich onboard products.
ITB China 2026, held from May 26 to 28 at the Shanghai World Expo Exhibition and Convention Center, is one of Asia’s largest travel industry events. This participation reaffirms Emirates’ strategic focus on deepening its presence in the Chinese market, as well as its commitment to enhancing market engagement and fostering long-term cooperation with local tourism partners in China.
Emirates’ award-winning Premium Economy seats will make a special appearance at the exhibition, alongside its new range of amenity kits and Voya skincare products featured in the A380 First Class onboard spa showers.
Throughout the exhibition period, industry partners and travel enthusiasts will have the opportunity to experience Emirates’ offerings up close, including its acclaimed passenger services and comfort-focused travel philosophy.
During the event, Emirates will also hold a series of meetings with industry partners to expand existing business collaborations and explore new opportunities across the entire travel ecosystem.
Li Xun, Emirates’ China General Manager, said: “We are deeply honored to participate in ITB China for the first time. This is not only a key platform to showcase the Emirates brand and service advantages, but also a vital opportunity to strengthen in-depth dialogue with our Chinese tourism partners and explore future collaboration prospects. Facing China, one of the world’s most dynamic travel markets, we will leverage ITB China 2026 to solidify partnerships, uncover new opportunities, and jointly drive the sustainable development of China’s tourism industry.”
He added: “The Premium Economy seats we are highlighting represent our unwavering commitment to providing Chinese passengers with a ‘Fly Better’ experience. We firmly believe that by allowing our partners and audiences to personally experience the meticulous craftsmanship of these services and products, they will gain a deeper understanding and appreciation of our offerings. This is also the best reflection of our ongoing investment in the Chinese market and continuous upgrades to local services.”
Since launching passenger routes to China in 2004, Emirates has continuously advanced localized services to meet the evolving travel needs of Chinese passengers, including carefully curated Chinese-style dishes and menus, the ice in-flight entertainment system with rich Chinese-language content, and a growing cabin crew team capable of providing in-flight services in Chinese.
In recent years, tourism and economic exchanges between China and the UAE have steadily grown, creating opportunities for enhanced air connectivity and increased flights between Dubai and China. According to data from Dubai’s Department of Economy and Tourism, Chinese tourists visiting Dubai reached 824,000 in 2024, a year-on-year increase of approximately 31%. In 2025, the number of Chinese visitors to the UAE continued to grow steadily, with overnight tourists reaching about 860,000, demonstrating expanding market potential.
With Dubai as its global hub, Emirates’ route network spans nearly 140 destinations across six continents, providing Chinese passengers with efficient and seamless air connections to popular tourist cities in the Middle East, Europe, the Americas, and Africa.
Welcome to the Emirates Booth at ITB China 2026
During this edition of ITB China, the Emirates exhibition area, located at Booth G15 at the Shanghai World Expo Exhibition and Convention Center, covers 135 square meters and is designed with inspiration from the cabin environment and atmosphere. Emirates cordially invites industry partners, media, and travel enthusiasts to visit the booth, explore its iconic travel experience firsthand, and embark on a journey of future adventures together.
For more information about Emirates, please visit: www.emirates.com.