BeijingJune 11, 2026 /PRNewswire/ — The three-day 2026 ITB China concluded successfully at the Shanghai World Expo Exhibition and Convention Center. The German National Tourist Board (GNTB) Beijing Office has participated in the exhibition for consecutive years. This year, it joined forces with three German partners—Avis International Car Rental, VisitBerlin, and德华文旅集团 (Dehua Cultural Tourism Group)—to make a joint appearance at the European Travel Commission booth. Centered on the two annual global themes, “Next Stop Germany” and “Taste of Germany,” it showcased the rich charm and fresh experiences of Germany as a travel destination to the Chinese tourism industry and travelers alike.
Group photo of partners at the GNTB booth at ITB China
Focusing on Urban Culture and Cuisine, Showcasing a Vibrant Germany
During the exhibition, the German National Tourist Board highlighted its 2026 global promotional themes—”Next Stop Germany” and “Taste of Germany.” From museums and theaters rich in heritage to vibrant urban neighborhoods, and from classic beer, sausages, and pretzels to seasonal delicacies, Germany invites Chinese travelers to embark on an immersive journey filled with authentic, everyday charm through its unique cultural and culinary symbols.
On the opening day of the exhibition, May 26, the German National Tourist Board Beijing Office successfully hosted a “German Tourism Industry Networking Luncheon” on-site. Nearly a hundred elites from Chinese and German cultural tourism governments and enterprises, industry association representatives, and invited buyers gathered together, engaging in relaxed exchanges over a blend of classic German dishes and Chinese-style cuisine, fostering collaboration. The seasonal German delicacy, white asparagus, specially presented at the luncheon, received high praise and became a highlight of the event.
At the luncheon, Ms. Li Zhaohui, Chief Representative of the German National Tourist Board Beijing Office, noted: “For over seventy years, we have been promoting ‘Germany – a travel destination’ globally. From the North Sea to the Alps, from cities to forests, Germany’s allure extends far beyond stereotypes. Tourism is the best way to enhance cultural exchange. This year, we are focusing on urban culture and cuisine themes, hoping to let Chinese travelers experience the charm of German hospitality. The close collaboration between the Chinese and German tourism industries over the years has laid a solid foundation for our promotional efforts. Moving forward, we will continue to integrate tourism resources across Germany, welcoming Chinese travelers with open arms to ‘head to Germany and explore new horizons on their journeys.'”
Speech by GNTB Chief Representative Ms. Li Zhaohui
Efficient Business Negotiations, Facilitating Resource Implementation
During the exhibition, the German National Tourist Board and its three partners engaged in intensive business discussions at the booth with outbound travel buyers from 31 provinces, autonomous regions, and municipalities across China, as well as Hong Kong, Macao, and Taiwan, and international buyers from 27 countries and regions. According to statistics, 34% of buyers at this exhibition focused on customized tours, themed travel, and high-end tourism, while 25% concentrated on the MICE and business travel market—closely aligning with the diverse differentiated resources of German destinations.
In addition to deepening connections with existing partners, the GNTB actively expanded its business network in China. During the exhibition, it held productive exchanges with several local ground operators, considering them as potential partners for future collaboration, laying a solid foundation for integrating destination resources down the line.
Deepening Engagement in the Chinese Market, Building a Stable Cultural Tourism Bridge
As China’s outbound tourism market continues to recover, Germany, as a core European destination blending cultural heritage with natural scenery, is poised for a new wave of growth opportunities. The German National Tourist Board will roll out a series of activities around its annual themes, including online training for travel agencies, media inspections, and joint promotional campaigns, further strengthening the brand influence of “Germany – a travel destination” in China.