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WTA Participates in ITB China 2023 Event


Shanghai, September 11-14, 2023 – ITB China 2023, co-hosted by Messe Berlin Exhibitions (Shanghai) Co., Ltd. and TravelDaily, was kicked off in Shanghai. The event witnessed participation from approximately 400 suppliers from 60 countries.

During the opening dinner on September 11th, LIU Shijun, Vice Chair & Secretary-General of the World Tourism Alliance (WTA), delivered a keynote address. He highlighted that after three years of pandemic, there have been significant shifts in tourism demand and supply. Consumers are now placing greater emphasis on travel safety, quality, and the overall experience. He stressed that the tourism industry should closely follow these changing consumer demands, delve deeper into niche tourism markets, prioritize technological innovation, strengthen human resource development, amplify tourism promotions, and develop innovative tourism products to meet market needs. David Ruetz, Senior Vice President of Messe Berlin Exhibitions (Shanghai) Co., Ltd., and Alhasan Aldabbagh, the President of APAC Market for the Saudi Tourism Authority – the official partner destination for this event, also addressed the attendees during the opening dinner.

On September 12th, ITB China 2023 was inaugurated with a concurrent forum was held where industry professionals shared innovative solutions in their respective areas, spanning destination marketing, hotel technologies and distribution, themed and customized tours, as well as business incentive travels.

During the event, Mr. LIU Shijun met with Fred Dixon, President of New York City Tourism + Conventions, who was in Shanghai to attend ITB China 2023. Mr. Liu briefed Dixon on the WTA’s efforts in brand-building, membership development, and tourism poverty alleviation. Both parties exchanged views on the current status, trends, and challenges of the post-pandemic international tourism market. They expressed their willingness to strengthen mutual exchanges and cooperation to facilitate the recovery and sustainable development of the tourism market. Furthermore, the World Tourism Alliance extended an invitation to the New York City Tourism + Conventions to attend the 2023 WTA • Xianghu Dialogue scheduled to be held in Hangzhou on November 15-16.