2025.05.29
Shanghai, China – Mr. XU Peng, Vice Chair of the World Tourism Alliance (WTA), participated in a series of high-level engagements during ITB China 2025, Asia’s premier travel trade show held at the Shanghai World Expo Exhibition Center from May 26-28.
On May 26, WTA Vice Chair Mr. XU Peng joined Mr. ZHANG Qingxin, Minister of Tourism, Arts and Culture of Malaysia; and Mr. David Ruetz, Senior Vice President of Messe Berlin GmbH, in delivering opening remarks at the gala dinner. In his speech, Mr. XU Peng highlighted that as tourism consumption shifts toward more personalized and enriching experiences, the future of the industry must be driven by technology, inspired by culture, and enhanced through communication. He stressed that tourism should serve as a key platform for sharing China’s stories, promoting national spirit, and fulfilling the public’s growing aspirations for a better life.
On May 27, Mr. XU Peng was invited to attend the official opening ceremony of the exhibition, where he joined Minister ZHANG Qingxin, Mr. David Ruetz, Mr. David Axiotis, Vice President of Messe Berlin, and Ms. SUN Guizhen, Vice Chairman and Secretary-General of the China Association of Travel Services, for the ribbon-cutting ceremony.
During the exhibition tour, the WTA engaged in fruitful discussions with tourism organizations from Malaysia, Portugal, Monaco, Spain, and Peru. Mr. XU also visited several WTA member booths, including the European Travel Commission (ETC), Qatar Tourism Authority (QTA), Los Angeles Tourism & Convention Board, Jin Jiang International, Trip.com, Fliggy, and Royal Caribbean. These visits offered valuable opportunities to understand members’ development trajectories, foster communication, and explore strategies for mutual growth.
On the morning of May 28, Mr. XU Peng delivered a keynote speech titled "Trends in China’s Inbound Tourism Development" at the Inbound Tourism Forum. He analyzed China’s inbound tourism landscape from four key dimensions: optimization of inbound travel facilitation frameworks and policy ecosystems; shifts in market demand and product innovation; challenges and strategies for response; and WTA’s initiatives to support the inbound tourism sector. He called on all stakeholders to collaborate in exploring inclusive and sustainable paths for the recovery and growth of inbound tourism in the post-pandemic era.
ITB China 2025 brought together over 700 tourism organizations and enterprises from 85 countries and regions, establishing the event as its largest and most diverse edition on record. Participating stakeholders engaged in in-depth discussions on emerging travel trends, contributing fresh momentum to the coordinated development of the global tourism industry.