WTA Takes Part in ITB Berlin 2026

From March 3 to 5, 2026, Mr. ZHENG Hao, Vice Chair and Secretary-General of the World Tourism Alliance (WTA), attended ITB Berlin 2026 upon invitation, taking part in a series of events at the expo.

(China Pavilion Opening Ceremony)

Addressing the opening ceremony of the China Pavilion on March 3 morning, Mr. ZHENG Hao highlighted the landmark 60th anniversary of ITB Berlin and reaffirmed China’s role as a longstanding and important participant in the event. As both a major source market and a leading destination, China plays a pivotal role in the recovery of international tourism. In the context of deepening China-Germany relations, the World Tourism Alliance is ready to use its platform to boost exchanges and cooperation with tourism partners throughout Germany and Europe. Our aim is to facilitate resource sharing, encourage integrated development, and ultimately support the stability and prosperity of global tourism.

(Mr. ZHENG Hao delivering remarks at the China Pavilion opening ceremony)

In the afternoon, Mr. ZHENG delivered remarks at a high-level meeting titled "Enabling Seamless Travel Between China and Europe," jointly hosted by the European Travel Commission (ETC) and Mastercard. He thanked both partners for their continued support to the WTA. "The global tourism industry is on a steady path of growth," Mr. ZHENG observed. "Within this landscape, travel exchanges between China and Europe are creating new possibilities. We are also seeing Chinese travelers move beyond traditional sightseeing, seeking out more immersive and meaningful experiences."

Mr. ZHENG noted that today’s travelers are no longer passive consumers at the end of the value chain. They have become a driving force—choosing their own paths, defining new travel trends, and reshaping the supply chain. The conference theme, "Seamless Travel Experience", is a timely response to these evolving market dynamics.

(Mr. ZHENG Hao addressing the high-level meeting “Enabling seamless travel between China and Europe”)

During the event, Mr. ZHENG also attended China Night and the themed promotional event "Taste of China", and took part in a China–Germany tourism roundtable organized by the China National Tourist Office in Frankfurt. He also held working discussions with the Cultural Section of the Chinese Embassy in Germany and the China Cultural Center in Berlin. On the sidelines of the exhibition, Mr. ZHENG met with David Ruetz, Senior Vice President of Messe Berlin GmbH, and held extensive exchanges with representatives from the German Travel Association (DRV), the European Travel Commission (ETC), Mastercard, Gebeco Gmbh & Co. KG, and other WTA member organizations. All parties affirmed their interest in deepening collaboration with the WTA and expanding practical cooperation into new fields, with the aim of contributing renewed momentum to the long-term, stable growth of China-Germany and China-Europe relations.

This year marks the 60th anniversary of ITB Berlin. Under the theme "Discover the stories behind 60 years of legacy", the event drew around 6,000 exhibitors from more than 160 countries and regions around the world.