South Africa: Wesgro represented Cape Town and the Western Cape at ITB China 2025. They showcased the region as part of the strategic focus on boosting tourism from the Chinese market. This also helped in contributing towards the goal of doubling tourism to the province by the year 2035.
Year 2025, marked debut of South African Tourism at leading B2B travel trade show of China, held in Shanghai. Also, they were honoured to exhibit alongside the national and provincial partners, together with more than 700 exhibitors from 85 countries and 1400 hosted buyers.
Furthermore, the sold-out show highlighted the growing outbound travel demand. Chinese travellers saw more immersive, culinary and tech-enabled experiences, and the Western Cape is well-positioned to meet this demand.
The Trusted Tour Operator Scheme which was implemented by the Home Affairs Department earlier this year in 2025 bodes well for future tourism growth from China, as visa processing has become substantially more efficient and much streamlined.
ITB China 2025
The event was a highly successful B2B travel trade show that focused on the Chinese Travel Market. ITB China 2025 was held in Shanghai from May 27 to 29, 2025 and featured a diverse range of exhibitors and attendees.
It included over 700 exhibitors from 85 countries and over 20,500 attendees. The show facilitates numerous business meetings and provided a platform for industry professionals to network and connect.
Key Features of ITB China 2025
ITB China 2025 was completely concentrated on B2B interactions, as it was primarily designed for connecting travel suppliers with buyers from China and around the world.
The event also welcomed international participation, as a large number of exhibitors from various countries, such as Europe, South America, the Middle East and Asia showcased their products and services.
ITB China provided pre-scheduled appointments, networking events and matchmaking system to facilitate connections and business opportunities. A concurrent conference program also offered insights into industry trends, market changes and the latest developments in the travel and tourism sector.
The event influenced the investors at global level. It was seen as a significant platform for China’s renewed centrality in the global travel ecosystem and showcased the growing attraction of the country for international tourism businesses and travelers.
Increase in Participants
ITB China 2025 recorded a great hike in attendees, with a 35% year-over-year growth in attendees, as more than 20,500 individuals participated. It included a Hosted Buyers Program which provided exclusive access to international suppliers.
The event saw an expansion of 30% in net exhibition area as compared to 2024. Malaysia was the partner destination for ITB China 2025 that showcased its tourism offerings.