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ITB China officially opened last evening withTravTalk ME as media partner and Malaysia tourism as the destination partner. Speaking at the opening dinner last evening, David Ruetz, Senior Vice President Messe Berlin shared that they anticipate over 700 exhibitors from around 90 countries and regions, while the number of buyers is set to increase by 30%, reflecting the growing global interest in the event. The Honourable Dato Sri Tiong King Sing – Minister of Tourism, Arts and Culture Malaysia shared the importance of ITB China as they become destination partner promoting 2026 as Visit Malaysia year. Ruetz addressing the audience reiterated, ” We are truly honored to be celebrating this evening with over 700 esteemed representatives from across the travel industry – all united under one roof. The global travel industry is on an exciting trajectory, full of dynamism and renewed energy. The momentum is especially felt and vibrant here in China. We are witnessing not just a mere recovery, but a reimagining of the sector. Chinese travelers are maturing, seeking deeper, more meaningful journeys. And destinations respond by offering more immersive and personalized experiences. Travel is evolving, and China is at the forefront of these new and exciting trends. The 6th edition of ITB China is a clear reflection of that momentum. We are thrilled to announce that ITB China has expanded by an impressive 30% compared to last year, underscoring the growing relevance and confidence in this market. Over the next three days, we will bring together more than 700 exhibitors from 85 countries, and 1,400 hosted buyers from every province in China and across the globe. This is a powerful signal of trust in the market, in the …

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