The Adventure Travel Trade Association (ATTA) becomes official Adventure Travel Partner at ITB China 2019

The Adventure Travel Trade Association (ATTA) has been confirmed as the Official Adventure Travel Partner for the upcoming ITB China, taking place from 15 – 17 May 2019 in Shanghai. For the very first time the association will join China’s B2B travel trade show with a dedicated ATTA pavilion supporting its members, international destinations and tour operators, in doing business with Chinese buyers. 

Established in 1990, the Adventure Travel Trade Association (ATTA) today is widely recognized as a vital leadership voice and partner for the adventure travel industry around the world. It currently serves more than 1,000 members in 100 countries worldwide. Its members consisting of tour operators, tourism boards, specialty agents and accommodations all sharing a vested interest in the sustainable development of adventure tourism.


ITB China has defined customised and themed travel to be the overarching trend topic covered in its 2019 edition. As such, adventure travel will be one of the focus topics jointly developed with ATTA who will besides organising a exhibition pavilion also be hosting a dedicated adventure travel session at the ITB China Conference.

Chinese travelers are increasingly seeking the unique and distinguishing experience that comes along with customized and themed travel trips. The ITB China Travel Trends Report, a yearly publication illustrating upcoming trends and the needs of Chinese travellers, will also include a dedicated chapter on Adventure travel based on insights from ATTA in combination with insights from major Chinese travel agencies.

ITB China will actively help Chinese professional travel buyers in discovering and developing adventure travel products through more international channels, including recommending them to participate inATTA’s global events throughout the year.

Shannon Stowell, CEO, ATTA said: “We are thrilled to cooperate with ITB China and co-host the first Adventure Pavilion. The ATTA is committed to developing a high standard of adventure travel throughout the world, and believe that our partnership with ITB China can bring long-lasting benefits. ITB China’s foresight to include adventure travel as a main component of the 2019 event is exemplary. It will undoubtedly stimulate the delegates to explore the authentic and meaningful experiences that adventure travel can bring. We look forward to this next step in developing adventure travel connections between China and our international adventure travel community”.

Exhibitors interested in ITB China can register HERE and secure a booth at ITB China 2019. As of now media can obtain their accreditation at

About ITB Berlin and ITB Asia

First launched 53 years ago, ITB Berlin is recognized as the most successful trade show for the global travel industry. Some 10,000 exhibitors from more than 180 countries regularly attend this event. Every year in October for the last eleven years Messe Berlin has successfully organized ITB Asia in Singapore. Having hosted more than 1,000 exhibitors and over 1,000 buyers this year, ITB Asia 2018 had also recorded an increase of 8.9% of total visitors representing more than 127 countries. As the second show in Asia, ITB China will take place in Shanghai, one of the leading industrial cities in the People’s Republic of China, and with a population of around 23 million one of world’s largest cities. In contrast to ITB Asia, which reflects tourism in Asia as a whole, ITB China focuses entirely on the Chinese travel market.

About ITB China and the ITB China Conference

ITB China 2019 will take place from Wednesday to Friday, 15 to 17 May, at the Shanghai World Expo Exhibition and Convention Centre in Hall 1.ITB China is a three-day business to business travel trade fair that focuses exclusively on the Chinese travel industry. The ITB China Conference will take place parallel with the show and is co-organized by the leading conference organizer TravelDaily ( 

More details are available at

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