The International Travel Expo (ITE), one of Asia’s leading platforms for the global travel and tourism industry, will take place from 11-14 June 2026 at the Hong Kong Convention & Exhibition Centre. This highly anticipated event marks the 40th edition of ITE, featuring a dynamic mix of B2B (business-to-business) and B2C (business-to-consumer) programs. The first two days of the expo will be dedicated to trade professionals, while the last two days will open the event to the public, inviting a wide range of visitors to explore the latest trends in the travel industry.

As Hong Kong continues to strengthen its position as a key tourism hub in Asia, ITE 2026 will serve as a critical gateway to the Greater Bay Area (GBA) market, which includes the Hong Kong, Shenzhen, and Guangzhou regions, collectively forming one of the world’s most economically significant urban clusters. The region’s combined GDP totaled an impressive US$2,077 billion in 2024, positioning the GBA as the world’s 12th largest economy.

Key Highlights:

• Event Dates: June 11-14, 2026
• Location: Hong Kong Convention & Exhibition Centre
• Audience: Trade buyers (B2B) on June 11-12; General public (B2C) on June 13-14
• Participants: Exhibitors from 64 countries/regions
• Focus Areas: Leisure travel, MICE (Meetings, Incentives, Conferences, Exhibitions), FIT (Free Independent Travelers)
• Trade Visitors: 70% from the Greater Bay Area, including Hong Kong, Shenzhen, and Guangzhou
• Public Visitors: 70,212 visitors in 2025, primarily affluent and frequent travelers
• Growth Potential: High interest from markets across Asia, especially in short-haul destinations

ITE Hong Kong 2026: Asia’s Premier Travel Expo

The International Travel Expo (ITE) is the premier event for the global travel industry, offering exhibitors a unique opportunity to connect with top-tier buyers and consumers from across the world, with a specific focus on the Greater Bay Area (GBA) market. With 40 years of history, ITE has established itself as a key platform for businesses to engage with both industry professionals and affluent, frequent travelers looking for the best in travel products and services.

In 2026, ITE will continue to leverage its well-established reputation and extensive network to offer exceptional opportunities for businesses in the tourism industry. Exhibitors will have the chance to showcase their products and services to a diverse audience of trade buyers and end consumers, while engaging in business matching and seminars that highlight emerging trends and developments in the global travel industry.

A Powerful Platform for Trade Buyers and Affluent Travelers

ITE has consistently been recognized as a premier sourcing platform for trade buyers, attracting professionals from across the travel and tourism sectors. The 2025 edition saw nearly 70% of the trade buyers coming from the Greater Bay Area (GBA), including Hong Kong, Shenzhen, and Guangzhou. These regions, with their massive economic clout, represent a growing and dynamic market for outbound and inbound travel services.

In addition to traditional travel buyers, the expo also targets affluent Free Independent Travelers (FITs). ITE 2025 drew 70,212 public visitors, many of whom are regular, high-spending travelers. This audience is particularly valuable for companies in the travel sector, as they tend to influence purchasing decisions for travel services, including luxury vacations, tailored experiences, and short-haul trips. With 91% of visitors maintaining or increasing their travel budgets, the expo provides a high-potential market for exhibitors.

The Rise of Japan: A Key Market Focus

The 2025 edition of ITE spotlighted Japan, with its pavilion attracting significant attention from both trade and public visitors. In the face of growing outbound traffic, Japan has been one of the top destinations for travelers from Hong Kong and the broader Greater Bay Area. In 2024, 2.68 million Hong Kong travelers visited Japan, with 88.6% of these travelers being Free Independent Travelers (FITs). This marked a significant recovery post-pandemic, with outbound travel to Japan surpassing pre-pandemic numbers by 117%.

In ITE 2026, Japan’s presence will be even more prominent, with its pavilion moving to a more visible location, ensuring it attracts even more attention from visitors interested in exploring travel options to Japan.

A Highly International Event with Proven Success

ITE is widely recognized for its international participation, with the 2025 edition featuring 502 exhibitors from 64 countries and regions. These exhibitors represent a diverse array of destinations, airlines, tourism boards, and service providers, making ITE an essential destination for industry professionals to network, forge partnerships, and discover new trends in the tourism sector.

The expo’s seminar programs are another key feature, offering valuable insights into the latest trends and strategies within the travel industry. In ITE 2025, 135 seminars attracted over 9,200 attendees, underscoring the event’s role as a knowledge-sharing platform. Notably, ITE’s interactive programs, such as the Buyers Meetings and KOL Networking, provide further opportunities for direct engagement between exhibitors and attendees, maximizing business opportunities.

Strengthening the GBA’s Role in Global Tourism

As the world’s 12th largest economy, the Greater Bay Area (GBA) plays an increasingly important role in global tourism. With a combined GDP of US$2,077 billion in 2024, the GBA continues to be a dynamic economic force, offering immense potential for the travel and tourism industry. The GBA’s prominence is further highlighted by the fact that 70% of ITE’s trade visitors in 2025 came from this region, demonstrating its centrality in the global tourism market.

The Hong Kong Convention and Exhibition Centre is the perfect venue for this prestigious event, given its proximity to the Greater Bay Area and its status as one of Asia’s leading exhibition spaces. This location ensures that ITE serves as a gateway for businesses seeking to tap into the GBA market, which includes the highly developed economies of Hong Kong, Shenzhen, and Guangzhou.

Public Visitors and High Purchase Intent

In addition to the trade-focused events, ITE also caters to the general public. The B2C (business-to-consumer) days, held on June 13-14, 2026, offer an exciting opportunity for consumers to explore new destinations, travel packages, and special offers from top travel brands. A significant portion of ITE’s public visitors are highly affluent travelers, many of whom are active on the international travel circuit.

In 2025, 43% of public visitors expressed interest in booking travel directly at the event, demonstrating strong purchase intent. Exhibitors at ITE are encouraged to promote special offers through mobile-activated features, such as QR codes, allowing visitors to easily make bookings on-site.

ITE: The Premier Sourcing Platform for Travel Professionals

For travel professionals looking to expand their reach and engage with key buyers, ITE offers unmatched opportunities for business matching, networking, and product promotion. Whether focused on MICE (Meetings, Incentives, Conferences, Exhibitions), leisure travel, or FIT segments, exhibitors will find an ideal platform for reaching the Greater Bay Area’s affluent and travel-savvy population.

The event’s strong regional focus, coupled with its global reach, makes ITE an indispensable event for businesses in the tourism sector, offering unrivaled access to a diverse and lucrative market.

Conclusion: ITE 2026 – A Must-Attend for the Global Travel Industry

As the premier travel event in Asia, ITE Hong Kong 2026 promises to deliver immense value for businesses seeking to tap into the Greater Bay Area market. With its 40 years of success, the expo continues to be a vital platform for industry professionals to connect with buyers, consumers, and partners from across the globe. Whether you are a destination marketer, a travel agency, or a service provider, ITE Hong Kong offers unparalleled opportunities to elevate your brand and business in one of the world’s most dynamic tourism markets.