The International Travel Expo (ITE) Hong Kong 2026 is set to be a landmark event for the travel industry, scheduled from June 11 to June 14, 2026. This prestigious trade and public expo, organized by TKS Exhibition Services Ltd, will take place at the Hong Kong Convention & Exhibition Centre. The first two days will be dedicated to trade professionals, while the last two days will open doors to the public, offering a unique opportunity to interact with both B2B and B2C audiences. With its 40-year history, ITE has consistently bridged the gap between global exhibitors and high-quality trade buyers, especially those targeting affluent Free Independent Travelers (FITs) from the Greater Bay Area (GBA), which includes regions like Hong Kong, Shenzhen, and Guangzhou.

Promoting Japan at ITE 2025: A Popular Destination

In 2025, Japan enjoyed significant visibility at the expo, benefiting from business matching sessions aimed at regional trade buyers, alongside 13 public seminars. The highlight was a seminar featuring a well-known TV host, Jarvis Chow, who toured the Japan pavilion, attracting huge crowds and boosting the country’s presence at the event. Japan’s partnership with ITE, which began in 2009, has proven successful, with Hong Kong’s outbound tourism to Japan reaching 2.68 million visitors in 2024, marking a 117% increase compared to pre-pandemic figures. Notably, 88.6% of these travelers in 2023 were FITs, a testament to the growing trend of individual and independent travel.

The Economic Power of the Greater Bay Area

The Greater Bay Area (GBA), encompassing Hong Kong, Shenzhen, Guangzhou, and other cities, is one of the world’s most dynamic economic zones. In 2024, the combined GDP of the GBA reached a staggering US$2.077 trillion, making it the world’s 12th-largest economy. Hong Kong, as a part of this region, demonstrated its economic clout with an overseas travel spending total of US$28.9 billion in 2024, ranking 14th globally. The robust economic activity in the GBA, paired with its strategic position as a business and financial hub, makes it a critical market for global tourism players.

Quality Trade Buyers at ITE 2025

ITE 2025 attracted a diverse range of trade buyers, with 7,627 participants from various sectors. The majority of these trade buyers—46% travel agents and 15% MICE professionals—came from Hong Kong, Guangdong Province, and other Asian markets. This diverse participation highlights the importance of ITE as a platform for networking and business development, particularly for those looking to tap into the affluent markets of Asia.

Face-to-Face with Premium FITs: An Opportunity for Direct Engagement

ITE 2025 saw a remarkable turnout of 70,212 public visitors, who were mostly affluent, frequent travelers. These visitors, known for their significant purchasing power, primarily drive brand influence in the travel sector. A survey conducted during the event revealed that 48% of visitors had taken three or more outbound holidays in the first half of 2025, while 43% had planned similar trips in the second half. This high engagement level is key for exhibitors looking to attract premium travelers and secure long-term customer relationships. Moreover, 91% of visitors reported maintaining or increasing their travel spending, further emphasizing the growing demand for international travel.

A Highly International Expo with Proven Results

ITE 2025 was an outstanding success, with 502 exhibitors from 64 countries/regions, including 88% from outside Hong Kong. The expo’s diverse programs, including buyers meetings, KOL networking, trade seminars, and youth/family pavilions, attracted high-quality visitors and demonstrated strong purchasing intent. One of the standout features was the 135 seminars held during the event, which drew over 9,200 seated attendees. Additionally, 43% of public visitors expressed interest in booking their trips on-site, using mobile phones to scan QR codes and take advantage of special offers promoted by exhibitors. This high purchase intent underscores the effectiveness of ITE in driving sales and converting leads into bookings.

Japan Pavilion at ITE: A Long-Standing Partner

The Japan Pavilion has been a prominent feature of ITE since 2009, reflecting a strong and mutually beneficial partnership between Japan and the expo. The pavilion has evolved over the years, with Japan consistently showcasing its tourism offerings through business matching programs, public seminars, and media exposure. The move of the Japan photo booth to the front in ITE 2025 attracted even more attention, and the initiative to have a TV host tour the pavilion proved to be a great success in drawing large crowds. Japan’s presence at ITE has not only helped raise the country’s visibility but also resulted in tangible business outcomes, such as a substantial increase in outbound tourism to Japan from Hong Kong.

Strong Support from the Chinese Government

ITE is strongly supported by the Ministry of Culture and Tourism of the People’s Republic of China, which also stages the largest pavilion at the event. The Hong Kong Tourism Board and other tourism organizations provide additional backing, ensuring that the event maintains its prominence in the international travel and tourism sector. This government support highlights the importance of ITE in fostering international collaboration and promoting tourism between Hong Kong, China, and the world.

What’s Next for ITE Hong Kong 2026?

Looking ahead to ITE Hong Kong 2026, the expo is poised to further solidify its reputation as the leading platform for connecting global tourism stakeholders with the lucrative Greater Bay Area market. With a focus on both B2B and B2C engagement, ITE 2026 will continue to offer exhibitors unique opportunities to interact directly with key decision-makers and affluent travelers from Asia and beyond. As travel continues to rebound in the post-pandemic era, ITE’s strategic position as a gateway to the GBA will only become more valuable for those looking to tap into one of the world’s most dynamic markets.