First ever Brand USA Pavilion® set for ITB China 2019 AmericasAsia

Brand USA, the destination marketing organisation of the United States, has announced its support for business travel fair ITB China by conducting a Brand USA Pavilion® in 2019.

Positive feedback from US exhibitors at ITB China 2018 prompted the move by Brand USA to include ITB China 2019, 15-17 May, in Shanghai, in its global Brand USA Pavilion® Program and is recognition of the show’s importance as a B2B vehicle for growing US travel from China.

The exhibition space occupied by exhibitors from the USA at ITB China 2019 will increase by nearly 70% compared to the previous edition. Las Vegas, the Great Lakes, Visit California and New York City are among the early ITB China 2019 Brand USA Pavilion® registrants.

The United States has experienced 13 consecutive years of growth in arrivals from China, becoming one of the top three international destinations for Chinese millennials as well as accounting for the fourth largest market spend.

According to the National Travel and Tourism Office (NTTO) at the US Department of Commerce, Chinese travellers made 131m overseas trips in 2017, which was an increase of 7% from 2016, with spending reaching US$258bn.

ITB  China is the largest B2B exclusive travel trade show in China covering all travel segments, and over 800 buyers attended ITB China 2018, an increase of more than 30% compared to the 2017 premiere edition. Some 10,000 exhibitors from more than 180 countries are expected to attend this event.

David Axiotis, General Manager at ITB China, said: “The USA is and remains a hot destination among Chinese travellers… The apparent increase of Brand USA Pavilion will absolutely fulfill the demand of the 850+ Chinese buyers from all over China during ITB China 2019.”

Every year in October for the last eleven years Messe Berlin has organised ITB Asia in Singapore. Boasting more than 1,000 exhibitors from 127 countries, ITB Asia is still larger than ITB China in Shanghai. In contrast to ITB Asia, which reflects tourism in Asia as a whole, ITB China focuses entirely on the Chinese travel market.

More information at