Georgia will serve as the official Partner Country of ITB China 2026, one of Asia’s largest and most influential tourism trade exhibitions, to be held in Shanghai from May 26 to 28. The partnership agreement was formally signed in Tbilisi during a ceremony attended by ITB China representatives, members of the diplomatic corps, Georgian tourism companies and invited guests.
Partner Country status grants Georgia prominent visibility across the exhibition and its global promotional channels. The country will benefit from exclusive branding of its national pavilion, with Georgia’s logo featured on ITB China’s official website as well as all digital and printed materials related to the event.
Georgia’s exhibition space will span 400 square meters and host a wide-ranging promotional program, including cultural performances, gastronomy and wine masterclasses, tastings, business presentations and B2B meetings. Around 70 Georgian tourism companies are expected to participate, engaging directly with international buyers and industry professionals.
As part of its Partner Country role, Georgia will also host the official opening gala of ITB China 2026. The event is expected to welcome more than 700 tourism industry leaders, buyers and high-level guests. The opening will showcase Georgian culture, folklore, cuisine, music and wine while the exhibition’s ceremonial ribbon-cutting and VIP tour will begin at Georgia’s stand. Promotional video content about Georgia will be distributed through Chinese media outlets and digital platforms.
The Partner Country designation significantly strengthens Georgia’s tourism visibility in China and across Asian markets, supporting the attraction of new visitor flows. For context, ITB China 2025 welcomed approximately 21,000 visitors, over 1,400 buyers and 700 exhibitors from 85 countries, providing access to more than 75,000 tourism businesses and 1,400 media representatives. Organizers expect even higher participation levels at the 2026 edition.
