Emirates has made its debut appearance at ITB China 2026, unveiling an immersive showcase of its premium travel experience and reinforcing its long-term commitment to the Chinese market.
ITB China, held at the Shanghai World Expo Exhibition & Convention Centre, is regarded as one of Asia’s leading travel trade exhibitions, bringing together global tourism stakeholders, airlines, hospitality brands, and travel technology companies under one roof.
Emirates’ participation marks a strategic step in deepening its engagement with China’s rapidly expanding travel sector while strengthening relationships with local travel partners and industry stakeholders.
At its exhibition stand, the Dubai-based carrier is presenting its award-winning Premium Economy Class seat, offering visitors a first-hand look at the airline’s enhanced passenger comfort and cabin innovation.
The showcase also includes Emirates’ latest luxury amenity kits and Voya skincare products featured in the airline’s iconic A380 First Class Shower Spa.
The display has drawn strong interest from travel professionals and visitors seeking to experience the airline’s renowned onboard products and service philosophy up close.
During the three-day event, Emirates is also conducting a series of high-level meetings with travel trade partners and tourism stakeholders to explore new commercial opportunities and expand existing collaborations across the travel ecosystem.
Adam Li Vice President Emirates China
“We are honored to participate in ITB China for the first time. This serves as an important platform not only to showcase the Emirates brand and our service differentiators, but also to strengthen dialogue with our travel trade partners in China and explore future collaboration opportunities. Featuring our Premium Economy seats exemplifies our continued commitment to delivering a ‘Fly Better’ experience for our Chinese customers. We are confident that by experiencing the thoughtful details of our services and products firsthand, our partners and visitors will gain a deeper appreciation for what we offer. This also reflects our ongoing investment in China and our efforts to continually elevate our products and services for Chinese travelers.”
Emirates currently operates an extensive network across mainland China, with daily non-stop flights connecting Dubai to Beijing, Guangzhou, Shenzhen, and Hangzhou, alongside twice-daily services to Shanghai.
The airline deploys a mix of aircraft on these routes, including its flagship Airbus A380, Boeing 777-300ER, and the airline’s latest Airbus A350.
Since launching passenger operations to China in 2004, Emirates has continuously adapted its offerings to cater to the preferences of Chinese travelers. These enhancements include regionally inspired Chinese cuisine, multilingual menus, extensive Chinese-language entertainment content on its award-winning ice inflight entertainment system, and an expanding team of Chinese-speaking cabin crew.
Tourism and business exchanges between the United Arab Emirates and China have witnessed sustained growth in recent years, driving increased demand for air connectivity between the two countries.
According to Dubai’s Department of Economy and Tourism, the emirate welcomed approximately 824,000 Chinese visitors in 2024, representing a 31 percent year-on-year increase. The upward momentum has continued into 2025, with overnight stays by Chinese visitors rising steadily, underlining the market’s strong long-term potential.
Through its global hub in Dubai, Emirates currently connects travelers from China to nearly 140 destinations across six continents, offering seamless access to major cities across the Middle East, Europe, Africa, and the Americas.
