Visit Maldives joins ITB China 2026 in Shanghai to strengthen ties with top source market

Visit Maldives Corporation (VMC) is participating in ITB China 2026, a leading business-to-business travel trade exhibition focused on the Chinese outbound market. The fair runs from May 26 to 28 at the Shanghai World Expo Exhibition and Convention Center.

The participation aims to raise the destination's visibility within China's travel trade sector and deepen engagement with key industry stakeholders. These include tour operators, travel agencies, online travel platforms, and MICE planners, according to a statement from Visit Maldives.

VMC said its delegation is holding pre-scheduled B2B meetings with international travel trade partners during the three-day fair. The meetings present updates on Maldivian tourism products, air connectivity developments, and travel experiences tailored to the Chinese market.

The Maldives stand features promotional materials and digital content showcasing the country's offerings across luxury travel, family holidays, honeymoon travel, wellness, diving, and cultural experiences. The corporation said trade visitors are being briefed on seasonal travel products and the latest destination information.

VMC is also conducting media engagements during the exhibition. It said targeted digital activities across major Chinese platforms will run alongside the fair to support sustained brand visibility.

China is the largest source market for the Maldives in 2026. Figures from the Ministry of Tourism and Environment showed 79,681 Chinese arrivals as of March 4, ahead of Russia with 57,466 and Italy with 48,417.

Visit Maldives said the Chinese market consistently ranks among the top contributors to visitor arrivals and remains strategically important for the destination. The corporation said it continues to prioritize engagement with the market.

The participation comes as the Maldives works to expand long-haul tourism demand. The government has set a national arrival target of 2.5 million visitors for 2026, an 11.3 percent increase over 2025.

The Public Service Media broadcaster reported that ITB China is one of the largest tourism trade fairs focused on the Chinese market, and provides an important platform for the Maldives to position itself and build new business ties