Based on positive feedback from United States-based exhibitors at ITB China 2018, Brand USA has decided to include the event in its global Brand USA Pavilion Program.

The move recognises the show’s importance as a business-to-business 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 per cent compared to the previous event, cementing ITB China as the must-attend event for US suppliers reaching out to the Chinese traveller.

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 and thus China is an extremely important source market for the United States.

The Chinese market is developing consistently with the overall Chinese desire for overseas travel showing no signs of declining.

According to the National Travel and Tourism Office at the US department of commerce, Chinese travellers made 131 million overseas trips in 2017 which was an increase of seven percent from 2016, with spending reaching $258 billion.

David Axiotis, general manager, ITB China, said: “The USA is and remains a hot destination among Chinese travellers with its unique scenery and culture.

“Due to the shift of Chinese travellers’ behaviour, they are looking for more diversified travel products with ultimate individual travel experience.

“The apparent increase of Brand USA Pavilion will absolutely fulfil the demand of the 850+ Chinese buyers from all over China during ITB China 2019.”