Emirates makes its product debut at ITB China 2026 - Get updated on what's happening in tourism!

Taking place from 26 to 28 May at the Shanghai World Expo Exhibition & Convention Centre, ITB China is one of the largest travel trade exhibitions in Asia. Emirates' participation reinforces its strategic focus on China, deepening market engagement and building new partnerships across the local travel industry.

Emirates will feature its award-winning Premium Economy Class seat at its stand, in addition to its collection of new amenity kits and Voya skincare products featured in the A380 First Class Shower Spa.

For industry partners and travel enthusiasts, the display is a chance to step inside the Emirates experience and see its passenger comfort and service philosophy up close.

Throughout the exhibition, Emirates will hold a series of meetings with industry partners to explore new business opportunities across the travel ecosystem, in addition to broadening existing commercial collaborations.

Adam Li, Vice President of Emirates China, said: “We are honoured 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.

ITB China 2026 offers a valuable platform to strengthen partnerships, identify new commercial opportunities, and drive sustainable growth across one of the world's most dynamic travel markets."

He added: “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 travellers.”

In mainland China, Emirates currently operates daily non-stop services connecting Beijing, Guangzhou, Shenzhen, and Hangzhou with Dubai, alongside twice-daily non-stop services between Shanghai and Dubai. The airline operates a mixed fleet on these routes, including its flagship Airbus A380, Boeing 777-300ER, and the latest Airbus A350 aircraft.

Since launching passenger services to China in 2004, Emirates has consistently elevated its products and services to meet the evolving tastes of Chinese travellers. This includes regional Chinese dishes and menus, its award-winning ice inflight entertainment system which includes diverse Chinese language content, including an extensive selection of Chinese audio and video content, and a growing team of Chinese-speaking cabin crew.

Tourism and economic exchanges between China and the UAE have continued to grow steadily in recent years, creating opportunities for greater air connectivity between both countries and supporting more flights between Dubai and China. According to Dubai’s Department of Economy and Tourism, Dubai welcomed approximately 824,000 Chinese visitors in 2024, representing a 31% year-on-year increase. In 2025, Chinese visitor numbers to the UAE continued to rise steadily, with around 860,000 overnight stays recorded, highlighting the market’s growing potential.

With Dubai as its global hub, Emirates connects travellers from China to close to 140 destinations across six continents, providing seamless connectivity to popular cities across the Middle East, Europe, Africa, and the Americas.

Visit Emirates at ITB China 2026

During ITB China 2026, the Emirates stand will be located at [Booth Number, Hall Number] at the Shanghai World Expo Exhibition & Convention Centre. Designed with inspiration from onboard look and feel, the x square-metre booth invites industry partners, media, and travel enthusiasts to explore Emirates’ signature travel experience and imagine their own future journeys with the airline.

Picture Credit: © 2026 The Emirates Group