Visit Maldives Corporation (VMC) is participating in ITB China 2026, one of the leading B2B travel trade exhibitions focused on the Chinese outbound travel market, held from 26 to 28 May at the Shanghai World Expo Exhibition & Convention Center in Shanghai.

The participation is part of ongoing efforts to strengthen the Maldives' presence within the Chinese travel trade industry and deepen engagement with key stakeholders, including tour operators, travel agencies, online travel platforms and MICE planners. As one of the Maldives' most important source markets, China remains a strategic focus for destination marketing and trade collaboration.

During the three-day exhibition, VMC will be conducting pre-arranged B2B meetings with international travel trade partners to showcase the latest developments in the destination. Discussions are centred on tourism products, connectivity improvements and travel experiences tailored specifically to Chinese travellers.

VMC said the Maldives stand will also serve as a platform for engagement across a range of key tourism segments, including luxury travel, family holidays, honeymoon tourism, wellness retreats, diving experiences and cultural tourism.

Visitors to the stand are being provided with destination promotional materials and digital content highlighting the Maldives' diverse tourism offerings. Trade partners are also receiving updated information on seasonal travel products and experiences available across the destination.

In addition to trade engagement, VMC will be facilitating media interactions throughout the exhibition to further strengthen destination visibility in the Chinese market. These efforts are being supported by targeted digital campaigns across major Chinese platforms, helping to maintain brand awareness and engagement beyond the event itself.

China continues to play a significant role in the Maldives' tourism industry, contributing substantially to visitor arrivals and long-haul travel demand. VMC said the corporation remains committed to expanding its presence in the market, which consistently ranks among the top contributors to tourist arrivals and offers strong potential for future growth.