Portugal is present at ITB China, the largest tourism fair in China, which takes place between May 27th and 31st, with the country represented by a delegation of 20 companies, led by Turismo de Portugal.

In a statement sent to the press, Turismo de Portugal explains that participation in ITB China aims to “explore opportunities for cooperation between tourism entities in both countries, encourage cooperation in the area of student training and the training of tourism professionals and encourage local companies investing in the Tourism industry in Portugal”.

“It is effectively an issuing market with strategic importance, not only because of its size but also because of the history that unites us. Tourism plays a key role in deepening bilateral relations and achieving a greater balance in Portugal's trade balance with China”, says Carlos Abade, president of Turismo de Portugal, remembering that this coincides with the 45th anniversary of the establishment of diplomatic relations between Portugal and China.

In addition to participating in the fair, the occasion will also be used to sign contracts with local companies to launch marketing campaigns to promote Portugal throughout China, also giving rise to a roadshow that will take place in Beijing, Guangzhou, and Macau, and which should bring together more than 200 Chinese companies and encourage meetings with CEOs of the main partners of the tourism operation.

China is the largest outbound tourism market in the world, which is why it is viewed strategically, especially because it continues to be a market with high potential for Portugal, since, between January and February 2024, it was the 17th tourist market in external demand for the destination Portugal measured by the overnight stays indicator (share 1.3%) and occupied 14th place in the guests' indicator (share 2.1%) totalling 37.1 thousand.