The figures speak for themselves. According to China's National Immigration Administration, from January to August 2025, the number of inbound and outbound trips made by foreigners reached a staggering 51.26 million, marking an amazing year-on-year increase of 27.8%. A key driver of this growth is the surge in visa-free entries, which hit 15.89 million – a massive 52.1% jump compared to the same period last year.

China's inbound tourism market is not just recovering; it is dynamically transforming. Powered by continuous national policy support and the structural upgrading of source markets, the industry is steadily advancing from "recovery growth" into a new era of "high-quality development." For global tourism buyers, there has never been a more opportune moment to connect with this vibrant market.

This is precisely why the China Outbound and Inbound Travel Market (COITM) 2026 is your essential platform. As the premier annual exhibition dedicated to high-quality B2B connections, COITM is designed to bridge the world with China's vast travel and tourism landscape.

For overseas visitors and buyers specialising in inbound travel to China, COITM 2026 offers an unparalleled opportunity to:

• Source Directly: Meet and evaluate a comprehensive range of China's top-tier destination resource holders, DMCs, and service providers all under one roof
• Forge Strategic Partnerships: Establish direct contacts with key Chinese suppliers, from renowned attractions and hotels to unique local experience curators and transport services.
• Stay Ahead of the Curve: Gain first-hand insight into the latest travel products, emerging destinations, and industry trends shaping the future of travel in China.
• Capitalize on Policy Dividends: Understand and leverage the new policies and visa-free arrangements that are making travel to China easier and more appealing than ever for your clients.