AdventureCONNECT x SITE Night ITB China 2026

26 May 2026

The Guanlan Bar at the Expo Riverside Hotel
No. 1588, Shibo Avenue, Pudong New Area, Shanghai

6:00 PM - 8:00 PM

As outbound travel from China and the broader Asian region continues to evolve, ATTA has identified the region as a strategic priority. ITB China, one of the country’s leading B2B travel trade shows, serves as a key platform for ATTA to deepen industry connections, better understand shifting traveler preferences, and further position adventure travel within this dynamic market.

May 26–28 | Adventure Pavilion

Location: Shanghai World Expo Exhibition & Convention Center
Booth Number: K18

At ITB China this year, ATTA—together with its members Benchmark Adventure, Heritage Expeditions, and WeVenture Travel —is presenting the Adventure Pavilion. The pavilion showcases a diverse range of adventure travel experiences, from expedition cruising to culturally immersive and community-based journeys.

May 26 | AdventureCONNECT x SITE Night

Date: May 26
Time: 18:00–20:00
Location: The Guanlan Bar at the Expo Riverside Hotel(10-minute walk from the World Expo Exhibition & Convention Center)

Join ATTA and SITE for an evening of meaningful connections, cross-cultural exchange, and industry networking, bringing together adventure travel and incentive travel professionals in one dynamic setting.

AdventureCONNECT x SITE Night welcomes tour operators, destinations, DMCs, tourism boards, travel designers, and industry leaders from across Asia-Pacific and beyond to explore new partnerships, exchange ideas, and celebrate the transformative power of travel.

Complimentary admission. Capacity is limited, and advance registration is required. Please note that onsite check-in is mandatory. The ATTA team will follow up with registered guests directly regarding attendance confirmation and event details.

May 27 | Adventure Sessions (ITB China Forum)

ATTA will take part in the ITB China Forum, sharing insights and perspectives on the future of adventure travel.

Date: May 27
Time: 15:40–16:40
Location: Presentation Hub

Session 1: Adventure Travel 2026: Global Trends & China Insights
Session 2: How Adventure Travel Drives Rural Growth: A Global Perspective

As a part of the ATTA's overarching mission to serve as the hub and facilitator for responsible, profitable adventure travel businesses, destinations and media, AdventureConnect events offer our vibrant communities a chance to connect, network and grow. These events are hosted locally in destinations or conferences where the adventure travel community naturally gathers. AdventureConnects range from casual networking to group outings to structured peer-to-peer or educational roundtables. Access the full AdventureConnect event calendar for events near you.

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This AdventureCONNECT is open to ATTA Community, Professional, and Business members. In order to register for this event, you must login or sign up as a new member. Community Membership is free and open to all.