Following its participation in ITB China from May 27th to 31st, Turismo de Portugal is set to embark on a promotional roadshow across Beijing, Guangzhou, and Macau.

Portugal has a notable presence at ITB China, the largest tourism fair in the country, with a delegation of 20 companies led by Turismo de Portugal.

Turismo de Portugal stated that its participation in ITB China aims to “explore cooperation opportunities between tourism entities in both countries, enhance student and professional training in tourism, and encourage local investments in Portugal’s tourism industry.”

Carlos Abade, president of Turismo de Portugal, emphasized the strategic importance of the Chinese market due to its size and the historical ties between the two nations. "Tourism is crucial in strengthening bilateral relations and balancing Portugal's trade with China," Abade noted, highlighting the event's alignment with the 45th anniversary of diplomatic relations between Portugal and China.

Beyond the fair, the event will also see the signing of contracts with local companies to launch marketing campaigns promoting Portugal across China. This initiative includes a roadshow in Beijing, Guangzhou, and Macau, expected to attract over 200 Chinese companies and facilitate meetings with key tourism industry CEOs.

China, being the world's largest outbound tourism market, is strategically significant for Portugal. In the first two months of 2024, China ranked as the 17th largest source of tourists to Portugal, accounting for 1.3% of overnight stays and 2.1% of guests, totaling 37,100 visitors. Photo by muffinn from Worcester, UK, Wikimedia commons.