TRANSDINARICA2 at ITB China 2026

Dissemination activity and an opportunity to present the project to a Chinese audience

The National Tourism Organisations of Serbia and Montenegro participated in the international tourism fair ITB China 2026, held in Shanghai from May 26 to 28, where special attention was given to the promotion of the TRANSDINARICA2 project through a joint presence with partners and national tourism organisations from the region.

The TRANSDINARICA2 project was presented at the stands of the National Tourism Organisations of Serbia and Montenegro within the joint European stand, dedicated to promoting European destinations on the Chinese market, as an example of successful regional cooperation and the development of sustainable tourism products in the Dinaric region. Through direct meetings with representatives of Chinese tour operators, media, and the tourism industry, the project was highlighted as an innovative platform connecting destinations, natural heritage, and authentic experiences along the Trans Dinarica route.

The promotion of the project focused on presenting specific tourism products tailored to modern travellers—active holidays, nature stays, and experiential tourism—aligned with the growing interest of the Chinese market in personalized and thematic tours. At the same time, the joint appearance of Serbia and Montenegro further strengthened the visibility of the region as an integrated destination and opened opportunities for enhanced cooperation with partners from China.

ITB China is considered one of the most important international tourism fairs focused on the Chinese market, which represents the world’s largest source of international travellers.

It is a three-day B2B event that brings together global tourism organisations, tour operators, airlines, hotels, and technology companies, enabling direct business contacts with leading buyers from China through pre-scheduled meetings and networking programs.

The 2026 edition featured more than 900 exhibitors from 85 countries, with a large number of international buyers and industry professionals in attendance, confirming the fair’s importance as a central platform for the development of global tourism partnerships.