For the first time, Rajasthan will present its tourism products and experiences at ITB China in Shanghai, a premier global networking platform, as part of an effort to tap into the vast Chinese travel market.
Strategic Opportunity to Forge Partnerships
The initiative comes at a time when China does not rank among the top 20 source countries for tourist arrivals in the state. Officials have stated that the exhibition offers a strategic opportunity to forge partnerships with Chinese tour operators and travel agents, positioning Rajasthan as a preferred destination.
Tourist inflow from China has not increased significantly over the past five years, largely due to border tensions. As relations between the two countries improve, the tourism department now seeks to actively promote Rajasthan's heritage, culture, and tourism offerings in China.
Historical Context and Current Trends
Before the pandemic, China was one of India's key inbound markets, with over 339,000 visitors recorded in 2019. As international travel regains momentum, Rajasthan sees this as the right moment to rebuild structured tourism engagement with China. Currently, the state receives only a fraction of its foreign visitors from China. In 2022, arrivals stood at 933, rising to 3,249 in 2023 and 6,103 in 2024, before stabilising at 5,486 in 2025.
A tourism department official noted that the low visitor count presents an opportunity rather than a setback. 'Participation at ITB Shanghai offers Rajasthan direct insight into China's travel trade networks, digital ecosystem, and evolving consumer preferences,' he said.
Exhibition Details and Networking Opportunities
Senior officials from the department are scheduled to attend the three-day exhibition beginning May 26. The event brings together top and hand-selected buyers from Greater China with industry professionals from around the world. Various networking events and a unique state-of-the-art matchmaking system are provided to enhance networking and maximise business opportunities.
Coinciding with the travel show, the ITB China tourism conference enables knowledge transfer throughout the tourism exhibition.
