Travel is increasingly being shaped by themes and experiences rather than traditional sightseeing alone. From hiking, skiing, diving, and cycling to global events such as marathons, Formula 1, and Grand Slam tournaments, outdoor and sports tourism is transforming how and why people travel.
ITB China 2026 will spotlight this fast-growing segment, creating a platform where destinations and suppliers can meet in Shanghai to explore new products, partnerships, and business opportunities.
According to the World Economic Forum, the global sports tourism market has already surpassed $609 billion, representing 10% of global travel spending in 2025.
At the same time, the Adventure Travel Trade Association continues to report strong demand for hiking, cycling, wildlife, and cultural experiences, reflecting a broader shift toward more localized, distinctive, and responsibly designed travel products.
Global Growth of Sports Tourism
ITB China reflects the growing worldwide demand for experience-driven travel shaped by outdoor activities and major sporting events.
“Insights from the ITB China 2025 Adventure Tourism sessions and the ITB Sports Tourism Forum at China Sports Show already showed a clear shift in the sector,” said Lydia Li, Director of ITB China. “Adventure travel is moving beyond extreme experiences toward more culture-, emotion-, and knowledge-driven journeys. Sports tourism is expanding from standalone events into more immersive, participatory travel formats. At the same time, outdoor tourism products are shifting from focusing on ‘what to do’ to ‘how nature is experienced.’ ”
Key Focus Areas at ITB China 2026
Sports experiences and events are increasingly influencing travel decisions and how destinations position themselves in the market. At ITB China 2026, the Outdoor & Sports Tourism segment will focus on two major developments.
First, outdoor and adventure travel is moving further into the mainstream across hiking, skiing, diving, cycling, and similar activities. The emphasis is shifting toward more integrated products that combine natural attractions, cultural storytelling, and community engagement.
Second, sports tourism is evolving from event-based travel into longer stays with higher visitor spending and stronger destination impact. Sustainability, capacity management, and local economic benefits are also becoming increasingly important.
The Outdoor & Sports Tourism segment at ITB China 2026 will feature a broad range of leading industry players and specialists. Destination organizations include Austria Tourism, Bintan Resorts, Catalan Tourist Board, Jakarta, Tourism Development Center Astana Tourism, and Visit Almaty.
Tour operators and DMCs participating include Amen Bhutan Tours, Benchmark Adventure, Borneo Adventure, Europa Viaje International Travel Service, New Tour, S-Cape Partners Europe, Sun Gate Tours, The Trek Nepal, and Trekking in China.
The segment will also include experience providers and activity specialists such as Austrian Leading Sights, covering hiking, skiing, cycling, water sports, diving, golf, trekking, soft adventure, camp education, and themed travel.
Knowledge Exchange at the ITB China Conference
The ITB China 2026 conference program will also examine sports tourism as a major growth driver for destinations and suppliers.
Sessions will focus on product innovation, market development strategies, and sustainable destination management in a rapidly evolving global travel landscape. As more travelers plan trips around a race, a route, or active ways of engaging with sport and nature, the ability to design integrated, experience-rich, and sustainable products is becoming essential.
ITB China 2026 Outdoor & Sports Tourism aims to provide the platform where destinations, products, and partnerships come together to shape the next phase of growth in this dynamic travel segment.
