Expanded three-city roadshow builds on the success of 2026 and more than a decade of ETOA engagement with the Chinese market.
Brussels, October 2026 – ETOA – European tourism association has launched Showcase: Outbound China 2027, expanding its established China programme with a new stop in Chengdu, alongside Beijing and Shanghai.
Taking place in May 2027, the Showcase will connect European tourism suppliers and destinations with Chinese tour operators and travel buyers through a series of in-person B2B workshops, supported by market insight sessions and practical resources.
The addition of Chengdu is a significant development for 2027, extending the roadshow beyond Beijing and Shanghai and giving European tourism businesses access to buyers in one of western China’s most important economic and outbound travel markets.
The expansion follows a successful 2026 edition, when ETOA’s roadshow across Guangzhou, Beijing and Shanghai provided access to up to 150 qualified Chinese buyers, with over 100 participating destinations and suppliers representing 16 European markets and a broad cross-section of the European tourism industry.
ETOA has been active in the Chinese inbound market for more than a decade, building relationships with the travel trade and developing a popular and proven in-person workshop model. Pre-scheduled appointments and carefully selected buyers give participants a focused environment in which to establish contacts, develop relationships, and generate new business.
Tom Jenkins, CEO of ETOA, said:
“Our experience in China has shown us the value that Chinese buyers place on meeting face to face. The strength of the response to the 2026 Showcase reinforced that: there is real appetite for an environment where people can meet the right partners and develop business.
“Chengdu is thus an important addition for 2027. China is a vast and diverse market, and extending the roadshow into western China gives participants access to a different network of buyers and new opportunities for European tourism. It is a natural next step for a format that we know works.”
The 2027 roadshow will begin in Beijing on 19 May, before moving to Chengdu on 21 May and Shanghai on 25 May. Each workshop will bring European tourism businesses together with vetted Chinese buyers for a programme of pre-scheduled B2B appointments.
The roadshow concludes in Shanghai alongside ITB China, 25–27 May 2027, giving participants the opportunity to extend their time in market and continue conversations developed during the Showcase.
The in-person programme will be complemented by online insight sessions covering topics including the Chinese luxury traveller, group and FIT demand, pricing Europe for the Chinese market, MICE opportunities and the visa journey. Participants will also receive the China Handbook 2027, designed to support market understanding and follow-ups. Delegates will receive the full delegate listings.
Showcase: Outbound China 2027 takes place in May 2027, with the China roadshow running from 19–27 May. Registration are now open.
For further information and registration, visit
Tags: ETOA
