Hungary welcomes Chinese tourists: Visit Hungary to debut in Shanghai
Visit Hungary, the organization responsible for promoting Hungarian tourism, has announced that it is targeting a new market in 2026. Between May 26 and 28, the organization will participate for the first time with its own stand at the ITB China trade fair, which is held in Shanghai.
ITB China is one of the world's most important tourism events, where international travel agencies and Chinese professionals meet. The goal of Hungary's participation is to present Hungary as an attractive destination for Chinese travelers, who are showing increasing interest in European countries.
At the exhibition, Visit Hungary will showcase Hungary's cultural values, historical attractions, and quality tourism services. Experts are confident that this direct presence will help deepen tourism relations between the two countries and increase the number of guest nights.
The Chinese market is particularly important for the Hungarian economy, as tourists arriving from there often spend longer periods abroad and are open to premium-category experiences. The Shanghai event provides an excellent opportunity for Hungary to build direct relationships with the most important Chinese tour operators.
Overall, Visit Hungary's appearance at the ITB China exhibition is an important step in increasing the international visibility of Hungarian tourism. According to experts, the 2026 debut could contribute in the long term to even more Chinese guests choosing Hungary as the destination for their next European trip.