Emirates unveils signature onboard experience at first-ever ITB China 2026 appearance
New partnerships take centre stage in Shanghai
DUBAI – Emirates has marked its first appearance at ITB China 2026, offering visitors an immersive glimpse into its premium travel experience while reinforcing its long-term commitment to one of Asia’s most dynamic aviation markets.
The airline’s debut at the major travel trade exhibition in Shanghai signals a strategic push to deepen its presence in China and strengthen relationships across the country's tourism ecosystem.
Taking place from May 26 to 28 at the Shanghai World Expo Exhibition & Convention Centre, ITB China is among Asia’s largest travel trade exhibitions. The event brings together global travel brands, tourism boards and industry leaders, creating a key platform for partnerships and commercial opportunities.
At its exhibition stand, Emirates is showcasing some of its signature onboard products and latest customer offerings, giving trade partners and travel enthusiasts a closer look at the airline’s passenger experience philosophy.
Premium Economy
Visitors can experience Emirates’ award-winning Premium Economy Class seat, one of the centrepieces of the airline’s display. The stand also features the carrier’s latest amenity kits and Voya skincare products used in the Airbus A380 First Class Shower Spa.
The showcase is designed to mirror the Emirates onboard environment, allowing guests to step inside the airline’s world and experience details intended to enhance comfort and service quality.
Alongside product displays, Emirates executives are holding a series of meetings with industry stakeholders throughout the exhibition. Discussions are focused on identifying new business opportunities, strengthening existing commercial partnerships and expanding collaboration across the broader travel sector.
Adam Li, Vice President of Emirates China, described the exhibition as an important milestone for the airline.
“We are honoured to participate in ITB China for the first time. This serves as an important platform not only to showcase the Emirates brand and our service differentiators, but also to strengthen dialogue with our travel trade partners in China and explore future collaboration opportunities,” he said.
Li added that the event presents opportunities to identify new commercial prospects and support sustainable growth in one of the world’s fastest-moving travel markets.
He also said showcasing Premium Economy represented Emirates’ ongoing commitment to delivering its “Fly Better” promise to Chinese customers.
According to Li, allowing partners and visitors to experience the airline’s products firsthand offers greater appreciation of the details behind Emirates’ service approach and reflects its continued investment in the Chinese market.
Emirates in China
Emirates currently operates an extensive network linking mainland China with Dubai. The airline runs daily non-stop services from Beijing, Guangzhou, Shenzhen and Hangzhou, alongside twice-daily services from Shanghai.
The routes are served by a mixed fleet including the flagship Airbus A380, Boeing 777-300ER and the latest Airbus A350 aircraft.
Since launching passenger services to China in 2004, Emirates has steadily adapted its offerings to evolving traveller preferences. The airline has introduced regional Chinese dishes and menus while expanding Chinese-language content on its award-winning ice inflight entertainment system.
Its onboard experience also includes a growing number of Chinese-speaking cabin crew members aimed at improving service for travellers across the market.
Growing demand
Travel and tourism exchanges between China and the UAE have continued to gain momentum in recent years, supporting increased connectivity between both countries.
According to Dubai’s Department of Economy and Tourism, Dubai welcomed approximately 824,000 Chinese visitors in 2024, marking a 31 per cent year-on-year increase.
The growth trend continued into 2025, with approximately 860,000 overnight stays by Chinese visitors recorded across the UAE, underlining the market’s expanding tourism potential.
From its Dubai hub, Emirates connects travellers from China to nearly 140 destinations across six continents, linking passengers to cities throughout the Middle East, Europe, Africa and the Americas.