May 2026
China European Marketplace (CEM)
China European Marketplace (CEM) is ETOA’s B2B workshop for the outbound Chinese market. Since 2019, European suppliers, destinations and wholesalers meet a selection of vetted Chinese tour operators and travel buyers looking to contract European tourism services and develop new partnerships.
In 2026 CEM will be included in the Gold and Platinum packages of Showcase: Outbound China 2026 and will evolve to a three-city Roadshow including Guangzhou, Beijing and Shanghai. After the Shanghai event attendees can access ITB China.
Venues & Schedule
Recommended Schedule
Below is our recommended schedule if you would like to participate in the entirety of our 2026 CEM Roadshow, which still includes insight and online B2B networking elements. Participants can choose to attend only one or two cities if they prefer.*
| Tues 19 May | Arrival in Guangzhou |
| Wed 20 May | Guangzhou B2B workshop |
| Thu 21 May | Flight to Beijing |
| Fri 22 May | Beijing B2B workshop |
| Sat 23 May | Two excursion options – Beijing |
| Sun 24 May | Highspeed train to Shanghai Welcome Reception Cruise |
| Mon 25 May | Shanghai B2B workshop |
| Tue 26 May | ITB China |
| Tue 26 May | Departure |
*Please note that you can only access the B2B Guangzhou workshop if you buy the full 8-day package.
Organised by ETOA in partnership with ETC and ITB China :
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