Photo: Carles Bernardes / Blumar DMC
Blumar DMC is at ITB China 2026 in Shanghai from May 26 to 28, and the timing could not be more strategic. The event takes place just weeks after the reciprocal visa exemption between Brazil and China entered into force, opening a new chapter for inbound tourism between the two countries. Representing the company at the Brazil booth throughout the show, Carles Bernardes is meeting Chinese operators and travel agencies, presenting Blumar's portfolio, and building partnerships to bring more Chinese travelers to Brazil's most extraordinary destinations.
This article shares the highlights of Blumar's participation, the market context that makes 2026 a turning point for Brazil-China travel, and the role of a strong local DMC in capturing this opportunity. It is written for partners, agencies, and operators tracking Blumar's international presence and the evolving Brazil-China travel corridor.
1. Why ITB China Matters
Photo: Carles Bernardes / Blumar DMC
ITB China is the most important B2B travel trade show dedicated exclusively to the Chinese market. Held annually at the Shanghai World Expo Exhibition and Convention Center, the 2026 edition gathers more than 900 tourism institutions and enterprises from 85 countries and regions, connecting global suppliers with top buyers from the world's largest outbound travel market.
For a Brazilian DMC, being present at ITB China is not symbolic. It is the central venue where partnerships with Chinese operators, agencies, and corporate buyers are built, where Brazilian destinations get face time with the decision-makers who shape Chinese itineraries, and where the next year's bookings often begin. As one of Brazil's leading DMCs with four decades of experience, Blumar's presence at the show reflects a clear strategic priority: engaging the Chinese market seriously, on the ground.
2. Strategic Timing: A New Era for Brazil-China Travel
Photo: Carles Bernardes / Blumar DMC
This edition of ITB China arrives at a genuinely historic moment for Brazil-China tourism. Several factors converge in 2026:
- Reciprocal visa exemption in force: as of May 11, 2026, ordinary Chinese passport holders can enter Brazil without a visa for stays of up to 30 days, under an agreement valid through December 31, 2026, formalized by the Brazilian Ministry of Foreign Affairs.
- The Brazil-China Year of Culture and Tourism: 2026 is the year designated for joint promotional actions and bilateral cooperation between the two countries.
- Strong growth already visible: Brazil welcomed 103,122 Chinese visitors in 2025, a 35 percent increase over 2024, according to Embratur. The first four months of 2026 brought 39,800 arrivals, up 33.6 percent year on year, according to the Ministry of Tourism.
- Official projection: Brazil aims to reach approximately 200,000 Chinese visitors per year by 2028.
This combination of regulatory facilitation, diplomatic spotlight, and accelerating demand creates the strongest window for Brazil-China inbound tourism in years. Operators present in Shanghai right now are not just meeting clients; they are positioning for what comes next.
3. Blumar at the Brazil Booth: Building Partnerships in Shanghai
Photo: Carles Bernardes / Blumar DMC
Carles Bernardes represents Blumar at the Brazil booth throughout ITB China 2026. His agenda over the three days is built around three priorities:
- Presenting the portfolio: introducing Chinese operators and agencies to Blumar's full range of programs across Brazil, from tailor-made leisure itineraries to incentives, congresses, and special interest experiences.
- Building partnerships: meeting Chinese buyers to establish the long-term relationships that turn visa-free access into actual bookings and recurring programs.
- Listening to the market: understanding firsthand what Chinese operators need from a Brazilian partner, which experiences resonate, and how programs should be adapted to the expectations of this market.
This direct engagement is the practical foundation of inbound work, as we explore in our overview of why agencies choose a trusted incoming operator in Brazil.
4. What Chinese Travelers Are Looking For in Brazil
The conversations at ITB China consistently point in the same direction. Chinese travelers are drawn to what Brazil does best: the Amazon, the Pantanal, Iguaçu Falls, the Northeast coast, and the cultural vibrancy of Carnival and regional festivals. The modern Chinese outbound traveler, particularly in the independent, premium, and Gen Z segments, values authentic, distinctive, and shareable experiences, which matches the Brazilian offering naturally.
For Blumar, this means designing programs that combine the iconic with the genuinely local, paired with the operational reliability that international clients expect.
5. Why a Strong Local DMC Matters for This Market
Photo: Carles Bernardes / Blumar DMC
Capturing the Chinese inbound opportunity is not automatic. It requires a partner with the supplier relationships, operational scale, cultural sensitivity, and program design capability to deliver experiences that meet the expectations of this sophisticated market. As we cover in our guide to choosing a Destination Management Company in Brazil, the right local partner consolidates the entire operation under one accountable relationship.
Blumar brings the foundations required: four decades of experience operating across Brazil, membership in Virtuoso, BLTA, IGLTA, IATA, and USTOA, and the buying power and national reach described on our company profile. For Chinese operators and agencies positioning their Brazil programs, partnering with an established local DMC is the foundation of a successful inbound experience.
6. Reach Out and Schedule a Meeting
Carles Bernardes is available at the Brazil booth throughout ITB China 2026, from May 26 to 28, at the Shanghai World Expo Exhibition and Convention Center. Operators, agencies, and partners interested in discussing Brazil programs, building partnerships, or exploring how Blumar can support their Chinese travelers are invited to schedule a meeting during the event.
To get in touch, visit the official Blumar DMC website or contact us directly.
Brazil and China, Closer Than Ever
ITB China 2026 marks an important moment in Brazil's engagement with the Chinese travel market. With visa-free access in place, the Brazil-China Year of Culture and Tourism underway, and demand accelerating, the foundations for a stronger, longer-term tourism partnership between the two countries are being built in Shanghai this week, and Blumar is part of that conversation.
To learn more about Blumar DMC and explore programs for Chinese travelers in Brazil, visit the official Blumar DMC website.
About Blumar DMC
Blumar is a Destination Management Company and incoming tour operator based in Rio de Janeiro, with four decades of experience operating leisure, groups, incentives, and events across Brazil. The company is a member of Virtuoso, BLTA, IGLTA, IATA, and USTOA, and is known for the buying power and reliability of one of the country's most established operators. Learn more on the Blumar company profile.
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Frequently Asked Questions
Photo: Carles Bernardes / Blumar DMC
Where is Blumar at ITB China 2026?
Blumar is at the Brazil booth at ITB China 2026, taking place at the Shanghai World Expo Exhibition and Convention Center from May 26 to 28, 2026. Carles Bernardes is representing the company throughout the event.
What is ITB China?
ITB China is the most important B2B travel trade show dedicated exclusively to the Chinese market. The 2026 edition gathers more than 900 tourism institutions and enterprises from 85 countries and regions, connecting global suppliers with top buyers from the world's largest outbound travel market.
Why is Blumar participating in ITB China 2026?
Blumar is at ITB China to present its portfolio to Chinese operators and travel agencies, build long-term partnerships, and bring more Chinese travelers to Brazil's destinations. The timing is particularly strategic as the reciprocal visa exemption between Brazil and China took effect on May 11, 2026.
How can Chinese travelers visit Brazil in 2026?
Since May 11, 2026, Chinese ordinary passport holders can enter Brazil without a visa for stays of up to 30 days, under a reciprocal exemption agreement valid through December 31, 2026. The waiver covers tourism, business, transit, cultural and sporting activities, and family visits.
How can I schedule a meeting with Blumar at ITB China 2026?
Partners interested in meeting Blumar during ITB China 2026 can reach out through the official Blumar DMC website or contact the company directly to arrange a meeting at the Brazil booth.
