Official Announcement! GITF 2026 Theme Revealed: “TRAVEL WELL, RESET WELL” Galle, Sri Lanka, Named Star Partner—See You in Guangzhou on May 21

2026-03-27

 

A refined gathering titled “Orchid Courtyard: A New Chapter” opened poetically amidst the city’s gardens.

GITF gathered with cultural and tourism industry peers, media friends, and lifestyle co-creation partners amidst the spring fragrance of orchids.

Representatives from the Guangdong Animation Industry Association, the Guangzhou Study Tour Association, China Southern Airlines, CCTV.com, China Tourism News, Guangzhou Daily, Yangcheng Evening News，Southern Metropolis Daily, NetEase News, Sina, Travel Lion, Vacation Communication, Lanpu Sansheng Youqu, and the GITF Organizing Committee attended the event to exchange ideas and officially unveil the core highlights of GITF2026.

 

See You in Guangzhou

 

From May 21 to 23, the 2026 Guangzhou International Travel Fair will be grandly held at Area C of the China Import and Export Fair Complex. The theme of this year’s exhibition is “TRAVEL WELL, RESET WELL” centering on the joy of travel and looking forward to new developments in the industry. The event will also feature a major collaboration with its Star Partner—Galle, Sri Lanka, a pearl on the Maritime Silk Road and a city of friendship between China and Sri Lanka—to jointly celebrate this grand occasion.

 

 

As one of China’s longest-running professional tourism exhibitions, established in 1993, GITF has consistently served as a premier platform for global tourism bureaus, organizations, and enterprises to showcase resources, forge partnerships, and gain insights into industry trends, earning it the reputation as “the barometer of China’s cultural and tourism industry.”

From “Technology-Driven Empowerment: New Trails in Culture and Tourism” in 2021, to “Rising to New Heights: Culture and Tourism” in 2022, “Gather for a Sustainable Future” in 2023, “Innovation, the Inspiration to Future of Cultural and Tourism” in 2024, and on to “Meaningful Tourism, Enduring Connections” in 2025… Each iteration of the GITF theme has precisely resonated with the pulse of the times and the voice of the industry.

 

Part 01

Building on the Past, Paving the Way for the Future

“TRAVEL WELL, RESET WELL” Starts from the Heart, Leading the New Wave of Cultural and Tourism Consumption

 

Building upon the 2025 theme of “Meaningful Travel,” the 2026 theme “TRAVEL WELL, RESET WELL” marks a progression and elevation from “meaning” to “travel well” and from “connection” to “reset well,” precisely reflecting the current focus on “self-indulgent consumption” and “emotional value.”

 

 

“TRAVEL WELL” emphasizes the beautiful experiences and spiritual delight found along the way. Once the significance of travel is fully recognized, the key challenge for the industry becomes how to ensure every journey is a “joyful journey” that brings physical and mental comfort. This aligns perfectly with the global trends of “wellness tourism,” “therapeutic travel,” and the “lifestyle of joy”—today’s travelers are no longer satisfied with superficial sightseeing but seek deep experiences that offer emotional resonance, spiritual fulfillment, and physical and mental balance.

“ RESET WELL” carries a dual meaning: it refers both to the vibrant vitality the industry has unleashed through transformation and to the positive value of travel in reshaping the individual’s mind and body—one Joyful Journey, one Rebirth.

 

 

This theme builds upon the long-term vision of “Sustainable Future” from 2023, continues the enterprising spirit of “Innovation-Inspiration” from 2024, and deepens the core values of “Meaningful Tourism” from 2025, ultimately converging into a new interpretation of the relationship between “people and travel, the industry and the times.”

Industry experts believe that as health awareness and the pursuit of quality of life continue to rise, the quality travel represented by “travel well” is becoming a new growth driver for cultural and tourism consumption.

According to preliminary data from the UN Tourism, the global tourism industry thrived in 2025, with international tourist arrivals exceeding 1.5 billion—a 4% year-over-year increase—and total tourism expenditure reaching $1.9 trillion, up 5% from the previous year. Data from Trip.com Group also indicates that 2026 will be a pivotal year for global tourism, with travelers selecting destinations based on factors such as cultural immersion, nature experiences, and recreational adventures.

 

Part 02

Insights Under the Stars

The Starting Point of the Maritime Silk Road as a Hub: Renewed Opportunities for China-Sri Lanka Friendship

 

* Galle, Sri Lanka *

 

As a highlight of the exhibition,

the GITF2026 Star Partner has been officially announced:

— Galle, Sri Lanka

has been honored to take on this role.

 

This connection has long been foreshadowed.

From the Zheng He Stele at the Buddhist Temple on Mount Ceylon—a stone monument newly inscribed on the Memory of the World Register in 2025, which bears witness to the earliest friendly exchanges along the Maritime Silk Road; to the 2025 visit of Guangzhou’s “Silk Road Floral Language” delegation to Galle, which opened a new chapter in Maritime Silk Road cooperation—the partnership between Guangzhou and Galle serves as a vivid microcosm of the Belt and Road Initiative’s evolution from a “broad-brushstroke sketch” to a “fine-line painting.”

 

 

This bond of friendship grows stronger with time.

 

In recent years, people-to-people exchanges between Guangzhou and Galle have grown increasingly close: In 2024, Guangzhou’s “Wind-Breaking Youth” joined Sri Lankan teenagers in Galle to complete a 300-kilometer friendship bike ride; in 2025, the “National Spirit Youth” embarked on a journey of growth along the Silk Road. Wherever their wheels have rolled, Sino-Sri Lankan friendship has taken root and blossomed in the hearts of the younger generation. The Consulate General of Sri Lanka in Guangzhou has highly praised such exchanges, noting that they “have a profound impact on fostering people-to-people bonds.”

 

 

Galle Today: A New Beginning.

 

Today, Galle is evolving from a “classic tourist destination” to a destination offering “immersive experiences”—

Stroll along the ancient fortress walls and watch the Indian Ocean sunset from beneath the lighthouse;

Practice sunrise yoga facing the sea, and rediscover inner peace amidst the sound of the waves;

Go whale watching and explore the mangroves, feeling the vibrant vitality of the marine ecosystem;

Stay at a design hotel, letting time slow down, and slow down even further.

 

These new tourism formats align perfectly with this year’s exhibition theme, “TRAVEL WELL, RESET WELL”: finding physical and mental rejuvenation amidst the slow pace of life in the ancient fortress, and embracing one’s own “reset well” with renewed vitality.

 

As the “star” of this year’s GITF, Galle will actively participate in numerous exhibition activities, showcasing to the world a multidimensional image that blends historical depth with contemporary innovation.

From the Zheng He stele to the “Youth on Wheels” initiative, from the Maritime Silk Road’s UNESCO nomination to the revitalization of cultural tourism—the story of Guangzhou and Galle continues to write new chapters within the annals of their 69-year friendship. Today, this deep bond that spans mountains and seas is transforming into global travelers’ longing to explore Galle. And GITF2026 is the perfect stage to turn this longing into industry momentum.

At the previous edition, GITF delivered impressive results:

 

55 countries and regions

Over 1,006 exhibitors gathered

 

Nearly 37,000

trade visitors attended

 

Over 200 media outlets covered the event

 

On-site sales by leading travel companies

exceeded 39 million

with several achieving over 10 million

 

 

The data speaks for itself—the Guangzhou International Travel Fair (GITF) is not only a showcase for global cultural and tourism partners but also a key driver of cultural and tourism consumption.

 

Part 03

Highlights Preview

“Fun Space” Makes Its Debut; Five Major Forums Bring Together Industry Insights

 

Every edition of GITF brings new surprises to look forward to

and 2026 is no exception:

 

01.

“Fun Zone” Makes Its Debut

 

 

To continuously optimize the supply of distinctive “Culture & Tourism Plus” and “Plus Culture & Tourism” products, GITF2026 will launch the newly curated “Fun Zone” at the event.

 

This immersive experience zone will focus on cutting-edge lifestyles such as sports tourism, leisure vacations, and wellness living, bringing the concept of “travel well” to life. The zone will also collaborate with the “Guangdong Goods Go Global” brand, bringing together quality Guangdong products and cultural tourism benefits for the public. Through interactive check-ins, on-site prize draws, and special gift packages, it will allow citizens and tourists to enjoy tangible benefits while having fun. At the same time, integrated online and offline live-streaming sales will deeply stimulate the intrinsic momentum of cultural tourism consumption.

 

02.

Five Major Themed Forums Bring Together Industry Wisdom

 

 

As a premier hub for industry dialogue, this year’s exhibition will feature a series of high-profile international tourism forums:

 

• GITF2026 China Outbound Tourism Conferencce

• The 3rd Study Tour and Educational Travel Forum

• The 5th Museum, Cultural & Creative Product Seminar

• The 4th Inbound Tourism Destination Forum

• The 1st Wellness and Leisure Tourism Summit (which will deeply resonate with the “TRAVEL WELL” theme, exploring commercial pathways for travel that promotes mind-body balance)

 

03.

A Stage for the “Silver-Haired Generation”

 

The finals of the 2nd “Silk Road Silver Age: Dancing in Guangzhou” Square Dance Competition, organized by the exhibition committee, will also continue to take center stage during the event, keeping the spotlight on and stimulating the “essential demand” for travel among the silver-haired generation.

 

 

We Look Forward to Seeing You

 

 

Here,

the global tourism industry and consumers will redefine the meaning of connection

and reshape the future of travel.

Let’s set out on a “TRAVEL WELL” and embark on a “RESET WELL” together!

 

 

May 21–23, 2026

Guangzhou · China Import and Export Fair Complex, Area C

We’ll see you there!