Guangzhou’s Cultural and Tourism Industry Prepares for a Major Event: A Sneak Peek at GITF2026

2026-05-11

 

On May 11, the press conference for the 34th Guangzhou International Travel Fair

(GITF2026) was held in grand style,

officially announcing that this globally renowned cultural and tourism event

will open its doors from 21 to 23 May

at Area C of the China Import and Export Fair Complex.

 

 

This year’s exhibition closely aligns with the industry’s key themes for the year.

Under the theme ‘TRAVEL WELL, RESET WELL’,

it joins forces with its star partner destinantion—

Galle, Sri Lanka, the City of Friendship between China and Sri Lanka

on the Maritime Silk Road—to make this a truly memorable event.

 

 

Taking advantage of Guangzhou’s role as the national host city for ‘China Tourism Day’2026, this year’s exhibition continues to support Guangzhou’s development as a world-class tourist destination.

 

Lashinka Dammullage, Consul General of Sri Lanka in Guangzhou; Ana Baqueriza, Deputy Consul of the Republic of Argentina in Guangzhou; Ke Xiandong, Member of the Party Leadership Group and Deputy Director of the Guangzhou Municipal Bureau of Culture, Radio, Television and Tourism; Xiao Weibo, Member of the Party Leadership Group and Deputy Director of the Nansha District Bureau of Culture, Radio, Television, Tourism and Sports, Guangzhou; Gary Liu, Managing Director of Hannover Milan Fairs (Shanghai) Co., Ltd.; Cathy Cui, Head of the Hannover Milan Fairs (Shanghai) Co., Ltd. Guangzhou Branch; Xu Linchu, President of the Guangzhou Tour Guide Association; Ao Gangmin, Secretary-General of the Guangdong Animation Industry Association; Zeng Jianyun, Secretary-General of the Guangzhou Study Tour and Practical Experience Association; Lao Cuijuan, Deputy Secretary-General of the Guangzhou Tourism Association; Chen Guoce, Deputy Secretary-General of the Guangzhou Travel Agency Industry Association; Zou Yi, Head of the Product Planning Department at Guangdong Tieqing International Culture and Tourism Group Co., Ltd.; and Zeng Yi, Head of the ‘Wow Moment’ Zone, along with other representatives from the culture and tourism sector, attended the press conference.

 

 

Lashinka Dammullage, Sri Lanka’s Consul General in Guangzhou; Ke Xiandong, member of the Party Leadership Group and Deputy Director of the Guangzhou Municipal Bureau of Culture, Radio, Television and Tourism; and Gary Liu, Managing Director of Hannover Milan Fairs (Shanghai) Co., Ltd., each delivered a speech at the event.

 

 

Lashinka Dammullage

Consul General of Sri Lanka in Guangzhou

 

Sri Lanka has long been a key participant in the Guangzhou International Travel Fair. This year, the historic city of Galle will make a major appearance as a Star Partner Destination, joining forces with over 20 local travel agencies to showcase the island nation’s charm. Sri Lanka boasts eight UNESCO World Heritage Sites, and Galle holds a unique status as a key hub on the Maritime Silk Road. In the first quarter of this year, the number of Chinese visitors exceeded 48,000, making China Sri Lanka’s fifth-largest source market.

 

 

Sri Lanka offers visa-free entry to 40 countries, including China, is gradually rolling out digital payment systems, and boasts convenient flight connections; it is currently focusing on high-end wellness and quality tourism. On 19 May, Sri Lanka will take part in the celebrations for China Tourism Day in Guangdong, and cordially invites Chinese tourists to visit the country, whilst welcoming investment and cooperation from all sectors.

 

 

Ke Xiandong

Member of the Party Leadership Group and Deputy Director of the Guangzhou Municipal Bureau of Culture, Radio, Television and Tourism

 

With 33 years of experience, GITF has become a global benchmark for cultural and tourism exhibitions, cooperation and industry trends. The theme of this year’s exhibition aligns closely with the concept of ‘Enjoying Quality Tourism’ promoted by China Tourism Day, and we are joining hands with Sri Lanka to deepen cultural and tourism exchanges. Guangzhou will use the exhibition as a bridge to work with global cultural and tourism partners in establishing long-term cooperation mechanisms, promoting resource sharing, mutual learning of technologies and the exchange of experiences. In this special year when Guangzhou has been chosen as the main venue for China Tourism Day, we feel an even greater sense of responsibility and are committed to working with all parties to inject sustained momentum for resilient development into the global tourism industry.

 

 

Gary Liu

Managing Director, Hannover Milan Fairs (Shanghai) Co., Ltd.

 

Coinciding with ‘China Tourism Day’ on 19 May, GITF 2026 will help spark a cultural and tourism boom in Guangzhou this May. Under the theme ‘TRAVEL WELL, RESET WELL’, this year’s exhibition features a 25% increase in floor space and new specialized zones. In partnership with its Star Partner Destination, Galle, Sri Lanka, the event will focus on quality experiences and industry renewal, providing an efficient platform for global cultural and tourism exchange.

 

 

 

01

A Rich Heritage

GITF Celebrates ‘China Tourism Day’ with an Enhanced Line-up

 

Established in 1993, the Guangzhou International Travel Fair is not only the oldest and longest-running large-scale international travel exhibition in China, but has also earned the reputation as the ‘Canton Fair of Tourism’ thanks to its high degree of market orientation and outstanding ability to connect global cultural and tourism resources, becoming a ‘barometer of the global tourism industry’. Cathy Cui, Head of Hannover Milan Fairs (Shanghai) Co., Ltd. Guangzhou Branch, shared the latest highlights of GITF2026 with guests at the press conference.

 

 

Cathy Cui | Head of the Hannover Milan Fairs (Shanghai) Co., Ltd. Guangzhou Branch

 

For over three decades, this exhibition has continued to expand and grow, drawing on Guangzhou’s open-mindedness and dynamic energy as the core engine of the Greater Bay Area. This year, the exhibition has undergone a major upgrade and expansion, with the addition of a new hall and a 25% increase in total floor space. This not only demonstrates Guangzhou’s expanding industrial capacity as it builds itself into a world-class tourist destination, but also signifies that GITF is embracing and leading the upgrading momentum of China’s vast cultural and tourism market through an even broader platform for trade and experiences.

 

It is worth noting that 2026 marks the 16th China Tourism Day, with Guangzhou serving as the main venue for this year’s ‘China Tourism Day’ national theme event. Under the theme ‘TRAVEL WELL, RESET WELL’, this year’s exhibition actively echoes the overarching theme of ‘China Tourism Day’—‘Enjoy Quality Tourism, Explore Our Beautiful Landscapes Together’—and delves deeply into the joy, fulfilment and happiness that travel brings.

 

 

Building on the momentum of Guangzhou’s comprehensive rollout of the ‘1+10+N’ model for distinctive cultural and tourism initiatives benefiting the public, alongside over 10 billion yuan worth of cultural and tourism consumption incentives, and with a view to tangibly enhancing the travel experience for visitors and exhibitors whilst putting the principle of cultural and tourism benefits for the public into practice, GITF2026 has joined forces with Didi Chuxing to launch the “GITF Exclusive Ride Voucher Pack”. Through these practical measures, we aim to ensure a smooth journey for visitors and bring the benefits of cultural and tourism initiatives to life.

 

 

02

Convergence of Trends

Leading the New Global Trend of ‘TRAVEL WELL’

 

Rooted in global cultural integration and at the forefront of the industry, this year’s GITF, with its strong international appeal and exceptional industry insight, will once again serve as a barometer for global cultural and tourism trends. According to the latest World Tourism Barometer released by the UNWTO, the number of international tourists worldwide is projected to reach approximately 1.52 billion in 2025, representing a 4% increase compared to 2024, signaling that the global tourism industry has fully returned to a path of steady growth. With the global economy continuing to grow and the recovery of key destination markets, the international tourism sector as a whole is expected to maintain a positive trend of stable development in 2026.

 

 

Against the backdrop of a rapid recovery in inbound and outbound tourism, and with ‘China Travel’ driving explosive growth in inbound tourism bookings, participation by overseas exhibitors at this year’s event has increased further. The exhibition is expected to attract over 1,000 tourism destinations and organizations from 55 countries worldwide, including Sri Lanka, Russia, Kazakhstan, Vietnam, Cambodia, Thailand, Malaysia, Singapore, Indonesia, Pakistan, Nepal, Bhutan, Georgia, Oman, Kenya, Uganda, Germany, Italy, Spain, Austria, Canada, Hong Kong, China and Macao, China. Among these, Sri Lanka has participated for over 20 consecutive years, as has Cambodia. Compared to 2025, new international destinations joining the exhibition in 2026 include Vietnam, Austria, Pakistan and Uganda, further bringing to life the concept of ‘exploring the world in one exhibition’ in Guangzhou.

 

 

As 2026 is the Year of the Horse, the organizers have specially invited the Hong Kong Jockey Club to serve as the exclusive Chief Culture, Sports and Tourism Partner for GITF 2026. As a world-class equestrian organization dedicated to both the nation and Hong Kong, the Hong Kong Jockey Club has long supported the development of culture, tourism, sports and charitable causes in Guangzhou. Through the Hong Kong Jockey Club’s participation, this exhibition aims to promote the spirit of equestrian culture across the Guangdong-Hong Kong-Macao Greater Bay Area. It also seeks to further leverage the advantages of the ‘two regions, three racecourses’ model between Guangzhou and Hong Kong, promoting unique cultural and tourism experiences related to equestrian sports. This initiative will help establish Guangzhou as a world-class equestrian-themed cultural, sports and tourism destination, whilst driving the development of the event economy, sports consumption and the integrated growth of culture, commerce, sports, tourism and agriculture.

 

Not only that, but the exhibition also brings together numerous provincial and municipal departments of culture and tourism, as well as cultural and tourism enterprises, including those from Hainan Province, Shanxi Province, Chongqing Municipality, Guangzhou, Chengdu, Hangzhou, Qiqihar, Longyan, Luoyang, Chenzhou, Foshan, Zhanjiang, Meizhou, Qingyuan, Yulin, Anshun, Bijie, Qiannan Prefecture, Longnan, Baiyun District of Guangzhou, Huangpu District of Guangzhou, Huadu District of Guangzhou, Nansha District of Guangzhou, Wushan County, Bomi County and Shufu County. New additions include not only Shanxi Province, Hangzhou, Longyan, Longnan and Yulin, but also Baiyun, Huangpu, Huadu and Nansha Districts in Guangzhou.

 

 

Huang Si | Culture, Radio, Television, Tourism and Sports Bureau, Nansha District, Guangzhou

 

During the exhibition, the Nansha District Culture, Sports and Tourism Bureau will launch its flagship ‘1+6+N’ comprehensive cultural and tourism event system, creating an immersive Lingnan cultural experience that visitors can touch and feel. It will also host a special promotional event titled ‘Come to Nansha, Create the Future’, showcasing the vitality and development opportunities of Nansha’s cultural and tourism sector.

 

 

Nansha will also focus on six distinctive thematic sectors—performing arts and leisure, thrilling sporting events, trendy markets, cultural heritage and intangible cultural heritage, eco-agritourism, and inbound tourism—to comprehensively meet visitors’ one-stop needs for “eating, accommodation, transport, sightseeing, shopping and entertainment”. At the same time, “Eat Your Way to Good Fortune – Benefits in Nansha” dining vouchers and university student vouchers will be distributed. Covering all 10 towns and sub-districts across the district, “N” distinctive cultural and tourism consumption scenarios will be created to suit local conditions, ensuring that Nansha is a landscape of beauty at every turn and a source of surprises at every step.

 

 

“Old friends” such as GZL, GDCTS, CCT, Ctrip, CYTS Tours Guangdong Railway, Canton Tower, China Southern Airlines, Guangzhou Xinhua, Happy Home, Xiangyu Cultural Tourism, Xincheng Business Travel, Baiyun Mountain Study Tour Centre and Tianya International Travel will all be in attendance as usual. In addition, this year’s exhibition welcomes numerous ‘new faces’ from the cultural and tourism sector, including Pearl River Cultural Tours, Tianren Shanshui, Kaiyuan Zhouyou, Beijing Capital Exhibition Group, Aida Cruises, Yangtze Golden Cruise, Jingdezhen Century Heritage Studio, Hengda Cultural Heritage, Guangzhou Zhuoyuan Technology, Guangzhou Blue Sky Rescue, Sansheng Youqu, Baixin Tourism, Earth International Travel, Baiyun Mountain Study Centre, Baiyun Hotel, Guangzhou Sanyu Hotel, W Hotel Guangzhou, Shengfeng Sofitel Guangzhou, Hilton Guangzhou Tower Qibin Select Hotel, and Guangzhou Conghua Duxi Taili Hot Spring Resort.

 

 

Long Jianting | Director, CYTS Tours Guangdong Railway International Culture and Tourism Group Co., Ltd.

 

During the travel fair, CYTS will focus on promoting the ‘Southern Express · Xiaoxiang’—an immersive cultural and tourism special train designed to redefine the value of travel—and will launch five themed itineraries tailored specifically to the needs of the silver generation.

 

 

The industry-leading nature of this year’s exhibition is further reflected in the presence of high-profile global industry leaders who have been invited to attend Mr. Tom Jenkins, Chief Executive of ETOA, and Mr. Soon Hwa Wong, Greater China Ambassador of PATA and Chairman of the Singapore Chapter, attended the exhibition’s opening ceremony. The gathering of these world-renowned authoritative bodies also signifies GITF’s seamless integration with top-tier international resources. During the exhibition, a series of five major industry forums will be held, including the China Outbound Tourism Conference, the 4th Inbound Tourism Destination Forum, the 3rd Study Tour and Educational Travel Forum, the 5th Museum, Culture and Creative Product Seminar, and the 1st Wellness Tourism Forum, which focuses on the hottest new sector. Covering key topics such as inbound and outbound tourism, educational tours, the silver economy and the revitalization of cultural heritage, these forums showcase the diversity and new explorations in the transformation and upgrading of the tourism industry.

 

This year’s exhibition will also feature a range of dedicated zones within the exhibition area.

The TECT Digital Cultural Tourism Zone will bring together Shaanxi Longchuan Digital Information Technology Co., Ltd., Xi’an Yuanjing Zhilian Technology Co., Ltd., Beijing Lanjing Technology Co., Ltd., Guangzhou Zhuoyuan Virtual Reality Technology Co., Ltd., Beijing Liangliang Vision Technology Co., Ltd., Professor Zhou Bin’s team from Beihang University, and Jiujingmei (Qingdao) Technology Co., Ltd., to establish a platform for exchange between technology and the cultural heritage, cultural and creative, and tourism industries.

 

The Cultural Heritage and Creative Industries Zone will bring together the Grandview Natural Science Museum, the Guangzhou Museum, the Guangdong Museum of Traditional Chinese Medicine, the Guangzhou Overseas Chinese Museum, the Garden Hotel Museum, the Pugong Ancient Ceramics Museum, the Xuelei Fragrance Museum, the Guangdong Folk Arts Museum, the Two Tombs of the Southern Han Dynasty Museum, the Sun Yat-sen Grand Marshal’s Mansion Memorial Hall, the Peasants’ and Workers’ Institute Memorial Hall, the Guangdong Museum of Revolutionary History, the Guangzhou Ruifeng Tea Culture Museum, the Memorial Hall of the Site of the Third National Congress of the Communist Party of China, the Guangzhou Art Museum and the Cantonese Cuisine Museum.

 

 

The Intangible Cultural Heritage Zone will feature Cantonese Opera, Guangcai Enamelware, Guangzhou Embroidery, Chen Li Ji Traditional Chinese Medicine Culture, the craft of making gold-embroidered Qipao, Cai Zhilin Traditional Chinese Medicine Culture, the craft of making Er Tian Oil, the craft of making Xia Sang Ju, the craft of making Tong Qiao Jiu Xin Oil, Tai Chi, the craft of making Cantonese desserts, Cantonese flower arrangement, the craft of making Cantonese incense, and the craft of making Cantonese clay pot rice, among other intangible cultural heritage skills, are all showcased together.

 

 

The B&B Zone aims to create ‘The Life We Aspire To’, featuring Mu Xin Jian in Conghua, Xihe Courtyard in Conghua, Guangzhou Hengxi Bay Garden B&B, He Chunzhu B&B, Lan Jie B&B, Mo She, Pama B&B, Wuxiang Stone House Boutique Homestay, Yuchangwan, Guangzhou Yilu Bowen Homestay, Gengshengtang Homestay, Yong’an·Shimai Boutique Homestay, Mo Niang’s Home Homestay, Xihe Station, Liangchen Huli and other leading homestays, bringing together the best of the best to make GITF a destination for experiencing lifestyle.

 

 

The Educational Tourism Zone will bring together leading science and education venues such as the Baiyun Mountain Educational Centre, the Guangdong Science Centre, the Zhuhai Space Centre & China Weapons Museum, and the Junfeng Life Science Museum, showcasing specialised educational resources in natural sciences, aerospace and national defence, and life sciences. Meanwhile, leading cultural and tourism enterprises such as Guangzhou Baixin International Travel Service, Guangzhou Tianya International Travel Service Co., Ltd., and Yueyue Study Tours & Earth International Travel will be making a major appearance at the event, launching a range of brand-new, high-quality study tour products and itineraries on site. Additionally, the Third Study Tour and Educational Travel Forum, alongside on-site promotional activities for mini study sessions, will allow visitors to experience first-hand the unique appeal of high-quality educational programmes.

 

 

Zeng Jianyun | Secretary-General of the Guangzhou Study Tour and Practical Experience Association

 

The Study Tour Zone will showcase a range of specialised study tour resources in fields such as natural sciences, aerospace and national defence, and life sciences and health, and will launch several new, high-quality study tour products and itineraries at the event.

 

 

 

03

Innovation-Driven

“Culture and Tourism Plus” Comprehensively Boosts Culture and Tourism Consumption

 

In recent years, breaking down barriers and fostering integration have become the mainstream trends in global tourism development. To further expand the range of ‘Culture and Tourism Plus’ and ‘Plus Culture and Tourism’ products, GITF 2026 will enhance its multi-faceted cultural and tourism experiences, introducing for the first time a series of major creative zones and trendy interactive activities at this year’s event, thereby broadening GITF’s appeal from a professional trade fair to visitors of all ages.

 

 

This year’s exhibition will debut the newly curated “Fun Zone”, which will focus on cutting-edge lifestyles such as sports tourism, leisure holidays, and wellness and active 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 packs, it will allow residents and visitors to enjoy tangible benefits whilst having fun. At the same time, integrated online and offline live-streaming sales will be used to deeply stimulate the intrinsic momentum of cultural tourism consumption.

 

Here, Sansheng Culture will showcase its innovative achievements in “AI + cultural tourism”, creating a multi-functional exhibition stand that integrates smart interaction, cultural and creative transformation, and immersive experiences. Visitors can experience an AI-powered traditional Chinese medicine consultation system that faithfully replicates the four diagnostic methods of “observation, auscultation, inquiry and palpation”, as well as the ValueX platform’s pioneering “AI one-click customisation of cultural and creative products”. as well as a diverse range of activities including scenic spot-themed IP cultural and creative products, ‘edible cultural and creative’ delicacies, and interactive shooting games. This zone will serve not only as a showcase for cultural and tourism technology applications, but also as a microcosm of commerce in the era of immersive consumption and the ‘emotional economy’.

 

 

Capitalising on the rising momentum of the county economy, and by integrating the ‘Ancient Capital’ educational tourism brand with the boutique homestay sector, we are establishing a brand-new cultural tourism industry chain based on ‘educational tourism to attract visitors + homestays to retain guests + increased revenue for the county’. During the travel fair, Guangzhou Xinhua Publishing & Distribution · Gaodi Culture will launch the “Only Henan” and “Prosperous Xi’an” Chinese Cultural Study Tours. The event will feature special cultural talks by Guangzhou’s top ten cultural and tourism influencers, seasoned study tour mentors and Silk Road cultural researchers, guiding young people and their parents on a journey into Chinese civilisation to experience the weight of history.

 

On the other side of the exhibition, the “WOW MOMENT” returns with a newly upgraded “WOW MOMENT Student Gathering”. Here, visitors can board the Ding-Ding Bus to “sing karaoke whilst riding”, take part in three days of themed Zumba fat-burning parties to get the blood pumping, or gather over tea to participate in an intangible cultural heritage ‘Leicha’ (pounded tea) experience, savouring the Lingnan tea culture at a leisurely and restorative pace.

 

 

Zeng Yi | Head of the ‘WOW MOMENT’ Zone

 

Whether you’re a university student, a trendsetter, a travel blogger or a cultural tourism influencer, everyone here is a ‘travel buddy’—let’s have fun together, enjoy ourselves and discover new ways to explore.

 

 

Furthermore, the finals of last year’s highly acclaimed ‘Silk Road Silver Age: Dancing in Guangzhou’ square dance competition will return for its second edition. Through the vibrant energy of square dancing, the event provides a stage for the elderly to showcase their vitality, whilst also deeply stimulating the core demand for high-quality tourism consumption among the middle-aged and elderly.

 

 

Meanwhile, ‘Cultural Tourism Visionaries’—an exclusive IP created by GITF for the younger generation—will also be upgraded and relaunched. This year’s third edition of “Cultural and Tourism Visionaries” will launch a hashtag campaign: #GITF So Much Fun. During the exhibition, over 200 students from 13 universities—including Jinan University, South China Normal University, Guangdong University of Foreign Studies, Guangdong Ocean University, Guangdong University of Finance, Guangdong Second Normal University and Xi’an University of Finance and Economics—will experience intangible cultural heritage crafts, food markets and trendy sports on-site, whilst taking photos, creating content and sharing their experiences.

 

 

The twilight over the Pearl River casts a gentle glow over Guangzhou

An early summer extravaganza that combines the expertise of the tourism and culture industry’s leading figures with benefits for the public

is set to illuminate a new chapter in tourism and culture

Take in the city’s vibrant sights and savour the everyday life and culture of Lingnan

 

TRAVEL WELL, RESET WELL

21–23 May, Area C of the Canton Fair Complex

GITF looks forward to welcoming you