GITF 2026 Grand Opening | The Wave of Cultural Tourism Rises on May 19—The World Meets in Guangzhou!

2026-05-21

 

In May, Guangzhou is ablaze with flowers, and the Pearl River surges with vitality.

The 34th Guangzhou International Travel Fair (GITF 2026) kicked off in grand style on May 21 at Area C of the China Import and Export Fair Complex. Under the theme “TRAVEL WELL, RESET WELL: Joyful Journeys, New Beginnings,” this year’s expo partnered with its Star Partner—Galle, Sri Lanka, a city of friendship between China and Sri Lanka on the Maritime Silk Road—to attract over 1,000 organizations from 55 countries and regions to join this “joyful journey.” Amid the surging tide of the global tourism industry’s full-scale recovery, the event has sounded a powerful note for the high-quality development of China’s cultural and tourism sector.

 

Huang Xizhong, Deputy Inspector General of the Guangdong Provincial Department of Culture and Tourism; Chen Jianhua, Deputy Secretary-General of the Guangzhou Municipal People’s Government; Chen Xiaodan, Deputy Director of the Publicity Department of the Guangzhou Municipal Committee; Liu Yumei, Party Secretary and Director of the Guangzhou Municipal Bureau of Culture, Radio, Television, and Tourism; Tom Jenkins, CEO of the European Travel Association (ETOA); Soon Hwa Wong, Greater China Ambassador of the Pacific Asia Travel Association (PATA); Liu Guoliang, Managing Director of Hannover Milan Exhibition (Shanghai) Co., Ltd.; Chinthaka Liyanaarachchi, Head of the China Market at the Sri Lanka Tourism Promotion Bureau; Gu Yu, General Manager of the Guangzhou Sales Department of China Southern Airlines Marketing Committee; Liu Yufeng, Second-Level Inspector of the Hangzhou Municipal Bureau of Culture, Radio, Television, and Tourism; Chen Yuepeng, Head of Mainland Affairs at the Hong Kong Jockey Club; Lan Tonghao, Director of the Marketing Division at the Macao Government Tourism Office; Lu Junyao, Senior Manager of Industry Promotion for South China at the Hong Kong Tourism Board; Zhang Canhua, Party Secretary and Chairman of the Municipal Culture Group; Xu Rongya, Deputy District Governor of Huadu District; Li Peng, Deputy General Manager of the Municipal Xinhua Group; as well as consuls general and representatives from the consulates general of 31 countries in Guangzhou attended the opening ceremony.

 

 

 

01 Building on the Momentum of May 19

Charting a New Course for High-Quality Development in Culture and Tourism 

 

The grand opening of this year’s exhibition coincides with a highlight in Guangzhou’s cultural and tourism development. Just two days ago, on May 19, the launch ceremony for the main venue of the 2026 “May 19 China Tourism Day” was held in Guangzhou with great fanfare. This marks the first time Guangzhou has served as the main venue for National Tourism Day, signaling that this millennium-old commercial hub has risen to new heights in China’s cultural and tourism landscape. The “Ten Key Measures for Promoting High-Quality Development of the Tourism Industry in Guangdong Province,” released at the event, explicitly calls for the full-scale development of a tourism-friendly city characterized by warmth, quality, and cultural depth, aiming to make Guangdong a premier tourist destination where visitors can enjoy both mountains and seas, experience the warmth of everyday life, and create lasting memories.

 

Building on the strong momentum of this national-level cultural and tourism event, GITF 2026 takes the baton, aiming to enhance quality and expand scale. It will transform the nationwide influence of “May 19” into practical cooperation within the global tourism industry, continuing to support Guangzhou’s development as a world-class tourist destination. From the national narrative of “China Tourism Day” to the global dialogue of an international tourism expo, Guangzhou is leveraging a “dual-core drive” to showcase the vibrant vitality and boundless opportunities of China’s cultural and tourism market to the world.

 

 

Chen Jianhua, Deputy Secretary-General of the Guangzhou Municipal People’s Government, said at the opening ceremony that since its inception in 1993, the Guangzhou International Travel Fair has enjoyed a distinguished 33-year history, becoming the earliest established and longest-running international travel fair in mainland China. This year’s exhibition area has increased by 25% compared to last year, once again highlighting Guangzhou’s leading role as a global trendsetter in the cultural and tourism industry. He noted that Guangzhou is accelerating its development as a world-class tourist destination and an international consumer hub city. This year, the city is honored to serve as the national host venue for “May 19 China Tourism Day.” The exhibition actively responds to the theme “Enjoy Quality Tourism, Explore Beautiful Landscapes Together,” launching a range of cultural and tourism initiatives for the public to support the high-quality development of the cultural and tourism market. He sincerely invited guests from home and abroad to explore the streets and alleys of Guangzhou, savor Cantonese cuisine, enjoy the night views of the Pearl River, and experience the unique charm of this millennia-old commercial metropolis.

 

 

02 Improve Quality and Expand Capacity by 25%

Create an Upgraded Version of the “Tourism Expo”

 

Founded in 1993, the Guangzhou International Travel Fair is not only China’s oldest and longest-running large-scale international travel exhibition, but has also earned the reputation as the “Canton Fair of Tourism” thanks to its high degree of market orientation and exceptional ability to connect global cultural and tourism resources, establishing itself as a “barometer of the global tourism industry.” This year, the fair has undergone a major upgrade and expansion, adding a new exhibition hall and increasing its total exhibition area by 25%.

 

Under the theme “TRAVEL WELL, RESET WELL: Joyful Journeys, A New Beginning,” this year's exhibition advocates a shift in tourism—from superficial sightseeing to experiences that bring joy to both body and mind, and from shallow visits to in-depth cultural immersion.

 

 

Liu Guoliang, Managing Director

of Hannover Milan Exhibition (Shanghai) Co., Ltd.

 

He highlighted two major highlights: Star Partner Galle, Sri Lanka, will join forces with more than 20 local travel agencies to showcase the island nation’s charm and further strengthen Sino-Sri Lankan friendship along the Maritime Silk Road; the Hong Kong Jockey Club will make its debut as the Chief Culture, Sports, and Tourism Partner, leveraging the synergies of the “two cities, three racecourses” collaboration between Guangzhou and Hong Kong to promote unique equestrian cultural and tourism experiences, thereby driving the integrated development of the racing economy and the “culture, commerce, sports, tourism, and agriculture” sectors. During the exhibition, a series of industry events will be held, including forums on outbound tourism, inbound tourism, wellness and health, and educational travel, as well as the “Bringing Cultural Relics to Life LIVE” sharing session, to build a global platform for cultural and tourism exchange and cooperation.

 

 

This year’s exhibition attracted 1,123 tourism destinations and organizations from 55 countries and regions. Sri Lanka has participated for more than 20 consecutive years, as has Cambodia. Compared to 2025, new international destinations participating in 2026 include Vietnam, Austria, Pakistan, and Uganda, further bringing to life the concept of “traveling the world in one exhibition” in Guangzhou.

 

With an expanded exhibition area, GITF 2026 continues to broaden its international network, as exhibitors from multiple countries come together to paint a new picture of global culture and tourism. Against the backdrop of the accelerating recovery of outbound and inbound tourism and the explosive growth in inbound tourism bookings driven by “China Travel,” participation from overseas exhibitors at this year’s event has further increased. Participating countries and regions include 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.

 

 

Tom Jenkins, CEO of the European Travel Association (ETOA)

 

For more than 30 years, the European Travel Association has been committed to promoting travel to Europe among Chinese tourists, and China has consistently been a particularly popular source market for Europe. Despite the challenges facing the industry, in 2026 China air cargo capacity to Europe is expected to exceed 2019 levels, and the market continues to show positive momentum. Citing Confucius’s philosophy that “travel is learning,” he emphasized that the relationship between a successful destination and its customers is one of mutual learning. He also noted that the deepening of tourism exchanges between China and Europe will foster mutual understanding between the two civilizations, marking a significant milestone of the 21st century.

 

 

Under the theme “See the World in One Exhibition,” various travel destinations have also brought their latest tourism updates. The Sri Lanka Tourism Board, a “longtime friend” that has participated in the event for over 20 consecutive years, will make a grand appearance this year as a Star Partner featuring the historic city of Galle, while showcasing the island nation’s charm through a collective display by more than 20 local travel agencies.

 

 

Chinthaka Liyanaarachchi, Head of the Chinese Market at the Sri Lanka Tourism Promotion Bureau

 

In recent years, Sri Lanka has garnered numerous international accolades for its pristine beaches, mist-shrouded mountains, ancient ruins, and world-class cuisine—including being named one of “The World’s 10 Best Travel Destinations” by Lonely Planet, “Asia’s Best Destination” by CNN, and “One of the World’s Emerging Travel Destinations”

“Destinations,” etc. We are fully committed to enhancing service quality and the overall guest experience through digital marketing, roadshows, and in-depth industry partnerships. Sri Lanka is fully prepared and warmly welcomes Chinese tourists to experience wellness vacations, wildlife exploration, cultural heritage tours, and culinary adventures. We look forward to collaborating with partners from all sectors in China to help more Chinese tourists discover the unique charm of Sri Lanka.

 

 

In addition, the Nepal Tourism Board, accompanied by 10 tourism companies and Nepal Airlines, made a spectacular appearance to showcase Nepal’s rich natural scenery, cultural heritage, adventure opportunities, and wellness and spa experiences to Chinese tourists. From June 15 to October 15, 2026, Cambodia will offer visa-free entry to Chinese tourists. During this period, Cambodia will officially launch its “Green Season” tourism promotion campaign, featuring a series of special experiences encompassing cultural heritage, ecotourism, and local customs, inviting tourists to take advantage of the visa-free policy to visit and explore the country.

 

 

In addition to the ever-popular destinations in Southeast Asia, Almaty—which has emerged as a new tourism hub in Central Asia—is also attracting significant attention. As Kazakhstan’s largest city, Almaty is set to rank among the top 25 global destinations by 2025. At this exhibition, the city will showcase its strengths, including its mountain clusters, ecotourism, and year-round events, inviting the industry to jointly explore this tourism market with immense growth potential. Meanwhile, St. Petersburg, Russia—a favorite among Chinese tourists—will also be making an appearance at the travel fair this year, bringing along numerous hotels and major tour operators to showcase the multifaceted charm of this World Heritage City.

 

 

Twelve travel industry companies from Macao, China, gathered at the GITF to promote the “Tourism+” initiative and visa-free entry policies, with the aim of expanding international visitor numbers and tapping into the “multi-destination” market. Hong Kong, China, led a delegation of 17 exhibitors, showcasing the new “Hong Kong Flavors” culinary guide and recreating classic street scenes from “Old Central,” offering visitors an immersive experience of Hong Kong's unique charm.

 

 

The Hong Kong Jockey Club is the exclusive Chief Culture, Sports, and Tourism Partner for this year’s exhibition, participating for the first time with a massive delegation. The event also features a variety of equestrian simulation games, offering visitors an immersive experience.

 

 

 

03 Upgraded Inbound Tourism Policies

Unleashing the “Magnetic Appeal” of Hub Gateways

 

Inbound tourism is one of the key themes of this year’s exhibition. Recently, six government departments, including the Ministry of Commerce, issued the “Notice on Strengthening and Optimizing Tax Rebate Measures for Outbound Travelers to Expand Inbound Consumption,” which aims to further streamline tax rebate procedures and facilitate and expand inbound consumption. Capitalizing on the significant opportunity presented by “China Tourism Day” on May 19—with Guangzhou serving as the national main venue—the city is fully showcasing its strong appeal as China’s premier gateway city for inbound tourism.

 

It is reported that, at the policy level, Guangzhou has fully leveraged measures such as the 24-hour visa-free transit policy, while Baiyun International Airport has continued to optimize the entry clearance process and implement measures to facilitate entry. Data shows that in 2025, the number of foreign visitors entering Guangzhou exceeded 3.2 million, representing a year-on-year increase of 28%—7 percentage points higher than the national average. At the same time, Guangzhou has actively promoted the development of an international consumer environment, striving to establish itself as a world-class tourism and shopping destination that attracts visitors from around the globe.

 

 

This year’s exhibition saw a large number of domestic delegations, including cultural and tourism departments, bureaus, and enterprises, gather at the event. These included Hainan Province, Shanxi Province, Chongqing Municipality, Guangzhou City, Chengdu City, Hangzhou City, Qiqihar City, Longyan City, Chenzhou, Nyingchi, 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.

 

 

This year marks the Hainan Marine Tourism Year and represents a pivotal moment in the deepening of cultural and tourism cooperation between Hainan and Guangdong. The two regions are continuing to make concerted efforts in areas such as integrated land, sea, and air transportation, in-depth tourism integration, joint promotion of nearby markets, and the development of “multi-destination” travel products, thereby transitioning from “moving toward each other” to a new development paradigm characterized by “complementary resources and joint market expansion.” Hainan will further integrate its mountain and marine resources to offer visitors four refreshing vacation experiences: “hiking in the mountains, diving in the sea, visiting museums, and enjoying cultural activities.” Chenzhou City, under the theme “A Scenic Landscape: See You in Chenzhou,” is showcasing products such as eco-health and wellness tourism and revolutionary history tourism. The “hidden gem” of Nyingchi is participating in full force with 16 cultural and tourism bureaus and high-quality local cultural and tourism enterprises, extending a sincere invitation to the industry and tourists to “join us for a rendezvous in Nyingchi.”

 

 

Making their debut are not only Shanxi Province, Hangzhou, Longyan, Longnan, and Yulin, but also Guangzhou’s Baiyun, Huangpu, Huadu, and Nansha districts. Among them, Guangzhou’s Huadu District, centered on the theme “Guangzhou’s Northern Coast: A Blossoming Huadu,” will showcase four key categories: “Trendy Attractions, Elegant Accommodations, Artisanal Intangible Cultural Heritage, and Creative Souvenirs.” The district will also feature immersive experiences such as VR snow and ice simulations, AI interactions, and hands-on intangible cultural heritage workshops. Visitors who participate in on-site activities will have the chance to win tickets to the Hot Snow Miracle snow park, stays at star-rated hotels, attraction tickets, and intangible cultural heritage gifts.

 

 

Guangzhou’s Nansha District has unveiled its “1+6+N” comprehensive cultural and tourism event system. Centered around six distinctive thematic sectors—performing arts and lifestyle, thrilling competitions, trendy markets, cultural heritage and intangible cultural heritage, eco-agritourism, and inbound tourism—Nansha showcases a one-stop experience encompassing dining, accommodation, transportation, sightseeing, shopping, and entertainment. On the opening day of the exhibition, the Nansha Culture and Tourism Bureau also hosted a special promotional event titled “Come to Nansha, Create the Future.” Guo Jingjing, Vice President of the Guangzhou Nansha Cultural Association, attended the event to support the high-quality development of Nansha’s culture and tourism sector.

 

 

In addition, this year’s exhibition features numerous debuts and premieres. Among them, the “Jingdezhen: Preserving Traditions, Craftsmanship” exhibition area—making its debut at the event—brings together a joint exhibition by four master ceramic artists from renowned families. The exhibition showcases four major intangible cultural heritage techniques: blue-and-white glazing, blue-and-white doucai, blue-and-white decoration, and ink-and-gold painting, featuring over 100 exquisite works, including porcelain vases and panels. The Capital Exhibition Group made its debut at the event, showcasing its comprehensive full-industry-chain service system across five core business sectors: organizing and hosting exhibitions; providing support services for high-level state and government events; brand development and operational management; industry research and consulting; and the digital transformation and upgrading of the exhibition industry.

 

 

A steady stream of domestic and international tourism destinations and organizations have come together to create a global platform for tourism dialogue that spans continents. At a time when tourism is shifting from mere sightseeing to immersive experiences, they are jointly leading a new global trend of “joyful travel.”

 

04 Guangzhou’s “Dream Team” of Culture and Tourism Assembles

Showcasing the Charm of a World-Class Travel Destination

 

As the host city, Guangzhou has assembled its strongest lineup of cultural and tourism entities to showcase at this year’s expo. In addition to familiar names, there are also new faces. Guangzhou Travel, China Travel Service (Guangdong), Kanghui, Ctrip, Guangdong Tieqing, Canton Tower, China Southern Airlines, Guangzhou Xinhua, Happy Home, Xiangyu Cultural Tourism, Xincheng Business Travel, Baiyun Mountain Study Tour Center, Tianya International Travel, as well as Pearl River Cultural Travel, Tianren Shanshui, Guangzhou Zhuoyuan Technology, Guangzhou Blue Sky Rescue, Baiyun Mountain Study Tour Center, Baiyun Hotel, Guangzhou Sanyu Hotel, W Guangzhou, Sofitel Guangzhou Shengfeng, Hilton Garden Inn Guangzhou Tower, and Dusit Thani Guangzhou Conghua Hot Spring Resort, among others, have made their appearances. This “dream team” has come together to showcase Guangzhou’s appeal as a world-class tourist destination. For example, Guangzhou Tower Cultural Tourism will present its diverse business formats as a unified showcase at this tourism expo, systematically presenting a one-stop cultural tourism product system centered around the landmark. This includes projects such as Pearl River cruises, dining, cultural and creative products, the Lingnan Impression Park, and mountain resort lodgings. On-site activities will feature scenic spot promotions, cultural and creative product displays, and exclusive discounts for the expo. During the event, Guangzhou Tower Cultural Tourism will also offer exclusive deals covering scenic spot tickets, specialty meal packages, and diverse experiential activities.

 

 

China Southern Airlines will make its debut at the travel fair under the theme “Enjoy Quality Travel, Fly Toward a Bright Future,” offering a diverse array of exciting activities. On the first day of the event, China Southern Airlines will hold a Memorandum of Understanding (MOU) signing ceremony with the Singapore Tourism Board to deepen bilateral cooperation in promoting culture and tourism between the two regions. The airline will also collaborate with the tourism boards of Thailand and South Korea to present immersive, themed performances, while partnering with the New Zealand Tourism Board and Universal Studios to conduct social media interactions aimed at driving online traffic and promotion. Throughout the exhibition, the airline will also create a rich array of online and offline interactions. Online, it will launch dedicated live streams and introduce exclusive travel pass products; offline, it will highlight specialized travel services tailored for seniors, students, families with children, and pet owners. Interactive prize quizzes will be held, with distinctive gifts from various destinations given away, and China Southern’s signature mascots will make their debut.

 

 

Guangdong Tieqing will focus on three signature tourist trains—the Baiyun, Xiaoxiang, and Hongmian—to redefine the value of travel through immersive cultural and tourism experiences, while launching five themed itineraries tailored specifically to the needs of senior travelers. Additionally, as China’s flagship cruise line, Aida Cruises operates Asia’s largest cruise fleet, including the country’s first domestically built large cruise ship—the Aida Magic—the Aida Mediterranean, hailed as the “Ship of Art,” and Star Travel Ocean’s “Gulangyu.” The highly anticipated second domestically built large cruise ship—the Aida Huacheng—will set sail on its maiden voyage from the Nansha International Cruise Terminal in Guangzhou on November 22 this year. Tickets for its inaugural season’s itineraries officially went on sale on May 20, and visitors to the expo can also experience its maritime cultural charm, which is “more beautiful, more technological, and more Chinese.”

 

 

GITF is also a hub for immersive experiences. The TECT Digital Cultural Tourism Space will focus on cutting-edge applications such as VR and the metaverse. Centered on five key areas—data elements, AI empowerment, immersive scenarios, consumption expansion, and international outreach—it will bring together leading companies including Beijing Liangliang Vision, Beijing Lanjing Technology, Beijing Jingyu Zhihang, Jiujingmei (Qingdao) Technology, Shaanxi Longchuan Digital, and Xi’an Yuanjing Zhilian Technology. The space will showcase the latest technologies and innovative achievements in digital cultural tourism and serve as a professional platform for cooperation and exchange.

 

 

In the Intangible Cultural Heritage Zone, the following were showcased: Cantonese Opera; the art of Guangcai porcelain firing; Guangzhou embroidery; the traditional Chinese medicine culture of Chen Li Ji; the traditional Chinese medicine culture of Cai Zhilin; the art of making Er Tian Oil; the art of making Xia Sang Ju; the art of making Tongqiao Jiuxin Oil; the craftsmanship of gold-embroidered qipao, Tai Chi, Cantonese flower arrangement, the craftsmanship of Cantonese incense, the craftsmanship of Cantonese desserts, and the craftsmanship of Cantonese clay pot rice—a total of 12 treasures of Guangzhou’s intangible cultural heritage gathered in one place. With on-site demonstrations by inheritors, hands-on craft experiences, and in-depth cultural interactions, visitors can trace the millennia-old cultural heritage of Lingnan through every stitch and embroidery, every song and recitation, and every vessel and flavor, while experiencing the most touching warmth of intangible cultural heritage.

 

 

The highlight of this year’s exhibition is the Cultural Heritage and Creative Products Zone, which brings together 17 key national, provincial, and municipal-level museums in Guangzhou, including the Zhengjia Natural Science Museum, the Guangzhou Museum, the Guangdong Museum of Traditional Chinese Medicine, the Guangzhou Overseas Chinese Museum, the Garden Hotel Museum, the Puguang Ancient Ceramics Museum, the Xuelai Fragrance Museum, the Guangdong Folk Crafts Museum, the Southern Han Tombs 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, the Cantonese Cuisine Museum, and the Guangzhou Cultural Center. They will showcase reproductions of museum collections, intangible cultural heritage crafts, traditional Chinese-style goods, and urban cultural and creative products, condensing the cultural heritage of Lingnan into a compact space, making this millennia-old cultural legacy tangible, enjoyable, and collectible.

 

 

In the homestay section, guests can immerse themselves in the “life they’ve always dreamed of” at locations such as Mu Xin Jian in Conghua, Xihe Courtyard in Conghua, Guangzhou Hengxi Bay Garden Homestay, Hechun Homestay, Lanjie Homestay, Moshe, Pama Valley Wellness Homestay, Wuxiang Stone House Boutique Homestay, Yuchangwan, Guangzhou Yilu Bowen Homestay, Gengshengtang Homestay, Yong’an·Shimai Boutique Homestay, Mo Niang’s Home Homestay, Xihe Inn, and Liangchen Huli—15 top-rated homestays showcase a high-quality lifestyle.

 

 

The Study Tour Zone is also launching the Travel Expo’s “First Lesson in Study Tours,” offering experiential courses in the morning and afternoon each day on topics such as revolutionary heritage, science and technology innovation, career exploration, and digital storytelling. Coinciding with the 90th anniversary of the Long March’s victory, the fair is highlighting the “Towering Baota Mountain, Blooming Heroes” Yan’an Red Education itinerary. This program focuses on tracing revolutionary footsteps, embracing the Yan’an Spirit, and deepening patriotic sentiments. On-site pre-registration is available to help young people carry forward the revolutionary legacy and strengthen their ideals and convictions through this hands-on ideological and political education experience.

 

 

 

05 High-Level Forum Dialogue

Exploring Cutting-Edge Industry Trends Together

 

The International Travel Expo not only showcases travel products and cultural tourism resources, but also shares industry insights. Over the course of three days, five major forums will bring together the world’s leading experts to discuss industry opportunities and explore cutting-edge trends.

 

 

On the first afternoon of the exhibition, the inaugural Wellness and Leisure Tourism Summit officially kicked off. Centered on the theme “From Scenery to Experiences: Redefining the Value of Wellness Tourism,” the summit brought together leaders from international associations, luxury hotels, the tech-health sector, and cultural tourism operators. Covering topics ranging from global trends to local practices, the event served as a professional and practical platform for exchange within the Greater Bay Area’s wellness and cultural tourism industry.

 

 

The GITF 2026 China Outbound Tourism Forum will be held on the morning of May 22 under the theme “New Perspectives on Outbound Tourism: Balance, Narrative, and Collaboration in Destination Branding.” Speakers will include Chinthaka Liyanaarachchi, Head of the Sri Lanka Tourism Promotion Bureau in China; Bimal Kadel, Senior Manager of the Nepal Tourism Board; Sergei Azarenkov, Director General of the St. Petersburg Convention and Exhibition Bureau; Abikhan Yerkebulan, Director of the Tourism Promotion Division at the Almaty City Tourism Bureau, and marketing experts from Longtu International will take the stage to dissect the new rules of destination marketing in the “post-influencer era,” offering valuable insights for inbound tourism as well. Concurrently, the 3rd Study Tour Forum will focus on the theme “Extracurricular Practice, Industry-Education Integration, and the Future of Study Tours.” Li Xieju, Vice President of the Guangzhou Study Tour and Practical Education Association, and Li Na, Executive President and Secretary-General of the Shaanxi Study Tour and Practical Education Association, will share insights on standardizing study tours and university-specific practical programs. The roundtable forum will directly address the core question of “how study tour enterprises can collaborate to cultivate talent for the new era,” jointly exploring standardized pathways for study tours and new models of collaborative education.

 

 

The 4th Inbound Tourism Forum will be held on the afternoon of May 22, with the theme “The Next Chapter of the Trillion-Yuan Inbound Tourism Market: Quality, Experience, and Emotional Resonance.” Ke Xiandong, Deputy Director of the Guangzhou Municipal Bureau of Culture, Radio, Television, and Tourism, and Liu Yufeng, Second-Level Inspector of the Hangzhou Municipal Bureau of Culture, Radio, Television, and Tourism, will deliver keynote speeches on “The Path to High-Quality Development: From ‘Traffic’ to ‘Retention’” and “Solidly Advancing Full-Chain Facilitation Reforms in Inbound Tourism Through the ‘Eight Ones’ Measures to Build the ‘AI Hangzhou Easy Travel’ Service System,” respectively. This will be followed by two roundtable discussions featuring representatives from the cultural and tourism industry, who will engage in in-depth exchanges on global insights and local practices for “attracting international visitors,” as well as the opportunities and challenges facing inbound tourism. Also on the morning of May 23, the fifth “Bringing Cultural Relics to Life LIVE” sharing session will take place as scheduled. This year’s session will shift its focus to lighter, more market-oriented dimensions such as educational tour product design, cultural and creative operations, scent-based storytelling, and brand collaborations: five keynote speeches and one roundtable discussion will address practical topics such as “How to Turn Museum IPs into Must-Have Products” and “ “How to Turn Museum Settings into Cultural and Tourism Destinations People Love to Visit,” among other practical topics.

 

 

 

 

06 Creating a Brand-New, Fun-Filled Space

Establishing the “Vibrant Guangzhou” Brand Image

 

This year’s expo also features even more engaging zones. For the first time, it introduces the newly curated “Fun Zone,” which focuses on cutting-edge lifestyles such as sports tourism, leisure vacations, and wellness and active living. This dedicated area collaborates with the “Guangdong Goods Go Global” brand to showcase high-quality Guangdong products and offer cultural and tourism benefits for the public. Through interactive check-ins, on-site prize draws, and special gift packages, it allows residents and visitors to enjoy tangible benefits while having fun.

 

Sansheng Culture will showcase its innovative “AI + Cultural Tourism” achievements at the event. Here, residents and visitors can experience an AI-powered traditional Chinese medicine consultation system that faithfully replicates the four diagnostic methods of “inspection, auscultation, inquiry, and palpation,” as well as the ValueX platform’s debut feature: “AI One-Click Customized Cultural and Creative Products.” They can also enjoy a variety of activities, including cultural and creative products featuring the scenic area’s signature IPs, “edible cultural and creative” cuisine, and interactive shooting games.

 

Guangzhou Xinhua will create four immersive experiences: “Reading Guangzhou,” “Cantonese Cultural Charm,” “Enjoying the Moment,” and “Travel to New Horizons.” By showcasing the “Understanding Guangzhou” book series and cultural and creative products themed around Cantonese culture, combined with a relaxed and leisurely atmosphere featuring coffee and camping, the event invites visitors to savor the fragrance of books, explore the joys of travel, and appreciate the splendor of Lingnan culture. At the same time, the event will launch the “Only Henan” and “Prosperous Xi’an” Chinese Culture Study Tours, with exclusive tour gifts available for on-site sign-ups.

 

 

Meanwhile, the “Amazement Project” made a triumphant return with its newly upgraded “Amazement Gathering,” which became the liveliest spot at this year’s travel expo. Highlights included the DingDing Bus’s “Sing-Along Bus Ride” experience, three days of themed Zumba fat-burning parties, tea gatherings, and intangible cultural heritage “Lücha” tea-pounding experiences—all fun, relaxing, and rejuvenating. Whether you’re a college student, a trendsetter, a travel blogger, or a cultural tourism enthusiast, everyone here is a “travel buddy”—playing together, having fun together, and discovering new ways to explore.

 

 

In addition, the finals of the second “Silk Road Silver Age: Dancing in Guangzhou” square dance competition provided seniors with a stage to showcase their vitality, in line with the emerging trend of silver tourism.

 

 

At the same time, young visitors will also find something fresh and exciting at this year’s expo. As an IP exclusively for young creators, this year’s “Culture and Tourism Creators” initiative, themed #GuangzhouTravelExpoFun, encourages students, travel influencers, photographers, bloggers, and culture and tourism enthusiasts to visit the venue, check in at booths, and share their experiences—defining the joy of exploring the expo through diverse perspectives. Post your content to redeem limited-edition cultural and creative gifts, making your creative efforts more rewarding and your visit to the fair more meaningful.

 

 

The Pearl River flows ceaselessly, day and night; the wave of cultural and tourism innovation surges endlessly. As the global tourism industry stabilizes and flourishes, this year’s exhibition not only serves as a showcase of Guangzhou’s high-quality development in culture and tourism, but also extends a warm invitation to the world.

 

From the main venue of China Tourism Day on May 19 to GITF 2026, Guangzhou is showcasing the cultural and tourism chapter of China’s modernization to the world with a more open attitude, higher-quality services, and a richer cultural heritage. GITF cordially invites tourists from around the globe to explore the cultural and tourism charm of this millennia-old commercial hub and share in the opportunities of the “Joyful Journey, New Beginnings” era!

 

 

 

GITF 2026 runs for the next two days (May 22–23).

Don’t miss this cultural and tourism extravaganza—come join us now!