GITF 2026 Comes to a Successful Close | A New Chapter in the Integration of Culture and Tourism: Embracing the Future with Joy and Determination

2026-05-23

 

A three-day extravaganza brought together guests from near and far, while the city’s splendor shone brightly across the Greater Bay Area.

On May 23, the 34th Guangzhou International Travel Fair (GITF 2026) successfully concluded at Area C of the China Import and Export Fair Complex. Under the theme “TRAVEL WELL, RESET WELL: Joyful Journeys, New Beginnings,” this global cultural and tourism extravaganza, with its elevated perspective, broader vision, and more concrete measures, has written a new chapter in the in-depth dialogue between China’s cultural and tourism sectors and the world on the banks of the Pearl River.

 

 

Highlights of the May 19 Relay

(Delivering a “Yuexing Answer” for High-Quality Development)

 

 

Building on the momentum generated by the main venue activities of “China Tourism Day on May 19,” GITF 2026 is not merely a tourism exhibition; it is also the first practical test of Guangdong’s efforts to drive high-quality development in the cultural and tourism sectors through ten key initiatives. Even as the spotlight on the “National Main Venue” had yet to fade, Guangzhou swiftly transformed this brand momentum into tangible cooperation and industrial vitality at the exhibition booths, vividly demonstrating the “Guangzhou Speed”—characterized by the seamless integration of cultural and tourism festivals and exhibitions, and their efficient conversion into tangible results. At the same time, with an open-minded attitude, innovative spirit, and a people-oriented approach, Guangzhou showcased to the world the robust resilience and boundless imagination of China’s cultural and tourism market.

 

 

A Double Surge in Scale and Influence

(An Expanding Global Network)

 

Over the course of the three-day event, 1,123 tourism destinations and organizations from 55 countries and regions gathered here to exchange ideas, connect resources, and create value together. The total exhibition area increased by 25% compared to last year, with an additional exhibition hall added. The number of participating organizations reached a record high, and the participation of overseas exhibitors saw a significant increase against the backdrop of the growing popularity of “China Travel,” truly demonstrating the global appeal of the “China International Travel Mart.” Participating countries and regions included 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.

 

 

Sri Lanka has participated in the exhibition for over 20 consecutive years. With Galle serving as this year’s Star Partner, the country is collaborating with more than 20 local travel agencies to showcase the friendship between China and Sri Lanka along the Maritime Silk Road. The Nepal Tourism Board is leading a delegation to highlight the natural and therapeutic charms of the Himalayan nation; Cambodia officially launched its “Green Season” tourism promotion campaign, transforming the visa-free policy for Chinese visitors—set to take effect in June—into a tangible invitation to the industry; new and old friends alike, including Almaty (Kazakhstan), St. Petersburg (Russia), Vietnam, Austria, Pakistan, and Uganda, took the stage together, creating a symphony of fresh voices from Central Asia, Europe, and Africa.

 

 

Hong Kong and Macao also made a strong showing: The Hong Kong Jockey Club participated for the first time with a massive delegation, drawing massive crowds with its immersive equestrian experiences. The Hong Kong Tourism Board, alongside 17 Hong Kong exhibitors, recreated the charm of “Old Central”; meanwhile, 12 Macao tourism businesses joined forces to promote “Tourism+” and visa-free entry policies, working together to tap into the vast “multi-destination” market.

 

 

The domestic pavilions were equally impressive. Hainan Province, Shanxi Province, Chongqing Municipality, Guangzhou, Chengdu, Hangzhou, Qiqihar, Longyan, 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, Shufu County, and many other domestic departments of culture and tourism, bureaus of culture and tourism, and cultural and tourism enterprises gathered at the exhibition.

 

 

Hainan’s four “cool” vacation experiences—hiking in the mountains, exploring the ocean, visiting museums, and enjoying cultural activities—launched as part of its “Year of Marine Tourism,” have garnered significant attention from the industry. Chenzhou made its debut at the exhibition under the theme “A Scenic Landscape, See You in Chenzhou.” Leveraging its outstanding ecological endowments and achievements in cultural and tourism development, it successfully won the title of “Most Popular Ecotourism Destination” at GITF 2026, earning authoritative industry recognition and widespread market acclaim through its proven track record. The Meizhou Municipal Bureau of Culture, Radio, Television, and Tourism led a delegation of 13 enterprises to the exhibition, comprehensively promoting Meizhou’s cultural and tourism resources. They distributed over a thousand free attraction tickets, attracting numerous domestic and international visitors to stop and explore. Changting made a group appearance in the Longyan exhibition area under the theme “Welcome to Changting,” showcasing the Hakka cultural and tourism charm of this millennium-old ancient city to guests from around the world.

 

Wushan leveraged its high-quality agricultural products and distinctive cultural and creative offerings to comprehensively showcase its unparalleled natural landscapes, rich Three Gorges cultural heritage, and scenic beauty, inspiring more Guangzhou residents and industry professionals to gain a deeper understanding of, and develop a longing for, Wushan. The Shufu County exhibition booth was also bustling with visitors and brimming with highlights, showcasing over 300 cultural and creative products and specialty exhibits. The head of the Shufu County Culture and Tourism Bureau joined forces with nationally renowned tour guides for a live-streamed event, serving as an ambassador for their hometown to drive online traffic and generate buzz, vigorously promoting the “Magnificent Shufu” cultural and tourism brand. “Participating in this exhibition is a crucial step for Shufu County to broaden its development horizons, enhance its cultural and tourism brand, and seize market opportunities. Moving forward, Shufu County will use this exhibition as a springboard to continuously deepen channels for exchange and cooperation, fully establish the distinctive Shufu cultural and tourism brand, and drive the high-quality development of the county’s cultural and tourism industry,” stated Yao Wuyi, Deputy County Magistrate of Shufu County.

 

 

The new additions include 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 showcased its “trendy attractions, elegant accommodations, artisanal intangible cultural heritage, and creative souvenirs” through four key themes, complemented by VR snow and ice experiences and AI-powered interactive activities, allowing visitors to get a first glimpse of the boundless charm of “Trendy North Guangzhou.”

 

Guangzhou’s Nansha District unveiled its “1+6+N” comprehensive cultural and tourism event system and hosted a special promotional event titled “Come to Nansha • Create the Future” to showcase the city’s image and attract cultural and tourism investments, resulting in multiple investment and cooperation agreements being reached on-site. Ouyang Jianhua, Member of the Standing Committee of the Nansha District Party Committee and Head of the Publicity Department, stated that Nansha is currently fully committed to promoting the deep integration of culture, tourism, and sports, with the city’s brand appeal and industrial capacity continuing to grow. This promotion event serves as both a vital platform for comprehensively showcasing Nansha’s urban landscape, geographical advantages, cultural and tourism resources, industrial foundation, and investment prospects, as well as a key initiative to proactively engage with the market, attract high-quality resources, and deepen investment promotion efforts in the cultural and tourism sectors.

 

 

Both new and returning exhibitors showcase their strengths, effectively linking the domestic and international economic cycles.

 

 

Abundant Achievements in Cultural and Tourism Development

(Transforming “Traffic” into “Retention” to Realize Value)

 

The value of an exhibition lies not only in showcasing products but also in facilitating tangible transactions and fostering long-term ecosystem development. Over the past three days, cooperation proposals have continued to emerge in the negotiation areas of various booths at GITF 2026, with numerous major agreements and strategic consensus reached here, truly transforming “exhibition traffic” into “industry retention.”

 

 

During the exhibition, the Canton Tower and its affiliated cultural and tourism projects launched exclusive offers for the travel fair, featuring a range of benefits including tickets, dining, accommodation, and cultural and creative products, which were very well received by both locals and tourists. China Southern Airlines and the Singapore Tourism Board formally signed a Memorandum of Understanding (MOU) to deepen bilateral cultural and tourism promotion cooperation, marking a landmark event in the substantive advancement of China-Singapore cultural and tourism collaboration. On-site, they collaborated with the tourism boards of Thailand and South Korea to present immersive, distinctive performances, while partnering with the New Zealand Tourism Board and Universal Studios to conduct social media interactions for online traffic generation and promotion. During the exhibition, a variety of online and offline interactive activities were organized. Online, dedicated live streams were launched, and exclusive travel pass products were introduced; offline, the focus was on promoting tailored travel services for seniors, students, families with children, and pet owners. Interactive prize quizzes were held, and distinctive gifts from various destinations were distributed. China Southern Airlines’ signature mascots also made their debut, attracting numerous residents and tourists to take photos with them. Tickets for the maiden voyage of “Aida Huacheng,” the second domestically built large cruise ship by Aida Cruises, went on sale during the exhibition. It was announced that the ship will set sail from the Guangzhou Nansha International Cruise Terminal on November 22 this year, showcasing the robust capabilities of China’s cruise ship manufacturing industry to the world with a vision of being “more beautiful, more technologically advanced, and more distinctly Chinese.”

 

 

In the bustling travel agency sales area, where crowds were cheering and a frenzy of buying was underway, Guangzhou Travel, Guangdong China Travel, Kanghui, Ctrip, Guangdong Tieqing, Happy Home, Xiangyu Cultural Tourism, Xincheng Business Travel, Tianya International Travel, as well as Kaiyuan Zhouyou, Jinyue International Travel, Pearl River Cultural Travel, and Tianren Shanshui, among many other cultural and tourism enterprises, were in full swing. They rolled out a vast array of travel products, offered multiple discounts, and provided the latest interactive experiences.

 

Major travel agencies participating as exhibitors also reported strong results. Guangzhou Travel, a subsidiary of Lingnan Holdings, saw on-site sales exceed 30 million yuan. Its online livestreams adopted a dual-mode approach combining “exhibition tours” with “live broadcasts” across multiple platforms, driving robust growth both online and offline. Sales were driven by a dual focus on high-value-for-money and high-quality tour packages, with multiple business segments setting new records for travel fairs in recent years. Notably, sign-ups for outbound tours to the Americas surged by over 200%, the international cruise segment grew by nearly 300%, and adventure travel products in Africa were highly sought after, with both customer numbers and revenue for the Kenya segment exceeding 500% growth; The “Grassland Season” series of domestic inter-provincial tours achieved double-digit growth; leveraging Lingnan Holdings’ resource advantages in the integration of the hospitality and tourism industries, high-value-for-money local tour products frequently became bestsellers, with the “Nansha Lingnan Oriental Golden Melodies Night – Guangzhou Travel Special Event” attracting over 1,200 participants for a single tour during the travel fair.

 

 

“Although the Guangzhou Travel Fair lasts only three days, it plays a pivotal role as both a barometer of consumer trends in the cultural and tourism market and a key driver of annual consumer spending. “The consumer mindset of ‘planning trips six months in advance and securing high-quality travel products during off-peak periods’ is becoming increasingly established. Advance booking, rational travel, and prioritizing quality have become new trends in mass cultural and tourism consumption. This consumer awareness has been further deepened and solidified this year, marking the official entry of Guangzhou’s cultural and tourism consumption market into a new phase of development characterized by greater maturity, rationality, and foresight,” said a representative from Guangzhou Travel.

 

The Guangdong China Travel Service booth was packed with visitors. In addition to offering free “Lucky Bags” co-branded with GITF, the booth also provided free on-site tastings of Guangdong-made goods, local real estate, and gourmet foods. With its dual experience of “good luck and great taste,” it became one of the most vibrant and attractive booths in the exhibition hall. Luo Hua, General Manager of Guangdong China Travel Service, stated that as a vital bridge connecting the domestic and international cultural and tourism industries, GITF provides an excellent platform for enterprises to showcase their brand strength, connect with high-quality resources, and gain insights into market trends. Guangdong China Travel will continue to leverage this international platform to launch a series of events during the “May 19 China Tourism Day.” The company aims to further optimize its “Culture & Tourism Plus” specialty tourism product system, develop more high-quality inbound, outbound, and domestic tour itineraries, and continuously meet consumers’ increasingly diverse, multi-tiered, and quality-oriented cultural and tourism consumption needs. Through these efforts, the company will contribute to stimulating the intrinsic momentum of cultural and tourism consumption and promoting the high-quality development of the cultural and tourism industry.

 

 

Guangzhou Kanghui also demonstrated its commitment by launching popular itineraries covering hundreds of top global destinations, with discounts of up to 4,000 yuan. Thanks to highly competitive prices and a wide range of travel options, the booth drew an enthusiastic response, with many visitors booking their dream trips on the spot and praising the “exceptional value for money.” Guangdong Tieqing made a grand debut in Area C of the Canton Fair exhibition hall with its core rail tourism products: the exclusive Xisha Islands train and distinctive rural revitalization goods. The company used the special train to unlock hidden gems in the mountains and seas, leveraged cultural tourism to empower rural revitalization, and took advantage of a special live stream during the closing ceremony to comprehensively showcase Guangdong Tieqing Cultural Tourism Company’s advertising division and its cultural tourism industry layout, fully demonstrating the core strength of its rail tourism operations.

 

From airlines to cruise lines, and from tourist attractions to travel agencies, a series of tangible achievements demonstrate that GITF has long transcended the scope of a traditional trade show to become a premier platform for precise matchmaking across the entire global tourism industry chain.

 

 

A Feast of Ideas Sparks Vigorous Debate

(Five Major Forums Set the Course for the Industry)

 

If the business negotiations within the exhibition halls represent the industry’s “hard infrastructure,” then the intensive discussions across five major thematic forums over three days constitute the “soft power” that will shape the future. With its intellectual depth, GITF 2026 addresses the pressing questions of our time as the global tourism industry transitions from recovery to prosperity.

 

 

The inaugural Health, Wellness, and Leisure Tourism Summit, centered on the theme “From Scenery to Experiences: Redefining the Value of Health and Wellness Tourism,” established a professional and practical platform for exchange within the Greater Bay Area’s health, wellness, and cultural tourism industry. At the China Outbound Tourism Forum, representatives from destinations such as Sri Lanka, Nepal, St. Petersburg, and Almaty joined marketing experts on stage to dissect the new rules of destination marketing in the “post-influencer era.” The 4th Inbound Tourism Forum brought together cultural and tourism authorities and industry leaders from Guangzhou and Hangzhou. They engaged in in-depth discussions on innovative practices such as “The Path to High-Quality Development: From ‘Traffic’ to ‘Retention’” and “AI Hangzhou Easy Travel,” charting a course of “quality, experience, and emotional resonance” for the next phase of the trillion-yuan inbound tourism market. The 3rd Study Tour Forum addressed the core theme of “collaborative education.” Marking the 90th anniversary of the Long March’s victory, it advanced the standardization and commercialization of “mobile ideological and political education.” Meanwhile, the 5th “Bringing Cultural Relics to Life LIVE” sharing session shifted its focus to lighter-touch dimensions such as cultural and creative operations, scent-based storytelling, and brand collaborations, transforming museum IPs into truly “exciting products.”

 

From entry to departure, from wellness and health to educational travel, and from macro policies to micro-level products, the five forums have established a comprehensive, forward-looking, and pragmatic framework of industry ideas, offering Chinese insights and practical models for the transformation and upgrading of the global tourism industry.
 

 

Immersive Experiences Win Over the Public

(New Cultural and Tourism Experiences Bring Vibrancy to the City)

 

An outstanding exhibition must strike a balance between professional excellence and a human touch. This year’s GITF 2026 has truly integrated “Tourism+” into the daily lives of both residents and visitors, demonstrating the true meaning of a “tourism-friendly city” through immersive experiences and public benefits.

 

 

At the TECT Digital Cultural Tourism Space, cutting-edge applications such as VR, the metaverse, and AI-enabled technologies took center stage. Leading companies including Beijing Liangliang Vision, Beijing Lanjing Technology, Beijing Jingyu Zhihang, Jiujingmei (Qingdao) Technology, Shaanxi Longchuan Digital, and Xi’an Yuanjing Zhilian Technology demonstrated how technology is reshaping cultural and tourism consumption scenarios. In the Intangible Cultural Heritage Zone, 12 treasures of Guangzhou’s intangible cultural heritage were showcased through live performances, including Cantonese opera, Guangcai porcelain firing techniques, Guangzhou embroidery, the traditional Chinese medicine culture of Chen Li Ji, the traditional Chinese medicine culture of Cai Zhilin, the production techniques of Er Tian Oil, the production techniques of Xia Sang Ju, the production techniques of Tongqiao Jiuxin Oil, the craftsmanship of gold-embroidered qipao, Tai Chi, Cantonese flower arrangement, the craftsmanship of Guangfu incense, the craftsmanship of Cantonese desserts, and the craftsmanship of Cantonese clay pot rice—all brought the millennia-old cultural heritage of Lingnan to life through every stitch, every thread, every song, and every recitation.

 

The Museum Zone brings together 17 key museums in Guangzhou, including the Guangzhou Kingkey Museum of Natural Sciences, the Guangzhou Museum, the Guangdong Museum of Traditional Chinese Medicine, the Guangzhou Overseas Chinese Museum, the Garden Hotel Museum, the Guangzhou Puguang Ancient Ceramics Museum, the Xuelai Fragrance Museum, the Guangdong Folk Arts Museum, the Museum of the Two Tombs of the Southern Han Dynasty, 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 (Guangzhou Art Museum), the Cantonese Cuisine Museum, and the Guangzhou Cultural Center. These 17 key museums condense their collection reproductions and traditional Chinese-style treasures into compact spaces. Conghua Muxinjian, Conghua Xihe Courtyard, Guangzhou Hengxiwan Garden Homestay, Hechun Resident 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—a total of 15 graded homestays—come together in a dedicated homestay zone to depict the “life we all aspire to.” The Study Tour Zone offers daily courses on revolutionary heritage and science and technology innovation. On-site pre-registration for the Yan’an Red Study Tour route, titled “Towering Baota Mountain, Blooming Heroes,” is in high demand.

 

 

The “Fun Zone,” a new feature at this year’s expo, became the liveliest spot, with the “Guangdong Goods Go Global” initiative distributing gift packs, check-in rewards, and consumer vouchers. Innovative tech-driven cultural tourism experiences—such as Sansheng Culture’s “AI Traditional Chinese Medicine Consultation,” ValueX’s “AI One-Click Customized Cultural and Creative Products,” edible cultural and creative items, and interactive shooting games—gained widespread popularity, giving residents a glimpse of the limitless possibilities of future cultural and tourism consumption. Guangzhou Xinhua’s immersive literary tourism experience and the debut of major educational tour routes further enriched cultural travel options for residents.

 

 

The “Amazement Student Hub” in the Amazement Zone continues to evolve, featuring fun-filled activities like DingDing Bus karaoke, Zumba parties, and traditional “lei cha” tea-pounding experiences. Here, college students, trendsetters, and travel bloggers all become “travel buddies.” The “Fun Zone” transforms the exhibition into a city-wide carnival that’s fun for all ages.

 

 

The finals of the 2nd “Silk Road Silver Age · Dancing Guangzhou” Square Dance Competition further highlighted the synergy between the vitality of the senior community and emerging tourism trends. After intense competition, the winners were announced: First Prize: Binfenhui Community Art Troupe; Second Prize: Guangzhou Qiaoyou Art Troupe of Yuexiu District Cultural Center and Guangzhou Nansha District Wuzhiyun Art Troupe; Third Prize: Tianhe Yuangang Huacheng Art Troupe, Haizhu District Cultural Center Shangzi Dance Art Troupe, and Guangdong Qingqi Model Art Troupe. The champion team received a travel voucher package worth 888 yuan provided by Guangzhou Kanghui Travel Agency, as well as a prize package valued at 4,699 yuan from the exhibition organizers, including one night’s stay at the Guangdong Hot Spring Hotel’s Songyuan Forest Hot Spring Villa, featuring breakfast for two, access to the outdoor hot springs, and traditional Chinese medicine therapy. All winning entries will not only be featured in follow-up special performances and international cultural exchange tours organized by the Guangzhou International Tourism Expo, but will also be directly included in the global tour reserve pool, with future opportunities to perform in schools, communities, scenic areas, and even on domestic and international cultural exchange stages.

 

 

In addition, in the “Top 3 Most Popular” online poll held on the exhibition’s official video channel, the Wanqing Wuyun Waigu Drum Team took first place with 15,783 shares, the Liuhua Street Huaguoshan Song and Dance Troupe came in second with 10,915 shares, and the Guangzhou Chunzhiyue Art Troupe took third with 6,508 shares. This enthusiastic support underscores the significant evolution of digital engagement among the senior population.

 

In addition, the “Cultural Tourism Innovators” IP has attracted a large number of young creators to post and share content under the hashtag #GuangzhouTravelFairIsSoMuchFun. As of now, the hashtag has garnered 740,385 views on Douyin; on Xiaohongshu, related topics have accumulated 1,061,443 views; and on WeChat Index, the hashtag reached a total of 473,304 views during the first two days of the event.

 

 

 

GITF: Using the Exhibition as a Platform

(Extending a Lasting Invitation to the World)

 

Though the event has come to a close, the positive momentum continues. Over the three-day exhibition, we witnessed the confidence and enthusiasm of the global cultural and tourism industry, the deep integration of technology and culture, the resilient growth of China’s outbound tourism market, and the vast prospects brought about by the expansion of inbound tourism policies.

 

Under the theme “Joyful Journeys, New Beginnings,” GITF has not only established a transcontinental platform for dialogue within the global tourism industry, but has also extended a warm and enduring invitation to the world: on the banks of the Pearl River, in this millennia-old commercial hub, and within the chapter of cultural and tourism development in China’s modernization, visitors can explore the mountains and seas and experience the vibrant local life.

 

 

May 21–23 next year

Let’s meet again in Guangzhou and embark on a new journey together!