China culture-tourism expo opens with over 2,500 exhibitors

The 2026 China Culture and Tourism Industries Expo began on Thursday in Tianjin, north China. It has attracted over 2,500 culture and tourism enterprises from 20 countries and regions.

The four-day event is hosted by China’s Ministry of Culture and Tourism. It also includes participation from 10 international organisations and national-level industry associations.

Under the theme “Deepening Culture and Tourism Integration, Creating a Better Smart Life,” the expo features 10 exhibition zones. These zones cover areas like culture-tourism integration, emerging digital businesses, tourism equipment, international cooperation, local attractions, and consumer products.

Eighteen professional events are scheduled, focusing on regional cooperation, industrial innovation, technology applications, and culture-tourism consumption.

China's domestic tourism market grew in the first half of 2026. Residents made over 3.46 billion domestic trips, a 5.4 percent increase year on year, according to the ministry. Domestic tourism spending rose 2 percent to 3.21 trillion yuan (about 473.4 billion U.S. dollars) during this period.

The expo spans 100,000 square meters and includes an international cooperation zone. This zone features global tourism institutions, international tourism organisations, nearly 100 overseas travel operators, and other industry professionals.

Pansy Ho Chiu-king, vice chair and secretary-general of the Global Tourism Economy Forum, expressed hope that the event would foster more cross-border industry cooperation. She aims for Chinese culture and tourism products to reach overseas markets and attract more international investment and expertise to China.

This year marks the third edition of the expo and the second time it is held in Tianjin.