The 2026 China Culture & Tourism Industries Expo commenced on September 3 at the Tianjin Meijiang Convention and Exhibition Center, hosted by the Ministry of Culture and Tourism. The event spans 100,000 square meters and brings together 2,540 culture and tourism enterprises representing 20 countries and regions alongside 30 provinces, autonomous regions, and municipalities in China.
At the Expo, Trip.com Group introduced the second edition of its Trip Music Award, highlighting the integration of cultural communication with tourism through music. Trip.com showcased award-winning music videos at their booth, emphasizing how music can enhance inbound tourism and expand Chinese cultural influence
worldwide.
Concurrent with the Expo, the 2026 International Travel Agents Conference (Tianjin) was held, organized by Tripadvisor China. The conference gathered hundreds of Chinese and international guests including travel agents from SCO member states, Europe, the Americas, Southeast and Northeast Asia, Hong Kong, and Macao. Industry experts, overseas travel influencers, and scholars also attended to discuss international tourism collaboration.
Li Zhuo, deputy director of the Tianjin Municipal Bureau of Culture and Tourism, emphasized Tianjin’s rich cultural heritage and tourism potential, inviting global tourism professionals to explore the city. Wang Wei, vice president of the China Association of Travel Services and
senior vice president at Trip.com Group, described the event as a practical platform for combining industry matchmaking with brand promotion to accelerate Tianjin’s development as an international tourism destination. Kimi Liu, CEO of Tripadvisor China, called for partnerships to innovate inbound tourism product offerings and promote Tianjin’s brand internationally.
During keynote presentations, Richard Matuzevich from the World Tourism Cities Federation highlighted that China’s inbound tourism is evolving into a global hub requiring revitalized markets and improved regional connectivity. Summer Tang, vice president of Tripadvisor China, shared data showing international travelers’ growing interest in diverse Chinese cultural destinations beyond traditional cities.
Olesia Razumnaia, general manager of Samara Travel Agency, noted the acceleration of cultural and tourism exchanges between China and SCO member states post-SCO Summit.
The Expo launched the Set Off for Tianjin International Zone, an online portal offering themed inbound travel routes that integrate route search, planning, and booking. Drawing on Trip.com Group’s global resources, the platform supports systematic inbound tourism promotion targeting overseas markets with culturally distinctive experiences.
The 2026 Tourism Innovation Contribution Awards named Tianjin Fantasy Express as the winner of the Best Innovative Urban Landmark & Space award. The immersive themed entertainment train combines cultural heritage and
technology to deliver interactive urban experiences illustrating Tianjin’s unique cultural identity.
A signing ceremony during the conference formalized cooperation agreements between Chinese and international travel companies. The agreements focus on traveler exchanges, joint development of cultural and tourism products, and cross-border marketing, aiming to enhance inbound visitor flows and foster international tourism collaboration.
