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 of China, the event covers 100,000 square meters and includes participation from 2,540 culture and tourism enterprises representing 20 countries and regions, as well as 30 Chinese provinces, autonomous regions, and municipalities.
Trip.com Group officially launched its Trip Music Award 2 at the expo, showcasing award-winning music videos on large LED screens at their booth. This initiative aims to integrate music with tourism to expand cultural communication and promote Chinese culture globally
as part of the expo’s theme, “Deepening the Integration of Culture and Tourism; Innovating for a Better Life through Smart Technology.”
International Travel Agents Conference Draws Global Industry Leaders
The 2026 International Travel Agents Conference (Tianjin) was held concurrently, hosted by Tripadvisor China. Hundreds of participants included travel agents from SCO member states, Europe, the Americas, Southeast and Northeast Asia, Hong Kong, Macao, along with travel influencers, experts, and scholars. The conference provided a platform for discussing inbound tourism cooperation and industry development.
Tianjin and Industry Leaders Highlight Opportunities
Li Zhuo, Deputy Director of Tianjin Municipal Bureau of Culture and Tourism, highlighted Tianjin’s extensive cultural assets and development potential, inviting global tourism professionals to
explore the city. Wang Wei, Vice President of China Association of Travel Services and Senior Vice President of Trip.com Group, described the conference as an effective platform for industry matchmaking and overseas brand promotion. Kimi Liu, CEO of Tripadvisor China, encouraged partners to develop tourism products targeting overseas markets and to promote Tianjin’s city brand internationally.
Launch of ‘Set Off for Tianjin’ International Zone and Tourism Routes
The conference officially launched the “Set Off for Tianjin” International Zone, offering premium inbound travel routes tied to Tianjin’s distinct cultural trademarks. The zone serves as a unified digital portal for overseas markets to access itinerary planning, information search, and product booking, marking a
transition from fragmented promotion to a systematized global outreach for Tianjin tourism.
Inbound Tourism Trends and Cultural Exchange Presentations
Richard Matuzevich of the World Tourism Cities Federation stated that China’s inbound tourism is shifting from a conventional destination model to an international hub, requiring market revitalization and improved regional connectivity. Tripadvisor China released a report revealing international travelers’ growing interest in diverse cultural sites across China beyond traditional cities. Industry representatives noted increased cultural and tourism exchanges between China and SCO member states following the SCO Summit.
Innovation Awards and Strategic Cooperation Agreements
The 2026 Tourism Innovation Contribution Awards recognized the ‘Tianjin Fantasy Express’ as the best innovative urban landmark and space. This
immersive themed tourism train combines Tianjin’s culture, technology, and intangible heritage to offer interactive urban experiences. Additionally, Chinese and international travel companies signed cooperation agreements covering traveler exchanges, joint tourism product development, and cross-border marketing aimed at boosting inbound tourism.
