The 2026 China Culture & Tourism Industries Expo commenced on September 3 at the Tianjin Meijiang Convention and Exhibition Center. Covering 100,000 square meters, the event features 2,540 culture and tourism enterprises from 20 countries and regions, alongside participants from 30 Chinese provinces, autonomous regions, and municipalities. The expo operates under the theme “Deepening the Integration of Culture and Tourism; Innovating for a Better Life through Smart Technology.”
Trip.com Group launched the Trip Music Award 2 during the expo, promoting the integration of music and tourism. The award-winning works were showcased prominently at the Trip.com booth, complementing the company’s efforts
to use cultural content to elevate inbound tourism and enhance global awareness of Chinese culture.
International Travel Agents Conference Convened Concurrently
The 2026 International Travel Agents Conference (Tianjin) took place alongside the expo, hosted by Tripadvisor China. The conference gathered hundreds of travel industry professionals from SCO member states, Europe, the Americas, Southeast Asia, Northeast Asia, Hong Kong, and Macao, including overseas travel influencers and experts. Discussions focused on international cooperation and strategies to expand inbound tourism to China.
Key officials from Tianjin’s cultural and tourism sectors welcomed the global participants. Li Zhuo, Deputy Director of the Tianjin Municipal Bureau of Culture and Tourism, outlined Tianjin’s
rich cultural resources and tourism potential, encouraging increased exploration and travel to the city. Wang Wei, Vice President of the China Association of Travel Services and Senior Vice President of Trip.com Group, emphasized the event as a practical platform uniting global tourism stakeholders for direct communication and market promotion.
Kimi Liu, CEO of Tripadvisor China, urged industry partners to capitalize on evolving inbound tourism opportunities through tailored tourism products and quality services, aiming to position Tianjin as a benchmark destination. Richard Matuzevich from the World Tourism Cities Federation highlighted China’s inbound tourism transition into an international hub requiring enhanced market
revitalization and regional connectivity. Summer Tang, Vice President of Tripadvisor China, presented data revealing international travelers’ growing interest in diverse Chinese destinations beyond established cities. Olesia Razumnaia, General Manager of Samara Travel Agency, noted accelerating cultural exchanges between China and SCO member states following the SCO Summit.
Launch of “Set Off for Tianjin” International Zone
The conference saw the official launch of the “Set Off for Tianjin” International Zone. This platform offers themed inbound travel routes to global audiences via Trip.com Group’s online portal, providing integrated services for information, itinerary planning, and booking. The initiative marks Tianjin’s shift toward branded, systematic overseas inbound-tourism promotion targeting multiple international markets.
Tourism Innovation Awards Recognize Experiential Projects
The 2026 Tourism Innovation Contribution Awards honored “Tianjin Fantasy Express” as the “Best Innovative Urban Landmark & Space.” This immersive themed entertainment tourism train combines Tianjin’s cultural heritage with modern technology to create interactive visitor experiences. The award reflects efforts to fuse culture and technology to enhance urban tourism appeal.
During the expo and conference, multiple cooperation agreements were signed between Chinese and international travel enterprises. These agreements cover traveler exchanges, co-development of tourism products, and cross-border marketing, supporting inbound tourism growth and international collaboration in the cultural and tourism sectors.
