The 2026 Guangzhou International Travel Fair (GITF) concluded in Guangzhou on May 23, highlighting the strong recovery momentum of China's tourism industry and the growing appeal of the country's travel market to both international businesses and local consumers. 

Held under the theme "Travel Well, Reset Well", this year's fair brought together 1,123 tourism organizations and companies from 55 countries and regions. Organizers said the exhibition area expanded by 25 percent compared with last year, reflecting rising participation from overseas exhibitors.

Rising international participation signals confidence in Chinese market

One of the clearest trends at this year's event was the return of international tourism players with concrete business ambitions for the Chinese market.

Sri Lanka, which has participated in the fair for more than two decades, brought over 20 local tourism organizations this year to promote cultural and travel cooperation linked to the ancient Maritime Silk Road.

Cambodia used the platform to launch its tourism campaign ahead of its upcoming visa-free policy for Chinese travelers. Destinations including Nepal, Almaty, Saint Petersburg, and Uganda also joined the fair with targeted tourism products and partnership proposals.

The strong international turnout reflected growing confidence in China's tourism market as the country continues to optimize inbound travel policies and strengthen cultural and tourism exchanges with the world.

Hong Kong and Macao target Greater Bay Area tourism opportunities

Tourism organizations from Hong Kong and Macao also expanded their presence at the fair, focusing on deeper regional tourism cooperation within the Guangdong-Hong Kong-Macao Greater Bay Area.

The Hong Kong Jockey Club made its debut with a large immersive exhibition featuring equestrian-themed experiences, while the Hong Kong Tourism Board recreated the atmosphere of Hong Kong's historic Central district alongside 17 participating exhibitors.

Meanwhile, Macao tourism operators promoted "multi-destination" travel routes and "tourism+" experiences, hoping to attract more visitors exploring the Greater Bay Area through integrated regional travel.

From trade fair to citywide tourism festival

Beyond industry networking, this year's fair also evolved into a lively public cultural event, attracting visitors of different ages and interests.

The exhibition featured dedicated zones for intangible cultural heritage, museums, study tours, homestays, and digital tourism experiences. Visitors could watch live demonstrations of Cantonese embroidery, ceramics, and opera, while also trying hands-on cultural activities.

A newly launched interactive area became especially popular among younger visitors. Activities included AI-powered traditional Chinese medicine consultations, AI-generated cultural souvenirs, karaoke buses, and fitness-themed parties.

Meanwhile, senior visitors were also given dedicated spaces through activities such as a national square dance competition held during the fair.

The event's growing popularity online further reflected its transformation from a professional trade platform into a citywide tourism and cultural festival. Related hashtags on Chinese social media platforms garnered more than 1.7 million views during the exhibition period.

Industry observers say the success of this year's fair demonstrates how tourism exhibitions in China are increasingly blending business cooperation with immersive public experiences, turning large-scale trade events into cultural showcases that connect local residents, international visitors, and the tourism industry alike.