China (Guangdong) International Tourism Industry Expo 2025 Concludes Successfully

From September 12 to 14, the China (Guangdong) International Tourism Industry Expo 2025 (CITIE 2025), hosted by the Culture and Tourism Development and Support Center of Guangdong Province (Guangdong Xinghai Performing Arts Group) and organized by GZL International Travel Service Co., Ltd., concluded successfully in Guangzhou.

Covering a total exhibition area of 40,000 square meters, CITIE 2025 featured four themed halls and hosted over 70 events. It attracted participation from nearly 50 countries and regions, more than 100 tourist destinations, and over 500 enterprises. Sixteen industry associations from within and outside Guangdong brought over 500 professional buyers for procurement talks. Total attendance over the three days exceeded 150,000.

Enhanced International Participation Highlights Bay Area Influence

CITIE 2025 saw expanded international involvement, with official delegations from 28 countries and regions, including Thailand, Japan, South Korea, Russia, Malta, Uganda, Tunisia, Saudi Arabia, Iran, Oman, Iceland, Venezuela, and Mexico. Exhibitors from the Middle East and the Americas increased significantly year-on-year. Iceland’s Embassy in China, the Oman Ministry of Tourism, the Norwegian Tourist Board, and Czech Tourism made their debut with independent booths.

More than 20 international aviation and cruise companies, along with over 30 overseas travel agencies, showcased distinctive global tourism resources, reinforcing global industry and supply chain connectivity. Over 30 international cultural performances and tourism promotions were held, with officials from 44 consulates general and representatives of international cultural and tourism organizations in China attending.

An inaugural inbound tourism zone featured four functional sections—policy, transport, itineraries, and experiences—providing a one-stop window for global travelers and trade professionals.

The Guangdong-Macao In-Depth Cooperation Zone in Hengqin, as a “Tourism Destination Partner,” showcased the “Multi-Entry, Multi-Fun, Macau & Hengqin 2 in 1” theme. Its immersive exhibition space, joined by 12 enterprises, highlighted multi-destination itineraries alongside the Macao exhibition area.

Technology Drives Cultural and Tourism Innovation

CITIE 2025 featured a dedicated tech zone, a resource matching event, and thematic forums. Twelve technology firms presented innovations that drew industry attention. Robotic performances of Yingge dance and guzheng music, along with robotic dog formations, captivated attendees.

The resource matching event gathered leaders from over 20 scenic areas, museums, and tourism groups for nearly 200 meetings. The Digital Intelligence Tourism Innovation Conference shared cutting-edge ideas and reproducible practices through keynote speeches and case studies, accelerating the application of technology in cultural and tourism scenarios.

Increased Benefits for Visitors Boost Cultural and Tourism Consumption

Supported by government policies and market incentives, CITIE 2025 effectively stimulated cultural and tourism spending. The Department of Culture and Tourism of Guangdong Province distributed tourism vouchers during CITIE 2025, achieving a consumption leverage ratio of 1:5. Major travel agencies launched promotional offers, and popular attractions offered exclusive products and discounts, driving a sales increase of over 30% for some.

Catering to all age groups, CITIE 2025 built a full-age-friendly tourism environment. A green channel was set up for senior visitors, and the first senior-friendly tourist train in South China received numerous inquiries. Parent-child educational travel products attracted strong family interest. Youth-oriented activities were widely popular. The “Lingnan Wellness” zone, co-hosted by Yangcheng Evening News and Guangdong Provincial Hospital of Traditional Chinese Medicine, drew both older and younger audiences. The newly released Guangdong Wellness Tourism Map was downloaded over 20,000 times.

Interactive activities including “Cultural Treasure Hunt” and “Check-in Challenge” attracted more than 6,000 participants, with over 1,200 souvenirs and gifts awarded. Extensive coverage by over 50 major media outlets and active sharing on social platforms such as Tiktok and Rednote enhanced online and offline engagement.

Broader Integration and Regional Synergy

CITIE 2025 highlighted cross-sector integration within the cultural and tourism industries, showcasing intangible cultural heritage, digital content, virtual experiences, animation IP, and smart interactions. The mascots “Xi Yangyang” and “Le Rongrong” for the China's 15th National Games proved highly popular, and sports-themed tourism products garnered significant attention.

Regional exchange was also strengthened, with participation from Hong Kong SAR, Macao SAR, all 21 cities of Guangdong, and other provinces including Shanxi, Guangxi, Sichuan, Shaanxi, Liaoning Yixian, Fujian Sanming, and Jiangsu Taizhou. Partner regions such as Sichuan Garze, Tibet Linzhi, and Xinjiang Kashi, supported by Guangdong, displayed distinctive cultural and tourism resources, illustrating the diversity and richness of Chinese tourism.

Targeted Business Matching Fosters Industry Cooperation and Win-Win Outcomes

CITIE 2025 facilitated deep linkages across the industry chain and saw the signing of several landmark cooperation projects. More than 10 professional exchange and resource matching events were held. The “Guangdong Culture and Tourism Industry Group” series promoted new business formats, smart tourism, study tours, and rural B&Bs. The “Talents Meet Guangdong” job fair brought together over 40 quality enterprises and more than 1,000 students, building a bridge between industry and talent. Buyer-seller matching sessions connected travel agencies from high-speed rail cities and the Pearl River Delta with global destination suppliers. The concurrent China GBA Time-Honored Brands (Culture) Expo 2025 gathered hundreds of legacy companies, featuring cross-sector forums, the first “Guangdong Handicraft Gifts” release, and Han-Tang fashion shows, achieving a synergistic effect beyond expectation.