Stepping into the 2025 Shanghai International Tourism Fair, one can immediately sense the “heat” in both inbound and outbound tourism markets. Chinese and foreign business people and exhibitors follow their packed schedules, attending presentations, viewing projects, and negotiating cooperation. This “two – way rush” of inbound and outbound tourism is injecting impetus into the global tourism market.
The Shanghai International Tourism Fair this year was held from May 27th to 29th. More than 700 exhibitors from over 80 countries and regions around the world participated, with the exhibition scale increasing by 30% year – on – year, reaching a new high.
Notably, the scale of China’s inbound tourism exhibition area this year has increased by 63% compared to last year, with “China Travel” drawing the attention of visitors. Mario Tobias, CEO of Messe Berlin (the exhibition organizer), said, “We are witnessing the bright future of China’s continuously booming tourism market at this fair.”
On May 27th, “Hu Xiaoyou”, a cultural and tourism intelligent entity launched by the Shanghai Municipal Bureau of Culture and Tourism, participated in the exhibition, attracting visitors to stop and inquire.
Reporters at the scene saw that the Beijing booth focused on representative intangible cultural heritage items. A light – fluttering colorful phoenix kite swayed as visitors passed by, inviting them to take photos. The Shanghai booth had a “tech – savvy” vibe, with “Hu Xiaoyou” vividly displayed on the electronic screen, luring visitors to interact. Booths from Hubei, Guangxi, etc., not only promoted local scenic spots and folk activities but also showcased exquisite cultural and creative products.
According to the Shanghai Municipal Bureau of Culture and Tourism, in the first four months of this year, Shanghai received 2.6048 million inbound tourists, a year – on – year increase of 37.1%, among which 2.001 million were foreign tourists, a year – on – year increase of 44.8%. The Shanghai cultural and tourism department, along with local well – known destinations and high – quality travel agencies, participated in the exhibition to fully connect with professional visitors.
Zheng Xueda, General Manager of the Inbound Tourism Department of Shanghai Spring Tour, said that inbound tourists to Shanghai this year are more diverse. “So, we’ve added sections like visits to multinational enterprises to our products, allowing inbound tourists, especially MICE tourists, to experience China’s economic vitality and unique cultural and tourism resources up close.”
Antona, a professional visitor from Spain, told reporters that Spanish tourists used to mainly vacation in Europe or Latin America, but now they are paying more attention to China. “I’ve recommended ‘China Travel’ to many friends. The visa – free policy makes it extremely convenient for us to travel at will!”
The continuously recovering outbound tourism market in China has also attracted numerous international tourist destinations to Shanghai to attract Chinese tourists. According to the organizer, the exhibition area of the European delegation expanded by 35% year – on – year; that of the Middle East and Africa delegation increased by 23%; the scale of the Latin American delegation grew by 99%; and the Asian delegation’s scale increased by 47%. The industry has noticed that emerging destinations, breathtaking scenery, and wonderful cultural activities are more popular among Chinese tourists than ever. The intelligent advancement of tourism technology has also refreshed travelers’ journey experiences.
Nuvar Fadila Ku Azmi, Senior Director of the Asia and Africa Division of the International Affairs Promotion Department of the Malaysia Tourism Promotion Board, said that in the first four months of this year, Malaysia received over 1.4 million tourists from the Chinese mainland. At this exhibition, Malaysia presented traditional singing, dancing, and handicraft displays, and highlighted world heritage routes, eco – adventure routes, island vacations, and food culture experiences that Chinese tourists are interested in.
Abdullah Yousuf, International Operations Director of the Department of Culture and Tourism of Abu Dhabi, UAE, introduced that over 50% of Chinese tourists visit Abu Dhabi for cultural experiences. World – class museums, contemporary art, natural heritage, and diverse cuisines are highly popular among them. “We’ve also signed multiple joint marketing agreements with major Chinese online travel agencies, and are exploring exclusive itineraries, Chinese – speaking tour guides, desert adventures, and cultural site visits to welcome more Chinese tourists.”
Arnault, Chief Representative of the Tunisian National Tourist Office, said that since collaborating with social media platforms and influencers, Tunisia has drawn more attention from Chinese tourists as a travel destination. “Besides traditional des
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